Adaptation of the International Marketing Model for Entry Into the Slovak Market

This research is dedicated to the adaptation of the international marketing model for Tile LLC a Ukrainian company specializing in the manufacture of metal roofing and facade materials, targeting entry into the Slovak market. The study addresses the pressing issues caused by insufficient localization and cultural adaptation of marketing strategies, which limit the effectiveness of the company’s export activities and weaken its competitive position abroad. Through a thorough analysis of internal organi- zational processes and the external market environment, the research identifies two key challenges: the absence of clear criteria for selecting the most effective international marketing model and the inadequate adaptation of marketing tools to the cultural, linguistic, and economic specifics of the Slovak market. To resolve these issues, the study proposes a comprehensive approach involving full localization of marketing materials, including website translation, product descriptions, and advertising content tailored to Slovak cultural nuances. It also emphasizes the importance of adapting digital marketing strategies to utilize popular local social media platforms such as Facebook, Instagram, and YouTube, and collaborating with local influencers. Furthermore, the study highlights the need to develop loyalty programs reflecting Slovak consumer values and preferences, adjust product positioning and pricing strategies to align with local demand and purchasing power, and ensure transparent commercial conditions that meet Slovak customer expectations regarding payment and delivery options. The findings indicate that such strategic adaptation will significantly enhance Tile LLC’s brand perception, increase marketing campaign effectiveness, boost sales, and secure a sustainable competitive advantage in the Slovak market, projected to grow at an average annual rate of approximately 9% until 2029. This research contributes both theoretical insights and practical recommendations valuable for Ukrainian manufacturing companies aiming to expand their presence in Central European international markets.