Marketing Strategy Development in the Management of Industrial Enterprise Competitiveness
Abstract
Introduction. The rapid changes in external and internal factors form the features that ensure the competitiveness of enterprises. This requires not only a revision of marketing strategies and their objectives, but also a reconsideration of approaches to developing long-term marketing plans, as external conditions are constantly evolving. Therefore, the lack of resources for the functioning of marketing departments with a simultaneous increase in tasks necessitates a well-founded choice of the latest marketing tools.
Aim and tasks. This study aims to determine the key factors affecting the development and implementation of marketing strategies in industrial enterprises and to construct a mathematical model for forecasting and selecting effective tools to enhance the competitiveness and adaptability of the Ukrainian industry.
Results. Marketing strategies amid hostilities have revealed the low adaptability of Ukrainian enterprises, as evidenced by a decrease in repeat purchases to approximately 0.51 and a reduction in purchase frequency for around 66% of companies. Therefore, marketing services are more likely to use digital technologies in advertising (39%) and to expand the customer base (34%). This suggests that optimising marketing expenditures should be achieved through the selection of the most effective tools. For this purpose, an aggregate mathematical model is developed to forecast the digital marketing market. Innovations in marketing and production contributed to the growth of Ukraine’s position in the Global Innovation Index by 11 points in 2024 compared with 2021, ensuring the preservation of competitiveness and stability of exports. This relationship is confirmed by the correlation coefficients between exports and specific marketing strategies: 0.6559 for influencer marketing and 0.78282 for search engine optimisation.
Conclusions. The study outlines the specific features of marketing strategies under wartime conditions and offers practical recommendations for their application. It identifies the adaptability level of Ukrainian enterprises at 60% and proposes measures to enhance it. An adaptive iterative approach for achieving long-term goals in real time is introduced. Furthermore, a modified dissipative structures framework is applied to identify the most promising marketing tools, with the markets for social media marketing and television advertising projected to grow by 30% and 32%, respectively, in 2026 compared to 2025.
Keywords:
marketing, strategy, competitiveness, enterprise, brand management, financial resources.References
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