MARKETING STRATEGIC PLANNING AND MANAGING THE PROCESS OF THE STARTUP DEVELOPMENT

Abstract

The development of the startup industry contributed to the rapid spread of technologies and the strengthening of the economy of the leading innovative countries. However, the share of unsuccessful projects still remains significant. And in many cases, the reason for this is the lack of strong marketing maintenance, strategic planning and management. It was found that during the startup development process, marketing is not adequately taken into account. In addition, researchers often focus on certain areas of marketing activity, without taking into account the need for the marketing strategic managing and implementation of holistic marketing maintenance. Therefore, the relevance of the study is substantiated by the need to revise and improve the theoretical and practical basis of startup marketing maintenance. The aim of the study is to develop scientific and practical recommendations for improving the startup marketing maintenance through the strategic planning and managing during their development, as well as taking into account the specific features of marketing functions and tasks at different stages of their life cycle. As a result of the research, the unique definition of the «startup» term was proposed. The place of startups in the Ukrainian legislation was also identified. The composition of startup marketing strategies has been developed. Strategies were divided according to the following criteria: cooperation (independent and co-optation), the team purpose (holder or developer strategy), scaling purpose (classical, interconnected scalability, dependent scalability, minimalism), the degree of the economic freedom of market subjects (self-sufficient or not self-sufficient), product (holistic, inclusive, service). The proposed marketing strategies are relevant both for industrial and consumer markets and can be implemented, in particular, during the startup development in the fields of computer programming, equipment manufacturing, machine building, telecommunications, ecology (production of environmentally friendly electricity, alternative fuels), publishing and printing, 3D printing, in the aviation industry, etc.