MAIN FACTORS OF THE OCCURRENCE OF THE FINANCIAL CRISIS IN THE CONTEXT OF ANTI-CRISIS MANAGEMENT OF THE ENTERPRISE

The article examines the essence of the financial crisis, its characteristic features and varieties. The main macroeconomic indicators that determine the state of economic and financial crises are considered. Varieties of concepts of anti-crisis management during wartime and their main differences from each other are characterized. The essence and scope of use of PESTLE - analysis is defined. The level of influence of political, economic, social, technological, ecological and legal factors on the activity of the dairy enterprise «Yagotynsky Butter Plant» LLC was investigated using PESTLE analysis. The essence, meaning and scope of use of the map-scheme of perception are indicated. The main products of the considered enterprise «Yagotynsky Butter Plant» LLC under the brand «Yagotynske» and its competitors Danon, Svoya Liniya, Activiya, Halychyna, Dolce, Molokiya Zlagoda and Stary Porytsk were analyzed. It was determined that the «Yagotynske» brand occupies an intermediate position due to a high price policy, but at the same time, the goods are of high quality, which is why they are in demand on the domestic market. In today’s conditions, the main tasks of the anti-crisis financial management system of the enterprise were characterized. As anti-crisis measures, it is proposed to introduce blockchain technology, digital doubles, microservices and create a bio-flash drive technology based on machine learning.