Synchronization of marketing strategies with company restructuring

The object of this study is the process of interaction and further synchronization of marketing strategies of enterprises during restructuring changes. The problem addressed is the lack of a systematic approach to the synchronization of marketing strategies in the processes of enterprise restructuring. The main results reported here include methodological principles that were formed aimed at the synchronization of marketing strategies in the process of enterprise restructuring, which harmonizes marketing with increasing the level of market competitiveness of the enterprise; and a methodological approach that was devised to apply cluster analysis and Kohonen maps to assess the strength of synchronization of marketing strategies in the processes of restructuring; as well as a conceptual model of synchronization of marketing strategies in the processes of enterprise restructuring that was built considering measures to optimize marketing approaches for enterprises in different clusters, taking into account the strategic priorities of their further market development. Innovative methodological approaches to the implementation of marketing strategies in the mechanisms of enterprise restructuring have been substantiated and explained in detail. The application of cluster analysis based on Kohonen maps made it possible to identify three typological groups of enterprises according to the criterion of depth of application and direction of strategic development for each of the selected clusters. The results could be used in the processes of devising strategies for the transformation of enterprises in various domains of economic activity, in particular in the planning and implementation of restructuring measures aimed at increasing the level of competitiveness, digital modernization, development of production, and environmental responsibility. The proposed model of cluster analysis using Kohonen maps could be implemented in the activities of enterprises in various realms of economic activity to diagnose the level of marketing maturity and form targeted strategic decisions taking into account the specificity of the industry