ФОРМУВАННЯ МАРКЕТИНГОВОЇ СТРАТЕГІЇ РОЗВИТКУ АТП В СУЧАСНИХ УМОВАХ

Abstract

The article examines modern approaches to the formation of enterprise development strategies in modern conditions. Given the fact that Ukraine is at war with the Russian Federation, the strategies previously used by motor transport companies cannot be used to their full extent. Therefore, the article proposes the direction of strategic management, which will help preserve the integrity of ATP in modern conditions. The works of foreign and Ukrainian scientists were studied. What gave rise to the determination of the direction of management of the motor vehicle enterprise in modern conditions of war. The authors' works are devoted to marketing strategies for the sustainable development of the state. They are not very relevant when applied in modern conditions of war. Therefore, it became necessary to form a marketing strategy for the development of a motor vehicle enterprise in modern conditions. It was established that any strategy is formed on the basis of the main mission and goal of the enterprise. Since the modern transport industry has changed its main mission and its direction has become to provide the armed forces of Ukraine and the civilian population with everything they need. The article proposes a classifier of the strategic goals of the enterprise depending on its stage of the life cycle. The article proposes a mechanism for the step-by-step formation of a new marketing strategy. The definition of the marketing strategy for the development of the enterprise also depends on the specific situation. Therefore, the article sets out typical actions and stages of their implementation. Two options for the development of motor transport enterprises were studied: the marketing strategy is related to the development of the transportation system; the strategy is aimed at the development of the production and technical base and is related to the provision of services to ensure the operability of cars. It has been proven that currently, in the conditions of martial law, for the further development of the motor transport industry, it is necessary to use a strategy aimed at preserving VTB. A simulation model of the development of VTB motor vehicle enterprise in modern conditions is proposed.