METHODOLOGICAL APPROACH TO ADAPTING THE MARKETING MIX OF AN ENTERPRISE WHEN ENTERING INTERNATIONAL MARKETS

Abstract

Purpose of the study. Under globalization and increasing international competition, companies entering foreign markets face a fundamental dilemma: to use a unified marketing mix (standardization) or adapt it to the specifics of each target market. The lack of a systematic methodological approach to solving this dilemma reduces the effectiveness of international activities and creates reputational risks. The research is based on systematization of classical and extended models of the marketing mix (4P, 7P, 12P), a comparative analysis of standardization and adaptation strategies, and a synthesis of empirical data obtained from a consumer survey (n=100) and financial analysis of a confectionery enterprise. The theoretical foundation includes works by F. Kotler, R. Best, and a meta-analysis of 23 empirical studies (Schmid & Kotulla, 2011). It has been established that adaptation of the price element has the strongest positive impact on international performance (correlation coefficient 0.72), followed by promotion (0.65), product (0.58), and place (0.49). An original five-stage methodological approach is proposed: environmental diagnostics → segmentation of the international market → decision-making on 4P elements → development of an adapted plan → implementation and monitoring. Using the confectionery enterprise “Oniks” as an example, it is shown that a combined strategy (standardization of the basic recipe and brand + adaptation of packaging, price, and distribution channels for the “gift-givers” and “sweet-lovers” segments) allows capturing 0.5% of a new market worth RUB 2,020,200 and increasing sales profit by RUB 1,818.2 thousand. The developed methodological approach is universal for enterprises of various industries and sizes. Its application reduces transaction costs associated with cross-cultural barriers and improves positioning accuracy. Promising directions for further research include digital adaptation of marketing communications using artificial intelligence technologies and the development of quantitative models for the optimal degree of adaptation depending on market type.