International Marketing Diversification: A Path to Sustainable Enterprise Development
Authors: Tanasiichuk Alona , Dybchuk Liudmyla , Shevchuk Anna , Hromova Olha , Mykhailo Havenko , Zakharchuk Iryna , Ulianych Yuliia 
Published: February 2025

This study demonstrates the critical importance of international marketing diversification during wartime, particularly for Ukrainian businesses seeking to expand their sales markets and mitigate risks associated with specific markets. By adopting this strategy, businesses can better withstand conflict-induced challenges and remain resilient in difficult circumstances. The article explores strategies for international marketing diversification that can help companies maintain competitiveness during wartime conditions. Drawing on a synthesis of domestic and international scholarly perspectives, the study positions international marketing diversification as a forward-looking approach to securing enterprises’ sustainable development in global markets. The strategy emphasizes the selection of optimal development trajectories while accounting for various influencing factors and indicators.
Given Ukraine’s significant role in the European apple market, its advantageous geographical location, and its annual apple production of approximately 700,000 tons – of which only 250,000 tons are high-quality apples for fresh consumption ­– it is concluded that Ukrainian apple producers have opportunities to export to new international markets. Investing in apple processing technologies, such as apple chips and apple powder production, could enhance export potential.
An analysis of export-import operations for the product group “0813 Dried Fruits,” which includes apple chips and powder, from 2021 to 2023 identifies the United States, Germany, China, the United Kingdom, France, the Netherlands, Italy, Canada, Spain, and Poland as the leading markets. These countries account for 55% of global imports in this product category. Ukrainian companies involved in apple cultivation and processing are advised to target these markets, where demand for dried fruit is evident.
Expanding export geography can enable Ukrainian fruit producers and processors to grow their businesses and increase production volumes. Diversifying customer bases through market expansion can secure stable revenues and foster sustainable growth, contributing to the broader development of the Ukrainian economy.
The study underscores the importance of high-quality apple cultivation for several reasons. First, it ensures the production of premium dried fruit that meets high consumer standards. Second, diversifying apple processing into value-added products like chips and powders can expand product portfolios, align with food industry trends, and enhance competitiveness in international markets. Thus, supporting high-quality cultivation not only ensures the quality of processed products but also fosters industry development and product diversification.
The convergence of new international markets for Ukrainian producers of the product group “0813 Dried fruits” is assessed, and it is determined which of them are the most attractive for the development of an international marketing diversification strategy by Ukrainian producers of the product group “0813 Dried fruits”. The markets of the United Kingdom, Italy, and Spain showed higher scores, which indicates their convergence and readiness of conditions for the successful development of a strategy for international marketing diversification of Ukrainian producers in the product group “0813 Dried fruits”.
It is substantiated that the implementation of the international marketing strategy of diversification by Ukrainian producers of the product group “0813 Dried fruits” in the markets of Great Britain, Italy, and Spain will allow to intensify the sale of dried apple slices and apple powder, which will become a promising direction of sustainable development.
 
Keywords: International marketing diversification, sustainable development, enterprises, form, provision, internationalization, export, import, risk, strategy, competitiveness, markets, research, development, globalization, business, innovation