Marketing strategic planning of enterprises in the mining sector of the Ukrainian economy

Purpose. Identification of the main trends, technologies and opportunities for the development of the mining sector of the economy and development of a methodological approach to marketing strategic planning of the activities of industry enterprises. Methodology. The methodological basis of the research is a systematic approach to the components and elements of marketing strategic planning of enterprises in the mining sector of the economy based on the use of both general scientific methods: system analysis; comparative analysis; and special methods – trend analysis, calculation and analytical, tabular and graphic ones. The information base includes research results from scientists and practitioners, reports from the global market research company Market Research Future (MRFR), statistics from the Global Data Platform and business intelligence Statista. statistical information of the state statistics service of Ukraine. The object of research is the process of marketing strategic planning of enterprises in the mining sector of the economy. Findings. The dynamics of the development of the global mining market in 2023‒2025 is revealed and it is predicted for the period 2028‒2029 and until 2033. The features of the global mining industry are established – strong regional concentration and significant growth potential in key sectors. The largest mining companies in the world by market capitalization and revenue are represented. Current key trends affecting the mining industry are revealed: sustainable development and green mining; digitalization; energy transition; transformation of the labor force. The dynamics of the number of active business entities under the KVED “mining industry and quarry development” in 2014‒2023 in Ukraine is analyzed and the top 10 companies of the mining industry by revenue at the beginning of 2023‒2025 are determined. The algorithm of the process of strategic marketing planning of Mining Enterprises is presented. Strategic alternatives (differentiation strategies, brand strategies, digital strategies, innovation strategies, adaptive strategies) are substantiated, on the basis of which it is possible to choose and form strategies for a particular enterprise. Originality. A methodological approach to the process of marketing strategic planning of mining enterprises adapted to the needs of the industry is proposed, which includes the following stages: collecting information for planning (STP-marketing competitive analysis, geopolitical analysis); formulating the company’s goals and objectives; choosing a strategy based on strategic alternatives (verification of the chosen strategy; implementation of the strategic plan). Practical value. The results of the study can be used to develop proposals for marketing strategic planning of the activities of mining enterprises in Ukraine.