1. SMEU
  2. All Volumes and Issues
  3. Volume 4, Number 2, 2022
  4. Marketing management applied to railway transport enterprises: ways of disclosing the potential

Marketing management applied to railway transport enterprises: ways of disclosing the potential

SMEU.
2022;
Volume 4, Number 2
: pp. 128 - 136
https://doi.org/10.23939/smeu2022.02.128
Authors:
  1. N. V. Chornopyska
  2. K. Z. Stasyuk
1
Lviv Polytechnic National University, Ukraine
2
Lviv Polytechnic National University, Ukraine

Purpose: to form a general understanding of marketing management level in regard to railway transport enterprises (carriers).

Methodology. Empirical methods were used to achieve the research purpose, namely, a survey of enterprise managers representing the rail freight transportation market. Data collection tool used – Google Form questionnaire including 6 thematic question blocks (33 questions in total). The questionnaire incorporated questions of a different nature, namely: open, closed, alternative, ranking, attitude scale, rating scale, importance scale. Communication between the respondent and the researchers was carried out online using e-mail (30 %), Facebook (50 %), LinkedIn (20 %).

Findings. The research conducted proved railway freight transport market enterprises are focused on the cargo, and not on the client; despite accumulated problems characterizing the industry, the rail freight transport market of Ukraine remains attractive for investment; modern realities demand all the spheres of economy to demonstrate considerable level of flexibility – information technology implementation proved to be vital now; innovations play a significant role in the industry development and have a significant impact on the efficiency and image of both the industry and the country.

Practical implications. The results this study provides are of particular interest to the railway transport market enterprise managers seeking to improve their marketing strategy compliance with modern conditions and to strengthen their competitive position on the market. In addition, the results provide stakeholders with ability of improving the marketing communication tools used to build and maintain B2B interactions in the rail freight market.

Value. The study presents marketing research results along in-depth analysis indicating existence of a rationale for increased attention to marketing management of enterprises, implementation of effective marketing and logistics mechanisms, as well as increased attention to digitalization in the conditions of railway freight transportion market liberalization.

railway transport enterprises
carriers
marketing management
railway freight transportation market
potential
  1. Dykan V. L., Volovelska I. V. (2020/2021). Metodyka upravlinnia zaliznychnym transportom na osnovi pryntsypiv aktyvizatsii tvorchoho myslennia [Railway transport management methodology based on the creative thinking activation principles]. Visnyk ekonomiky transportu i promyslovosti [Bulletin of Transport Economics and Industry], 72–73, 7–15.
  2. Hrynkevych S. S., Siryk Z. O., Pylypiv N. (2021). Suchasni osoblyvosti rozvytku lohistychnoï systemy zaliznychnykh perevezen. [Modern features characterizing logistics system development in regard to rail transportation] Ukrainskyi zhurnal prykladnoi ekonomiky ta tekhniky [Ukrainian Journal of Applied Economics and Technology], 6 (3), 146–151.
  3. Zorina O. I. (2021). Naukovo-praktychnyi pidkhid do rozpodilu ekspluatatsiinykh vytrat na utrymannia vantazhnykh stantsii v umovakh nevyznachenosti [A scientific and practical approach to operating costs distribution for freight stations maintenance in conditions of uncertainty]. Visnyk ekonomiky  transportu i promyslovosti [Bulletin of Transport Economics and Industry], 75, 138–149.
  4. Kopytko V. I., Sakson O. Iu. (2017). Marketynho-lohistychne zabezpechennia rynku perevezen v umovakh reformuvannia zaliznychnoho transportu [Marketing and logistics transportation market support in the conditions of railway transport reform] Zbirnyk naukovykh prats Dnipropetrovskoho natsionalnoho universytetu zaliznychnoho transportu imeni akademika V. Lazariana. Problemy ekonomiky transportu [Proceedings of Dnipro National University of Railway Transport named after Academician V. Lazaryan “Problems of the transport economics”], 13, 69–75.
  5. Kalycheva N. Ie., Masan V. V., Lobanova Ye. V. (2020/2021). Suchasni tendentsii rozvytku pidpryiemstv zaliznychnoho transportu [Modern trends in railway transport and port enterprises development]. Visnyk ekonomiky transportu i promyslovosti [Bulletin of Transport Economics and Industry], 72–73, 22–28.
  6. Mnykh O., Kostiuk O., Dalyk V. and Zaitseva A. (2020). Digitalization of economy and assessment of opportunities and implementation. International Journal of Advanced Science and Technology, 29(8s), 2470–2476.
  7. Dvulit Z. P. ta Seliuchenko N. Ie. (2021). Formuvannia informatsiinoho zabezpechennia rozvytku vantazhnykh perevezen AT “Ukrzaliznytsia” [Information support formation for freight transportation of JSC “Ukrzaliznytsia” development]. Menedzhment ta pidpryiemnytstvo v Ukraini: etapy stanovlennia i problemy rozvytku [Management and entrepreneurship in Ukraine: formation stages and development problems], 3(2), 9–20.
  8. Obruch H. V. (2021). Tsyfrova transformatsiia pidpryiemstv zaliznychnoho transportu v umovakh rozbudovy hlobalnoho tsyfrovoho transportno-lohistychnoho prostoru [Railway transport enterprises digital transformation in the conditions of global digital transport and logistics space development] Visnyk ekonomiky transportu i promyslovosti [Bulletin of Transport Economics and Industry], 74, 91–101.
  9. Kirdina O. H., Yampolska A. S. (2021). Upravlinnia resursnym zabezpechenniam rozvytku zaliznychnoho transportu v umovakh tsyfrovizatsii. [Resource support management for railway transport development in the conditions of digitalization]. Visnyk ekonomiky transportu i promyslovosti [Bulletin of Transport Economics and Industry], 74, 15–26.
  10. Tokmakova I. V., Panchenko N. H., Kurhuzova M. Iu. (2021/2022). Rozroblennia antykryzovoi stratehii pidpryiemstva v umovakh tsyfrovoi transformatsii [Enterprise anti-crisis strategy development in the conditions of digital transformation]. Visnyk ekonomiky transportu i promyslovosti [Bulletin of Transport Economics and Industry], 76–77, 70–81.
  11. Crozet Y. (2017). Rail freight development in Europe: how to deal with a doubly-imperfect competition? Transportation Research Procedia 25, 425–442.
  12. Dolinayova A., et al. (2016). Liberalization of the railway freight market in the context of a sustainable transport system. Transportation Research Procedia 14, 916–925.
  13. Duleba S., Farkas B., (2019). Principal Component Analysis of the Potential for Increased Rail Competitiveness in East-Central Europe. Sustainability, 11, 4181.
  14. Ferguson S. M., Olfert M. R. (2016). Competitive pressure and technology adoption: evidence from a policy reform in Western Canada. American journal of agricultural economics, 98 (2), 422–446.
  15. Mäkitalo M. (2011). Why Do Open Rail Freight Markets Fail to Attract Competition? Analysis on Finnish Transport Policy, EJTIR 1(1), 1–19.
  16. Perennes P. (2017). Open Access for Rail Passenger Services in Europe: Lesson Learnt from Forerunner Countries. Transportation Research Procedia 25, 358–367.
  17. Aksonov I.  M. (2020). Systemnыi podkhod  y systemnыi analyz v marketynho-lohystycheskom menedzhmente transportnыkh system. [System approach and system analysis in marketing and logistics management of transport systems] Review of Transport Economics and Management, 3 (19), 87–98.
  18. Illiashenko S. M., Illiashenko N. S., Shypulina Yu. S., Raiko D. V. (2021). Perspektyvy i problemy innovatsiinoho rozvytku v umovakh chetvertoi promyslovoi revoliutsii. Upravlinnia innovatsiinoiu diialnistiu: teoriia i praktyka [Prospects and problems of innovative development in the  minds of the fourth industrial revolution. Management of innovative activities: theory and practice]: kolektyvna monohrafiia / za zah. red. Vytvytskoi O. D. Kyiv: TOV “AHRAR MEDIA HRUP” [collective monograph / by general ed. O. D. Vytvytska. Kyiv: JSC “AGRAR MEDIA GROUP”], 112–131.
  19. Zaitseva I. Iu. (2021/2022). Provedennia ICO yak suchasnyi pidkhid do investytsiinoho zabezpechennia vprovadzhennia innovatsii na zaliznychnomu transporti Ukrainy [ISO introduction as a modern approach to investment security targeting innovations promotion for railroad transport of Ukraine]. Visnyk ekonomiky transportu i promyslovosti [Bulletin of Transport Economics and Industry], 76–77, 81–89.
  20. Kuznetsov Ye. M. (2021). Stratehichni napriamy pidvyshchennia innovatsiinoi aktyvnosti pidpryiemstv zaliznychnoho transportu [Strategic goals in increasing railway transport enterprises innovative activity]. Visnyk ekonomiky transportu i promyslovosti [Bulletin of Transport Economics and Industry], 75, 150–159.
  21. Ukrainskyi instytut maibutnoho (2018). Chy ye maibutnie v ukrainskoho zaliznychnoho transportu? [Is there a future for Ukrainian railway transport?]. Retrieved from: https://www.uifuture.org/publications/reports/24515- chy/ye/maybutnie/ v/zaliznychnoho/transportu (accessed 15 July 2022).
  22. Ukrainskyi instytut maibutnoho (2019). Rozdil Ekonomichnoi Stratehii “Ukraina 2030E – kraina z rozvynutoiu tsyfrovoiu ekonomikoiu” [Ukrainian Institute for the Future, 2019. Section of the Economic Strategy “Ukraine 2030E – a country with developed digital economy”]. Retrieved from: https://strategy.uifuture.org/kraina-z- rozvinutoyu-cifrovoyu-ekonomikoyu.html (accessed 19 March 2022).
  23. Tsentr transportnykh stratehii. Transport Book 2021. [Transport strategies centre. Transport book 2021] Retrieved from: https://cfts.org.ua/transport-book-2021 (accessed 01 September 2022).
  24. Ukrainskyi Lohistychnyi Alians (2018). Ekspres analiz 2018, pro hotovnist ukrainskoi zaliznytsi do vprovadzhennia pryvatnoi tiahy, stan vantazhnykh vahoniv ta zakonoproekt No. 7316. [Ukrainian Logistics Alliance, 2018. Express analysis 2018, on the Ukrainian railways readiness to introduce private traction, the state of freight cars and draft law No. 7316]/ Retrieved from: https://logisticsmanagement.files.wordpress. com/2018/07/d0b6d0b4d0bfd183d0b1d0bbd0b8d0bad0b0d186d0b8d18f-2.pdf/ (accessed 15 June 2022).
  25. Tsentr ekonomichnoi stratehii [Centre for Economic Strategy]. Retrieved from: https://ces.org.ua/ (accessed 1 September 2022).