MARKETING COMPONENT OF AN ENTERPRISE'S ECONOMIC SECURITY: ESSENCE, FEATURES, APPROACHES TO ASSESSMENT

Abstract

The study found that among the problems that prevent enterprises from ensuring the required level of their economic security, the following can often be observed: lack of a systematic understanding of the essence and priority of the enterprise's economic security; lack of a unified approach to determining the structural components of the enterprise's economic security; problem of lack of constant monitoring and identification of destabilizing factors and risks that pose a threat to the economic security of the enterprise and its components; problem of determining and taking into account the most important indicators in the enterprise's economic security system and in the subsystems of its components; problem of systematically taking into account both quantitative and qualitative indicators of the enterprise's economic security and their processing (normalization); problem of lack of a comprehensive approach to assessing and forecasting the level of the enterprise's economic security, taking into account the characteristics of each component; problem of adequately interpreting the obtained assessment and determining different levels of economic security; problem of adopting, based on the obtained assessments, an appropriate effective and timely management decision to increase the level of the enterprise's economic security in the system of its anti-crisis and strategic management. Under modern conditions, the marketing component of economic security is becoming increasingly important, because the development and implementation of marketing strategies, attracting and retaining customers, implementing innovative projects, reputation management, marketing analysis, research and forecasting the market situation allows reducing the risk of losing the competitiveness of the enterprise. The marketing component involves establishing an optimal marketing policy of the enterprise, taking into account the threats and risks for the main components of marketing. Among the risks of the marketing component of economic security of the enterprise, the risks of sales, unpredictable competition, interaction with counterparties are highlighted. To assess these risks, the following methods are proposed to be used: statistical, expert, decision tree construction method, analytical method, elements of game theory, etc. Recommendations are given regarding the formation of a system of indicators of the marketing component of economic security of the enterprise, the method of their normalization, the formation of a comprehensive assessment in additive and multiplicative form, as well as the possibility of using gray relational analysis and fuzzy logical inference for comprehensive assessment. It is proposed to use elements of fuzzy logic for a better understanding and interpretation of the obtained complex indicator of the marketing component of the economic security of the enterprise. In order to achieve the established target value of the complex indicator, it is proposed to form possible scenarios of quantitative changes in input indicators, which will allow forming an effective and justified management decision.