Rakhman Makhbubur, PhD (Economics), Associate Professor of the Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000-0001-7408-4049
e-mail: rahmanms0312@gmail.com

Zaika Olha, lector of the Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000-0002-6000-9870
e-mail: ovzaika0812@gmail.com

Chorniy Diana, student of the Faculty of Economics, V. N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000-0001-6130-3388
e-mail: dianachorniy2002@gmail.com

Marketing Analysis of Transport Services of Ukraine in the Foreign Market

Abstract. Introduction. The article is devoted to the analysis of transport services of Ukraine in the domestic and foreign markets and the state of its infrastructure, the search for promising areas of industry development.

The purpose.The purpose of the article is to market research of transport services of Ukraine in the foreign market, to identify key factors and market trends and to find promising areas for further development of the industry. Various statistical methods were used to analyze and dynamics of indicators of export-import operations by transport services of Ukraine, PEST-analysis was used to identify key factors influencing the development of the industry; forecast models of export of transport services of Ukraine are constructed by means of the trend analysis.

Results. The essence of the transport industry and transport services is considered. The existing key competitive advantages of Ukraine in the geopolitical location and state of transport infrastructure are named. The peculiarities of the marketing complex of transport services depending on the types of transport, the specifics of technological processes and the conditions of their implementation are substantiated. Classifications of types of transport and transport services are given. As a result of the analysis it was revealed that foreign trade in transport services is export-oriented, the trade balance is surplus, due to the advantage of export volumes by 5 times. The most important item of transport services in Ukraine is the transit of gas through pipelines. Sea and air transport were popular among domestic freight and passengers. In the structure of imports until 2019, air transport services amounted to 50.0%. A significant reduction in passenger traffic occurred under the influence of Covid 19. Named the main trading partners of export-import operations by transport services of Ukraine and regional leaders in freight traffic. The results of the PEST analysis and the low probability coefficient of the forecast model indicate a significant influence of political factors on the state of the transport services market in Ukraine.

Conclusion. The main problems of the industry are: wear and tear of rolling stock, rising fuel tariffs, unsatisfactory condition of roads, the human factor, weather conditions, low quality of services and more. Improving the state of the industry is possible through: the adoption of a state development strategy and conditions of state support for exporters; development of complex logistics, application of information and digital technologies, expansion and improvement of services, openness and transparency of business conditions and business-state partnership, etc.

Keywords: transport service; marketing; analysis; export; species structure; PEST-analysis; forecast; recommendations.

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