SYNERGY OF INVESTMENT AND MARKETING DEVELOPMENT STRATEGIES OF LLC “NOVA POSHTA” IN THE CONDITIONS OF THE MODERN LOGISTICS SERVICES MARKET

Abstract

Relevance. The relevance of the present research is determined by the dynamic development of the postal and logistics services market in Ukraine, the rapid expansion of electronic commerce, and the intensification of competition, all of which necessitate the effective integration of investment and marketing strategies within enterprises. Under these conditions, particular importance is attached to the optimization of investments in logistics infrastructure, the automation of operational processes, and the digitalization of service delivery. Equally significant is the formulation of marketing approaches aimed at enhancing customer value, ensuring reliability, and increasing the speed of delivery. The synergy between investment and marketing components is becoming a decisive factor in shaping long-term competitive advantages for enterprises operating in the logistics sector.

Purpose of the article The purpose of this article is to conduct a comprehensive analysis of the implementation features of investment and marketing strategies by Ukraine’s leading express delivery operator and to assess their influence on the enterprise’s competitiveness within the modern logistics services market.

Methods. The study employs methods of financial and economic analysis, comparative and structural analysis, synthesis, as well as elements of content analysis of regulatory documents and industry-specific research. A comparative assessment of market indicators is used to evaluate the company’s positioning among competitors and to determine the effectiveness of strategic decisions made during 2022–2024.

Results. The study analyzes the current state of the postal and logistics services market in Ukraine and identifies the competitive standing of the enterprise. It has been established that the company maintains a dominant market share of approximately 64%, demonstrates stable growth in net revenue-which reached 44.8 billion UAH in 2024 and continues to actively expand its infrastructural network. The research reveals that investments of 1.9 billion UAH directed toward the development of branches and parcel lockers, the introduction of automated terminals, as well as more than 10 million euros allocated to international expansion, form a solid foundation for the implementation of marketing strategies aimed at improving service quality, speed, and reliability.

Special attention is given to evaluating the marketing approaches implemented by the company, including the development of digital services, the formation of customer loyalty programs, the use of integrated communication campaigns in social media, and the improvement of address delivery systems. The findings demonstrate that a systematic combination of investment decisions and marketing activities contributes to an increase in the company’s market value and strengthens its competitive positioning.

Practical value of the study. The results of the research may be utilized by logistics enterprises to improve their own investment and marketing strategies, optimize logistics processes, expand service networks, and enhance the quality of customer service. The recommendations proposed in this study focus on efficient resource management, the creation of sustainable competitive advantages, the development of address delivery systems, the enhancement of communication policies, and the differentiation of pricing strategies.

Conclusions. The synergy between investment and marketing strategies constitutes a fundamental prerequisite for ensuring the sustainable development of logistics enterprises under the conditions of a dynamically changing market. The leading express delivery operator in Ukraine demonstrates that investments in infrastructure, process automation, and international expansion-combined with customer-oriented marketing strategies-enable companies to maintain market leadership and secure the growth of financial performance indicators. The future development of the logistics industry requires sustained support for digital innovations, expansion of logistics capacities, and further enhancement of customer service quality.