DEVELOPMENT OF MARKETING STRATEGY ON ENTRY OF UKRAINIAN MANUFACTURERS INTO FOREIGN MARKETS

Abstract

The article analyzes the problems of development of marketing strategy for Ukrainian manufacturers to enter into foreign markets. It is noted that the marketing strategy of a successful enterprise can not function effectively without the organization of successful sales on foreign markets. In 90s of the twentieth century, a powerful rise in the marketing of foreign trade as an important component of production costs, was initiated. When entering foreign markets, business owners need to know exactly which marketing steps will be profitable and what measures should be implemented to prevent losses. To do this, they need to properly evaluate marketing activities, using appropriate methods and tools of analysis. The aim of the article is to reveal the main factors and trends that influence the formation of the marketing strategy of the Ukrainian producer to enter foreign markets. It is emphasized that in Ukrainian economics there are several approaches to assessing of the effectiveness of the company's marketing policy in entering of foreign markets. Thus, the Ukrainian economist T. Derevianchenko proposed a systematization based on quantitative indicators of productivity assessment. Ukrainian economists V.Verba and O. Grebeshkov expressed the following: “all current methodological approaches to the parameter of the assessment tool should be reduced to two groups: 1) on the basis of expert assessments; 2) on the basis of the formulation of the material price". Regarding the next group of indicators, we will use the approaches expressed in the works of Ukrainian economist P. Savchuk, who says that in the current conditions the price of production as a measure of owner's capital has to be the comprehensive indicator of productive work of the enterprise. Theoretical works of foreign scientists are analyzed. J. Lanskold provided a detailed description of the effectiveness of marketing, based on a study of the indicator of return on marketing. T. Ambler proposed a different gradation of numerical and qualitative marketing features. F. Kotler gave the following definition of marketing strategy - a well-established scheme of marketing steps, through which the company hopes to carry out its marketing objectives. Porter emphasizes the following strategies: low cost, differentiation and consolidation.