COMPREHENSIVE ANALYTICAL ASSESSMENT OF MARKETING ACTIVITIES OF ENTERPRISES AS A BASIS FOR MAKING ANTI-CRISIS MANAGEMENT DECISIONS

Abstract

The purpose of the article is to study the main methods and indicators of comprehensive assessment of the effectiveness of marketing activities (profit, market share, sales volume, etc.), as well as to generalise typical marketing solutions in crisis conditions. 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. As a result of the conducted analysis of management problems in the sphere of marketing activity of an organisation, the article marks out the role of the information base for making sound management decisions. The article identifies the areas of comprehensive analysis, namely: study of the market situation, competitive environment, consumer behaviour, macro- and micro-environmental factors. Practical results. Special attention is paid to the complex interaction of marketing and management tools at enterprises in crisis conditions, and if the goal of managing an organisation is to make effective decisions, then the goal of marketing as a business philosophy is the formation of solutions adequate to external conditions, which is especially important during the negative impact of crisis phenomena. The need for the company to use the Internet resource, which allows to establish relations with customers at significantly lower costs, has been justified. Value/originality. A systematisation of typical marketing solutions was carried out depending on the periods of crisis development. Three ways of optimising product promotion costs are proposed. A complex of factors such as: features of the company's mission are highlighted; results of strategic planning; features of the company's marketing strategy; factors of the company's external marketing environment; factors of the company's internal marketing environment, which must be taken into account when making anti-crisis marketing decisions.