Strategic Marketing as a Key Tool for Adapting Enterprises to Conditions of Economic Instability, in Particular During the Period of Armed Aggression Against Ukraine

Abstract

The article examines the importance of strategic marketing as a key tool for adapting enterprises to conditions of economic instability, in particular during the period of armed aggression against Ukraine.

Purpose. The purpose of the study is to assess the effectiveness of the application of strategic marketing in conditions of systemic crisis using the example of JSC "Kernel", as well as to identify key factors that ensure the financial stability and competitiveness of the enterprise in the agricultural market of Ukraine.

Materials and methods. The materials of the study were: 1) financial reports of JSC "Kernel" for the 2022–2024 fiscal years; 2) regulatory documents on the regulation of agricultural activities; 3) scientific works of domestic and foreign authors in the field of strategic management. Research methods: theoretical generalization, comparative analysis, SWOT analysis, PEST analysis, analysis of financial ratios, logical generalization, methods of a systems approach and scenario planning.

Results. The results of the study confirm the effectiveness of the strategic approach to enterprise management in wartime. JSC Kernel demonstrated the ability to adapt quickly, in particular through the relocation of production, reorientation of logistics routes, financial restructuring and investments in alternative energy. Despite significant challenges, the enterprise managed to stabilize cash flows, reduce debt, restore export activities and strengthen its position in the grain market of Ukraine. According to the results of 2024, the company again became the largest grain exporter in the country. The forecast for 2025 remains positive, despite the risks of raw material shortages and military factors.

Prospects. Further research can be focused on modeling the resilience of agricultural enterprises to external shocks, as well as analyzing the long-term effectiveness of implemented innovations. Special attention should be paid to the use of digital technologies in risk management and the organization of logistics processes.