MARKETING STRATEGIES FOR UKRAINIAN COMPANIES ENTERING INTERNATIONAL MARKETS IN THE CONTEXT OF GLOBAL SUPPLY CHAINS TRANSFORMATION
Abstract
The article examines the formation of marketing strategies for Ukrainian companies entering international markets in the context of global supply chains transformation, digitalization of international trade and changes in logistics routes. The relevance of the research is determined by the need for Ukrainian business to adapt to a highly competitive and unstable external environment, where success depends not only on product quality and price, but also on the ability to ensure reliable deliveries, transparent communication and long-term trust of foreign partners. The purpose of the article is to identify the key marketing, logistical, digital and institutional factors that influence the competitiveness of Ukrainian companies in foreign markets. The study applies general scientific methods of analysis and synthesis, a systematic approach, comparative method, generalization, as well as elements of strategic and marketing analysis. The article emphasizes that international marketing should be understood as a comprehensive management concept that includes market research, segmentation, targeting, positioning, product adaptation, pricing, distribution, communication policy, logistics and digital interaction with customers. Particular attention is paid to the role of global supply chains, since logistics reliability increasingly becomes a part of the value proposition offered by a company. The article also considers the role of international organizations, including the WTO, UNCTAD, OECD and ITC, in creating analytical, regulatory and institutional conditions for the development of international trade and export marketing. The results show that digital marketing, e-commerce, B2B platforms, CRM systems and data analytics allow Ukrainian companies, especially small and medium-sized enterprises, to reduce barriers to entering foreign markets and to build more effective communication with international clients. The practical value of the research lies in the formulation of recommendations for Ukrainian companies concerning market analysis, adaptation of products and communication, risk-sensitive logistics planning, use of international analytical resources and development of trust in Ukrainian brands. The article concludes that an effective strategy for entering international markets requires an integrated combination of marketing analytics, digital tools, logistics flexibility, institutional support and long-term competitive positioning.
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