ADMINISTRATIVE PREREQUISITES FOR FINANCIAL MANAGEMENT AND MARKETING OF SMALL BUSINESSES AT THE REGIONAL LEVEL

The purpose of the study is to examine the administrative prerequisites for financial management and marketing of small enterprises at the regional level. Results. Thus, it can be argued that the financial management of a small enterprise includes the following basic principles, methods, forms of effective and rational management of financial resources and relations of the enterprise. The main goal of financial management of small businesses is to ensure uninterrupted sustainable production and economic activity to maximise profits and increase the competitiveness of the business entity. An important component of small business development in Ukraine is the financial management system. As practice shows, marketing for a small business is a system of organising its activities with the adoption of basic marketing measures. Although marketing is not completely ignored, most small business units use only some of its tools (mostly various types of advertising their own goods or services). A small business is often characterised by a lack of resources, which presents a serious challenge: the choice of marketing tools must be made responsibly and with great care. The likelihood of making mistakes must be minimised, as the consequences can have a significant impact on the company's financial health. The research was conducted on the example of the private enterprise "AHROTEMP PLIUS" located in the town of Yampil, Vinnytsia Oblast. A complete picture of the assessment of the financial management and marketing of a small enterprise cannot be imagined without a study of the liquidity ratios, which characterise the liquidity of the balance sheet, i.e., the ability of the enterprise to pay its short-term debt obligations with its current assets in the form of working capital when the payment terms are approaching. Value / Originality. Several coefficients are used to assess the financial management of a company. First of all, there is the coefficient of financial independence, which shows what proportion of the total investment in the enterprise is made up of equity capital. It characterises the financial independence of the company from external sources of financing its activities. Thus, after analysing the main financial indicators of PE activity, it can be stated that the company achieves maximum financial results, increases its own capital and strengthens its position on the competitive market with the help of financial policy and financial instruments. Mechanisms have been developed to support entrepreneurial activity. Small business is an important sector of the economy, which acts as a locomotive for the functioning of the entire system of social and economic relations. Researched state programmes to support the development of small business units at the regional level should be coordinated with the resource base of their functioning, and implementation deadlines and direct executors should also be established. The main goal of state administrative policy is to coordinate the actions of all bodies interested in the development of entrepreneurship. Small business (small entrepreneurship) is a business activity carried out by subjects of the market economy in accordance with the criteria established by laws, state bodies or other representative organisations. The primary function of small businesses is the generation of employment opportunities, the swift adaptation to market fluctuations in supply and demand, and the replenishment of financial resources. This is particularly pertinent in contemporary contexts where the financial viability of small businesses is a salient concern. To categorise an enterprise as either a small or large business, various criteria are employed to determine the maximum size of an enterprise. Since 2015, the state has revised the criteria for classifying an enterprise as a small business. Now the rules for registering companies as small enterprises are even more different and have clear characteristics. The differences concern: shares in authorised capital; average number of employees; amount of turnover. Small and medium-sized enterprises have clear registration criteria. They depend on the type of enterprise and the working conditions. If the enterprise employs 15 persons, it is classified as a micro-enterprise. In the event that the number of employees in a commercial organisation exceeds 101, said organisation is classified as a medium-sized business. By contrast, a small business can have between 16 and 100 employees. In view of this, the following recommendations can be made regarding the priority measures of effective support and the identification of the main prospects for the development of small entrepreneurship at the regional and local levels. The development of state policy in this direction presents a range of prospects for further research. These include the coordination of the actions of all subjects interested in the development of entrepreneurship. Such subjects include authorities at all levels, subjects of entrepreneurship, associations and unions of entrepreneurs, science, institutions of market infrastructure. The formation and implementation of effective state and public systems of its maintenance, support and protection is also a key area for research. In the context of expanding economic independence at the regional level, the role of business in regional development, particularly in terms of financial management and marketing, is undergoing a transformation. The financial management and marketing of small business entities is focused on the management of financial resources and financial relations that arise between business entities during the process of financial resource movement.