EVOLUTION AND CLASSIFICATION OF COMPETITIVE MARKETING
STRATEGIES OF THE ENTERPRISE

Andriy KRUHLYANKO

Chernivtsi Institute of Trade and Economics of SUTE, Chernivtsi

https://orcid.org/0000-0002-4939-2901

Ruslan SLOBODIAN

Chernivtsi Institute of Trade and Economics of SUTE, Chernivtsi

DOI: http://doi.org/10.34025/2310-8185-2025-4.100.10

Keywords: marketing strategy, competitiveness, classification of strategies, growth strategies, strategic management, digitalization of marketing, customer centricity.

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Summary

The modern competitive environment is characterized by rapid transformations, globalization, and market saturation. Marketing transforms into a system of strategic decisions determining positioning, customer interaction, and competitive advantage formation. Consumers choose products based on convenience, trust, and value, making competitive marketing strategy formation scientifically substantiated and practically important. The problem lies in strategy ensuring consistency of enterprise actions and rational resource utilization. Traditional models lack sufficient flexibility to adapt to dynamic demand changes, segmentation, and positioning. The specifics of forming marketing strategies for small and medium enterprises in regional contexts remain underexplored, as does integration of classical approaches with modern digital technologies and data analytics.

The article aims to systematize theoretical approaches to enterprise marketing strategies, analyze their evolutionary development, and evaluation of competitive marketing strategies to provide scientific foundation for strategic marketing management. Tasks include analyzing strategy evolution, generalizing leading scholars' approaches, revealing development stages from production orientation to digital models, and characterizing intensive growth, integration, and diversification strategies.

The study applies analysis and synthesis methods to generalize theoretical approaches, system-structural approach to classify strategies, and comparative analysis to evaluate concepts. The information base includes works of leading foreign authors (Kotler, Porter, Keller, Drucker, Aaker) and Ukrainian researchers (Illiashenko, Balabanova, Zozulov, Gerasimchuk). Marketing strategy is a long-term direction coordinating enterprise capabilities with market conditions and determining priority segments and communication, product, price, and distribution decisions. Evolution ranges from production orientation through product and sales concepts to customer-centric and digital models.

Strategy classification systematizes five main criteria: global, competitive, growth, target market selection, and market segmentation strategies. Intensive growth strategies (market penetration, development, product development), integration (vertical, horizontal), and diversification (vertical, horizontal, corporate) are characterized. Effectiveness depends on combining classical tools with digital technologies and personalized approaches.

Results enable enterprises to choose strategic development directions and form competitive advantages. Classification allows managers to select optimal strategies considering business specifics and resource capabilities. Strategies adapt to enterprises of various sizes and sectors. Further research should address practical implementation mechanisms, adaptation to Ukrainian conditions, and the role of digital technologies and artificial intelligence in strategy formation. Integration of ethical aspects and social responsibility remains relevant.

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Biographies of authors:

Andriy KRUHLYANKO,

Chernivtsi Institute of Trade and Economics of SUTE

Candidate of Economic Sciences, Associate Professor,

Associate Professor Department of Management, Marketing and Logistics

Ruslan SLOBODIAN,

Chernivtsi Institute of Trade and Economics of SUTE

Master’s degree student

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