COMMUNICATION STRATEGY OF UKRAINIAN BUSINESS EXPORTERS IN THE CONTEXT OF GEOPOLITICAL CHALLENGES

The article provides a theoretical and methodological grounds for the communication strategy for exporters as an integral component of business promotion in the international market; systematizes the main determinants which influence the formation of a communication strategy, namely, target audience segmentation and profiling, optimal means of information transmission selection, key messages, assessment of the communication and marketing strategy effectiveness, including a set of measures ensuring clear, consistent and attractive communication. Besides, it analyzes the challenges and problems of Ukrainian exporters in the international market, including the imperfection of infrastructure, insufficient development of financial mechanisms to support exporters, the dependence of the dynamics of Ukrainian exports on changes in the world market conditions and high import dependence, currency fluctuations, political situation and changes in international trade agreements; presents analytical information on Ukrainian commodity exports in conditions of instability in the world markets of agricultural and metallurgical products. A certain set of tools for implementing an international communication strategy is proposed, in particular, participation in exhibitions, digital and content marketing, PR companies to build a positive image and of national product brands which emphasize USP and competitiveness in the foreign market. The article concludes that the communication strategy of Ukrainian business exporters requires a detailed study of local conditions, cultural, demographic, psychological and economic factors which give opportunity for a more accurate determination of international consumers needs and priorities, in other words, a strategic rethinking of export orientation policy and its adaptation in the context of geopolitical challenges.