In the article, the author analyzed the dynamics of Ukraine's foreign trade indicators for the period 2021–2023 (exports, imports, trade balance). It was established that the volume of foreign trade in Ukraine changed significantly after the beginning of 2022 due to the introduction of martial law, the breakdown of economic ties and problems with logistics at sea and on land. It was determined that the situation in the export sphere of Ukraine in 2023 is critical, it has worsened even in comparison with 2022. It is noted that the rate of reduction in the export of goods exceeds the rate of reduction in their import, which increased the negative balance indicator (especially in 2023). This situation is caused by the need to increase the volume of procurement of strategically important military goods and the corresponding support. It has been established that the state of war in Ukraine as a specific legal regime has completely changed the conditions of conducting foreign economic activity, which has led to the negative dynamics of export-import trade in goods. At the same time, trade-in services became impossible. It was noted that the legislation does not contain direct restrictions or bans on export-import, and the main measures were the embargo and the actual suspension of customs clearance of the goods of the aggressor countries. This led to the reorientation of foreign economic activity to other countries, in particular EU countries, which became more promising. The peculiarities of the strategy of the enterprise's foreign economic activity in crisis conditions are determined, in particular: a personalized approach; paying more attention to the logistics component; the complex nature of making changes in all business components; quick adaptation to changes in the external environment of international business; functional orientation and connections with competitive, resource, product and other types of strategies; different from existing management approaches due to the need to ensure international (global) competitiveness; formation and use of the enterprise's export potential in the long term; the obligation to ensure the survival and stability of the operation of the enterprise; conformity of the quality of export products with international standards; a significant difference in the product range and models of export products from the domestic market; the need to change the organizational structure, take into account legislative and other restrictions on the company's entry into the market of another country, and others.
Read full abstract