Article Title
Adaptation of the Marketing Mix as a Component of the Strategy of Entering a New Market

Authors
Anastasiia Pozniakova
Student, Odesa National Economic University, Odesa, Ukraine

Krystyna Tarasova
PhD in Economics, Associate Professor, Odesa National Economic University, Odesa, Ukraine

Journal Details
Journal: International Journal of Psychology and Strategic Communication
ISSN (Online): 2941-5691
ISSN (Print): 2941-5705
DOI: https://doi.org/10.61030/BSUM4753

Abstract

The article examines the strategic significance and specific features of adapting the marketing mix in international markets. The relevance of the topic stems from the increasing pace of globalization and companies’ growing ambition to expand beyond their national borders. As businesses seek to reach international consumer audiences and remain competitive, they must invest in researching and organizing a marketing mix that reflects the unique characteristics of each target market. Consequently, adaptation of the marketing mix becomes a critical requirement.

Purpose and Objectives

This study aims to explore the adaptation of the marketing mix as a vital element of a company’s international expansion strategy. To achieve this goal, the article sets out several key tasks:

• Analyzing the marketing mix and approaches to its formation
• Investigating the specific features of adapting individual elements
• Identifying advantages and disadvantages of adaptation
• Assessing alignment with broader market trends

Methodology

To support the analysis, the research employs a combination of methods, including analysis, systematization, synthesis, and graphic presentation of data. These tools enable a comprehensive examination of the composition and role of each marketing mix element within an international context. Furthermore, the article introduces a methodology for evaluating a company’s marketing strategy that emphasizes the importance of mix adaptation in global operations.

Key Findings

The findings show that adaptation is often necessary to respond effectively to market-specific preferences, regulatory conditions, and cultural expectations. On the one hand, adapting individual elements of the marketing mix—product, price, place, and promotion—can offer greater alignment with local demands and improve market performance. On the other hand, it may lead to increased complexity and operational costs.

Moreover, the article clarifies how companies can align marketing mix formation with general market trends. This includes integrating flexibility into strategy development while maintaining a balance between global consistency and local responsiveness.

Conclusion

In conclusion, the study highlights the strategic role of marketing mix adaptation in ensuring success in international markets. By adjusting core elements to fit the demands of specific regions, companies can enhance their competitiveness and responsiveness in a dynamic global environment.

Keywords
Marketing mix, International markets, Marketing adaptation, Marketing strategy, Elements of marketing, Enterprise

How to Cite This Article
Pozniakova, A., & Tarasova, K. (2025). Adaptation of the Marketing Mix as a Component of the Strategy of Entering a New Market. International Journal of Psychology and Strategic Communication, 3(1), 363–371. https://doi.org/10.61030/BSUM4753

Full Article (PDF)
https://ijpsc.org/journal/v03/27_Pozniakova_A_ONEU_formatted.pdf

Metadata and Info
DOI: https://doi.org/10.61030/BSUM4753
Published: 2025
License: CC BY 4.0 (if applicable) – https://creativecommons.org/licenses/by/4.0/

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  journal = {International Journal of Psychology and Strategic Communication},
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  doi = {10.61030/BSUM4753},
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  issn = {2941-5691}
}

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