EVROPSKÝ ČASOPIS EKONOMIKY A MANAGEMENTU ISSN 2533-4794 (Print); 2533-4808 (Online) 150 DOI: 10.46340/eujem.2020.6.2.18 Nicole Danilova, PhD in Economics ORCID ID: https://orcid.org/0000-0002-2399-1578 Taras Shevchenko National University of Kyiv, Ukraine Yuliia Kuznetsova ORCID ID: https://orcid.org/0000-0003-0513-7519 Taras Shevchenko National University of Kyiv, Ukraine MARKET ANALYSIS INSTRUMENTS IN THE DEVELOPMENT OF THE STARTUP MARKETING STRATEGY The most common instruments for marketing analysis are considered in the paper to develop a successful startup marketing strategy. The choice of the most effective tool for analyzing the macro-, micro- marketing environment and internal environment of company/organization depends on market geography, industry, size of the company, resources, market type, life cycle of the market / product, etc. The paper systematizes the traditional marketing tools for strategy creation and justifies the possibility of their use in building up a startup viable business model. The specifics of the venture investor-consumer are identified. The authors’ approach to the summarization of marketing strategy tools is proposed, and each cluster is considered with appropriate management concepts and models. The importance of marketing strategy for startups in the uncertain conditions has been explained and proven. Keywords: marketing research, macromarketing environment, micromarketing environment, marketing strategy, startup, marketing tools, business model. Research Justification. Many of the world’s most valuable companies had humble beginnings as startups. In the olden days, it was extremely difficult to create a large and successful business without a tremendous amount of capital to open a factory or buy a fleet of trading vessels, for instance. As a result, new startups pop up every day all around the world, each of them hoping to get acquired by a larger company or make it big in their own right. However, for every wildly successful startup, there are thousands which fall into obscurity, which is why startups valued at a billion dollars or more are facetiously referred to as “unicorns”, a reference to their elusiveness. However, more than 50% of investment projects do not succeed due to the lack of a clear project development strategy, a diverse professional team, underdeveloped soft skills, lack of a step-by-step plan for attracting and using investment, lack of a comprehensive system of marketing analysis. In order to solve a number of management problems and attract the necessary amount of investment, it is advisable to conduct a comprehensive marketing research, taking into account the macro, micro and intra-corporate environment, using marketing tools in accordance with the analysis of each component. According to CBInsights, among the top 20 reasons for a startup failure, the first (42%) is the lack of market demand, the second is the lack of funds (29%) 1 . This is why startup marketing strategy is a topic of a current concern, and marketing tools can change the perception of the venture business to more effectively engage with stakeholders and profits generation. Startups start to fail when they do not meet the challenges of the market and cannot solve a market problem, as this should be a big enough problem that can be solved with an easily scalable product. The success of startups depends not only on financial support, but also on quality marketing research, information resources, as well as material and manpower resources, which can all be obtained in a timely manner with the help of marketing planning. There are many tools for marketing analysis in the modern theory and practice of marketing, however, they are not systematized, are not popularized and / or have a weak descriptive nature. In Ukraine, there is still a weak culture of using marketing services and using marketing tools, especially in the startup ecosystem. 1 CBInsights (2019). The Top 20 Reasons Startups Fail <https://www.cbinsights.com/research/startup-failure-reasons-top/> (2020, March, 11).