Marketing aspects to investment attractiveness of diversified enterprises of aviation transport and logistic clusters

Sergiy Gritsenko

doi:10.31520/2616-7107/2020.4.1-6

Sergiy Gritsenko National Aviation University, Kyiv, Ukraine http://orcid.org/0000-0002-3322-3986

DOI: https://doi.org/10.31520/2616-7107/2020.4.1-6

Abstract

Introduction. Increased competition on the global capital market encourages companies to use marketing tools to stand out from competitors and thus have higher chances of investments attraction. The purpose of the article is to improve the theoretical and methodological foundations of regional logistics clusters formation, and to develop scientific and practical recommendations on the investment attractiveness of diversified enterprises in the aviation cluster of low-budget transportation.

Aim and tasks. The purpose of the article is to improve the theoretical and methodological foundations of regional transport and logistics clusters, and to develop scientific and practical recommendations on the investment attractiveness of diversified enterprises in the aviation cluster of low-budget transportation.

Results. Modern conditions of economic development are characterized by accelerating globalization and intensifying competition not only between companies and countries, but also between regions. The competitiveness of Ukraine consists of the competitiveness of the regions, which is formed by active development of economic entities in the respective regions. The competitiveness is characterized by support and development of clusters by consolidating the efforts of the state, business, science and education in priority areas of the regional economy. Besides private investment and commercial loans, the traditional sources of funding for the airport development programs are local budget support and loans, which are targeted at public financing of investment projects. In order to attract private (foreign) investments in airport development it is important to abide to several standards, including liberal administrative and tax policies of both local and public authorities, which encourage private investment initiative; effective antitrust policy of local authorities aimed at maintaining a healthy competitive environment.

Conclusions. In order to form the positive image of the low-budget transportation cluster as a reliable, competent and solvent borrower, it is necessary to properly position the cluster and its offer to investors. The target market segment is the zonal aviation cluster can occupy a dominant position in the market segment of integrated transport services by customizing its strategy to stand out from the existing pool of competitors.

Keywords:

investment marketing, supply chain, diversification., clusters, logistic, aviation.

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