ANALYSIS OF POSSIBILITY TO USE AN EXHIBITION ACTIVITY BY PRODUCTION ENTERPRISES OF UKRAINE FOR PROMOTION OF PRODUCTS IN THE INTERNATIONAL MARKET

Abstract

In modern conditions, when the foreign trade balance of Ukraine has been negative for more than ten years, the issue of promoting the products of domestic enterprises to international markets is especially relevant. Export potential building should become a priority for the development of manufacturing enterprises, providing an opportunity to diversify markets and optimize profits for enterprise, and also to promote positive changes in the country's trade balance. The purpose of the article is to analyze the possibilities of using exhibition activities by Ukrainian manufacturing enterprises for promotion products to international markets, to form sources of information about exhibition events, to give examples of exhibition events in different countries, to demonstrate the necessity of participation in exhibition events for domestic enterprises. The article is devoted to the analysis of the possibilities of using exhibition activity as a tool for promoting the products of industrial enterprises on the international market. Was analyzed the expediency of participation in exhibitions for enterprises of different scales. The main trends in the development of the exhibition industry in the world and in Ukraine, its role in overcoming the crisis associated with the pandemic. Recommendations and suggestions on the choice of international exhibitions are given. Particular attention is paid to the analysis of existing international measures, as a result of which they are systematized in different areas. The article also highlights the main objectives and goals of enterprise participation in exhibitions. It is substantiated that exhibition activity for manufacturing enterprises promotes products in new markets, establishing new contacts with business partners, monitoring the development of their potential competitors and general trends in their industry. Was recommend to use all available tools to promote products on foreign markets through exhibition activities, using exhibition platforms in two directions: to present their own products, and to analyze the products of competitors.