BANKRUPTCY DIAGNOSIS AS THE ELEMENT OF STRATEGIC MANAGEMENT OF THE ENTERPRISES MARKETING ACTIVITY

The article is aimed at the forming approaches for the estimated probability of bankruptcy in the system of strategic management of marketing activity which serves as a tool for coordinating production and distribution of goods and services based on the customer needs, market characteristics and the development of practical measures to meet identified needs. It is proved that strategic management of marketing activity is the difficult task because it is necessary to achieve a dynamic balance between environmental factors and internal resources of the enterprise. The proposed analytical and applied support for the estimated probability of bankruptcy in the system of strategic management of marketing activity is based on the use of diagnostic expert systems that make it possible to formulate reasonable conclusions, to implement the necessary procedures aimed at the obtaining answers, to obtain the generalized results of analysis and to assess the probability of bankruptcy in a convenient form. It is substantiated the procedure for the estimated probability of bankruptcy in the context of strategic management of marketing activity providing for the formation of a set of indicators based on the selected criteria characterizing the state of the enterprise as a whole and the level of marketing activity. It is established the membership functions of the fuzzy value of the indicator to the previously introduced term-sets of the levels of the probability of bankruptcy. The results of calculating membership functions for each of the selected indicators made it possible to obtain the objective result of the estimated probability of the enterprise bankruptcy according to the selected system of indicators grouped by the activity areas in conditions of uncertainty and variability of the external environment for the current and future periods. The proposed approach for the estimated probability of the enterprise bankruptcy based on the regression mechanism of inference serves as the basis for the production of strategic management influences aimed at the stabilizing the financial condition of the enterprise by harmonizing production and sales activities in the context of marketing activity. Further areas of researches are the formation of a mechanism for strategic management of the enterprise marketing activity based on the implementation of the marketing concept in the context of the need to adapt to changing environmental conditions and consumer needs.