In the article necessity and significance to study of financial risks, which are a constant factor in the activity of any enterprise, are substantiated. It is established that for a broader understanding of the essence of financial risk it is necessary to consider it as a cumulative risk of the enterprise. The growing impact of financial risks on the results of financial and economic activities is associated with the uncertain economic situation, the instability of financial market conditions, the rapid introduction of new financial technologies and financial instruments, expanding the scope of financial relations of the enterprise. Methods of financial risk assessment are investigated, which involve the identification of risks, determining the causes of their occurrence and potential risk areas, as well as the negative consequences of making a risky decision or possible benefits. Comparing the methods of quantitative assessment of financial risk, it was found that the level of risk may vary depending on the chosen method of assessment. A system of financial ratios has been formed to quantify the risk of enterprises of different sizes, namely for large, medium and small enterprises, which most accurately reflect the current financial situation. An assessment of the financial results of enterprises operating in the field of wholesale trade. The financial results before the taxation of activity as an indicator that characterizes the potential for profit generation of wholesale trade enterprises by size distribution are studied. The value of financial results (balance) before taxation of wholesale trade enterprises is forecasted. It is established that the growing pressure of the crisis and insecurity on the part of the state will lead to the transition from the crisis in which enterprises are today, to a state of economic bankruptcy. This situation requires the formation and use of financial resources of enterprises, based on the system and complexity of making and implementing management decisions. Quantitative and qualitative assessment of financial risks of wholesale trade enterprises belonging to groups of large, medium and small enterprises was carried out. Based on these calculations, the ranking of priorities in the management of financial stability. It is established that the first place among the blocks of financial coefficients of risk assessment of enterprises is occupied by the block of business activity, then the block of profitability indicators, the block of liquidity indicators, the final block of capital structure. For each of the defined blocks the directions of increase, or optimization that will provide financial stability of the enterprise are presented.
This study shows that ensuring socio-economic security of the country, which is defined as a set of conditions necessary to ensure normal economic development. It is almost the most important determinant that determines the favorable conditions of economic activity of economic entities. In general, the socio-economic security of business entities ensures the ability to create and maintain such conditions of economic activity, under which the influence of external and internal factors does not lead to negative processes regarding sustainable development, necessary for achieving the set goals. It considers the system approach to the assessment of socio-economic security of business entities considers which includes the following assessment parameters: main purpose and objectives of the analysis of socio-economic security, selecting types of the analysis of socio-economic security, establishing basic rules and analysis stages, selecting and using basic models, methods and indicators to assess socio-economic security, construction of the aggregated indicator. The study researches of the methods of assessment of socio-economic security. It suggests that the index of socio-economic security is defined by comparing volumes of a company's gross investments and the amount of resources needed to maintain an optimal indicator of socio-economic security, since the source of socio-economic security is the profit received by the company resulting from the interaction with external environment subjects. According to the results of the conducted assessment of socio-economic security by comparing volumes of the company's gross investments and the amount of resources needed to maintain an optimal indicator of socio-economic security, the integral estimate of security in recent years was obtained. The article outlines the aspects of simulating the socio-economic security of business entities, conducted by means of correlation and regression analysis and by forecasting the future security level using quantitative indicators. Using the trends, the paper analyzes the principle and characteristics of other simulating and forecasting techniques and identifies their advantages and disadvantages. It allows considering as practicable the use of correlation and regression analysis and its results, while making management decisions to enhance the socio-economic security of business entities. Keywords: economic security, national economy, national security, socio-economic security, structural changes, business entities, economic structure, modelling
The necessity and importance of conducting agricultural market research was substantiated. Features of the process of marketing research were identified, taking into account the specifics of agricultural production and sales according to time requirements. The basic principles on the basis of which the algorithms for conducting market research are developed and directly carried out were determined. The main requirements for conducting research on the state of the agricultural market were outlined, the most important being objectivity, impartiality and independence from personal or political interests. The factors that should be taken into account when conducting marketing research on the state of the agricultural market were determined, taking into account both controllable and uncontrollable factors of the marketing environment. The stages of marketing research that meet the requirements of the agricultural market were offered. Gross production volume of agricultural products was predicted and trends in the whole branch were discovered, a polynomial trend line was chosen because the equation of this model has the highest coefficients of correlation and determination, and so it describes the dynamics most reliably. The agricultural market was studied in terms of marketing, i.e. from the perspective of two subsystems, the first of which is represented by the supply, and the second by the demand. It was established that the supply of basic foodstuffs is realised by means of domestic production, and the demand is realised by means of internal and external buyers. The overall price situation on the agricultural market in Ukraine was analysed and predicted. The contemporary features and problems of formation of prices for agricultural products are outlined. The research on the modern state of agricultural market gave a reason to claim about its development being rather steady, reaffirmed by the positive dynamics of gross agricultural production volume. Key Words: agricultural marketing, marketing research, economy, development trend, agricultural market, agricultural produce.
Узагальнено теоретичні аспекти сутності поняття маркетингових комунікацій та застосування їх інструментів. Визначено характерні особливості розвитку маркетингових комунікацій у сучасних умовах. Визначено роль марке тингових комунікацій в розвитку діяльності сільськогосподарських підприємств, наголошено на зростанні значення переходу від виробничо збутової орієнтації до стратегії підприємництва. Досліджено маркетингові чинники, які впли вають на рівень конкурентоспроможності сільськогосподарських підприємств. Визначено основні завдання марке тингових комунікацій, серед яких важливе значення мають максимізація можливостей у покращенні іміджу, забезпе чення відповідність наданої інформації бренду, дизайну та організації стандартів стилю товару та забезпечення ефек тивного використання маркетингу та спонсорських можливостей.Наголошено на важливості процесу координування маркетингу та комунікаційна діяльність, для досягнення успішного вирішення обраної маркетингової стратегії. Досліджено сутність інформаційної системи підприємства, яка має важливе значення у забезпеченні конкурентних позицій. Визначено важливість формування позитивного іміджу підприємства за допомогою методів "public relation", що забезпечує схвалення його продукції громадськістю. Відзначено роль малобюджетних маркетингових комунікацій, зокрема надання можливості підприємствам малого та середнього бізнесу в удосконаленні маркетингової діяльності та використанні додаткових інструментів у досяг ненні конкурентоспроможності. Зазначено основні технологій малобюджетних маркетингових комунікацій, якими користуються підприємства нині. Зазначено, що застосування iнстpумeнтiв Iнтepнeт маpкeтингу також дає змoгу eкoнoмити кoшти, а такoж poзшиpяти дiяльнiсть пiдпpиємств, насампepeд за pахунoк пepeхoду з лoкальнoгo pинку на нацioнальний та мiжнаpoдний.The theoretical aspects of the essence of the concept of marketing communications and the use of their tools are generalized. The characteristic features of the development of marketing communications in modern conditions are determined. The role of marketing communications in the development of activities of agricultural enterprises is defined, the importance of the transition from production orientation to the strategy of entrepreneurship is emphasized. Marketing factors that influence the level of competitiveness of agricultural enterprises are investigated.The tendencies of change of average sales prices of products as an effective economic lever in the system of the market mechanism which influences financial results of activity of the enterprise and its competitiveness are analyzed. The level of profitability of agricultural production in agricultural enterprises is studied. The change in the value of marketable products and the factors that influenced this trend are determined. The main tasks of marketing communications are identified, among which are the maximization of opportunities in improving the image, ensuring the conformity of the information provided to the brand, design and organization of standards...
The article examines the formation of the market for organic products and the main stimulating factors. Such factors include the usefulness of organic products, which arouses the interest of consumers and satisfies their desire to preserve their own health. Organic production ensures the development of the concept of sustainable development and socially responsible business management. The main advantage of organic products is the quality indicator and its mandatory certification. Competitive advantages indicate the properties of the brand and organic products in general, which distinguish them from similar products on the market. The current state of functioning of the market of organic products is analyzed, in particular in terms of achievements in the domestic and foreign markets. Domestic manufacturers represent eight product positions on the global world market, where goods of raw material origin prevail. The countries that remain the world's largest markets for organic products, main logistics hubs and purchasing power consumers are represented. The assortment of organic products is presented, which has the largest specific weight in the consumer basket, which includes both plant and animal products. The dynamics of the volumes of organic imports by product categories in recent years and the main partners of the country in the field of trade in organic products are specified. Problematic issues that remain and affect the further development of the internal organic market are identified. Among the main issues, the low level of consumer awareness and high prices for organic food products are acute. The growth of demand for organic products is influenced by the formation of public awareness of its benefits, ensuring the reliability of the information provided regarding the composition of organic products, which raises the level of trust among potential consumers. According to the results of the analysis of the organic production market in Ukraine, the scenarios of the strategic development of the organic production market are proposed. The proposed strategy will consist in the fact that business entities should take active actions to strengthen their position in the market thanks to the availability of a material and technical base, distribution channels and a wide range of goods, increase the development of rural areas. The development of domestic and international export markets minimizes the costs associated with the transition to organic production.
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