Features of the Marketing Strategy in the Conditions of the Digital Transformation

Abstract

The economic development we are witnessing now is due to many factors. Among them, the digital transformation of the economy, enterprises and social life plays an important role. After three consecutive industrial revolutions, have entered an era known as the Fourth Industrial Revolution, which is based on new information technologies based on big data, the Internet of Things and artificial intelligence. These new technologies open up huge opportunities for businesses to increase productivity, competitiveness, and create and obtaining additional value. The implementation of artificial intelligence for machines and devices and, above all, new generations of intelligent robots, create the basis for the development of intellectual potential. Businesses need to adapt to the new situation by implementing innovative business strategies. We consider the marketing strategies of Nestle and its subsidiary Rivne Food Company LTD in the conditions of digital transformation. We analyzed of the marketing activities of Nestle, namely its branch of Rivne Food Company LTD. In total, the company has successfully established itself in global markets, creating a special product brand and has more than 2,000 brands. Its mission is to improve the quality of life and make a significant contribution to a healthy future. The our research purpose was to substantiate the features of Nestle’s marketing strategy in the context of digital transformation, making the company the most trusted name with high-quality products. The Internet, aimed at promoting products, is one of the key indicators of a company’s competitiveness. The marketing strategies implemented by Nestle are considered. Most marketing strategies involve the use of proven marketing tactics to attract customers. We listed basic steps to help develop own successful marketing strategy using digital technology. We recommend for the implementation of marketing measures for the implementation of Nestle’s marketing strategy in the context of digital transformation.

Вдосконалення Маркетингової Стратегії Підприємства В Умовах Цифровізації Ринків

“…Вивчення основних положень та прийомів маркетин гової стратегії, розглянуті в роботах: Войтович Н. [2], Лишенко М., Макаренко Н. [4], Пронько Л., Токар К.…”