MARKETING STRATEGIES OF INTERNATIONAL COMPANIES ON THE UKRAINIAN MARKET OF FAST MOVING CONSUMER GOODS

Abstract

The article is devoted to the analysis of marketing strategies of international companies on the Ukrainian market of fast moving consumer goods and their modification in the conditions of war. The article reveals the essence of the concept of "marketing strategy". It is emphasized that the development of an international marketing strategy is a complex and responsible process. The factors affecting the choice of marketing strategy are characterized, the task of analyzing the market situation is considered. The main risks to which subjects of foreign economic activity are exposed are given, and the types of marketing risks are defined. It was found that the category of goods of daily demand includes food products, household chemicals, hygiene products, stationery, cosmetics and hygiene products. The advantages and tasks of marketing of fast moving consumer goods were studied, a conclusion was drawn about the diversity of marketing strategies of international companies in the FMCG market. It was found that the beginning of a full-scale war in Ukraine caused significant changes both in the FMCG market and in the marketing strategies of international players in this market. The article identifies the main trends in the FMCG market during the war, in particular, the destruction of shops and warehouses in the areas of hostilities, the loss of control over facilities in the occupied territories; the reduction in the number of buyers of FMCG due to the population departure abroad or to the western regions of Ukraine; the decrease in the purchasing power of consumers; the instability of logistics in the country; the outflow of personnel due to mobilization, evacuation abroad, migration to the western regions of the country; the inaccessibility of suppliers who are in the area of hostilities or in the occupied regions; the shortened market capacity. It was established that international companies in this market faced a number of marketing risks, such as the risk of products not being in demand, the risk of the impact of globalisation of economic processes, the risk of a lack of reliable information, and the risk of inefficiency in the organization of the sales system. Risk response strategies used by international companies at the beginning of a full-scale war were studied. A conclusion was made about the relevance of applying a risk-oriented approach in strategic marketing planning. It is noted that the future trends in the FMCG market will be the growth of demand, the development of digital technologies, the increase of investments in new production and the implementation of growth marketing strategies by companies.