Economics and Business Management

The article investigates the theoretical foundations of the marketing strategies of enterprise formation. The main stages of the formation of marketing strategy of the enterprise in the field of beekeeping are considered, and the priority methods that should be applied for its formation are substantiated. It is determined that the marketing strategy of the beekeeping enterprise is formed taking internal and external factors into account. The internal factors of strategy formation of the enterprises of the branch of beekeeping concern the organizational structure, flexibility of the management system, system of organization of marketing activity, principles of activity of managerial staff and taking into account marketing opportunities and goals when making decisions, quality and speed of receiving information related to marketing activities, and formation of incentives for marketing staff (or those employees who perform marketing functions). External factors have a strong influence on the long-term goals of marketing activities and are related to the current economic policy, the degree of development and development trends of international trade, the structure of the country’s markets, and changes in demographic characteristics and consumer preferences. It is determined that the choice of marketing strategy of the enterprise of the beekeeping industry goes through stages: - analysis of the current state of the producer-enterprise of beekeeping products and market activity of the enterprises of the branch; - analysis and assessment of market potential; - analysis of opportunities for the development of enterprises in the beekeeping industry; - analysis of economic conditions and the legal field; - analysis of trends in the world economy with export-oriented activities; - selection and development of a strategy with a focus on long-term development. In the context of developing a marketing strategy, general scientific methods determine the general logic of research and precede special methods. Special research methods used in the process of forming marketing strategies can be divided into matrix, mathematical, statistical, forecasting methods, and expert methods

marketing; strategy; beekeeping products; methods; stages