Abstract: The main purpose of the article is to study the process of TNCs global marketing strategy adaptation using example of the electronics market in Ukraine. The stages to be agreed during product and marketing strategy launch planning in the local domestic markets. In particular we will review stages — 1) revision of the business performance indicators for previous periods; 2) the definition a market goals and sales indicators for the forthcoming planning period; 3) finally steps of product launch adaptation and planning of global strategy on domestic market.

Correct channel management and product mix between partners is the core of marketing strategy. For many years BTL component and mainly retail component was dominant for electronics market.

Thus marketing strategy include combination of PR, ATL, BTL projects. Marketing strategy budget plan together with yearly new product line launch could cost 5-10 % of local subsidiary budget.

The electronics market characterized by rapid changes in product lines, technologies, and the return on investments in R & D.

Therefore, local strategy implementation inaccuracies could result in large losses, due to the lack of time to eliminate errors accelerated by high depreciation of technologies. One technology quickly replaces another and quickly becomes outdated for the market. In this review we will check main stages of this process.

Marketing strategy adaptation format should be consensus between headquarter strategy vision and local market national features.

Freedom which subsidiary was is variable between markets and TNCs. Most TNCs in electronics prefer direct marketing management (mainly retail presence) and control from headquarter.

As we may know retail marketing management is strategic for whole business.