MARKETING TOOLS FOR FORMING A DEVELOPMENT STRATEGY FOR ALTERNATIVE ENERGY ENTERPRISES IN UKRAINE
Abstract
The article proves that marketing tools play a key role in shaping the development strategy of alternative energy companies in Ukraine. They not only promote innovative technologies, but also create conditions for attracting investment, increasing consumer confidence, and integrating companies into the European market. The proposed systematization of tools allows us to identify four key blocks: communication, product and price, market and promotion, and innovation and digital. It is argued that the competitiveness of enterprises in the industry is determined not only by the level of investment support and state regulation, but also by the systematic use of marketing tools aimed at forming a positive image, stimulating demand, attracting investors, and establishing partnerships with communities and international stakeholders. It has been determined that the effective application of marketing approaches in combination with European experience creates opportunities for the formation of a competitive alternative energy industry in Ukraine, which is capable of providing not only economic benefits, but also strategic energy security and ecological balance in the post-war period. The systematization of marketing tools has made it possible to identify communication, digital, investment and financial, social and reputational, and innovation and educational mechanisms that ensure the integration of enterprises into global markets and contribute to strengthening their positions in the national energy sector. It has been established that the external marketing environment is multifactorial and requires a comprehensive analysis of political, economic, social, and technological determinants, as confirmed by the results of the PEST analysis. It has been proven that an important component of development is the international experience of EU member states, which demonstrates the effectiveness of cooperative models, energy democracy, and cluster initiatives in ensuring the long-term sustainability of the renewable energy market.
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