MARKETING ACTIVITY OF FREENET LLC IN THE TELECOMMUNICATIONS MARKET IN UKRAINE

Abstract

This article investigates the marketing activities of Freenet Limited Liability Company (Freenet LLC), a key  operator in the fixed broadband access market in Ukraine. The company's core business is providing high-speed dedicated access channels to both individuals and legal entities. Key operational functions, the FTTx and Ethernet technology base, and the company's competitive advantages–shaped by flexible tariff  policies, antivirus protection, and 24/7 technical support–are analyzed. The positioning of Freenet LLC on the national market is characterized by high competitiveness. According to the analytical publication InternetUA, the company is consistently among the top 10 largest Internet providers in Ukraine, demonstrating significant growth dynamics (second place) and occupying third place in the overall ranking. Unfortunately, the marketing activities of Freenet LLC have a significant strategic vulnerability: it lags behind its main competitors in terms of volume and efficiency of using resources for promotion. A PEST-analysis was conducted, highlighting the significant influence of social and technological factors. Based on the assessment of strategic alternatives' opportunities and risks, a selective growth strategy was chosen. The results of the promotional program, which included website optimization and social media campaigns, showed increased applications and better website loading speeds. With the creation of offices in the Google business profile, the company's rating began to grow, and the activity of users from these offices additionally attracts the target audience to the site. During promotions on social networks, the statistics of viewing advertising campaigns increases sharply, so it is recommended to organize regular prize draws in the future. The most important result is an increase in the number of applications submitted through the company's website.