INTEGRATION OF MARKETING STRATEGIES AND BUSINESS ANALYTICS FOR SECURE ENTRY INTO INTERNATIONAL MARKETS: COMMUNICATION ASPECT

Abstract

Globalization processes in the world economy impose new requirements for ensuring sustainable business development, especially for innovative companies that are actively engaged in foreign economic activities or seek to develop new markets. The need to implement modern marketing strategies, both in Ukrainian and foreign companies, became obvious due to the need to reorient business in response to new challenges and threats caused by the consequences of the corona crisis and active digital transformation in all areas of the economy. The purpose of the study is to analyze the theoretical and practical aspects of the formation and selection of international marketing strategies in the context of modern market trends. The article analyzes the specifics of developing modern strategies in international marketing activities taking into account key market trends. The description of the most common marketing strategies used by companies when entering international markets is presented. Among the main factors that have a significant impact on the process of forming and implementing a marketing strategy for a company planning to enter the international market, it is worth highlighting both internal and external factors, including the strategic goals of the company, the available resources for achieving the set goals, the peculiarities of the market situation and external marketing environment. Companies that strive to develop a unique marketing strategy have much higher chances of success when entering foreign markets. Special attention should be paid to the stage of creating a supporting portfolio of projects, which includes branding, determination of assortment parameters and pricing, development of a sales concept, advertising strategy, and effective communication with partners and clients. Studies of the types of international marketing strategies presented by both foreign and domestic scientists reflect their wide variety and differences in approaches to their formation - goals, formation of competitive positions, environmental conditions, financial potential, personnel and intellectual support, and also determine the content initial elements of the strategy.