METHODOLOGICAL APPROACHES TO ENSURING ECONOMIC STABILITY OF ENTERPRISES ON THE BASIS OF MARKETING MONITORING
Journal Title: Проблеми системного підходу в економіці - Year 2018, Vol 3, Issue 65
Abstract
The article is devoted to the consideration of modern methodological approaches to ensuring economic stability of the enterprise. The author has identified and systematized methodical approaches to the definition and evaluation of economic sustainability of the enterprise. The definition of economic stability is given. It was proposed to consider this category as a set of interconnected components that provide the ability of the enterprise to organize a break-even economic activity, to achieve a stable market position, sufficient resource potential and a balanced functioning process for the complex estimation of the economic stability of the enterprise and determination of the mechanisms of its provision. On a functional basis, financial, production, personnel, marketing, investment and management components of the economic stability of the enterprise are highlighted, with the emphasis on the priority of the marketing component, including the levers of ensuring economic stability in highly competitive markets. The mechanism of providing stability of the enterprise based on marketing tools is proposed. The methodology of constructing a system of marketing monitoring of economic threats and risks should be based on the principles of phasing and planning of all measures, which will allow, upon completion of the next stage, to make necessary adjustments to the plan of further actions. Implementation of the system of marketing monitoring of economic sustainability includes the following stages: carrying out preliminary market diagnostics; development of a monitoring system: the definition of a set of indicators and assessments, methods for their determination on the basis of the received data, calculation and further analysis; implementation of the system of marketing monitoring, its organizational and economic provision as a structural element of economic management.
Authors and Affiliations
Y. S. Larina
Keywords
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