MODELING OF THE ACTIVITIES OF MARKETING AND SALES DEPARTMENT AND THE IMPACT OF SELF-MANAGEMENT SYSTEMS USING THE ANYLOGIC SOFTWARE ON IT

Abstract

In today’s market, many companies have to operate in the conditions of high competition. Each company is struggling to gain the advantage which will make them stand out from the competitors. They try to achieve such a competitive advantage through marketing, improving product quality or increasing the efficiency of processes within the company. One of the methods of gaining competitive advantage is the introduction of new management systems, such as self-management.
Given the market situation, a large number of companies face uncertainty. It is difficult to predict the results of initiative implementation. Such working conditions seriously increase the complexity of managing these systems. For example, in a rapidly evolving business environment, it is difficult to make the right decisions. In the process of work, we encountered a problem in forecasting the behaviour of the system and the environment. Implementation of simulation in the company makes it possible to predict the result taking into account various scenarios. An important condition for creating the right models in accordance with the tasks is successful choice of simulation methodology and software.
In our work, we considered different approaches to modelling, outlined the main steps to be taken when constructing a simulation model and drew the general rules for constructing such a model. We briefly analysed the systems and software that can be used for simulation, considered their advantages and disadvantages. AnyLogic is a simulation software, the main principles of its operation, its benefits and weak points were discussed in more detail. With the help of the software AnyLogic the activities of the marketing department at the conventional enterprise were simulated, the potential impact of the of such a department self-management system implementation was pre-estimated and the expected result from such a system implementation in a particular unit was modelled.