Improving marketing strategies of Ukrainian fish product manufacturers: recommendations and prospects

This article provides a comprehensive analysis of the current state of marketing strategies employed by Ukrainian fish product manufacturers in the context of domestic challenges and dynamic transformations in the global fish market.It has been established that the national aquaculture and fisheries sector is currently characterized by a low level of integration of modern marketing tools, which undermines the effectiveness of positioning Ukrainian products both in domestic and international markets.One of the key issues identified is the underdevelopment of strategic branding, the absence of a stable system of consumer communication, and the limited use of digital distribution and promotion channels.Most enterprises operate within narrow local markets without a consistent marketing policy focused on long-term development.To deepen the research, leading international practices were analyzed, including those of countries with advanced fisheries sectors such as Germany, Poland, the United States, and China.It was found that the success of these countries largely stems from the implementation of innovative approaches to fish product promotion, extensive use of ecological marketing elements, and effective interaction between producers, retail chains, and state institutions.Special attention is paid to the development of cooperative business models, certification of quality and ecological origin, and the creation of sustainable brands with high consumer loyalty.Based on the conducted analysis, a set of practical recommendations is proposed to enhance the marketing activities of Ukrainian producers.These include the formation of local branding systems, the development of online sales and social media as communication channels with consumers, the support of cooperatives among small producers, and a focus on environmentally friendly, certified products.The study substantiates the prospects for developing a comprehensive system for promoting Ukrainian fish products that can meet the growing demands of domestic consumers and strengthen competitiveness in international markets-an especially important factor in the context of European integration and trade liberalization.