Abstract
The article examines the use of practical features of the process of planning the international marketing activities of the enterprise on the example of the state company "Konotop Aircraft Repair Plant "Aviacon", which is part of Ukroboronprom and plans to expand its international market segment. The company implements its activities in the following areas: overhaul, re-equipment and modernization of Mi helicopters; operational support of repaired helicopters; training and advanced training of customer specialists. The authors define the essence, subject and features of planning the international marketing activities of the enterprise. The authors found that the subject of marketing planning of the enterprise in the international market is the study of the strengths and capabilities of the enterprise and the feasibility of their use in conducting activities in the international market. On the example of the aircraft repair plant the process of planning international marketing activities with the definition of mission, goals, vision and objectives of the company in the international market, the list of main competitors and promising market segments, the company's capabilities through SWOT-analysis and its development were researched. In the article, the authors identified the goals and strategies of the enterprise using SMART-analysis tools. Based on this analysis, five main goals of the company in the international market were identified – specific goals, measurable goals, achievable goals, relevant goals and time-bound goals. The authors proposed the main directions of development of the aircraft repair plant, which should be taken into account when drawing up a plan for the development of international marketing activities. In general, the company should be interested in effective planning of international marketing activities, as this is one of the most important factors in improving its business. To do this, the aircraft repair plant need to know and analyze market opportunities, properly form the mission and goals of the enterprise and on the basis of the study to make a plan that will not only be effective, but also meet expectations and goals.
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