КОНЦЕПТУАЛЬНІ ОСНОВИ РОЗРОБКИ МАРКЕТИНГОВИХ СТРАТЕГІЙ ВИХОДУ ПІДПРИЄМСТВ НА ЗОВНІШНІ РИНКИ: СУТНІСТЬ ТА ЗНАЧЕННЯ ДЛЯ ВІДНОВЛЕННЯ УКРАЇНСЬКОЇ ЕКОНОМІКИ

Abstract

The article examines theoretical and methodological approaches and formulates practical recommendations for the development of a marketing strategy for an enterprise entering foreign markets, which will ensure its sustainability and competitive development. A generalization of scientific views on the definition of the essence of the concept of "marketing strategy" was carried out in the context of the process of the enterprise entering foreign sales markets. The main external and internal conditions affecting the company's ability to enter target foreign markets, as well as the specifics of the formation of its strategic behavior on them, are singled out and analyzed. The significance of the analysis of the sources of capital formation of the enterprise when planning the strategy of entering international markets is emphasized. The need for a comprehensive approach to the assessment of foreign markets to ensure the success of entering them is substantiated. The author's algorithm for the formation of a marketing strategy in the event of a decision to enter a specific foreign market by the enterprise is proposed, which includes 12 main stages. The key tasks for the analysis of the available resources and capabilities of the enterprise in order to assess the readiness to enter the selected target foreign market have been determined. To ensure success when entering new markets, it is important to understand what resources the company will attract for the implementation of its international activities and in which business units it will invest its capital. The main principles of determining the positioning strategy for an enterprise entering the foreign market are characterized. On the basis of the generalization of theoretical approaches, recommendations for the formation of the optimal marketing complex of the enterprise, which best meets the needs of target consumers at the stage of the enterprise's entry into foreign sales markets, are substantiated and formed. The most promising areas for Ukrainian business to enter foreign markets are characterized. The author's vision of effective marketing tools for the penetration of domestic enterprises into foreign markets in the conditions of the digital economy is presented.