FACTORS OF THE MARKETING STRATEGY OF DOMESTIC ENTERPRISES ON THE INTERNATIONAL MARKETS

Abstract

The article systematizes the main factors of formation of the marketing strategy for the entry of domestic enterprises into international markets. It is proven that the formation of a marketing strategy gives the enterprise the opportunity to systematically plan actions on the market, based on the analysis of internal and external factors that affect its activity. It is wellfounded that entering international markets requires a review of the marketing strategy, taking into account various factors, without taking into account domestic products on these markets will be uncompetitive. It is noted that an important task in the process of European integration is the export of Ukrainian goods to foreign markets. It is determined that despite the current trends in the popularity of online trading, offline trade through shopping centers continues to dominate in some countries of the European Union. The isolation of these differences indicated the need to study the dynamics and structure of shopping areas in order to identify the factors influencing this situation. It is researched that in the formation of a marketing strategy, an important place is occupied by pricing policy, in the formation of which it is necessary to take into account that Europeans reduce spending on consumer technologies and goods due to high inflation and rising energy prices. It is noted that the key factor in the formation of a marketing strategy is the reputation of domestic products among European consumers. It is  proved that individuality, sustainability and consideration of environmental aspects are important factors in the choice of goods by consumers. It is concluded that understanding these factors will allow enterprises to better adapt to market conditions, choose the right products and effectively direct advertising efforts to achieve competitiveness in the European market.