Customer’s marketing strategy in the field of public procurement

Abstract

The article is devoted to the justification of the guidelines of the customer's marketing strategy in the field of public procurement in terms of promoting innovation, environmental sustainability and social integration. Public procurement in Ukraine is an important tool of economic development, ensuring the effective use of public funds and stimulating competition among suppliers. Domestic science does not pay enough attention to the strategic issues of marketing public procurement, which actualizes the focus of the study. The purpose of the article is to substantiate the guidelines of the customer's marketing strategy in the field of public procurement in terms of promoting innovation, environmental sustainability and social integration. The research methods were general and special methods of scientific knowledge, analysis and synthesis, analogy and comparison.

The results of the study consist not only in market analysis, communications or promotion, but should contain a long-term vision of attracting competitive suppliers, ensuring the best price conditions for public procurement. The main guideline of marketing is strategic market analysis, the results of which form the basis of the customer's pricing and service strategy, procurement plan for innovative and environmentally friendly goods and services. Formation of a balanced pricing and service strategy based on strategic market analysis makes it possible to optimize budget expenditures without losing quality and thereby increase procurement efficiency. Formation of a reliable supplier profile reduces the risks of supply disruptions and low-quality goods, promotes long-term partnerships with reliable suppliers. A reliable image of the budget manager also helps to attract strong participants, reduce the risks of appeals and increase the efficiency of procurement. Research conclusions: it was established that the use of modern technologies, active communication, promotion, formation of a positive image of the budget manager, innovative orientation and integration of ESG approaches are key success factors that will contribute to saving budget funds and improving the quality of public procurement, minimizing appeals and canceled procedures.