Improvement of marketing activities at Profigroup Ukraine Ltd using Internet marketing tools
Students Name: Sulyk Ernest Volodymyrovych
Qualification Level: magister
Speciality: Internet-Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2025-2026 н.р.
Language of Defence: англійська
Abstract: During the war, the marketing activities of many companies underwent significant changes, as the costs of its implementation were significantly reduced, and many companies also ceased to function fully [1]. To meet the needs of online shoppers and simplify the shopping process, it is important for sellers to constantly improve the design of their websites: they must be clear, convenient and easy to use. Visual design of websites simplifies the search for information for consumers, allows them to compare products and influences their purchasing decisions [2]. Due to the reduction in sales during the martial law period, communication and unconventional thinking become the main source of attracting potential customers and a way to attract the attention of the right audience. Digital marketing can increase the effectiveness of commercial activities during the war, as it helps to quickly establish connections with the target audience, which is extremely important in a country where martial law is in force [3]. In times of war, businesses are actively using innovative communication methods through social networks and chatbots to stay in touch with customers even during communication outages or other unforeseen situations. Video and live broadcasts have become important tools that help keep the audience’s attention and update important issues for customers, such as delivery terms, company news and promotions [4]. A successful marketing strategy for a new region requires not only strategic planning, but also a willingness to continuously adapt. This is a process that includes data analysis, strategy adjustments and attention to market dynamics. This approach provides the company with a strong positioning and effective launch in a new market [5]. 8 The object of research in the master’s qualification work is the marketing activities of LLC "Profigroup Ukraine" in the Ukrainian market. The subject of research is the Ukrainian market of plastic window window structures, as well as improving the marketing activities of LLC "Profigroup Ukraine" and entering the Polish market. Research objective: the study aims to theoretically substantiate promising areas for optimizing marketing activities and introducing innovations in Internet marketing of LLC "Profigroup Ukraine". The analysis will be based on a comprehensive assessment of the current marketing strategy and activities of the enterprise in real market conditions. The Ukrainian market for plastic window frames is dynamic and is undergoing changes, especially after a full-scale invasion. At the same time, it has significant growth potential after the war, but for competitiveness in this area it is important to constantly improve, respond to consumer needs and take into account external and internal factors. Keywords: the market for plastic window frames of Ukraine, metal-plastic windows, PVC profiles, digital marketing, Internet technologies, website. List of used literary sources: 1. Myhal O., Kvasovskyi D. (2024). Formuvannia marketynhovoho kompleksu pidpryiemstv v umovakh viiny. Ekonomika ta suspilstvo, (64). https://doi.org/10.32782/2524-0072/2024-64-80 2. Havryliuk I., Tomashevskyi Yu., Khirivskyi, R. (2024). Osoblyvosti marketynhovykh doslidzhen povedinky spozhyvachiv v umovakh viiny v Ukraini. Ekonomika ta suspilstvo, (65). https://doi.org/10.32782/2524-0072/2024-65-135 3. Berezovska L., Kyrychenko A. (2023). Tsyfrovyi marketynh yak instrument pidvyshchennia efektyvnosti komertsiinoi diialnosti pidpryiemstva pid chas viiny. Ekonomika ta suspilstvo, (51). https://doi.org/10.32782/2524-0072/2023-51-47 4. Bilyk, I. (2025). The impact of digital platforms and internet marketing tools on the adaptation of marketing strategies of enterprises in conditions of change 9 and crisis. The Actual Problems of Regional Economy Development, 1(21), 268-278. https://doi.org/10.15330/apred.1.21.268-278 5. Hryshchenko I. M., Horodetskyi Yu.D. (2024). Marketing balance: a balanced budget for successful expansion into new markets. Journal of Strategic Economic Research, (1), 69-77. https://doi.org/10.30857/2786-5398.2024.1.7