FORMATION OF INTERNATIONAL MARKETING STRATEGY

Abstract

The article examines the process of forming an international marketing strategy and its determinants, describes the relationship between the phases of international marketing development and the level of application of an international marketing strategy. Based on this analysis, a set of elements of the company's international marketing strategy was developed, the application of which should contribute to ensuring a systematic approach to its planning, implementation and control. A structural and logical scheme of strategic decision-making regarding the selection of foreign markets and segments is proposed, and the factors that determine the geographical diversification of the enterprise are analyzed. PJSC "Concern Khlibprom" is one of the largest enterprises of the Ukrainian bread market, which daily produces up to 160 tons of products - bread, bakery, confectionery and dough semi-finished products. The Company's structure includes 5 processing enterprises located in Lviv and Vinnytsia regions. The analysis of segments and the search for the target market should be based on the following criteria: market capacity, availability of sales channels, trends of growth or decrease in the size of the segment, profitability of activities per segment, chances of success in competition. In 2023, PJSC "Concern Hlibprom" is proposed to conduct a wide advertising campaign. The presented advertising objects are new types of products of PJSC "Concern Hlibprom" (croissants, toaster bread for breakfast).