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Enterprise Marketing Strategy in Foreign Markets: Analysis, Methodology, and Prospects
Rozhko V. I., Sydorenko A. O.

Rozhko, Viktor I., and Sydorenko, Andrii O. (2025) “Enterprise Marketing Strategy in Foreign Markets: Analysis, Methodology, and Prospects.” Business Inform 11:753–753.
https://doi.org/10.32983/2222-4459-2025-11-753-753

Section: Management and Marketing

UDC 339.138

Abstract:
The article explores the theoretical and practical aspects of developing an enterprise’s marketing strategy in foreign markets amid growing global competition, digital transformation, and changing consumer priorities. It elucidates the essence of international marketing and identifies key factors influencing the efficiency of enterprises entering foreign markets. The role of the marketing strategy is justified as a system of long-term managerial decisions aimed at creating competitive advantages, brand positioning, and securing sustainable market positions in the global environment. The article analyzes scientific approaches of domestic and international researchers regarding the principles and mechanisms of international marketing management, including issues of innovation, adaptation of the marketing mix (4P/7P), integrated communications, and international brand development. Unresolved aspects of the researched topic have been identified, including the optimal balance between standardization and adaptation of marketing decisions, the impact of digital technologies and artificial intelligence on the transformation of international marketing, and the specifics of promoting products in markets of different cultural types. The article provides a detailed overview of the structure of a company’s marketing strategy in foreign markets, encompassing market analysis, segmentation and positioning, product and pricing adaptation, selection of international distribution channels, development of communication systems, and creation of long-term competitive advantages. Each element is illustrated with examples from leading global companies, including Apple, Coca-Cola, Samsung Electronics, Toyota Motor Corporation, Netflix, Google LLC, and Unilever, which made it possible to identify practical models for successful entry into international markets. The results of the study provide grounds to assert that an effective marketing strategy in foreign markets is based on a combination of global brand standardization and the flexible adaptation of products and communications to local consumer characteristics. The prospects for further research are identified in the areas of implementing innovations, developing sustainable marketing, and utilizing artificial intelligence and digital technologies to build competitive advantages for companies in the international environment.

Keywords: marketing strategy, foreign markets, international marketing, globalization, competitiveness, adaptation, brand.

Fig.: 1. Bibl.: 12.

Rozhko Viktor I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Sydorenko Andrii O. – Student, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

Apple Inc. (2023). Annual Report 2023. Apple Inc. https://www.annualreports.com/HostedData/AnnualReportArchive/a/NASDAQ_AAPL_2023.pdf
Babenko A. M. (2020). Mizhnarodnyi biznes i marketynh: navch. posib [International Business and Marketing: study guide]. KhNEU im. S. Kuznetsia.
Balabanova L. V., Kholod V. V. & Balabanova I. V. (2019). Stratehichnyi marketynh: pidruchnyk [Strategic Marketing: textbook]. Tsentr navchalnoi literatury.
Coca-Cola Company. (2020). Coca-Cola Japan Product Portfolio & Localization Report 2020. https://www.coca-colacompany.com
Google LLC. (2022). Google Ads. How Machine Learning Improves Advertising Performance. Official Google Marketing Resources. https://ads.google.com
Harkavenko S. S. (2016). Marketynh. Libra.
Kotler P. & Keller K. (2016). Marketing Management. Pearson Education.
Mozghova O. H. (2019). Mizhnarodnyi marketynh: navch. posib [International Marketing: study guide]. KNEU.
Netflix Inc. (2021). Netflix Global Marketing Strategy & International Content Report 2021. Netflix Investor Relations. https://ir.netflix.net
Samsung Electronics. (2021). Samsung Annual Report 2021. Samsung Investor Relations. https://www.samsung.com/global/ir
Toyota Motor Corporation. Toyota Production System Overview. https://global.toyota/en/company/vision-and-philosophy/production-system
Unilever. (2020). Purpose-led, future-fit. Unilever Annual Report and Accounts 2020. https://www.unilever.com/files/92ui5egz/production/372ab0178e9555aa5010f15aed8295af77149fe3.pdf

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