Digitisation of Marketing and Logistics Activities of Manufacturing and Trading Enterprises

Abstract

Purpose: The study aims to explore the benefits of digitisation and provide insights into how companies can successfully implement digital strategies to improve their marketing and logistics functions. Theoretical framework: The study utilizes a comparative analysis of information systems used by manufacturing and trading enterprises to understand the digitalisation process. Design/methodology/approach: The research methodology involves defining the scope of digitalisation, assessing the current state, developing a digitalisation strategy, planning the implementation, executing the implementation, monitoring progress, optimizing the process, and continuously reviewing and improving. Findings: The proposed algorithm consists in defining the scope of digitalisation, assessing the current state, developing a digitalisation strategy, planning the implementation, executing the implementation, monitoring progress, optimising the process, and continuously reviewing and improving. The effectiveness of digitalisation is evaluated using objective mathematical models and Key Performance Indicators specific to the goals of the digitalisation process. Research, Practical & Social implications: The article provides an example of how the mathematical model for digitalisation can be implemented in a real-world scenario. The mathematical model is represented as an equation that maximises the value generated from the digitalisation of marketing and logistics activities subject to constraints such as budget, efficiency improvement, and customer satisfaction improvement. Originality/value: This article provides insights into the digitisation of marketing and logistics activities in manufacturing and trading enterprises. It offers a systematic approach and a mathematical model for evaluating and implementing digitalisation strategies, contributing to the existing knowledge on digital transformation in the business domain.