The subject of research is a mix of theoretical and practical aspects in terms of the use of marketing tools for effective marketing strategy development and implementation. The purpose of the research is to figure out and enhance the key theoretical approaches during marketing tools usage, suggest step-by-step marketing tools instructions for each particular stage of marketing strategy. Methodology. The article was written with the use of the methods of critical analysis of scientific literature and Internet sources, abstraction, generalization, the ascent from abstract to the concrete, comparison, analysis and synthesis. Previously mentioned methods gave an opportunity to generalize the scientific approaches to the definition of ‘marketing strategy’ category, consider in detail and compare modern marketing tools for effective marketing strategy development and implementation. The results of the work. Marketing strategy development consists of three main stages: determinating of market opportunities, building the strategy itself with the help of STP-analysis (segmentation, targeting, positioning) and shaping the marketing program (4P marketing mix). For each stage of the strategy is determined a range of tools, that company should implement in order to reach an effective marketing strategy. For instance, for the first stage were proposed such strategic planning tools as SWOT-analysis, Porter’s five forces model and 5C-analysis. All tools mentioned above help the company to identify its strengths and weaknesses comprehensively, to understand its consumers, inner business-processes and influence of external environmental factors, which company is not capable of changing. During the second stage (STP-analysis) were offered company positioning tools like the Value Proposition Canvas (by A. Osterwalder) and Bowman’s Strategic Clock. Consequently, using the results of previous stages a company will have enough information for establishing the 4P marketing mix. Conclusions. The use of mentioned above instruments will allow companies to develop marketing strategies more effectively, by focusing on company business issues and, at the same time, carefully considering the main negative and positive points of the product following ongoing consumer needs for the purpose of profit maximization and the company`s performance improvement. Key words: marketing strategy, marketing environment analysis, marketing tools, segmentation, positioning, targeting.
Importance and Process of Marketing Environment Analysis as Strategic Analysis Tool of Business
