Theoretical aspects of analysis and development of strategies for entering the international FMCG market by wholesale trading enterprises

The article delves into the study of theoretical aspects of analyzing and developing a strategy for entering the international FMCG market by a wholesale trade enterprise. The methodology is based on theoretical research methods, bibliographic description and SWOT analysis. The work identifies the current state, problems and prospects for the development of the international FMCG market. Approaches to the classification of strategies for entering international (external) markets are identified and disclosed, the applicability of trading strategies, their advantages and disadvantages in the context of a wholesale trading enterprise in the FMCG market are assessed. The peculiarities of the strategy of entry of a wholesale trading company into the international FMCG market with a focus on multilateralism with a simultaneous uniform structure of the stages of strategy preparation regardless of its type have been clarified. Based on the results of the study, conclusions are drawn about the need to clarify the cause-and-effect relationships between the state of a particular wholesale trading company, the chosen strategies and the results of entering the international FMCG market.