The eDnipro company’s integration marketing communications complex aimed at ensuring sustainable development and ecological sustainability
The scientific article looked at the experience of Western utilities on the example of the city of Berlin. Berliner Wasserbetriebe (German for “Berlin Water”). Implements comprehensive educational programmes aimed at raising public awareness of the importance of water conservation. If the overall re...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
State Higher Educational Institution “Ukrainian State University of Chemical Technology”
2024-12-01
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| Series: | Економічний вісник Державного вищого навчального закладу Український державний хіміко-технологічний університет |
| Subjects: | |
| Online Access: | http://ek-visnik.dp.ua/wp-content/uploads/pdf/2024-2/Kasian.pdf |
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| Summary: | The scientific article looked at the experience of Western utilities on the example of the city of Berlin. Berliner Wasserbetriebe (German for “Berlin Water”). Implements comprehensive educational programmes aimed at raising public awareness of the importance of water conservation. If the overall result of the IFAS-analysis for eDnipro is +1.28, this indicates that internal factors generally have a positive impact on the company's operations. The weighted score of the EFAS analysis of EDNIPRO at +1.1 indicates an overall positive impact of external factors on the strategic capabilities of the enterprise. The comparative analysis shows that eDnipro has a successful website and social media design compared to its competitors, but the regularity of publications leaves much to be desired, they publish rarely and without a clear schedule, while Kyiv Digital updates its publications more often, but still without a schedule, and the Berlin utility has regular posts twice a week. When Instagram receives interaction with polls, it identifies this content as interesting and shows it to more users. Grun Berlin publishes the most content on sustainable development. eDnipro can also compete with the above institutions through a number of strategies aimed at improving service quality, innovation and effective communication with customers. Finally, an important strategy is to provide a high level of customer service. This includes prompt support for users, quick response to their queries and problem solving. The effective use of marketing communications helps to inform and engage the population, thereby supporting sustainable development initiatives. Taking into account the identified opportunities and threats, as well as strengths and weaknesses, eDnipro has the potential for further successful development and implementation of its strategic goals. Researched several ways to measure the effectiveness of marketing communications, namely: Return on investment (ROI), Net Promoter Score (NPS). The introduction of artificial intelligence (AI) and machine learning (ML) can significantly improve eDnipro’s marketing communications. |
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| ISSN: | 2415-3974 2664-2670 |