MODERN APPROACHES TO FORMING ENTERPRISE MARKETING STRATEGIES

Abstract

The article investigates the theoretical and methodological foundations and modern approaches to forming enterprise marketing strategies in the context of digital economic transformation. The relevance of the research is driven by increasing global competition, accelerated technological change, the imperative to adapt to Industry 4.0 demands, and substantial gaps in existing strategic planning frameworks. The purpose of the study is to substantiate theoretical foundations and develop practical recommendations for forming and improving effective marketing strategies tailored to digital transformation dynamics. To achieve this, the study employs a comprehensive set of scientific methods, including systems analysis, SWOT analysis, monographic, graphical, and comparative methods, alongside a systematic review of contemporary academic literature. The main results include an extended classification of enterprise marketing strategies across six key criteria, supplemented by a new group categorized by the stage of digital transformation (digitization, digitalization, and digital transformation). Furthermore, a conceptual SWOT framework synthesizing the state of marketing strategizing in Ukrainian enterprises is constructed, identifying major internal barriers and external opportunities. Grounded in the concepts of dynamic capabilities and digital transformation stages, a five-stage algorithm for forming and improving enterprise marketing strategies is proposed, comprising analytical, strategic, digital integration, operational, and adaptive stages. Finally, practical recommendations for applying the algorithm in enterprises of various sectors and sizes are formulated, emphasizing omnichannel integration and dynamic adaptation mechanisms (sensing, seizing, and transforming). The findings provide a solid methodological basis for enhancing business competitiveness in volatile market environments.