ТЕОРЕТИЧНІ ТА ПРАКТИЧНІ ПИТАННЯ РОЗРОБКИ МАРКЕТИНГОВОЇ СТРАТЕГІЇ ПІДПРИЄМСТВА В УМОВАХ ПАНДЕМІЇ SARS-COV-2 (COVID-19)

Abstract

The questions connected with the development of marketing strategy of enterprise in the conditions of global pandemic and its consequences: economic and social are investigated. Classical approaches to the definition of the category of "marketing strategy" based on the analysis of the enterprise, the level of its competitiveness, the search for ways of development and growth are shown. A new approach to the definition of marketing strategy, based on the analysis of changes in the market situation and, especially, consumers, their requirements for the product, the sales process, service, and communication is proposed. It is aimed at creating individual value, emotional attachment and free choice for the consumer. So, the key factors for future marketing success will be: the individual value that the buyer will feel, his/her emotional attachment to the brand, seller or place of purchase (neuromarketing), as well as the feeling of freedom of choice without any pressure. These success factors will be achieved through "reasonable" pricing and effective sales channels. The most well-known classifications of marketing strategies have been given in order to identify and systematize the areas of the enterprise that should be considered in strategic marketing. Given the changes in the external environment and marketing under the influence of the digitalization of the economy and the COVID-19 pandemic, strategies that are associated with a thorough study of the market and consumers, the effective use of marketing tools, especially prices and communications, are of particular relevance. The methodology of marketing strategy development should take into account two complementary approaches: offer marketing and recall marketing, noting that the first is the establishment of needs and requirements, and the other is the search for new ways to meet them. The marketing strategy choice matrix of the enterprise, based on the combination of classical variants of branch situation and market position of the enterprise is offered. The main characteristics and indicators of marketing strategy for different business orientations of the enterprise are systematized. The most appropriate tools for the development of marketing strategies in modern market conditions worldwide are shown.