THE ROLE OF MARKETING STRATEGIES IN ENHANCING THE COMPETITIVENESS OF PRODUCTS AND SERVICES OF SOCIAL ENTERPRISES

Abstract

This article examines the role of marketing strategies in developing competitive advantages for the products and services offered by social enterprises. The relevance of the study stems from the need to reconcile market sustainability with the pursuit of socially significant objectives amid limited financial, human, and organizational resources. The methodological framework is based on comparative analysis, the systematization of findings from international studies, and conceptual modeling. The study explores the specific features of social enterprises’ value propositions, consumer segmentation, positioning, pricing, marketing communications, and distribution channels. It demonstrates that marketing performance cannot be reduced to sales growth alone; rather, it should be assessed in terms of product accessibility for target groups, consumer trust, and verifiable social impact. The article proposes an original conceptual model of competitiveness development that integrates market orientation, marketing competencies, perceived value, and the dual performance of social enterprises. Recommendations are formulated for adapting marketing strategies to the evolving conditions of social entrepreneurship in Kazakhstan. The study is theoretical and analytical in nature, and its findings require further empirical validation.