Introduction
Ukraine has been experiencing a difficult marketing problem following its geopolitical conflict with the Russian Federation. However, large multinational organizations such as Amazon have supported Ukrainians in adopting suitable marketing strategies. The paper explores the best and most bearable marketing strategies Ukrainians can adopt with the help of large global firms such as Amazon.
Sustainable Marketing Practices in Ukraine
In this current situation, the sustainable marketing strategies to be adopted in Ukraine include marketing education campaigns and Sustainable Development Goals (SDGs). Furthermore, the Ukrainians can adopt product evaluation and trials to enhance sustainable marketing. Additionally, Amazon, a global company, has supported these practices and their alignment with the local environment. For instance, Amazon Web Services (AWS) has helped the Ukrainian government in educational campaigns by equipping it with digital marketing skills, hence enhancing employability.
Digital marketing skills also help the Ukrainians safeguard their country’s economic data. Moreover, The IT Skill 4U has been launched by Amazon Web Services to connect the residents of Ukraine with carrier-support facilities and training. The Ukrainians can access AWS certification receipts to assist individuals in taking pertinent examinations and receive industry-recognized passes that they can add to their resumes (Amazon, 2022). However, the transformation programs in Ukraine have failed to build the nation’s economic latent. Instead, the financial crises have caused the unstable growth of the country’s economy. Due to this effect, Ukraine has adopted the Sustainable Development Goals (SDGs) programs that help sustain employment and raise GDP growth. Furthermore, the (SDGs) are formed on a national level based on achieving a better direction of economic growth in Ukraine (Naumenkova, Mishchenko & Mishchenko, 2022).Amazon has pledged to support (SDGs) to help improve the country’s economic growth, which has declined following the geopolitical conflict that has lasted for almost three years.
The Ukrainian government has shown a vast and remarkable resilience concerning devastation. Despite their conflict with Russia, the Ukrainians still keep their markets running. According to recent reviews and surveys carried out by the World Bank, firms are adapting by embracing ITC and adjusting their product mix (The World Bank, n.d). Moreover, Amazon has developed an employment program based on Ukrainian immigrant employees. The program is designed to offer resources for free legal mentorship and support. In addition, Amazon has become the leading company to promise long-term and financial support to individuals fleeing Ukraine.
Many Ukrainians have avoided buying products from the Russian Federation, thus lowering their marketing productivity. However, consumers from Ukraine want transparency in their marketing sector. Ukrainian consumers need beneficial brands with comprehensive information about their services and products (Protasiuk, 2019). Surprisingly, Amazon has provided brands for various businesses in Ukraine during this crisis. Furthermore, the firm has removed referral fees for minor companies within Ukraine that vend products across Amazon’s European stores. Amazon is doing this to ensure the minor firms within the country are properly functioning and growing vibrant economically. The devaluation of the Ukrainian currency and rising inflation have led to a massive decline in household earnings and increased prices for services and goods (Visit Ukraine, 2023).Due to this effect, Amazon has offered support to the Ukrainians who have decided to opt for cheaper alternatives.
Conclusions
In summary, the (SDGs) supported by companies such as Amazon will lead to economic growth and innovation during this time of Russian invasion. Moreover, the refugees fleeing from Ukraine will not suffer financially since Amazon has promised to support them. Small businesses will not incur referral fees when buying products from Amazon European stores. Additionally, Amazon has pledged to provide better brands for Ukrainian business companies as they have opted to ignore Russian products.
References
Amazon, (2022). Amazon helps Ukrainians Gain new skills and launch tech careers. Retrieved fromhttps://www.aboutamazon.com/news/aws/amazon-helps-ukrainians-gain-new-skills-and-launch-tech-careers
Naumenkova, S., Mishchenko, V., & Mishchenko, S. (2022). Key energy indicators for sustainable development goals in Ukraine. Problems and Perspectives in Management, 20(1), 379-395.
Protasiuk, M. (2019). Particularly Ukrainian: The modern path to purchase in Ukraine. Retrieved from https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-journey/particularly-ukrainian-modern-path-purchase-ukraine/
The World Bank, (n.d). The World Bank in Ukraine. Retrieved from https://www.worldbank.org/en/country/ukraine/overview#1
Visit Ukraine, (2023). Consumer life of Ukrainians has changed over the year: How they spend money during the war. Retrieved from https://visitukraine.today/blog/1709/consumer-life-of-ukrainians-has-changed-over-the-year-how-they-spend-money-during-the-war
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