Ukrainian IT Services Market: Marketing Strategies of Entities

Considering the importance of the Ukrainian IT services market in terms of ensuring sustainable development of the state, introducing the latest technological solutions into the activities of business entities, state bodies, in the social and military spheres, and increasing the country’s exports, the main trends in its development and marketing strategies of Ukrainian IT companies were studied. It was found that today, despite the difficult operating conditions and the decrease in foreign investments in the IT sphere of Ukraine, domestic IT companies have partially adapted their activities and are actively introducing innovations into it, trying to use all possible growth strategies - intensive development through the search for new markets, integration growth - through the formation of strategic partnerships and diversification growth, reorienting their activities to serving individual market niches, trying to meet their needs as much as possible, using various programming technologies. At the same time, some companies are focused on offering mono-profile services. To gain competitive advantages in the market, large Ukrainian IT companies use a differentiation strategy, and small ones use a concentration strategy. The change in marketing strategies of Ukrainian IT companies is facilitated by a general decline in demand for their services due to economic recessions in many countries; martial law conditions; a decrease in demand for services of service companies with a relatively stable demand for services of product companies; the development of artificial intelligence. It has been established that despite the existence of a number of threats of an internal and external nature, the prospects of the Ukrainian IT services market are quite attractive due to the growth in demand for them in such areas as healthcare and education, agriculture and the public sector, the military sphere, the introduction of various digital tools for modernization and automation of their activities, and the growth of companies' demand for their cyber protection services. Demand growth is expected in the post-war period as well. This creates the prerequisites for the further use of various growth strategies by Ukrainian IT companies, the search for new target segments and their use of the differentiation strategy in order to strengthen their competitive advantages, and the offer of their own software products within the framework of the concentration strategy. At the same time, the strategy of intensive development, in particular the development of markets through the opening of representative offices in other countries and the search for new clients there, remains relevant for Ukrainian IT companies. The implementation of these strategies should be reflected in all components of the marketing complex of Ukrainian IT companies.