The Role of Marketing in Crisis Management under the Current Conditions of Enterprises Functioning

Abstract

The article is aimed at supplementing the theoretical provisions on the essence and role of marketing in crisis management and the formation of anti-crisis strategies, as well as proving the relevance of increasing the efficiency of the marketing activities of enterprise during the current transformations of the external environment. The essence of crisis management as a controlled process of either preventing or overcoming the crisis, which corresponds to the goals of the organization and to the objective tendencies of its development, is determined and the statements in which it is displayed are allocated. The essence of the marketing approach to management is considered, the importance of comprehensive application of marketing instruments for specific products and the market along with the development of a scenario of their interaction in order to overcome the bankruptcy of enterprise are specified. In the cycle of marketing activity, the authors distinguish the stages that are relevant during the crisis management, namely: assessment of marketing and market opportunities of the enterprise; singling out the target markets; development and implementation of marketing complex and marketing programs. It is noted that crisis management is inherently a strategic management, where the end result is represented by the development of a marketing anti-crisis strategy. The stages of formation and implementation of the anti-crisis marketing strategy at the enterprise are presented. The instruments for the implementation of the anti-crisis marketing strategy are named as follows: adaptation of pricing policy as a factor of product competitiveness and maintaining a market position; developments in the field of selling products policy on the formation of the assortment and improving the quality of goods; balancing the volume and structure of production of the actual issue to the forecast in the market; improvement of production distribution policy; use of marketing communications to stimulate consumers, etc. The main factors that determine the efficiency of marketing during crisis management are allocated, including: professionalism of marketers and the administration ability on the part of managers; conducting scientific research and forecasting of general market trends and consumption of products; quality of anti-crisis marketing strategies and a range of marketing activities; control over the implementation of marketing activities, etc. It is noted that in order to implement marketing plans and strategies in the enterprise, it is necessary to create a system where the coordinated work of all levels of the marketing system would take place. The existing problems of the contemporary marketing management are highlighted.

Keywords

• marketing
• management
• enterprise
• crisis management
• marketing strategy