Zalizniuk V. Formation of efficient marketing strategy of export activity of enterprise in the terms of Eurointegration

The purpose of candidate's thesis is the development of theoretical and methodological statements and recommendations towards formation of efficient marketing strategy of export activity of enterprise in the terms of Eurointegration of Ukraine. The object of the study is the process of formation and fulfillment of marketing strategy of the enterprise in the terms of Eurointegration. The subject of the study is theoretical and methodological approaches to formation of marketing strategy of export activity of enterprise and methods of assessment of its efficiency. Classification of marketing strategies of and enterprise was improved on the basis of generalization of existed classification characters, and on the basis of grounding of new ones. Types of marketing strategies were sorted out subject to character of export activity of an enterprise. Advantages, opportunities, and threats for Ukrainian enterprises due to process of Eurointegration were revealed. It is proved that administrative and managerial potential of industrial enterprise is the key element in fulfillment of coordinative and regulative function in the process of achievement of fixed strategic goals of enterprise, through coordinative actions of all units via efficient use of available and potential managerial and organizational resources. It is considered that the following matters to be important external factors: dynamic of the market and competitive area, conditions and consequences of the process of Eurointegration, geographical location of Ukraine, areal proximity to countries of European Union, transport branching, availability of high-capacity net of railways and ports. This is to regards of railway transport which is the main carrier of fertilizers to countries of European Union.