Resilient Strategies of International Marketing Segmentation

Abstract

In the new realities, Ukrainian businesses faced many challenges. A significant number of companies suffered material losses as a result of hostilities on the territory of their operations, and many companies were forced to leave their permanent location and resume their business activities in a new place. Entering the international markets of Ukrainian enterprises has become a new prospect for their recovery. The study improves the methodology of international marketing segmentation by grouping it by parameters. With the help of this methodology and certain parameters that are relevant for the domestic agro-industrial business, the markets of foreign countries with indicators as close as possible to the Ukrainian economy were identified, and the assessment result allowed to draw conclusions about the entry of domestic enterprises offering milk and dairy products to new international markets. To segment more than 160 international markets, the following indicators were chosen as parameters: "Share of agricultural products in total GDP", "Average distance between partner countries with all importers", "Distance between the partner market and the Ukrainian market", "Difference between the average permissible distance for the international market and the Ukrainian market, km", "Average tariff (estimated) for exports applied by the relevant market", "Assessment of favorable business conditions", "Trade balance". The study identified the demand for the product group "04 Milk and dairy products" in 160 international markets and recommended that Ukrainian producers of milk and dairy products make marketing decisions to enter the markets of the European Union: Greece, Bulgaria, Italy, the Netherlands, Poland, France, and Finland, which are divergent markets for the export of milk and dairy products from Ukraine.