Institutional Approach to the Formation of Strategic Directions of Sales Activities of Market Entities

The article deals with issues related to the management of sales activities of domestic enterprises. Measures have been taken to improve the strategic management of the company's sales activities on the foreign market. . The main purpose with which enterprises enter foreign markets is to maximize profits by using economies of scale and the ability to conduct research on target foreign markets. Strategies for entering the foreign market have been defined, based on cost accounting and attractiveness for investment. It has been proven that two main technologies are used to promote goods through distribution channels: PUSH ("push" means "push") and PULL ("pull" means "pull"). When using the PULL technology, the main task of the product seller is to ensure the loyalty of the consumer to his company. Exclusive products and integrated services are best suited for this type of demand stimulation. To improve the process of strategic management of means of sales promotion, an algorithm was formed, which contains ten main stages (stages).