Маркетингові інструменти формування конкурентних переваг підприємства в умовах воєнного стану

Abstract

У статті обґрунтовано актуальність використання маркетингових інструментів для забезпечення конкурентних переваг підприємства в умовах воєнного стану. Визначено основні маркетингові інструменти, які впливають на формування конкурентних переваг суб’єкта господарювання. Запропоновано ключові маркетингові інструменти, які дозволять підприємствам не тільки виживати на ринку, але й зберігати та покращувати свої конкурентні переваги у складних умовах.

In today's circumstances, when combat operations are ongoing in the border territories of our country, enterprise management processes in Ukraine should focus on optimizing marketing policy, as consumer determines enterprise needs, and specialists should establish communication with customers using effective marketing tools. Particularly, in the conditions of digital transformation of society and business, the evolution of marketing leads to the development of new marketing concepts and the improvement of marketing tools. Such conditions demand constant adaptation from enterprises to new challenges, implementing changes in their organizational and management mechanisms to ensure competitive advantages in times of the military state in the country. The article substantiates the implementation of a system of marketing tools to optimize the enterprise's marketing policy, identifying the main marketing tools that influence the formation of competitive advantages of the entity in times of the country's military state, namely: market segmentation, positioning, branding, marketing research, pricing, marketing communications, sales promotion activities, and customer service. The authors propose recommendations that will allow the enterprise to enhance its competitive position in the market and increase sales volumes in times of the military state in the country. It is noted, that effective marketing tools for forming competitive advantages for enterprises in offline business conditions include: point-of-sale advertising, branding, customer loyalty, promotional offers, discounts, participation in exhibitions, and various charitable events. For online business, it is advisable to use marketing tools such as search engine optimization (SEO), social media marketing (SMM), contextual advertising, targeted advertising, email marketing, and mobile applications. Marketing tools require constant updating and improvement, as market conditions and consumer preferences change over time. The enterprise must be flexible and ready to adapt to changes, seeking new ways to attract consumer attention and maintain competitive advantages in the market. Additionally, marketing tools should be integrated and aimed at achieving the strategic goals of the enterprise. They should work in close cooperation and support the overall marketing strategy of the enterprise.