Dugiienko Natalia, PhD in Economics, Associate Professor, Associate Professor of the Department of International Economics, Natural Resources and Economics of International Tourism, Zaporizhzhia National University, Zaporizhzhia, Ukraine

ORCID: 0000-0002-4551-5548
e-mail: dugienkonata@ukr.net

Tsukanova Anastasiia, 4th-year Student of the Faculty of Economics, Specialty Economics, Zaporizhzhia National University, Zaporizhzhia, Ukraine

ORCID: 0009-0003-6740-9919
e-mail: tsukanova.znu@gmail.com

Enterprise Marketing Strategy in the System of International Economic Activity

Abstract. Introduction. The development of international economic activity requires enterprises to make more complex marketing decisions than in domestic markets. Companies must consider competition, consumer behavior, product requirements, logistics, communication channels, and the risks of working with foreign partners and buyers.

Purpose: This article aims to study the features of forming an enterprise marketing strategy within the context of international economic activity. It seeks to determine the main stages, tools, and problems of implementation and justify practical directions for improving international marketing decisions.

Results. The article discusses the importance of market analysis, target segment selection, product positioning, adapting the marketing mix, pricing policies, distribution channels, and promotional activities in developing international business. The article emphasizes that a competitive product alone does not guarantee success in foreign markets if the enterprise does not understand consumer needs, regulatory requirements, cultural differences, and the level of competition. The dynamics of Ukraine’s exports of goods from 2021 to 2025 and its main partner countries in 2025 are analyzed. The results demonstrate that Ukrainian enterprises operate under unstable conditions caused by military, logistical, and market factors. Additionally, the geography of exports confirms the necessity of carefully selecting and diversifying target markets.

Conclusions. An effective marketing strategy should be practical and flexible, and based on reliable data. It should combine analytical preparation with the adaptation of product, price, distribution, and communication policies; the development of partnerships; the use of digital promotional tools; and the gradual diversification of international activity. For Ukrainian enterprises, this strategy not only expands sales, but also increases resilience, competitiveness, and the ability to operate in a changing international environment.

Keywords: marketing strategy; international market; international marketing; export; marketing mix; positioning; competitiveness; diversification.

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