Adaptation of the Marketing Mix as a Component of the Strategy of Entering a New Market

The article examines the strategic significance and specific features of adapting the marketing mix in international markets. The relevance of the chosen topic is driven by the spread of globalization processes and companies’ desire to expand beyond national boundaries. There is a need to reach an international consumer audience and ensure competitiveness, which requires companies to put additional effort into researching and organizing a marketing mix that aligns with market characteristics, leading to the necessity of its adaptation. The article explores the marketing mix’s adaptation as a vital component of a company’s international expansion strategy. The primary tasks of the study include analyzing the marketing mix, approaching its formation, and examining the specific features of adapting its elements. To achieve the goal, methods of analysis, systematization, synthesis, and graphic methods of information presentation were used. In this way, the composition and essence of the marketing mix elements hav