Research and justification of directions for improving the marketing strategy of Zymna Voda territorial community based on the sustainable development principles
Students Name: Shybunka Uliana Marianivna
Qualification Level: master (ESP)
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2022-2023 н.р.
Language of Defence: англійська
Abstract: Improving a marketing strategy based on sustainable development requires careful research and justification of directions that consider the needs of society, economic efficiency, and environmental aspects. This approach allows companies to meet consumer demand and create a favorable environment for future generations [6]. Implementing marketing activities based on sustainable development requires revising the traditional marketing approach. Companies need to rethink their strategy from focusing on short-term gains to focusing more on sustainable value for consumers and society. This means that decision-making should be balanced, considering economic feasibility, social justice, and environmental responsibility. The application of sustainability in marketing also contributes to the efficiency and competitiveness of the organization. This can include reducing energy and resource costs, optimizing the supply chain, and using environmentally friendly technologies and innovations. As a result, companies can reduce their costs, improve production efficiency, and contribute to the preservation of the environment at the same time. The positive impact of marketing on sustainable development is also manifested in the formation of conscious consumer behavior. Marketing can influence consumers by providing information about products’ sustainability and environmental performance and encouraging them to choose environmentally friendly and socially responsible options. By creating a conscious consumer culture, marketing helps to change consumer perceptions and behavior, enabling them to select products and services that contribute to sustainable development [4]. An object of research - theoretical, scientific, methodological, and practical foundations of marketing strategies based on sustainable development. The subject of the study is the marketing activities of Zymnovodivska TG. The purpose of this work is to define the conceptual framework and develop practical recommendations for improving the marketing strategy of Zymnovodivska TG based on sustainable development. Results of the study. The paper reveals the essence of the marketing strategy based on sustainable development, analyzes the organization’s production, economic and marketing activities, and studies the utility industry and consumer needs. An analysis of competitive advantages is carried out, and the marketing strategies of Zymnovodivska TG are defined. The fourth section substantiates the approaches of Zymnovodivska TG in terms of sustainable development. Keywords: strategy, marketing, sustainable development, concepts of sustainable development, territorial communities. List of used literary sources. 1. Kostiuk, O.S., Mnich O.B. Formation of competitive strategy of the enterprise based on marketing and logistics (2005) URL: https://oldena.lpnu.ua/handle/ntb/19215. 2. Krykavskyi E.V., Deinega I.O., Deinega O.V., Lorvi I.F. Marketing management: a textbook. Lviv, 2014. 380 с. 3 Trofimova V.V. The concept of sustainable development as the basis of post-industrial development models. URL: http://www.investplan.com.ua/?op=1&z=532&i=7. 4. Chygryn O.Y. Marketing strategies for ensuring sustainable competitive development of enterprises URL: https://essuir.sumdu.edu.ua/handle/123456789/89283 5. Yarema I.O. The use of environmental marketing tools in the implementation of the concept of sustainable development of the region URL: https://essuir.sumdu.edu.ua/handle/123456789/23918 6. Slavina S.O. Environmental marketing as an effective means of implementing the concept of sustainable development. URL: http://elibrary.kdpu.edu.ua/bitstream/0564/1650/1/2015_tom2.pdf#page=51