Abstract
The formation model of marketing strategy, based on the study of the nature and features of the strategic planning process of the enterprise market activity and also on the study of its potential and analysis results of the competitive market was offered. This allows us to formulate a set of policy measures on the improvement of marketing activity at the domestic enterprise.
Highlights
In modern terms, strategic marketing plays a crucial role in the economic success of the company
During the formation period of market economy in Ukraine business activity takes some specific features as the levels of the uncertainty and risk are increasing, the intensity of competition is rising and its new types are appearing, buyers are imposing more and more requirements on goods and services
An important feature of the current stage of the market relations development in the country is to aim the domestic manufacturers at the strategic priorities of Ukraine, the variability of the environment, business globalization, the integration processes in the economy, the possibility of companies to determine the long-term goals and strategies in order to achieve them and others
Summary
Strategic marketing plays a crucial role in the economic success of the company. An important feature of the current stage of the market relations development in the country is to aim the domestic manufacturers at the strategic priorities of Ukraine, the variability of the environment, business globalization, the integration processes in the economy, the possibility of companies to determine the long-term goals and strategies in order to achieve them and others. All this makes the objective need for the further development of the theoretical and applied principles of strategic marketing, the formation methodology of marketing strategies as determinants of the companies’ success in the market. It should be noted that the problem of the enterprise marketing strategy’s model is not developed
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