МЕТОДИЧНІ АСПЕКТИ ФОРМУВАННЯ МІЖНАРОДНОЇ ТОВАРНОЇ СТРАТЕГІЇ ПІДПРИЄМСТВА З ВИКОРИСТАННЯМ МЕТОДІВ ОПТИМІЗАЦІЇ

Abstract

The article is devoted to the study of the theoretical foundations of the international product strategy of the enterprise on the basis of existing scientific achievements and practical experience of international business. At the current level of development of the wo-rld economy, there is a major trend of globalization of the market, which, on the one hand, opens up great prospects for any economic entity, and on the other – makes competition in the international arena even tougher. Modern resumption of domestic enterprises in foreign markets in the face of military aggression and post-war reconstruction of the country is accompanied by a radical change in the concept of international business under the influence of environmental factors. To achieve this goal, it is necessary to develop its own adapted international product strategy, which facilitates the company's entry into new foreign markets or creates opportunities for expanding existing market segments. To ensure competitiveness and constant demand for goods requires the development and implementation of many management, including marketing decisions. In marketing, such decisions are usually in four areas: product policy, pricing policy, distribution and sales policy, communication policy. In this regard, a particularly important issue is the formation of the international product strategy of the enterprise, as it is the product strategy is the core of the marketing complex of the enterprise. In our opinion, the product strategy should be understood as the general course of the company's product policy, designed for the long term, which involves the solution of fundamental tasks. Accordingly, the international product strategy, in our opinion, is a long-term plan for the development of product policy in the field of international business, which takes into account not only the peculiarities of the national market, but primarily foreign markets. Taking into account the peculiarities of the current state of our economy and the ability of national exporters to resume and further develop activities in target foreign markets developed and proposed a methodological approach to the formation of product strategy for both exports and imports. After all, at present, quite rational and balanced steps of the Government of Ukraine to support both domestic and foreign business create the basis for increasing its volume, diversification of both product and geographical structure. A feature of the proposed methodological approach is the integration of methods for optimizing the product structure of both exports and imports.