Spivakovska T. Formation of marketing strategies of machine-building enterprises in the conditions of markets internationalization

Dissertation is devoted to the development of theoretical and practical principles of forming of machine-building enterprises' marketing strategies in the conditions of markets internationalization. Systematization of strategic alternatives, instruments and substrategies of international marketing strategy is improved, depending on the level of its development. Factors, which influence the effectiveness of export activity of the Ukrainian machine-building enterprises, are defined. On the basis of complex research of involvement of Ukrainian machine-building enterprises in the international activity, the mechanism of forming of international marketing strategies is developed, which includes the aggregate of successive organizational measures, methods, and instruments for planning, realization, and control of strategy. A tool for entry strategy developing for Ukrainian industrial enterprises is proposed, the sequence of strategic decisions making related to the choice of international markets is improved. Recommendations concerning marketing strategies of the Ukrainian machine-building enterprises improving in the conditions of markets internationalization are developed.