JUSTIFICATION OF THE COMPANY'S MARKETING STRATEGY IN CRISIS CONDITIONS

Objective. Determination of the specifics of the justification of the company's marketing strategy and the specifics of its implementation in the crisis situation of the area of ​​strategy implementation. Methods. The methods of theoretical search, analysis and synthesis, systematization and generalization, discriminant analysis (to determine the probability of bankruptcy), the method of scientific abstraction, tabular method and statistical research methods (to determine the performance indicators of the company's marketing strategy) were used in the performance of this scientific research. Results. The conducted research made it possible to establish that the marketing strategy is a long-term plan of the marketing activities of the enterprise, aimed at satisfying the needs of consumers and fulfilling the marketing tasks of the enterprise, which consists of special strategies for target segments, the marketing mix and the level of marketing expenses. Based on the theoretical generalization of the approaches of scientists to determine the essence and significance of the marketing strategy of an enterprise, it was established that the justification of the marketing strategy of an enterprise involves the sequential implementation of the following management stages: setting a goal and determining the basic prerequisites for creating a strategy; identifying the state of the strategy implementation area; determining the current state of the enterprise on the market, identifying its strengths and weaknesses; determining the market segment in which the enterprise is planned to carry out its activities (the activity is carried out); forming options for strategic behavior that are appropriate in market conditions; choosing from the available alternatives the optimal option for implementing the strategy according to the criteria of "achieving goals" - "resource costs"; forming a marketing plan and a set of measures for implementing the marketing strategy; implementing the marketing strategy; marketing control; analyzing the results of implementing the marketing strategy; corrective actions (if necessary) and assessing the prospects for further implementation of the strategy. Taking into account crisis factors within the framework of these stages of strategic management occurs according to the system of reactions to certain events (crisis factors) in the reactive management system "control-correction".