MARKETING ACTIVITY ORGANIZATION AND PLANNING UNDER THE CONDITIONS OF UNSTABLE ECONOMY

Abstract

The article examines the particulars of strategic marketing planning under martial-law conditions using the example of PrJSC “Myronivsky Hliboproduct.” Attention is focused on how the company adapted to extreme market conditions caused by economic instability, restrictions on physical mobility, supply-chain disruptions, fluctuations in the exchange rate, and changes in consumer behavior. The necessity of shifting from stable, long-term strategies to flexible, tactical decisions that take real circumstances and rapidly changing market conditions into account is substantiated. It is stated that one of the primary objectives of marketing management is to create customer value at all stages of their interaction with the brand, which will positively influence the acquisition of additional competitive advantages in an unstable market environment. The application of cost-leadership, differentiation, and focused strategies on specific consumer segments is described, as are behavioral models of defenders, prospectors, analyzers, and reactors. It is shown that marketing policy must change not only in advertising campaigns but also in pricing management, assortment renewal, product positioning, and logistics organization. It is established that successful decisions in a crisis period involve resource reallocation, strengthening quality control, abandoning low-efficiency items, and creating adaptive distribution models. In the context of MHP’s operations, an example is given of redirecting export from seaports to overland channels via EU countries, launching automated monitoring programs, expanding partnerships with retail chains, and investing in bioenergy. Additionally, the rapid acceleration of digital marketing transformation is examined: the active implementation of e-commerce, intensive use of social media, and targeted advertising to quickly reach customers despite limited physical mobility. MHP’s results show that combining digital tools with socially oriented brand campaigns helped strengthen consumer trust and maintain the image of a responsible business. As a result, MHP’s adaptive marketing strategy not only ensured business continuity but also contributed to partial revenue growth and the strengthening of competitive positions despite ongoing challenges.