Formation of marketing program in international business (on the basis of PRJSC MMWF "Oskar")

Abstract

The marketing program is that universal tool at the enterprise, which allows, on the one hand, during its development, to analyze qualitatively a condition of the external environment of the organization, and on the other hand, is a strategically important plan for the enterprise. Because the marketing program is a strategic recommendation plan concerning industrial-sales, scientific and technical activity of the firm for a certain period, called to provide optimum variant of its future development in view of demands of consumers. This work reveals the essence and concept of a marketing program, analyzes the process of development and implementation of marketing programs to improve the competitiveness of the enterprise, and develops recommendations for the formation of a marketing program in international business.