Marketing Activities of Extractive Industry Enterprises in Ukraine in Overcoming the Consequences of the Corona Crisis

Abstract

The study evaluated the state of international activities of extractive industry enterprises of Ukraine in the conditions of overcoming the consequences of corona crisis. The system of indicators to assess the effectiveness of their marketing activities in conditions caused by the pandemic coronavirus COVID-19 was developed. The evaluation system proposed in the study includes the analysis of indicators of production volume of the main types of extractive industry products, the dynamics of kaolin mining volumes in Ukraine and the dynamics of sales volumes of extractive industry products by Ukrainian enterprises on international markets. Also the structure of sales volumes of extractive industry products by Ukrainian enterprises on international markets was determined. An important stage of the proposed research methodology is the assessment of indicators of convergence of international markets in the conditions of overcoming the consequences of corona crisis. In the process of the study a comprehensive assessment of the convergence of Ukrainian enterprises of extractive industry in the conditions of overcoming the consequences of corona crisis was carried out. The approach is based on the application of ranks summation method for rating international markets by the system of dynamic indicators. The results of the study made it possible to determine the marketing attractiveness of markets of Belgium, Canada, Netherlands, Bangladesh, Hong Kong China, Pakistan for the activities of domestic enterprises of extractive industry at them, and assess their convergence. The last stage of the research was an expert assessment of convergence indicators of international markets in the conditions of overcoming the consequences of the coronocrisis. As a result of such assessment four international convergent markets were identified - Belgium, Canada, the Netherlands, Hong Kong, which demonstrate favorable conditions for doing business at them, and which indicates the existence of convergent conditions for domestic mining companies to sell the commodity group "2507 Kaolin and other kaolin clays" at the markets".

Justification of consumer market segmentation as a mandatory tool of strategic marketing

“…Theoretical and methodological problems of strategic marketing remain insufficiently covered in scientific literature. Scientific developments are not sufficiently adapted to the conditions of the Ukrainian market [1][2][3][4]. Despite the number of works devoted to the issues of segmentation of the consumer market, there is no single approach to considering the theoretical aspects of such segmentation.…”