Формування маркетингової стратегії промислового підприємства в умовах кризи

Abstract

The article is devoted to the problem of forming a marketing strategy for an industrial enterprise in a crisis. Crisis phenomena in the marketing environment surrounding industrial enterprises occur regularly, so they should be treated not as a catastrophe, but as ordinary problems that need to be solved in a working order. The article systematizes the main classification features in the development of anti-crisis strategies, studies the types of marketing strategies of an enterprise in a crisis, classifies marketing strategies at different stages of anti-crisis management with predictable results, recommends marketing algorithms for selecting anti-crisis actions that will help minimize the crisis impact on the activities of an industrial enterprise when choosing strategies. An enterprise operating in the industrial market must be prepared for various kinds of problems, diagnose them at an early stage, and have a full set of strategies to solve them. Marketing strategies are algorithms of actions that will allow an industrial enterprise to either avoid the impact of crisis phenomena or minimize their impact on the enterprise. Anti-crisis strategies can change as a result of changes in the micro and macro environment and can be formed at different stages, in particular, when searching for new needs that the enterprise can meet, systematic marketing research, effective market segmentation, target market selection, positioning, using changes in product policy, pricing policy, communication policy and distribution policy. All this will allow the industrial enterprise to develop and implement the necessary marketing strategy at the right time, which will minimize the impact of crisis phenomena on the activities of the industrial enterprise, or even ignore them. This work should be started in advance, having prepared the necessary strategies, without waiting for the crisis to make itself felt. The paper proposes the main step-by-step algorithms for actions of an industrial enterprise in crisis conditions, starting with the search for needs that can be met by the enterprise and ending with the work with the elements of the marketing complex, and considers the main types of strategies that can be used depending on various kinds of threats.