Features of formation of marketing strategies for the legal services market

Abstract

Annotation. The article is devoted to a comprehensive study of the peculiarities of marketing strategy formation in the legal services market in the context of intensifying competition and globalisation of legal services. The paper analyses the specific characteristics of legal services as a commodity that differs significantly from tangible goods in terms of its intangibility, inseparability from the provider, variability in quality and impossibility of storage. Various models of the marketing mix in the services market have been studied, including the traditional 4P model, the extended 7P model, the specialised 12P model for legal services, the customer-oriented SIVA (Solution, Information, Value, Access), the innovative 3A-3E model (Experience, Exchange, Evangelism, Attention, Accessibility, Advocacy), and a model that takes into account the specifics of providing legal services 3A-3E (Actuality, Affectability, Assurance, Ethics, Essentiality, Entering). Particular attention is paid to adapting these models to the specifics of working with foreign companies. A structural-logical scheme for forming a marketing strategy in the legal market for foreign companies has been developed, which includes six consecutive stages: strategic analysis, goal setting, strategic planning, tactical planning, implementation, and control with adjustment. The results of the study are of practical importance for law firms seeking to increase their competitiveness in the international legal services market. Keywords: marketing strategy, legal services, 3E-3A model, 3A-3A model, SIVA model, foreign companies, international market, legal services, customer experience.