Інтеграція енергонезалежності в маркетингові стратегії малих та середніх підприємств: державна підтримка та аналіз рентабельності

The object of research is the marketing strategy of energy independence of enterprises. One of the most problematic areas is determining the effectiveness of energy independence marketing strategies and their profitability due to limited access to official data, investment statistics, and reports on state programs for calculations. The research used various methods. The logical method was used to justify the feasibility of energy independence, system analysis helped to assess its benefits and risks. Systematization and generalization methods were used to identify the main components of the concept, expert assessments were used to collect information, and statistical methods were used to assess the profitability of the activity. The research results confirm that the implementation of a marketing strategy for energy independence of small and medium-sized enterprises, taking into account state support, can reduce electricity costs. Savings can range from 20 to 40 % over 5–7 years. The implementation of energy-efficient solutions contributes to an increase in the profitability of the activity by 3–5 %, which in the long term will lead to an increase in profit by up to 50 %. This is due to the fact that the proposed model of the marketing strategy for energy independence is to attract investment and state aid. This provides the opportunity to reduce costs for alternative energy, increase profits due to business sustainability and increase the attractiveness of enterprises for environmentally conscious consumers and investors. Compared to similar well-known traditional approaches to the so-called “green marketing”, the implementation of the concept of energy independence provides significant advantages. The application of this concept in the marketing communications system of small and medium-sized businesses contributes to an increase in the level of trust from stakeholders. In particular, it ensures an increase in profitability due to state support and attraction of investments in energy-efficient technologies and alternative energy sources.