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Kuzmenko S.S. Geomarketing instruments application for business management in the confectionery industry // Экономика и безопасность. — 2025, №7. — URL: https://voenvestnik.ru/PDF/16ES725.pdf

Geomarketing instruments application for business management in the confectionery industry

Kuzmenko Svetlana Sergeevna
Senior Lecturer of International Economics Department
FSBEI HE «Donetsk National University of Economics and Trade
named after Mikhail Tugan-Baranovsky»
Donetsk, DPR, Russia
Scientific supervisor:
Semenov Andrey Anatolyevich
PhD, Associate Professor, Professor of International Economics Department,
FSBEI HE “Donetsk National University of Economics and Trade
named after Mikhail Tugan-Baranovsky”
Donetsk, DPR, Russia

Abstract. The article examines geomarketing instruments aimed at improving business efficiency in the confectionery industry by identifying priority territories with high consumer activity, minimal competition, and stable demand for confectionery products. The article also presents an improved scientific and methodological approach to the development and implementation of geomarketing instrumentation, which integrates specific features, opportunities, methods, and trends, as well as influencing factors and key trends in geomarketing positioning strategies. The importance of geomarketing instruments application in the context of developing entrepreneurship in the confectionery industry is confirmed through geotargeted promotions, consumer behavior forecasting, increasing the accuracy of geodata, integrating geomarketing strategies with social media, etc.
Key words: geomarketing, geomarketing instrumentstion, demand, consumers, conjuncture, confectionery industry, confectionery markets.

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