Analysis of the leading foreign experience in conducting marketing research in the procurement system for the needs of the Ministry of Defence and the Armed Forces on the example: the USA, Great Britain, Norway, Germany and Poland

Abstract

The article examines approaches to conducting marketing research in the field of defense procurement using the example of leading countries: the United States, the United Kingdom, Norway, Germany, and Poland. It is determined that marketing research is a crucial element of public procurement policy, as it contributes to increasing the efficiency of defense expenditures, minimizing risks, and ensuring the armed forces are supplied with high-quality products. The study analyzes regulatory approaches and organizational mechanisms for marketing research in each of the examined countries. It is established that marketing research is based on a comprehensive combination of primary and secondary data collection methods, including Requests for Information (RFI), surveys, assessments of suppliers’ production capabilities, and analysis of government contract databases and competitive environments. Special attention is given to analytical methods such as SWOT analysis, PESTEL analysis, Benchmarking, as well as modern technologies like Big Data and artificial intelligence for forecasting defense needs. The significance of adapting best international practices to improve Ukraine’s defense procurement system is emphasized, particularly in terms of regulatory support, risk monitoring, and the implementation of modern marketing analysis tools. The article suggests leveraging NATO countries’ experience to enhance transparency and efficiency in Ukraine’s defense procurement sector.