MARKETING STRATEGIES OF ENTERPRISES IN THE CONTEXT OF IMPORT SUBSTITUTION

This article is devoted to the study of the essence and significance of marketing strategy in the activities of any enterprise. Undoubtedly, the chosen topic of scientific research is very relevant today in the context of the rapid development of market relations. After all, every day we observe the intensified competition between entrepreneurs in order to maintain and strengthen their position in the economic environment. Accordingly, to accomplish this task, any company needs a well-written marketing strategy, thanks to which it will be possible to increase its sales and use the available resources as efficiently as possible in order to ensure the growth and development of the business. At the same time, the ability to conduct competent analysis, planning, implementation, control and adjustments in certain areas plays a very important role in drawing up a marketing strategy. In addition, you need to define a specific goal for yourself, make a unique selling proposition, decide on the assortment and develop a specific marketing plan. In addition, during our research, we considered and studied the main types and tools of marketing strategy. Among the main methods of analysis, we considered the essence and significance of SWOT and PEST analyses, as well as the BCG and Porter Matrices. Having studied the considered methods of marketing strategy analysis, we came to the conclusion that, despite their great diversity, they all pursue one ultimate goal - increasing sales through competent planning of the company’s activities with maximum risk reduction and searching for promising areas for its development.