Abstract:

The article analyses the role and objectives of marketing research in the logistics chains building. Taking into account the specifics of industrial markets and the objectives of the study, an approach to marketing research has been proposed, this approach has been tested in the market of industrial chrome plating services study. The study identified the sectoral structure of the market and identified the key factors determining the participants’ competitiveness. The selection criteria were also formulated, which made it possible to identify potential partners and substantiate the choice of strategic alternatives for the metalworking industry logistics chain formation. The approach proposed by the authors can be used not only when selecting potential partners, but also to assess the development potential of existing participants in integrated logistics chains