Marketing strategies for promoting Ukrainian flour and cereal products on the European market

Abstract

Based on Ukrainian flour and grain products, marketing practices in the European market, specifically in Poland and the Czech Republic, were examined in this study. It merges a theoretical understanding of the different market entry strategies as well as the marketing mix with an in-depth field-based investigation based on the interviews conducted with Ukrainian producers and exporters. The key point of communication is that with the ongoing war in Ukraine, international trade in general and EU trade in particular, is vital for the stability and survival of businesses. As per the interviews, there are major challenges regarding regulatory requirements, competition, and adapting to EU standards. Simultaneously, the study highlights the growing focus on issues of sustainable development, traceability, and consumer preferences in shaping market opportunities.