FORMATION OF ENTERPRISE INTERNATIONAL MARKETING STRATEGY CONSIDERING THE GLOBALIZATION OF BUSINESS ACTIVITIES

Abstract

The article researches the process of forming an international marketing strategy of an enterprise, taking into account the globalization of enterprise activities. The theoretical aspects of globalization are considered, namely: the essence of globalization and the international global market, market conditions for the functioning of business structures. It is noted that the global market as a component of the global economy balances global supply and demand in the market, and the company's success in the global market is achieved only through the development and adherence to a long-term development plan, which is its international strategy. It is proved that the formation of an international marketing strategy should be performed according to a certain algorithm, based on market research, which consists of gathering information about the potential of the market to which it is planned to enter, studying its features, and the features of international business in general. It is noted that the necessary stage of formation is the segmentation of the market of goods and services in order to find groups of consumers or buyers with the same characteristics for one type of goods, which in the future provides the opportunity to form a trade policy precisely for the globalization of the enterprise. The article substantiates the levels according to which an international strategy should be formed – corporate, functional and instrumental. Also, the article considers the ways of entering the market, which depend on the scale of the enterprise's activities, the purpose in general, and the product to be sold on the international market. The importance of determining before the enterprise enters the international market marketing communications that must be implemented and used at the enterprise and the presence of a distribution system at the enterprise, which includes the choice of distribution channels, sales conditions, training of sales personnel, tasks of sales personnel, is indicated. It is emphasized that when entering international markets, enterprises should use international marketing tools, the content of which is important in modern realities, and its principles are vital.