Strategic marketing planning in the petrochemical market

Abstract

The market of petrochemical products is a key segment of the Russian economic system, and its subjects play a key role in the formation of the revenue part of the state budget and the active balance of payments of the Russian Federation. Hydrocarbon raw materials are indispensable and having no alternative base of technological functioning of petrochemical enterprises. Oil and gas are irreplaceable strategic resources, so their rational use, deepening of processing, is a task of national scale. It is the transition from direct export of hydrocarbons to their deep processing, to the strategic development of oil and gas and petrochemical complexes that will minimise the dependence of the Russian economy on adverse fluctuations in the world market. In the current geopolitical conditions, the subjects of the market will have to move in line with the ongoing transformation of the industry, making maximum use of strategic marketing planning tools to strengthen their own market positions, adequate to the market of increasing production volumes, winning new markets, increasing sales of products with high added value.