СУЧАСНІ ІНСТРУМЕНТИ ХЕДЖУВАННЯ МАРКЕТИНГОВИХ РИЗИКІВ ПІДПРИЄМСТВА ДЛЯ ЗАБЕЗПЕЧЕННЯ ЙОГО КОНКУРЕНТОСПРОМОЖНОСТІ

Abstract

The article considers the hedging of marketing risks of the enterprise in the general economic understanding of the "hedging" tool as a set of management actions and decisions of the enterprise's management, aimed at limiting the risks of its activity to ensure sustainable competitiveness. It has been established that from the point of view of the marketing system of an individual enterprise, adverse economic consequences of events, which are understood as marketing risks, ultimately manifest as a complete or partial loss of competitiveness by the enterprise. The natural content of competitiveness has been studied, and a conceptual scheme of the process of forming the competitiveness of the company's products has been developed. The key characteristics-factors of the enterprise's competitiveness are considered in terms of their classification into separate groups: production and marketing. Emphasis is placed on the importance of further research into such components of these factors as "usefulness" and "customer preferences". The need to attract investment resources to improve the production group of factors for increasing the competitiveness of the enterprise is substantiated. An economic-mathematical model of linear programming is proposed for consideration in order to reasonably determine the list of measures that can ensure an increase in the sales volume and profit of the enterprise in the conditions of an actual shortage of necessary financial resources. It is outlined that the modern approach to hedging the enterprise's marketing risks should provide for the automatic inclusion of information about its possible risks in the everyday procedure of management decision-making. Attention was drawn to the fact that the management of potential threats to the enterprise should be carried out on a continuous basis: their assessment and analysis should be carried out regularly, and the set of measures to prevent threats should be improved. In addition, the article emphasizes the relevance of modern processes of convergence occurring in various spheres of social and economic-management activity, relevant fields of knowledge. As a result of the convergence, the emergence of scientific research conducted at the intersection of scientific disciplines, aimed at finding and solving complex interdisciplinary applied problems vital for ensuring the effectiveness of the practical activities of manufacturing enterprises, is relevant.