The role of marketing research in the formation an enterprise’s production program

Abstract

The article discusses the issues of forming an enterprise’s production program. Against the backdrop of the constant intensification of global competition and the increasing volatility of commodity markets, the relevance of this study is justified by the need to transform the management paradigm of capital–intensive industrial companies. The traditional operation–oriented approach, focused on internal optimization, demonstrates critical inflexibility, which is particularly dangerous for industries with long investment cycles and high capital intensity. The marketing research toolkit, originally designed for quick response in the B2C sector and low–capital–ntensive industries, is not effective enough to solve strategic problems in the B2B environment. This requires adapting tactical marketing metrics (NPS, Churn Rate, LTV) to the tasks of strategic asset management. The goal is to systematize and deepen understanding of the role of marketing research as a key factor in predictive and prescriptive planning aimed at mitigating investment and operational risks. The author’s contribution consists in the development of an integrated algorithm for production and marketing planning (PMP model), which allows synchronizing long–term scenario forecasting (5–10 years) with the formation of a stable «core» of the production program.