PECULIARITIES OF USING PROJECT MANAGEMENT METHODS IN THE IMPLEMENTATION OF STRATEGIC MARKETING SOLUTIONS OF SMALL BUSINESS ENTERPRISES

The article examines the peculiarities of using technologies and methods of project management by small business enterprises, which take into account the specifics of this economy sector and contribute to the implementation of their development strategies. The results of the research of small business enterprises in the Cherkasy region, presented in the article, show what changes are associated with the project activities of the enterprises under study and which marketing projects are being implemented by them. The place and role of marketing projects in the implementation of a small business scaling strategy are determined and the necessity to manage the value of a marketing project as a significant factor in achieving business goals is substantiated. The state of project-oriented small business enterprises of the Cherkasy region according to the level of organizational maturity in project management is studied and the main problems of their project capacity are identified. An assessment of the impact of factors on the small business enterprises project activities is carried out, based on which it is determined that proactive behavior in project management will allow them to gain a competitive advantage and remain flexible in a rapidly changing business environment. In order to find ways to create project value and implement a scaling strategy, a matrix of the impact of project execution time parameters and market uncertainty on the choice of project management methods is presented, within which the areas of focus of project activities of small business enterprises are defined and substantiated. It is found that the project execution time is closely correlated with uncertainty processes in the market, and this interdependence affects the choice of marketing project management method and its implementation strategy. Under the conditions of different duration of project execution time and the degree of market uncertainty, four strategic focuses are proposed on which small business enterprises need to direct their efforts in order to successfully implement a business scaling strategy.