Marketing analysis of information and communication technologies as a factor of compliance function and business growth

Abstract

The purpose of the study is to visualize the results of marketing analysis of the current state and prospects of ICT business. The impact of the use of technology on the activities of enterprises is assessed. The study used the method of SWOT-analysis to assess the internal and external environment of the industry. PEST analysis to study the external environment that may affect the industry. Trend forecasting method for calculating the number of enterprises that will use ICT. ABC analysis to determine the most promising services for specialized educational institutions. The analysis revealed weaknesses (insufficient number of marketing specialists, lack of domestic technology equipment of the required class of quality and productivity) and threats (unpredictable course and consequences of Covid-19, the tendency to reduce scientists and the share of enterprises implementing innovations) in the field of ICT and enterprises. In the activities of the computer academy «STEP» there is a group of services that bring the most profit. It is investigated that «STEP» has significant advantages over competitors. The proposed results of the study can be used in the further working of enterprises. In particular, the academy to promote its services in the education market focuses more on the site, site service and mobile application «Mystat», the social network Facebook. These communication channels are the best channel of connection between the educational establishment and service users. The use of information and communication technologies by enterprises allows them to work more productively in their field and communicate better with potential consumers.