Mechanism for forming and implementing a strategy for an enterprise to enter a foreign market

Introduction. The globalization of the world economy creates new opportunities for businesses, contributing to the growth of international trade and increasing competition at the global level. In such conditions, companies are forced to actively seek promising sales markets and develop effective strategies for entering foreign markets. This process is complex and multi-stage, as it requires a detailed analysis of the enterprise's internal resources, assessment of potential markets, adaptation of products or services to new conditions, and selection of the optimal implementation mechanism. Research on this topic will allow us to identify key factors that influence the effectiveness of enterprises entering foreign markets, identify promising opportunities for companies in various industries, and develop recommendations for overcoming potential barriers in the process of international expansion. The purpose of the paper is to analyze the mechanism of formation and implementation of a company's strategy for entering a foreign market, identify key factors influencing the choice of the optimal strategy, and classify the main approaches to international expansion. Results. The success of international expansion largely depends on the correctly chosen mechanism for entering the foreign market. The mechanism of entering the foreign market is a set of tools, methods and measures that a company uses to develop new markets outside its country. It includes a detailed analysis of the external environment, assessment of possible risks, development of step-by-step plans and ways to implement the strategy. Successfully entering a new market requires comprehensive research, consideration of a company's competitive advantages, and the ability to adapt its products or services to meet consumer and regulatory requirements. Conclusion. Entering a foreign market is a complex and multifaceted process that requires careful planning and a strategic approach. The optimal choice of strategy allows the company not only to gain a foothold in the international market, but also to gain competitive advantages, ensuring sustainable development and growth.