MODERN STRATEGIES IN INTERNATIONAL MARKETING

Abstract

The realities of globalization processes in the world economy create new requirements for sustainable business development, especially for innovative companies engaged in foreign economic activity or aiming to develop new markets. The importance of applying the latest marketing strategies, both in Ukrainian and foreign companies, was due to the need to reorient business in accordance with new challenges and threats provoked by the consequences of the crown crisis and the processes of active digital transformation in almost all sectors. The purpose of the study is the analysis of theoretical aspects and the development of practical recommendations for the formation of effective marketing strategies for multinational companies in the context of modern market trends. The article considers the peculiarities of the process of developing modern strategies in international marketing through the prism of major market trends. Theoretical and practical aspects of formation of competitive marketing strategies are analyzed. The procedure of selection of marketing tools is proposed, the application of which will promote the development of the most effective management business solutions when companies enter foreign markets. Interpretations of the concept of "marketing strategy" are generalized, and the main factors influencing the process of forming an international marketing strategy in terms of the main business strategy of the company are identified. The types of marketing strategies are considered and their classification is given. An algorithm for creating an international marketing strategy for companies entering the world commodity and high-tech markets is proposed. Proposals for the implementation of effective marketing measures, the application of which will contribute to the achievement of certain marketing goals of companies in the long run. In particular, the expediency of using digital marketing tools to strengthen the competitive position of companies in international markets, ensure quality communication and feedback from consumers and business partners. Practical recommendations have been developed to help companies create their own authentic international marketing strategy to achieve competitive advantage and long-term success in entering new international markets.