Synergy of Marketing and Logistics as a Factor in Ensuring the Reliability of Electrical Equipment Project Implementation

Abstract

Abstract: The article is devoted to the development and substantiation of a marketing-logistics approach to managing electrical engineering projects in Ukraine under martial law and in a highly turbulent economic environment. The aim of the study is to create an integrated model of interaction between project participants, which ensures risk minimization and increases the efficiency of implementing complex engineering solutions. The study uses methods of systems analysis to determine the industry specifics of electrical equipment projects, the deductive method for developing functional-role management matrices, and conceptual modeling to synchronize the life cycles of the product, project, and logistics processes. The theoretical basis consists of modern concepts of project management and marketing logistics. The key features of electrical engineering projects are identified, such as strict phasing (alignment with construction cycles), the cascading nature of errors, and engineering uniqueness. It is substantiated that the traditional division of functions between the engineer, marketer, and logistician in modern conditions leads to functional gaps in project management, which increases project costs and implementation time. The authors have developed a functional-role matrix that distributes the areas of responsibility of participants at each stage of the project life cycle — from pre-project survey to service maintenance. A synchronization mechanism is proposed that combines the project stages with the marketing life cycle of the product and the logistics order fulfillment cycle. It is shown that the integration of the logistician and the marketer at the design stages allows for the proactive resolution of component shortage problems (long-lead items) and the adaptation of technical solutions to real market opportunities. The implementation of the proposed marketing-logistic model allows specialized project organizations to transform management from reactive to proactive. The synergy of marketing (as a value creation tool) and logistics (as a tool for its physical fulfillment) guarantees project resilience to external challenges. The practical application of the model contributes to increasing the transparency of reporting to the client, compliance with strict regulatory safety requirements, and achieving the planned economic indicators of the project.