ОСОБЛИВОСТІ ФОРМУВАННЯ РИЗИК ОРІЄНТОВАНИХ МАРКЕТИНГОВИХ СТРАТЕГІЙ НА МІЖНАРОДНОМУ РИНКУ СПОЖИВЧИХ ТОВАРІВ

To determine the sources of risks in the company's operation in the international consumer market, it is proposed to use the matrix of I. Ansoff “product-market”, which is modified in accordance with the objectives of this study. Studies have shown that the greatest likelihood of risks in the company's operation in the international consumer market occurs when it brings to market an innovative product that consumers can ambiguously perceive. Trends in the development of the consumer market itself also cause difficulties in positioning the product itself. In addition to market risk factors in the international market, the existing risks are related to the international activities of the company, the main of which are: transport, currency, cultural and political risks.

There are also ways to overcome the risks. One of the criteria for effective risk reduction is traditionally recognized insurance, but the question arises as to which type of risk insurance should be preferred. To do this, the study proposed an algorithm to determine the possible level of risk of the company in the international consumer market. It provides an assessment of the product, market, taking into account factors of international influence and methods of assessing the competitiveness of both the company and the product. The implementation of this algorithm will allow the company to build a matrix for estimating probable risks with further development of risk-oriented marketing strategy. According to the chosen strategy, the company will be able to determine both the nature of the risk to be insured and the desired level of insurance premium due to the occurrence of the insured event.

Promising areas of further research include the implementation of quantitative risk assessment of a company and the development of a methodological framework for building a decision tree based on the priorities of individual risk-oriented strategies in accordance with the strategic goals of the company.