Organizing Marketing for the Company's Startup Projects in the Fuel and Lubricant Markets
Year: 2026
Type: article
Abstract: This article expands on the theoretical and methodological aspects of organizing the marketing of startup projects in the regional markets for fuels and lubricants in Ukraine, the EU, and worldwide. An IFAS analysis was conducted, which made it possible to identify the internal strengths and weaknesses of Maslo Trade LLC in 2026 in the context of organizing the marketing of startup projects. Positive track record in the market, the value of its partnerships, and its effective distribution channels provide excellent opportunities for promoting high-tech startup projects generated within the corporate environment. An analysis of the corporate brand promotion management system revealed the need to update the visual identity and develop new approaches to increasing brand recognition. Management and marketing challenges facing the company have been identified. These challenges stem from low awareness among end consumers and partners, as well as insufficient consideration of the pain points and challenges associated with innovative activities aimed at creating startup projects. The projected cost of manufacturing purchased materials within the startup has been determined. As a result of changes in the unit price of resources purchased by the startup, the cost of annual production also changes. It is worth noting that this type of raw material can be used in the manufacture of several types of products. Organizing startup activities within the “Maslo Trade” corporate space can be based on updating the technical and economic parameters of motor oils, transmission oils, and industrial lubricants, reflecting the creation and strategic positioning of new, unique materials in target markets. The results of a survey of Maslo Trade LLC’s partners are presented; the survey was conducted to determine their attitudes toward the Maslo Trade corporate brand. The main areas of activity of the partners of Maslo Trade LLC who participated in the survey were identified: industrial enterprises (35%) account for the largest share, as they use lubricants for equipment maintenance in production processes. The methods used to disseminate information about marketing communication campaigns were analyzed. It was found that the most popular source of information is sales managers, who were selected by over 60% of respondents.
Source: Economic scope
Institutions: Dnipro University of Technology, Lviv University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7204201619