MARKETING ANALYSIS OF THE MARKET OF ENTRANCE AND INTERIOR DOORS IN UKRAINE
Abstract
The article presents a comprehensive marketing analysis of the Ukrainian market for entrance and interior doors during the period 2021–2025. The study examines the dynamics of supply and demand, the structural characteristics of the assortment, and the evolution of consumer preferences in a rapidly changing economic environment. Particular attention is given to the influence of macroeconomic and geopolitical factors, including the impact of the full-scale war, logistical disruptions, and the reorientation of domestic production towards internal needs and European quality standards. The research identifies key market trends such as digitalization of sales, the expansion of eco-friendly materials, customization, and brand differentiation strategies. The competitive landscape is analyzed through the prism of domestic versus imported products, highlighting the role of innovation, pricing policy, and communication tools in strengthening brand positioning. Based on marketing diagnostics, the article proposes practical recommendations for enterprises aimed at improving market performance, enhancing customer loyalty, and ensuring sustainable development in the post-war reconstruction phase. The findings can serve as a theoretical and methodological basis for further research and for strategic decision-making in the furniture and construction materials industries. In a dynamic and uncertain environment, effective marketing management becomes a critical factor in the competitiveness of enterprises. Marketing strategies should be flexible, context-oriented, and aimed at meeting current consumer needs, with maximum efficiency in the use of digital communication tools. Despite deep shocks, the door market in Ukraine retains the potential for further recovery and innovative development. Companies that can adapt their marketing approaches in a timely manner, integrate consumer needs more deeply into business strategies, and effectively use digital tools will gain sustainable competitive advantages in the near future. To improve strategic planning, it is advisable to conduct further quantitative research into market dynamics in order to form more accurate forecasts and determine optimal development models.
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