МЕТОДОЛОГІЯ ФОРМУВАННЯ МАРКЕТИНГОВОЇ СТРАТЕГІЇ ПІДПРИЄМСТВА В НЕСТАБІЛЬНИХ РИНКОВИХ УМОВАХ НА ОСНОВІ ПРОЦЕСНОГО ПІДХОДУ

Abstract

Market conditions, influencing the marketing activities of the enterprise, are the key determinants of its implementation, with increasing instability of which the level of risk of marketing activities and the operation of the enterprise increases significantly. That is why to comply with these changes it is necessary to rethink and redesign the processes of marketing activities, which necessitates improving the management tools for its implementation: revision of logistics policy, business process management, e-commerce. process approach. The process approach, which is the basis of the project, allows to increase the efficiency of management within the system. As a result of the decomposition of the general process into 3 stages: determination of parameters, diagnosis, definition and implementation of the strategy and monitoring with the isolation of specific processes of each stage, the relationship between them was proved. Provision of the process is represented by personnel, financial and analytical and information components, and external regulations combine the regulations of the enterprise, regulatory restrictions on the external environment and restrictions on the market environment. The inputs of the process determine the goals of the enterprise and the requirements of stakeholders, and the outputs - management actions and information. At the stage of strategy definition, a set of marketing strategies for agricultural enterprises, criteria for their selection and algorithm for selection based on the method of hierarchy analysis with the calculation of global priority were presented. The developed model and its decomposition will allow to effectively implement the methodology of managing business processes of marketing activities, which will help ensure a high level of efficiency of its implementation by business entities, will create the necessary conditions for future development of the enterprise. Key words: marketing, marketing activity of the enterprise, unstable market conditions, process approach.