Al-Ghozou A. The marketing strategy for Ukrainian industrial enterprises to enter the markets of the Middle East

The dissertation is devoted to the substantiation of theoretical principles and scientific and methodological recommendations on the formation of a marketing strategy for the release of Ukrainian industrial enterprises into the markets of the Middle East countries. The object of research is the processes of formation of the international marketing strategy of Ukrainian industrial enterprises when entering the markets of the Middle East countries. During the research, methods of theoretical generalization and comparison, economic-statistical methods and methods of qualitative and quantitative analysis were used. The main reasons and purposes of entering foreign markets by the enterprises are defined and specified. It is found that the formation of foreign market entry strategies offers different alternatives characterized by means of entry choice, distribution channels flexibility, control types, each of which is associated with certain costs and risks. The necessity of differentiating marketing activities depending on the external market environment level are proved. Based on the research of set of economic, political, legal, social, cultural and technological factors of the Middle East marketing environment the grouping of countries of the region into three groups according to the degree of marketing environment homogeneity are made. The research proved that the process of forming an effective strategy for Ukrainian industrial companies to enter the markets of the Middle East provides differentiated use of international marketing instruments and their adaptation according to the groups of countries in the region, as well as to the internal business opportunities. The method of assessing the likelihood of implementing marketing strategies proved high probability of realistic scenario for creating a joint assembly plant implementation strategy in Jordan.