Marketing Strategies of the Enterprise in the Market of Building Structures in the Period of Recovery of Ukraine

The Russian invasion of Ukraine has led to massive destruction of the economy and the amount of losses is estimated at more than 700 billion dollars. Increased demand in the construction and building structures market due to the restoration of Ukraine requires an increase in the production of sandwich panels. TPK-Center LLC specializes in the production of products for industrial and commercial construction, such as sandwich panels and metal products. Changes in the external environment of the company’s operations, the structure of demand for sandwich panels with different insulation materials require changes in its marketing strategy in terms of product mix. Based on the analysis of the business portfolio, such strategic decisions as “BUILD”, “HOLD”, harvesting and elimination strategies are proposed. A study of the company’s customers was conducted and a conclusion was made on the marketing strategy of business relations and the formation of a quality customer experience. The main ideas for improving the marketing strategy are the development of digital marketing, the creation of a specific marketplace for product sales and the involvement of a complex of online promotion of the enterprise in the market. To develop the digital direction and online sales, there is a need to improve the marketing department at the enterprise, which should also include specialists in computer science, economics, and advertising technologies. A marketing strategy for the export of sandwich panels was also proposed. Today, there is high competition in Ukraine, so Western markets, considering the high quality of sandwich panels and the possibility of obtaining European certificates, are quite attractive.