Analysis and evaluation of the current state of the marketing environment of the media holding "Goodwill"

this article is dedicated to studying the marketing environment of a media holding in the modern information society. The relevance of this research is driven by the need to analyze the marketing environment to understand current trends, competitive positions, and the needs of the target audience. This understanding will enable the media holding to adapt its strategies and enhance its competitiveness in the market. The paper examines various perspectives of contemporary scholars on the concept of a media holding. Particular attention is given to the regional media holding "Goodwill," which is one of the key players in the business communications sector of the Smolensk region. A detailed analysis is conducted on the business magazine "Goodwill," which generates stable profits and helps the media holding maintain its success in the media market. This study is analytical in nature and does not constitute an official financial report of the Goodwill media holding. All assessments and conclusions reflect the subjective opinion of the authors. The aim of this study is to analyze the marketing environment of the "Goodwill" media holding, identify the factors influencing its development, and develop recommendations for improving its operations. A comprehensive approach is used in this research, combining theoretical and empirical methods, allowing for an in-depth study of the media holding. The study applies ABC analysis, BCG matrix, PEST analysis, SWOT analysis, and Porter's Five Forces analysis. To improve the operations of the "Goodwill" media holding, it is recommended to strengthen the interaction between all its products, optimize the processes of application submission and award distribution, and implement new digital and hybrid formats. Additionally, it is crucial to actively develop events that will contribute not only to achieving business goals but also to increasing audience loyalty and enhancing social and corporate responsibility.

media holding, marketing environment, marketing analysis, media, print publication