Попко, О. В. та Твардовський, Ю. В. (2023) АДАПТАЦІЯ ЕКСПОРТНОЇ СТРАТЕГІЇ ВІТЧИЗНЯНИХ ОПЕРАТОРІВ РИНКУ ДО СУЧАСНИХ РЕАЛІЙ. Вісник Національного університету водного господарства та природокористування (3(103)). с. 213-225.

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Анотація

У статті розглянуто стратегічні імперативи забезпечення маркетингової діяльності вітчизняних операторів на світових товарних ринках. Ідентифіковано перспективні сектори економіки України з метою подальшого просування продукції цих галузей на зовнішніх ринках. Проаналізовано вплив широкомасштабної війни в Україні на розвиток експорту. Окреслено основні форми виходу вітчизняними операторами ринку на зовнішні ринки.

Title in English

ADAPTATION OF THE EXPORT STRATEGY OF THE DOMESTIC MARKET OPERATORS TO THE MODERN REALITIES

English abstract

The article examines the strategic imperatives of ensuring the marketing activities of domestic operators on global commodity markets. Prospective sectors of the economy of Ukraine have been identified in order to further promote the products of these industries on foreign markets. Prospective sectors of Ukraine’s economy include: information and communication technologies, food and processing industry, creative industries, maintenance and repair of aircraft, production of spare parts and components for the aerospace and aviation industry, mechanical engineering. The selected sectors of the economy are able to contribute to innovation, modernization, creation of high added value with the potential for the development of small and medium-sized enterprises, and are characterized by high demand on world markets. The influence of the large-scale war in Ukraine on the development of exports is analyzed, in particular in terms of the change in the leaders of trading partner countries. The main problems faced by enterprises during export activities were identified, including: problems related to tariff and non- tariff barriers; problems of standardization and certification; problems related to the inefficiency of trade agreements; problems with receiving funds; problems of low awareness of enterprises about trade opportunities; logistical problems; problems related to low support at international exhibitions; image problems of Ukraine; problems related to high tariffs, low support of the state’s own producer, imperfection of state regulation, lack of financial insurance and affordable credit. Particular attention is paid to the main forms of exit of domestic market operators to foreign markets, including: direct export, indirect export, passive sales, search for domestic buyers.

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