INTERNATIONAL PRODUCT STRATEGIES OF CHINESE TEA MANUFACTURERS FOR THE UKRAINIAN MARKET: THEORETICAL AND PRACTICAL ASPECTS

Abstract

Introduction. The deepening of globalization processes and intensifying competition in international food markets necessitate the search for effective approaches to shaping enterprise product policies in foreign markets. For tea producers from China, the global leader in tea production and exports, choosing strategic approaches that ensure product alignment with foreign demand and the market environment is of paramount importance. In this context, exploring the feasibility of applying international product strategies to the Ukrainian tea market, which is characterized by shifting consumer preferences and growing demand for high-quality, functional, and authentic products, is of substantial academic interest.

Aim of the study. The study aims to substantiate the directions for formulating and implementing international product strategies for Chinese tea producers in the Ukrainian market based on synthesizing theoretical tenets of international marketing and analyzing contemporary market trends.

Materials and methods. The theoretical foundation of the study comprises works by domestic and foreign scholars in international marketing, strategic product management, and international trade. To achieve the defined aim, a set of methods was employed: theoretical generalization and systematization to examine the conceptual foundations of international product strategies; analysis and synthesis to evaluate development trends in the Ukrainian tea market and the Chinese tea industry; the comparative method to characterize the strategic alternatives of Warren J. Keegan’s model; the classification approach to structure strategies according to the degree of product and marketing communications standardization and adaptation; and the analytical-generalization method to draw conclusions regarding the viability of their application within the context of the Ukrainian market.

Results. Theoretical approaches to shaping international product strategies have been synthesized, and the possibilities of utilizing W. J. Keegan’s model as a tool for strategic alternative selection in foreign markets have been disclosed. The development features of the Ukrainian tea market and the current state of the Chinese tea industry have been analyzed. The prerequisites for applying product extension, adaptation, and invention strategies depending on target market characteristics and consumer preferences have been determined. It has been established that under Ukrainian market conditions, the most promising approach is combining product adaptation with marketing communications adaptation, which ensures a higher level of alignment with local demand. The feasibility of employing a product invention strategy to develop the functional, premium, and eco-oriented tea segments has also been considered.

Future prospects. Future research should focus on the empirical evaluation of the performance of specific strategic approaches in the Ukrainian market, examining the impact of digital consumer interaction channels on tea brand perception, and exploring the role of environmental and socially responsible product attributes in building competitive advantages for tea producers in international markets.