MARKETING PLANNING AT THE ESTABLISHMENT STAGE OF SMALL ENTERPRISES: PROBLEMS AND PROSPECTS

The article reveals the reasons for the turbulent and unstable external environment in Ukraine. The relevance of introducing marketing planning for small businesses in Ukraine at the stage of their formation substantiated. The key conditions for the development of small enterprises in pre-war Ukraine (2010, 2015, 2020) are identified. It turned out that the share of large enterprises in the overall structure of Ukrainian enterprises had a downward trend during the analyzed period. At the same time, the share of small and medium enterprises had a positive trend. During martial law, the Ukrainian economy suffered major losses. This led to a reduction in income in 70% of enterprises and a decline in the overall economic potential of the country. It has been established that during periods of instability, small businesses are able to adapt more quickly and develop in difficult conditions than large enterprises. It turned out that during the analyzed period (2022-2024), the number of small enterprises exceeds the indicator before the full-scale war, when more than 186 thousand new business entities opened during the same period. The problems of formation and development of small enterprises in Ukraine presented. The necessity of using marketing planning in the activities of small enterprises at the stage of their formation substantiated. The important functions of marketing planning presented. The place of marketing planning in the activities of small enterprises is determined. This proves that marketing planning in the activities of small enterprises at the beginning of their emergence is the result of a systematic, creative, but structured process. Typical recommendations for the course of marketing planning described. The immediacy and active participation of specialists in these processes shown. It has been proven that the use of marketing planning in the activities of small businesses at the stage of their formation will help to take into account the needs of target consumers as much as possible, effectively manage resources, promptly identify new opportunities and potential risks. In the conditions of the modern unstable market, it is advisable to take into account when forming tactical and strategic goals for the development of small businesses in Ukraine.