DEVELOPMENT OF THE STRATEGY FOR THE ENTERPRISE OF THE UKRAINIAN COMPANY ON THE INTERNATIONAL BUSINESS MARKET UNDER MODERN CONDITIONS

DOI: 10.31673/2415-8089.2023.120880

Abstract

The article deals with the development of a strategy for a Ukrainian enterprise to enter the international business market under modern conditions, which would allow the enterprise to strengthen its position on the foreign market. The model of strategic management of the enterprise is described, thanks to which the management's decision to enter the international market requires the development of a concept and strategy for the development of its foreign economic activity. Development of nationally oriented marketing into international requires adaptation of the entire marketing complex, starting with the analysis of external ones factors affecting the company, ending with behavioral characteristics the latter in after-sales service, as well as its investment activity, with taking into account the interests of consumers of foreign markets. Decisions made by companies in this area have a strategic and tactical aspect. The conditions of activity in international markets for the exit of Ukrainian enterprises and organizations to foreign markets are considered, which will provide new opportunities for doing business in modern conditions. Therefore, to ensure effective foreign economic activity the company needs to clearly define its development strategy, which will provide long-term benefits in the future competitive advantages. The entry of a business into the international arena allows attracting new customers and reducing risk losses, increase the competitiveness of the enterprise and increase its capitalization. A foreign economic strategy is necessary for the enterprise as a means of achieving uniqueness, recognition and image reflection as a whole. The article defines factors that determine the necessity and possibility of enterprises entering the foreign market: market factors potential and market environment, technological, economic, competitive factors.

Key words: strategy, enterprise, management, international market, business.

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