ANALYSIS AND FEATURES OF INTERNATIONAL MARKETING TOOLKIT ADAPTATION BY CHINESE TEA PRODUCERS IN THE UKRAINIAN MARKET

Abstract

The article provides a systematic analysis of the mechanisms for adapting the international marketing toolkit of Chinese tea exporting enterprises to the conditions of the Ukrainian market. The relevance of the study is driven by the intensification of trade and economic interaction between Ukraine and the PRC, as well as the necessity to transform marketing strategies amidst high competition and the import dependency of the domestic tea sector.

The macroeconomic prerequisites for expanding the presence of Chinese manufacturers are analyzed, specifically the dynamics of foreign trade turnover between the countries. The study characterizes the specific functioning of the Ukrainian tea market, including the dominance of imported raw materials, a significant share of blended products, assortment differentiation, and the implementation of incremental innovations in packaging and product policy.

Particular attention is paid to the transformation of the marketing mix elements. The necessity of localizing product policy through transparent labeling and compliance with national standards is substantiated. Differentiated pricing approaches are proposed, considering the purchasing power in both mass and premium segments. The role of communications in building trust in an imported brand by emphasizing the authenticity of Chinese origin and production traditions is determined.

The scientific novelty lies in the development of an integrated model for marketing complex adaptation, taking into account the country-of-origin factor and the specifics of consumer behavior in Ukraine. The practical significance of the research is related to the formation of a project-based approach to market entry management and risk minimization for exporters. The prospects for further research regarding the quantitative assessment of the country-of-origin effect on the level of consumer loyalty are outlined.