UDC 339.138: 005
DOI: 10.36871/u.i.k.2024.12.01.012
Authors
Alena S. Khugaeva,
North-Ossetian State University named after K. L. Khetagurov,
Vladikavkaz, Russia
Abstract
The article considers the consumer market as one of the main
factors determining the marketing strategy of an organization. The author emphasizes
the need for constant market analysis and adaptation of marketing
strategies in a competitive environment. The research includes studying consumer
behavior patterns, monitoring supply and demand, and analyzing macroeconomic
changes. The emphasis is on adaptability and strategic flexibility,
which allows enterprises not only to meet current market requirements, but also
to anticipate its future changes.
Analysis methods such as SWOT and PEST analysis are considered, which
help companies identify opportunities and threats, as well as segmentation,
which allows you to create a profile of target consumer groups to optimize marketing
efforts. The article provides examples of global companies such as Coca-
Cola and DuPont demonstrating the successful application of adaptive strategies
based on changes in consumer preferences. Special attention is paid to the
impact of digitalization and economic instability on customer preferences and
the strategy of interaction with them. The article highlights the importance of
flexibility and customer orientation in a highly competitive environment.
Keywords
consumer market, marketing strategy, competitiveness, adaptation, consumer behavior, market analysis.
