Theoretical foundations of an organization's marketing strategy

The article reveals the concept, types and content of the organization's strategy, the essence, role and structure of the organization's marketing strategy, the system and methods of forming and developing the organization's marketing strategy. Marketing strategy is an essential basis for the overall strategy of enterprise development. It provides information on the successful development of marketing activities of enterprises. Marketing plans are also drawn up for a long-term or short-term period, in which the marketing strategy is formed. In such circumstances, the marketing plan considers the descriptive component of the strategy, which sets the direction of further development of the company's activities, and does not develop specific plans. The marketing strategy is created in order to improve the overall production at enterprises where the main directions of the company's activities in the market are determined. We are mainly talking about interaction with competitors and with the client audience. The formation of a marketing strategy is influenced by various factors. These are the current goals of the organization, the specifics of its position in the industry, and the amount of available resources. It is also necessary to evaluate the company's market prospects and take into account the possible activity of competitors. The relevance of the topic is that in the current stage of economic development, marketing strategies are considered as the most important tool for improving the efficiency of enterprises. In the context of a significant decline in production volumes of many enterprises caused by the crisis in the domestic and global economy, optimization of marketing expenses, timely assessment and appropriate adjustment of marketing activities are becoming more and more urgent tasks for companies.