BUILDING A MARKETING STRATEGY USING A COMPETENCY-BASED APPROACH

 The relevance of the study is due to the fact that the creation of innovative goods and services involves a set of marketing activities to assess the market situation. Intellectual leadership becomes the basis of strategic foresight. Understanding the horizon of opportunities for an industrial enterprise reflects the trends in the evolutionary development of industry markets and their respective competencies. The formation of key competencies contributes to the elimination of marketing myopia. In this regard, the author identifies changes in the main trends in consumer demand, presents an analysis of innovative transformations of the industry in the context of building technological sovereignty, and the level of innovative activity of organizations. The innovative development of the economy actualizes the need for a detailed theoretical analysis of understanding the transformation of production processes associated with the formation of nuclear competencies, building a client-centric business model. The purpose of the study is the application of a competency-based approach in the organization of marketing activities. The author presents the construction of a client-centric business model in the B2B market. The practical significance of the study lies in the fact that strategic business thinking will create a condition for the formation of new functionality and a new product concept, which requires the development of new key competencies and the implementation of a strategy for advanced development. The construction of a strategic architecture for the organization of marketing activities provides for the implementation of a strategy of advanced development, the basis of which is new key competencies, innovative products and services are created, new competitive advantages are formed, the result is the improvement of business processes and the construction of a client-centric business model, which determines the strategic capabilities of an industrial enterprise and reflects new directions of development.

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