The impact of globalization on the marketing strategies of enterprises in the conditions of military conflict
DOI:
https://doi.org/10.33216/1998-7927-2024-286-6-15-20Keywords:
Globalization, marketing environment, business strategies, adaptation, competition, consumer preferences, pricing policy, small and medium-sized enterprises, military conflict, financial and economic situation, branding, optimization, logistics chains, distribution, promotion strategiesAbstract
In today's globalized market conditions, enterprises need to respond to changes in the marketing environment quickly. This requires a systematic approach to assessing marketing conditions and adapting business strategies. The study showed that the problematic situation in Ukraine, in particular as a result of the war, led to radical changes in the financial and economic condition of enterprises, as a result of which the share of companies with a satisfactory or poor condition increased to 78.1%. Only 36.5% of small and medium-sized enterprises continued to operate during the war, and many suffered losses, especially in the construction, transport, and tourism sectors.
Changes in the business environment create challenges for maintaining horizontal and vertical connections between enterprises. The importance of a detailed marketing environment analysis is growing, as it helps identify consumer preferences and determine effective pricing strategies. Quality marketing allows enterprises to create a pricing policy that meets market requirements and helps optimize processes.
The relevance of this topic emphasizes the instability and transience of the modern market environment, which requires enterprises to adapt and improve their strategies constantly. In this context, a detailed analysis of the marketing environment becomes necessary to ensure global competitiveness.
This study examines key aspects that affect enterprises' pricing policies, particularly consumer behavior analysis, the competitive environment and costs, and the development of new marketing strategies. A phased approach to improvement is proposed, from analyzing prices and consumer demand to implementing effective management systems and expanding the distribution network. The importance of branding and promotion in new markets is also determined, particularly in changing foreign policy and domestic demand. Strategies to build long-term relationships with consumers become the basis for maintaining competitiveness.
Thus, successfully implementing strategies for optimizing pricing policy and marketing in general is critically important for adapting enterprises to constantly changing conditions, especially in the context of military operations and economic instability.
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