State social-economic development program of the regions in Azerbaijan during 2019-2023, approved by the president of Azerbaijan Republic, dated 29.01.2019 is meant for the entrepreneurship development, output and service production, improvement of the competition conditions in the sales and production market, facilitating access to financial resources and market and for the complex measures in the other directions. One of the main features of the foreign economic policy model, is primarily intended to expand the range of export-oriented goods and services, as well as to increase imports of the same goods by limiting the balance between export and import optimization. Studies show that our country's foreign trade balance has been stable for many years and has a positive balance. The acquisition of this positive balance was mainly due the oil sector and oil - gas exports. Taking into account the structure and balance of foreign trade turnover, the structure of import-export operations of consumer goods has not had any positive balance, even though our country has a positive overall trade balance. Thus, imports of goods in the structure of export-import operations of consumer goods are superior, i.e negative saldo. All this creates more effective directions of foreign trade, improvements in the structure of export-import operations necessitates the implementation of more optimally predictable consumer goods, as well as the economic efficiency of export-import operations in general. This sets the precise definition of marketing strategies and access to markets in the country.

Providing a complex and systematic approach to increasing the economic effectiveness of export-import operations of consumer goods in Azerbaijan is one of the basic terms. To this end, it is important to take measures as an alternative to the medium-term structural changes in exports and imports. It is important to identify the types of consumer goods exported and imported, as well as the geographical structure, the establishment of more favorable foreign economic relations, and the definition of a country group. In addition, entrepreneurs should be given priority over commodity groups with the potential to bring more currencies to export. SWOT analysis approved by the "National Economic Plan of Azerbaijan Republic on Strategic Road Map", approved by Decree of the President of Azerbaijan Republic dated December 6, 2016, was carried out and "Business Development, Export Promotion, Diversification of the Economy and Creation of Favorable Investment Environment" the development features should be taken into consideration, optimizing the import and export structure, and the foreign trade should be taken into account through the solution of economic and organizational problems in foreign trade management, especially the consumption of goods and the effectiveness of import and export operations should be thoroughly investigated, management should be productive.

Keywords: entrepreneurship, import-export, marketing strategy, competition, foreign trade.