THE DEMAND FOR A MARKETING STRATEGY FOR A FOREIGN MARKET COMPANY IN THE CONTEXT OF NEW SANCTION REALITIES

Abstract

Introduction. The article emphasizes the importance of developing and imple-menting a marketing strategy for a company that is developing its strategy in foreign markets. This is especially relevant in the context of new sanctions realities and the need to adapt to new markets. Materials and methods. The article examines the experts' perspective on the significance of developing a marketing strategy. We rely on data on Russia's exports to a number of countries and the structure of imports to the Russian market. We used methods of information search and comparison, graphical interpretation, analysis, and synthesis. Research results. In the current sit-uation, there is an interest in the markets of friendly countries. One of the current partners that Russian companies are actively cooperating with is the players from Turkey and China. In order to work in relatively new foreign markets, it is important to have a clear strategy that focuses on the interests of the company and its customers. Discussion and conclusion. When developing a marketing strategy for a company in a new market, it is necessary to focus on the marketing mix, particularly on the product and pricing. It is very important to take into account cross-cultural differences, which requires analytical work as part of the development of a marketing strategy, which allows for forecasting and strengthening one's own position.