Development of a marketing strategy to assess the importance of sustainability for consumers in the digital age in the French market

Is to develop an international marketing strategy for JSC Madara Cosmetics based on topical theory, market specificity analysis and expert recommendations. Monographic, secondary data and case analysis, graphic method, qualitative research and abstract-logical method, which allows the authors to analyze the company's existing marketing strategy, to develop a strategy for MÁDARA brand in the France market to assess the importance of sustainability for consumers in the digital age. JSC Madara Cosmetics is a Latvian company operating in the production of natural cosmetics. MÁDARA brand products are available in physical retail in more than 30 countries worldwide, with the largest markets being Finland, Latvia, Germany and Italy. The French market is the second largest market for natural cosmetics in Europe, with sales of EUR 450 million, which is expected to grow rapidly in the next few years, so it is important for the company to expand its presence in this market as soon as possible. French consumers are loyal to local brands, but JSC Madara Cosmetics has every opportunity to successfully develop its operations in the French market thanks to its reputation and product range with ECOCERT certification. However, in order to achieve the business objectives of the company in the export market, the marketing strategy must be tailored to the specifics of the market, in particular by choosing sales channels, customizing product packaging and choosing communication channels for the relevant messages.