MARKETING STRATEGIES IN INTERNATIONAL BUSINESS: ROLE, CONDITIONS AND METHODS OF CHOICE


  • Y.S. Larina
Keywords: Marketing strategy, foreign markets, growth strategies, international business.

Abstract

The objective necessity of business strategy development in international business is proved. We define the strategy as a generalized model of marketing actions, which includes a thorough study of the needs and requirements of consumers, segmentation, choice of target markets, identification of competitive advantages, differentiation, positioning, and clear identification of elements of marketing mix. The hierarchy of marketing strategies of the enterprise in the international business is defined. We proved that in the process of forming the marketing strategy of the agroindustrial complex in the foreign markets, it is necessary to adapt the main elements of this methodology to the world market of agricultural products and food by taking into account its features as a market with a high level of competition, high dynamics of development, peculiarities of consumer behavior on it, product specificity regarding quality, conditions of storage, etc. We determined the growth strategies as a most dynamic strategies in international business. Options of strategies of growth on foreign markets are considered. The features of realization of marketing strategies in the international business and the main factors influencing their success are determined. In particular we reviewed that the main problems of enterprises of domestic agroindustrial complex while entering the external markets are largely due to the defects of the proposed commodity policy, in particular the inconsistency between sellers and buyers regarding quality standards of products and packaging, non-compliance with global standards and certification principles. In addition, the problem may be insufficient level of service, ineffective pricing policy, inconsistency of actions of market participants. The tools and stages of building strategies for penetration into international business are substantiated.

Author Biography

Y.S. Larina

Dr.Sc. (Economics), Prof.
National University Of Life and Environmental Sciences Of Ukraine
Heroiv Obirony str., 11, Kyiv, Ukraine, 03041

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Published
2017-07-07
How to Cite
Larina, Y. (2017). MARKETING STRATEGIES IN INTERNATIONAL BUSINESS: ROLE, CONDITIONS AND METHODS OF CHOICE. Economic Innovations, 19(2(64), 183-189. https://doi.org/https://doi.org/10.31520/ei.2017.19.2(64).183-189