Development of a Marketing Strategy for Enterprise Financial Growth

• Laburtseva, Olena ^[1] ; Larina, Yaroslava ^[2] ; Nahorna, Olena ^[3] ; Vinichenko, Serhii ^[3] ; Hordiienko, Viktoriia ^[4] ; Al-Shaban, Alaa Tabit Niama ^[3]
  1. [1] Kyiv National University of Trade and Economics

     Kyiv National University of Trade and Economics

     Ucrania

     
  2. [2] Kyiv National Economic University

     Kyiv National Economic University

     Ucrania

     
  3. [3] National University of Life and Environmental Sciences of Ukraine

     National University of Life and Environmental Sciences of Ukraine

     Ucrania

     
  4. [4] Department of Economics and Entrepreneurship, Odessa State Academy of Civil Engineering and Architecture

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• Localización: Estudios de economía aplicada, ISSN 1133-3197, ISSN-e 1697-5731, Vol. 39, Nº Extra 5, 2021 (Ejemplar dedicado a: Special Issue Innovation in the Economy and Society of the Digital Age)
• Idioma: inglés
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  • The development of marketing strategies has long been engaged in by scientists and practitioners who have written countless algorithms, mechanisms and schemes for the successful development of a marketing strategy. However, in current conditions, all these developments have become obsolete for one main reason: the behaviour of the buyer has radically changed. This reason has again raised the need to develop effective recommendations for the formation of a marketing strategy for the enterprise's financial growth. The authors analyzed the main aspects of strategic planning, studied the features of the leading marketing strategies. The development of a marketing strategy for an enterprise follows almost the same scheme; however, the study showed that customers had changed dramatically: first of all, they are interested in the personal attitude, and only then in the quality of the goods, the price – the usual indicators that have always been in the first places. Taking into account the changed vector, the authors adapted the algorithm for developing a marketing strategy for the financial growth of an enterprise and tested the operation of one of the proposed tools on a real example, which showed its effectiveness in current conditions.