Mylenkyi D. Marketing strategic analysis of market

The thesis is devoted to theoretical and practical questions of forming an effective marketing strategic analysis process on an enterprise. Theoretical issues of an essence and a role of marketing strategic analysis in process of strategic management, principles of marketing strategic analysis process organization, marketing strategies and analytical tools are covered in the thesis. The main attention is concentrated on development of marketing strategic analysis method that allows a development of effective marketing strategies. The method is based on a separation of analysis process and analysis tools, an increasing of speed of strategic decision-making and a quantitative estimation of enterprises marketing strategies. A marketing strategic analysis of Ukrainian pulp and paper industry market was made using this method. The main results of the research are: development of the method of marketing strategic analysis process based on a flexible adaptation to specific market conditions; development of an algorithm choosing an optimal marketing strategy of an enterprise; propositions of effective marketing strategies for main enterprises of Ukrainian pulp and paper industry.