THE CONCEPT OF MARKETING «4P» AS THE BASIS OF SALES ACTIVITIES OF ENTERPRISES IN UKRAINE

The article is devoted to the peculiarities of applying the «4P» marketing concept in the activities of McDonald's and Nova Poshta in Ukraine during the war. The authors analyse the main components of the «4P» concept — product, price, place, promotion in the marketing strategies of these companies. The purpose of the article is to study the impact of the «4P» marketing concept on the sales activities of McDonald's and Nova Poshta. The peculiarities of application of the 4P marketing concept in Ukraine by McDonald's are as follows: The company has a well-recognized brand and logo and high-quality products. In our opinion, McDonald's restaurants in Ukraine should pay attention to the introduction of new products that are healthy, such as fresh salads made from vegetables and fruits, natural lemonades. Prices for McDonald's products are generally competitive. In particular, one of the main burgers, the Standard Cheeseburger, is cheaper than its competitors. Since the beginning of the full-scale war in Ukraine, the company has stopped its sales activities in Ukraine for more than six months due to concern for the safety of employees and customers and completely withdrew from the Russian market. McDonald's partially resumed its operations in Ukraine in September 2022, with sales of products carried out by delivery of products by Glovo couriers. The specifics of implementing the 4P marketing concept by Nova Poshta are as follows: The key difference between the company's delivery of goods compared to its competitors is its speed, as delivery of goods within Ukraine is usually carried out within a day. The speed and quality of service are the main reasons why the cost of Nova Poshta's services is 30–50% higher than that of other competitors. Despite the war in Ukraine, the company tried not to raise prices for its services and raised tariffs only on January 1, 2023. Thus, the correct application of the 4P marketing concept is one of the key strategies of leading companies in Ukraine (Nova Poshta) and the world (McDonald's) to increase sales of their products and, as a result, generate more profits.