MARKET ANALYSIS INSTRUMENTS IN THE DEVELOPMENT OF THE STARTUP MARKETING STRATEGY

Abstract

The most common instruments for marketing analysis are considered in the paper to develop a successful startup marketing strategy. The choice of the most effective tool for analyzing the macro-, micro- marketing environment and internal environment of company/organization depends on market geography, industry, size of the company, resources, market type, life cycle of the market / product, etc. The paper systematizes the traditional marketing tools for strategy creation and justifies the possibility of their use in building up a startup viable business model. The specifics of the venture investor-consumer are identified. The authors’ approach to the summarization of marketing strategy tools is proposed, and each cluster is considered with appropriate management concepts and models. The importance of marketing strategy for startups in the uncertain conditions has been explained and proven. Keywords: marketing research, macromarketing environment, micromarketing environment, marketing strategy, startup, marketing tools, business model.