Demkiv Y. High-tech markets entry strategies for machinery companies

The object of the research is a process of machine-building enterprises entry on high-technology commodities market. The aim of this work is to develop theoretical and methodical principles of markets entry strategies elaboration for machinery companies. The author used methods of systematization, generalization, statistical and comparative analysis, synthesis, structurally logical method, methods of expert estimations and economic-matematical modeling and the graphic method. The results of the research are: both classification approaches for high-tech goods and market entry strategies for high-tech markets are systematized; marketing mix for high-tech markets, methodological approach to strategic choice of high-tech markets entry, target market choice approach for high-tech products manufacturers and the evolved approaches to conducting customer needs research in high-tech markets are improved; the consumer value ranking method in form of scale is developed. The results of the research are applied both in the activities of the domestic machine-building complex enterprises and the educational process. The sphere of author's recommendations use is the argumentation of administrative decisions while entering the new markets for machine-building enterprises