Areas of Restructuring the Marketing System in the Anti-Crisis Program of the Organization

In today's rapidly changing market conditions, organizations wishing to be competitive require flexibility and responsiveness to changes in the market environment. The high dynamism of the market environment leads to an increase in the number of crises in organizations. In this regard, in order to successfully overcome the crisis, it is necessary to draw up a competent anti-crisis program that allows you to get out of the crisis situation with minimal damage. In the anti-crisis program, an important role is played by provisions devoted to marketing, which are the starting point for the precise development of the remaining functional areas of restructuring (production, finance, and personnel). The purpose of the study is to develop a technology for restructuring the marketing system as a part of the formation of an anti-crisis program of the organization in the conditions of a reactive model of crisis management. The scientific novelty lies in the development of conceptual approaches to restructuring the marketing component of the anti-crisis program. Materials and methods. Scientific papers, marketing research results and statistical collections were materials for the present study. The following methods were used in the work: analysis and comparison. Research results. The need to introduce the elements of crisis management into the organization's management system has been identified. The main mistakes of companies in a crisis situation have been identified, including ignoring changes or taking a long time to respond, thoughtlessly cutting costs, reducing customer focus, and lacking an action plan. A program of measures has been proposed to restructure the marketing system in the anti-crisis program according to the elements of the marketing mix: client, product, price, promotion, sales. A fragment of the anti-crisis program is presented, taking into account the identified problems in the marketing elements.Conclusions. As a result of the study, technology for restructuring the marketing system in conditions of crisis development of the organization is presented. The proposed methods can be used in a reactive model of crisis management. Developed by business entities in crisis conditions, the proposed anti-crisis program will allow timely and painless elimination of crisis factors. In the future, the developed methodology can be applied in other functional areas of activity (production, finance, personnel).