MODERN APPROACHES TO THE IMPLEMENTATION OF A MARKETING SYSTEM FOR ANTI-CRISIS MANAGEMENT OF AGRICULTURAL ENTERPRISES
##plugins.themes.bootstrap3.article.main##
##plugins.themes.bootstrap3.article.sidebar##
Abstract
The purpose of the article is to study the system methodology and situational approach to the study of the crisis state of an agricultural enterprise, to analyse the theory and practice of anti-crisis management, to improve the mechanism of adaptation of an agricultural enterprise to crisis phenomena, and to propose effective anti-crisis management tools. The methodological basis of the study was a synthesis of the results of applied research in economics, scientific works of domestic and foreign scientists, which highlighted the basic theories of competitive advantage, competitiveness and marketing management. Results. The results of the research together solve an important scientific and practical problem – the formation of a marketing system of anti-crisis management in the conditions of transformational economy. This system is strategic in nature and reflects the significant influence of social factors, risks and conditions of uncertainty. In the course of the study, a number of circumstances were identified that determine the negative and positive consequences of the crisis, as well as the conditions for overcoming it, without which it is difficult to objectively determine the probable losses and forecast possible options for the development of the enterprise. Practical results. To overcome the crisis, the company can take various measures, such as restructuring, financial reorganisation, strategic planning, changes in management structure, development of new products, marketing measures, etc. It is important to respond to the signs of the crisis in a timely manner and to manage the situation effectively in order to ensure the sustainable functioning of the company under difficult conditions. At the same time, the role of marketing activities in the anti-crisis management system is crucial. The task of marketing activities is to promote constant adaptation to changes in environmental factors and the company's operating conditions. Taking into account the modern development of the market economy, financial instability and the company's solvency, the effective organisation of a complex anti-crisis management system is of key importance. Value/Originality. Anti-crisis management is considered as a system of managerial actions and decisions in the conditions of transformation of the socio-economic system. These actions are aimed at diagnosis, prevention, elimination of crisis phenomena and neutralisation of their effects and consequences in the future.
How to Cite
##plugins.themes.bootstrap3.article.details##
anti-crisis management, agricultural enterprises, anti-crisis marketing, marketing measures, marketing information, anti-crisis programme, marketing strategy
Holovach, K. S., Holovach, O. P., & Trofimchuk, O. L. (2020). Anti-crisis measures and the mechanism of their implementation in agricultural enterprises. Agroworld, Vol. 21, p. 53–60.
Kovalenko, O. V., & Hal, S. V. (2014). Methods of anti-crisis management of the enterprise. Economic Bulletin of the Zaporizhzhya State Engineering Academy, Vol. 8, p. 107–114.
Tymoshenko, O. V., Butska, O. Yu., & Safari, F. Kh. (2016). Anti-crisis management as a prerequisite for increasing the efficiency of the enterprise. Economic Analysis, Vol. 2, p. 187–192.
Tiurina, N. M., Karvatska, N. S., Nazarchuk, T. V., & Batsura, K. O. (2015). Technologies and tools of anti-crisis management of the organization. Bulletin of the Khmelnytskyi National University, Vol. 2, p. 100–107.
Lutsyk, I. B., & Yurii, E. O. (2017). The main causes of crisis phenomena at enterprises and possible ways to overcome them. Economics and Enterprise Management, Vol. 2 (58), p. 83–88.
Kulakova, S. Yu., & Miroshnychenko, A. S. (2014). Peculiarities of anti-crisis management of an enterprise in modern conditions of a developed economy. Efficient Economy, Vol. 10.
Bilovodska, O. A., & Melnyk, Yu. M. (2010). The mechanism of marketing anti-crisis management of the enterprise. Bulletin of the Khmelnytskyi National University, No. 6, Vol. 4, p. 105–108.
Horodnia, T. A., & Korniienko, A. O. (2017). Diagnosis of the crisis state and the threat of bankruptcy of the enterprise. Global and National Economic Problems, Vol. 19, p. 154–157.
Mazur, N. A. (2014). Classification of agricultural enterprise risks for accounting purposes. Global and National Economic Problems, Vol. 2, p. 1264–1268.
Holiash, I., & Danyliuk, I. (2012). Analysis of marketing risks of the enterprise. Economic Analysis, No. 10, Vol. 4, p. 59–62.
Bozhkova, V. V. (2011). Mechanism of strategic planning of marketing communications of innovative products of industrial enterprises. Actual Problems of the Economy, Vol. 6, p. 48–53.
Saher, L. Yu. (2012). Scientific and methodological aspects of communications management at an industrial enterprise. Marketing and Innovation Management, Vol. 4, p. 66–73.
Bahorka, M. O., Pysarenko, V. V., Kadyrus, I. H., & Yurchenko, N. I. (2022). Anti-crisis marketing [text]: training manual. Dnipro: Zhurfond, 340 p.
Natrus, K. S., & Khaminich, S. Yu. (2016). Anti-crisis marketing as a component of strategic management. Economic Bulletin of the University, Vol. 31 (1), p. 72–79.
Mizik, Yu. I., & Pysarevska, H. I. (2014). Peculiarities of anti-crisis personnel management in the process of ensuring personnel security at the enterprise. Actual Problems of the Economy, Vol. 7, p. 365–372.
Kalinos, H. I. (2009). Necessity and economic essence of anti-crisis management of the enterprise. Science and Economy, Vol. 2, p. 212–215.
Bahorka, M. O., & Roshchuk, M. O. (2021). Anti-crisis marketing as the main component of strategic management. Regional Economy and Management, Vol. 3(33), p. 4–8.
This work is licensed under a Creative Commons Attribution 4.0 International License.