ANALYSIS OF THE MAIN INDICATORS OF THE FUNCTIONING OF THE SUBSIDIARY IN UKRAINE DURING THE WAR

Abstract

To analyze the main indicators of private business activity in Ukraine during the martial law, the ADIDAS-UKRAINE subsidiary was chosen, since the history of its operation reproduces the instability and dynamism of the domestic economy. Adidas, the history of which began in 1920 as a factory for tailoring sports shoes, is one of the most rated and respected companies in the world. Its annual profits are impressive, the ability to create stylish, modern clothes and shoes that meet the highest quality and comfort criteria is surprising, and the company's management is the envy of competitors. What is behind this? We believe that these are years of hard work, the ability to endure defeat and boldly go to important victories. The Adidas company, which has long grown into a global concern, includes the following companies: "Reebok", which specializes in the production of sports clothes and shoes, as well as accessories for sports, "Rockport" - a manufacturer of shoes intended for festive events and weekdays, CCM specializes in hockey equipment and Taylor Made Golf provides premium quality golf equipment. Determination of the profitability and profitability of the main indicators of the activity of the specified subsidiary is the subject of scientific interest of a large number of researchers of entrepreneurship during the martial law. Thus, determination of turnover ratios of the main components of capital and financial dependence and independence will demonstrate the efficiency and sustainability of the enterprise. Other indicators of business activity show the dependence of SE "ADIDAS-UKRAINE" on borrowed and own funds and the maneuverability of the company's total, equity capital. The Adidas concern unites eight enterprises in Germany and more than 25 around the world, namely representative offices in the USA, Canada, France and other countries. The ADIDAS-UKRAINE subsidiary was founded in 1996 and is one of the leaders of the sports goods market in Ukraine, specializing in wholesale and retail trade of sports games, equipment, clothing and footwear of a well-known brand and is its official representative. To analyze the effectiveness of the functioning of the subsidiary "ADIDAS-UKRAINE", the main indicators of the company's financial activity in the period 2021-2023 were considered. And the main results of the study revealed an improvement in the efficiency of the company's activity in 2023 and an increase in trends towards the growth of the main performance indicators.