Change of vectors of formation of marketing strategies by national enterprises under the conditions of introduction of a new package of sanctions
https://doi.org/10.28995/2782-2222-2024-1-100-116
Abstract
The article studies the consequences of sanctions imposed by the West against business carried out by Russian entrepreneurs and large holdings. It is defined that the developed mechanism of state support allowed Russian enterprises to solve their problems in the current situation and transfer their logistics chains on countries friendly to Russia. The article presents geography of development of new markets by national enterprises and identifies logistical challenges and opportunities related to the reorientation to those markets. The conclusion, to which the authors are inclined is that such a situation and development benchmark require the application of completely new approaches to the development and implementation of marketing strategies. Therefore the article presents trends that exist at the moment in the consumer market. And recommendations on the use of marketing tools that can strengthen the competitive position of our national enterprises on new geographical segments are offered.
About the Authors
V. R. Akaeva
Kazan (Volga) Federal University
Russian Federation
Russian Federation
Veronika R. Akaeva, Cand. of Sci. (Economics)
bld. 4, Butlerovа Street, Kazan, Russia, 420012
Ya. F. Nashirvanova
Kazan Cooperative Institute (branch) ANOO VO Centrosoyuz of the Russian Federation “Russian University of Cooperation”
Russian Federation
Russian Federation
Yana F. Nashirvanova, Cand. of Sci. (Economics), associate professor
bld. 58, N. Ershova Street, Kazan, Russia, 420081
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Review
For citations:
Akaeva V.R., Nashirvanova Ya.F. Change of vectors of formation of marketing strategies by national enterprises under the conditions of introduction of a new package of sanctions. Science and art of management. 2024;(1):100-116. (In Russ.) https://doi.org/10.28995/2782-2222-2024-1-100-116
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