DIRECTIONS OF IMPROVEMENT OF ENTERPRISE PROFITABILITY MANAGEMENT IN MODERN CONDITIONS

Abstract

The article is devoted to the analysis and optimization of the processes of managing the profitability of an enterprise in modern conditions. The relevance of the study is due to the need for enterprises to adapt to the difficult conditions of war, including unpredictable development of the situation in Ukraine, unpredictable actions of the state, limited capital, reduced consumer solvency and other factors affecting the economic landscape. 
 The purpose of the article is to develop directions for improving the management of enterprise profitability in the context of current economic challenges and an unstable environment. To achieve this goal, the study solved a number of tasks: the concepts of "profit" and "profitability management" are defined; the basic principles of building an effective system for managing enterprise profitability are considered; internal and external factors affecting the profitability of Ukrainian enterprises in the current environment are analyzed; and directions for improving the management of profitability of an economic entity are proposed. The study used general scientific methods of cognition: critical analysis, information synthesis, induction and deduction. 
 According to the results of the study, it is found that the development of directions for improving the efficiency of enterprise profitability management in modern conditions should be based on an integrated approach that takes into account both internal and external factors. However, special attention should be paid to the internal factors under the control of an enterprise, since their management is an effective tool for increasing efficiency and profitability. That is why such areas should include an effective personnel policy; improving the effectiveness of sales policy; cost optimization; improving product quality and eliminating losses; effective marketing; updating business models; continuous monitoring and analysis; and effective internal management. 
 The practical significance of the study lies in the possibility of implementing the developed strategies and recommendations by enterprises to increase their profitability and stability in the current economic environment.