Modern approaches to forming a marketing strategy for a new product in conditions of financial instability

Modern market conditions are characterized by a high degree of uncertainty and instability, which creates significant challenges for companies planning to introduce new products to the market. Financial instability, manifested in the volatility of exchange rates, inflationary processes, a decrease in the purchasing power of the population, and a transformation of consumer preferences, requires companies to take a special approach to developing marketing strategies. In such conditions, the successful launch of a new product into the market becomes not only a matter of competent positioning and promotion, but also a strategic task that requires a comprehensive analysis of the market situation, flexibility in decision-making, and effective risk management.