LOGISTIC RISKS FACTORING IN CORPORATE MARKETING STRATEGY IN THE FMCG MARKET IN THE CONTEXT OF THE WAR IN UKRAINE

Abstrak

Any logistics system in its actual implementation - from the process of transporting goods to the distribution of rates in the market space - involves several factor elements that affect the functioning of the system and pose certain threats. At the same time, one of the principles of logistics is reliability at the level of an individual business entity and at the state level. This means that the risks associated with the functioning of the logistics system should be minimised or completely eliminated in order to ensure the financial stability of the enterprise. In addition to identifying risks, logistics managers must consider how to assess them and the impact of risk factors on results to make decisions about logistics operations and risk prevention. The article analyses the risks of logistics operations and identifies areas for responding to changes. On the basis of the calculations of financial and economic indicators of the activity of enterprises in the FMCG market and indicators of logistics activities, the directions of response to emerging risks are allocated. In view of this, the logistics system should be one of the components of the overall marketing strategy of the enterprise. The article proposes options for marketing strategies for FMCG enterprises in the context of martial law. It is concluded that the choice of strategy should be reflective. Such an approach to marketing strategy is aimed at a quick response to external factors. However, adherence to the company's overall strategy is a priority, so not all external factors require careful consideration. The main content of this paper is a systematic review and application of tools that allow companies to make informed decisions on logistics risk management in order to ensure financial stability. The article has practical implications for such provisions as developing a strategy for the company's behaviour in the FMCG market, taking into account logis-tical risks, and developing a measurement system to reduce logistical risks. The novelty of the research lies in the analysis of the directions of ensuring the financial stability of the enterprise in the face of logistics risks and the specification of scientific and practical proposals for the organisation of the transport and logistics system under martial law and the formation of directions for developing a marketing strategy for the enterprise in the FMCG market.