FMCG entry strategies in Central Asia

The article is devoted to the study of strategies for entering the market of consumer goods in Central Asia and identifying the most promising forms of their implementation. The theoretical foundations of strategies for entering the market for goods are described; strategies such as export, association with other market players, licensing, establishment of joint ventures, franchising, outsourcing, own projects, etc. were identified. Depending on the specific method chosen and the characteristics of the market, the prospects for the company's position in a rapidly changing environment directly change. Moreover, the market entry strategy often acquires an adaptive character, since it is formed with a focus on a specific period, product segment, and consumers, and also takes into account directly the specific features of the company's activities, which will subsequently implement this strategy. It was concluded that in the context of the FMCG market in Central Asia, a number of the following important strategies can be distinguished: association with existing players, as well as the reproduction of their own projects. It is important to emphasize that the latter strategy is considered the most competitive and promising from the position of a retailer in the FMCG market, especially if it is a large retail player with contacts with manufacturers. The implementation of own projects in the context of such a player determines the broad prospects for adapting to the market and accumulating trends into a single system for entering the market. At the same time, it becomes important to take into account trends in the market; from the position of marketing, efficiency is acquired by such strategies as: formation of a competitive brand with effective positioning; creation of conditions for price optimization when promoting own brands; integration into the online space of the FMCG market; promotion in the structure of the omnichannel market.