Methodological approaches to developing the marketing component of a project feasibility study

In the context of increasing competition and transformation of consumer preferences, the key factor in ensuring sustainable development of an enterprise is the introduction of new or modernization of existing products and services. To assess the commercial feasibility of implementing such projects, it is necessary to develop a comprehensive feasibility study, including an analysis of the market situation, an assessment of potential risks, the construction of a financial model and the determination of resource provision. For market analysis and the development of a marketing strategy, the author proposes methodologies that integrate the experience of marketing activities of manufacturing enterprises in the B2B market. Active involvement of the marketing department in the process of developing a feasibility study allows you to confirm the market potential of the product, develop a marketing strategy, forecast sales volumes and reduce the level of uncertainty.