MAINSTREAM DEVELOPMENT STRATEGIC MARKETING AT ENTERPRISES UNDER MARTIAL LAW

Abstract

Under martial law, enterprises need to quickly adapt, rethink their target audiences, communication channels, product offerings and pricing. Marketing is becoming not just a promotion tool, but a vital survival function that allows you to keep in touch with consumers, maintain market share, refocus on new segments (internal or external), support operational activities and contribute to the functioning of the economy as a whole. The issues of strategic marketing, social responsibility of business in wartime, the formation and maintenance of the reputation of a company operating in crisis conditions are becoming important. The need for a quick response to changes, flexibility and innovation in marketing approaches pose new, little-explored tasks for enterprises. The article is aimed  at highlighting the characteristics of the mainstream development of strategic marketing at enterprises under martial law. The methods used in the study are: comparative, detailing and generalizing, grouping, tabular, graphic, etc. The hypothesis of the study was the assumption that the mainstream development of strategic marketing at enterprises is transformed under martial law. Presentation of the main material. Based on the results of scientific research of the mainstream development of strategic marketing at enterprises under martial law, a comparative analysis of the characteristics of strategic marketing before the full-scale war and strategic marketing under martial law in Ukraine was carried out and it was established that the observed a radical shift in the paradigm of strategic marketing that took place under martial law, demonstrating how the marketing function was transformed from a growth tool to a function of crisis management and ensuring the resilience of the enterprise in emergency conditions. A tree of research on the mainstream development of enterprises under martial law in the context of strategic marketing is built on the example of the energy sector, which systematizes various levels of analysis, ranging from problems and research methodology, through hypotheses, main material and specifics of marketing strategies in wartime, to final conclusions and proposals for further development of the industry. The originality and practical significance of the study lies in determining the criteria that are used to conduct a comparative analysis: the main goal;  the nature of the market environment;  planning horizon; analysis and research; target audience; product policy; pricing policy;  sales and promotion channels; communication strategy;  risk management; social responsibility; key competencies of marketers. Conclusions. Strategic marketing in the current conditions of martial law in Ukraine requires fundamentally new approaches aimed at ensuring the sustainability of business and its adaptation to a dramatically changed environment. In the course of the analysis, it was found that the marketing strategies of enterprises have undergone transformation. Further research consists in the development of adaptive strategic marketing models for enterprises of various sizes; strengthening the digital competencies of enterprises; formation of a systematic policy of social responsibility of business in wartime; consumer behavior in crisis conditions; international integration of marketing strategies.