TOOLS FOR THE DEVELOPMENT OF STRATEGIC MARKETING SOLUTIONS TO INCREASE THE EFFICIENCY OF PRODUCTION AND SALES ACTIVITIES OF FOOD ENTERPRISES

Abstract

Under the conditions of uncertainty and the manifestation of crisis phenomena, one of the most critical determinants defining the effectiveness of a food enterprise's production and sales activity is the level of risk and dangers. The systematic, comprehensive analysis and assessment of problems and threats in the movement of a food enterprise allows timely development and survival of measures to stabilize the situation and overcome risks. The sources of risk and uncertainty in a food enterprise's production and sales activities are the influence of factors of the internal and external (micro- and macro-) environment. On the other hand, these factors can be evaluated as controllable (mainly internal) and uncontrollable (primarily external). The level of uncertainty in the company's environment determines the possibility of managing the situation by overcoming risks. The purpose of this article is to study the theoretical and methodological foundations of tools for developing strategic marketing solutions to increase the efficiency of food enterprises' production and sales activities. When there is an increase in the unpredictability of processes and events in the enterprise's internal environment, this signals management and the marketing department to take immediate measures to improve work in the most "stressed" areas of the production and sales process. Problematic issues can arise in the supply of raw materials, finished products, the production process itself, etc. From the point of view of marketing, it is essential to precisely identify those "tension points" that can negatively impact the marketing system itself and the attitude of buyers towards the enterprise. Early diagnosis of problems is the key to preventing crises or taking appropriate measures to counteract negative consequences. Food businesses must use a combination of marketing tools during an emergency to stay relevant and retain their customer base. Social media, email marketing, online advertising, influencer marketing, and content marketing are practical tools that can be used to promote products and services, increase brand awareness, and engage with customers. Keywords: food enterprises, marketing, stress points, crisis phenomena, indicators.