STRATEGIC TOOLS DEVELOPMENT TO ENSURE PRODUCT COMPETITIVENESS IN THE GLOBALIZATION CONTEXT

Abstract

The article studies the development of new methodological support for marketing activities in the context of globalization for innovative enterprises with a wide range of products. Today, manufacturers are winning over consumers in conditions of high competition and decreasing response time to market needs. It is necessary to structure the needs of the target audience according to purchase decision-making patterns. Based on the analysis of approaches to ensuring competitiveness, it was revealed that it is necessary to study consumer behavior and motivation for purchasing goods. The theories of purchasing decisions and motivation for choosing a product are analyzed. It is noted that globalization has transformed the consumer environment and consumer behavior, and the motives for self-positioning in society and joining new social groups are highlighted. The article proposes a “needs - interests - values” systematization, which highlights the special properties of a product. The proposed systematization is included in the algorithm for choosing a positioning strategy based on a ranking pyramid, taking into account: price, quality, functionality, design, exclusivity, brand status and brand spirit, which allow influencing the choice of the target audience. The developed seven-level ranking pyramid is a tool for making decisions on choosing a product positioning strategy. The proposed methodological approach to positioning of goods will ensure the competitiveness of the organization.