PECULIARITIES OF MARKETING STRATEGY DEVELOPMENT OF FOREIGN ECONOMIC ACTIVITY OF THE ENTERPRISE

Abstract

The publication focuses on the development of foreign economic activity of Ukrainian companies. It is argued that the basis of foreign economic activity of enterprises is the export of goods and services, which, in turn, requires investments and financial resources for the development and implementation of distribution networks and general advancement to foreign markets, as well as successful marketing strategies and tactics. The purpose of this article is to generalize and further develop scientific and applied research in the field of creating elements of marketing planning for foreign economic activity of domestic companies. It is noted that the basis of foreign economic activity of business entities is their export. At the same time, there are other areas of activation and development of foreign economic activity, such as attracting foreign investments, providing a wide range of services, including consulting for international partners (consumers), organizing and conducting various joint events and research. It has been proven that the development of an enterprise's foreign economic activity requires proper strategic planning. Marketing plays a key role in this. The principles of the elements of the strategy for implementing and developing foreign economic activity of domestic enterprises have been developed. A set of measures has been proposed, the implementation of which will allow increasing and improving the quality and efficiency of foreign economic activity of business entities. The scientific novelty of the research results lies in the further development of methodological and applied principles of marketing strategy for the initiation and development of foreign economic activity of business entities. The applied significance of the research results lies in the development of solutions that will allow for more detailed planning and, thus, more effective implementation of foreign economic activity of Ukrainian enterprises.