FORMATION OF ELEMENTS OF MARKETING STRATEGY OF FOREIGN ECONOMIC ACTIVITIES OF DOMESTIC ENTERPRISES

Abstract

The article focuses on the issues of increasing and developing the foreign economic activity of domestic enterprises. It is argued that the key prerequisites for the development of the export activity of domestic enterprises are, firstly, investments and financial resources necessary for organizing distribution and conquering foreign markets, and, secondly, high-quality and successful strategic and tactical marketing. That is why the aim of the article is to further develop scientific and applied research in the field of forming elements of marketing strategy of foreign economic activity of domestic enterprises. It is indicated that the basis of foreign economic activity of business entities is formed by their export. At the same time, there are other areas of activation and development of foreign economic activity, such as foreign investments, provision of a number of services, including consulting services, for international partners (consumers), organization and conduct of various joint events, research, etc. Therefore, the development of foreign economic activity of an enterprise requires its own proper strategic planning. It is proven that marketing plays a leading role in this regard. The principles of the elements of the strategy for implementing and developing foreign economic activity of domestic enterprises are developed. A set of measures is proposed, the implementation of which allows increasing and improving the quality and efficiency of foreign economic activity of business entities. The scientific novelty of the research results lies in the further development of methodological and applied principles of marketing strategy for the initiation and development of foreign economic activity of business entities. The applied significance of the research results lies in the development of solutions that allow for more thorough planning, and therefore more effective implementation of foreign economic activity of Ukrainian enterprises.