Strategies for companies to enter international markets : literature review and conceptualization

Based on the analysis of the current state of international markets, the article reveals the main problematic issues of creating an effective strategy for companies to enter them. The criteria and approaches to the segmentation of international markets are also disclosed. Priority directions for creating a strategy for companies to enter international markets are identified. The main elements of this strategy are emphasized and the threats to its implementation are classified. The practical result of the study is a set of recommendations for improving the efficiency of applying methods of companies' entry into international markets. The theoretical result is the identification of the main patterns of interaction between companies in international markets. The scientific originality of the study lies in the fact that for the first time a thorough study of the coffee markets of Germany and Poland was conducted in terms of the entry of foreign business, namely Ukrainian. This allowed us to identify the obstacles and prospects for Ukrainian companies and to create useful proposals for successful entry into the EU market. For the first time, we present a revised model of the international marketing environment that takes into account social capital, availability of support, and institutional maturity of the exporting country. In addition, it highlights modern exit strategies such as marketplaces, crowdsourcing, and diaspora participation. This ensures that the internationalization plan is tailored to the circumstances of Ukraine's developing economy.