ФОРМУВАННЯ МАРКЕТИНГОВОЇ СТРАТЕГІЇ ВИХОДУ ПІДПРИЄМСТВ СФЕРИ ПОСЛУГ З ПІСЛЯ ВІЙСЬКОВОЇ КРИЗИ

Abstract

Taking into account the critical state of Ukraine caused by the state of war and the occupation of the Russian Federation, the article examines the current state of activity of enterprises in the service sector. The political and economic crisis had a significant impact on the service sector. Organizational changes took place in it, the entire sector was directed to provide everything necessary for the civilian population and the defense forces of Ukraine. It has been established that these political and economic changes caused the modification and transformation of the service sector. The study of the scientific space led to the conclusions that the issues of the development of enterprises in the service sector received quite a lot of attention from scientists, but their activities in the modern crisis state of war were not revealed. Therefore, the methods of strategic analysis are applied in the article, namely: SWOT-analysis and PEST-analysis of macro-environmental factors were carried out. The SWOT analysis showed that commercial risks, which reflect the positive and negative aspects of the activities of enterprises in the service sector, are currently playing a greater role. But the main risks in the conditions of war can be defined as risks of three levels, which significantly affect the situation of enterprises in the service sector. It is important to note that the current economic and political situation contributes to the financial success of the service sector, the growth of its profits and the increase of loading capacities. Precisely, the invasion of the Russian Federation turned the service sector into one of the supporting components of the armed forces of Ukraine and the civilian population. In order to form a strategic direction and choose a marketing strategy for the further development of enterprises in the service sector in the post-war period, it became necessary to conduct an additional study using the SPACE-analysis method. It was this scientific approach that provided the basis for determining the main strategy for exiting enterprises from the post-war crisis. It has been established that service sector enterprises are currently in a state of saturation or reduction in demand for services; the current business exceeds the cash flow needs that can be invested in other innovative services. Therefore, it is recommended that enterprises in the service sector use the specific development strategy presented in the article in modern conditions and in the future for a gradual exit from the post-war crisis.