Burkovska Anna, Doctor of Philosophy (Economics), Senior Lecturer at the Department of Management and Marketing, Mykolaiv National Agrarian University, Mykolaiv, Ukraine

ORCID ID: 0000-0003-0563-6967
e-mail: burkovskaai@mnau.edu.ua

Dubeniuk Yana, bachelor’s degree holder, Mykolaiv National Agrarian University, Mykolaiv, Ukraine

e-mail: yanadubenyuk@gmail.com

Marketing Strategy as an Element of Enterprise Management in Today’s Ukrainian Conditions

Abstract. Introduction. The article examines the problem of studying the marketing strategy as a part of the enterprise management system and the peculiarities of its construction in wartime.

Purpose. The purpose of this study is to identify the role of marketing strategy in the development of the enterprise and to highlight the weaknesses in the strategies of Ukrainian enterprises. One of the goals was the formation of clear advice on improving the marketing activities of enterprises and strengthening their position in the modern market.

Results. The marketing strategy was classified as one of the most important factors of the overall development of the enterprise and became a clear reflection of the management approach of the enterprise. The definition of the term “marketing strategy” by well-known scientists and their comments on its importance for the enterprise were taken into account. The factors influencing the choice and effectiveness of the marketing strategy were studied, the stages of marketing formation, the appearance of the marketing strategy in the history of Ukraine were analyzed. In total there are 5 stages of marketing development. Their common feature was found out: each of the stages changes each other, but finds its reflection in the present. A general estimation of the degree of influence of the marketing strategy on the development of the enterprise, productivity, reputation and analysis of the general expectations of consumers was carried out. Special attention is paid to the crisis situation on the Ukrainian market and its impact on the development of enterprises. A comparison of two crisis stages was made: pandemic and martial law, as a result of which it turned out that the second had the greatest irreversible impact.

Conclusions. The article gives proposals for changes in the marketing strategies of enterprises, adapted to today’s conditions, and draws general conclusions on the subject of the study.

Keywords: marketing, strategy, consumers, crisis, factors, competitiveness, analysis, evaluation.

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