FEATURES OF PROMOTING PRODUCTS TO FOREIGN MARKETS

Abstract

The article deals with topical issues for domestic enterprises that are focused on the successful development of export activities, in particular, the main aspects of product promotion to foreign markets. The purpose of this study is to identify the peculiarities of forming a policy for promoting products in international markets. Attention is paid to determining the tactical aspects of the development of foreign economic activity. The main factors of formation of the enterprise's sales strategy in international markets are analyzed, they are considered from the point of view of internal and external aspects. It is stated that the formation of a strategy for promoting the organization's products should be carried out in the context of analyzing its external environment. At the same time, the necessity of applying such methods as SWOT-analysis; PEST-analysis methods, or M. Porter's “five forces” is substantiated. Since in the context of globalization the issues of development of foreign markets by business structures are significantly determined by a set of various obstacles and entry barriers, attention is paid to their concretization and analysis. The author also substantiates various ways of behavior of foreign economic entities engaged in promotion of products to foreign markets: The paper proposes to use modern marketing technologies to improve the mechanism of promotion of products by entrepreneurs to foreign markets. In particular, the main methods of direct marketing that companies can choose depending on the needs of their business are evaluated. It is indicated that when promoting products to foreign markets, it is advisable for manufacturers to use different approaches: adaptation of products or services to the needs of new markets: improvement of product design; improvement of communication with consumers; setting up regional websites; regular informing consumers about new products, promotions; adherence to the principles of social responsibility of business. To effectively manage the promotion of products or services, the author suggests following the recommendations on the use of certain promotion tools: investing in customer management processes, using innovative approaches, forming a marketing strategy, digital technologies, etc. The proposed modern approaches to the organization of the process of promoting products to foreign markets can in some way contribute to the effective development of export activities of domestic organizations.