DEVELOPMENT AND IMPLEMENTATION OF A MARKETING INVESTMENT PROJECT FOR A SMALL BUSINESS DURING THE ACTIVE PHASE OF THE WAR

Abstract

Military conflicts, epidemics and natural disasters cause a decrease in the growth rates of all economic indicators of the efficiency of public finances, which in turn becomes a trigger for reducing the profitability of the private sector of the economy. Small and medium-sized enterprises react especially acutely to socio-economic and military-demographic crises of national or global scale. The relevance of the topic lies in the study of the possibility of avoiding bankruptcy or temporary difficulties in conducting business activities through the implementation of investment financial projects. Considering the complex socio-demographic and economic-political conditions of today, the urgency of finding ways to optimize the functioning of the private sector of the economy is increasing. And, a large-scale, long-term investment in the development of a marketing company of a small enterprise will contribute to increasing the efficiency of its activity and increasing the volume of indicators of solvency, business activity, capital return and financial stability. The scientific novelty of the study consists in the clarification of the concept of "investment project" and the formation of the organizational and economic mechanism for the implementation of investment marketing projects. The practical significance of the obtained results lies in the prospect of application for further theoretical and practical research into the possibilities of implementation of investment marketing projects by small and medium-sized enterprises, with the aim of optimizing the economic indicators of the efficiency of economic activity, popularizing the enterprise brand, or finding new sales markets for finished products and services. The subject of the study is the study of the specifics of the impact of military operations and other economic crisis phenomena on the functioning of private entrepreneurship in Ukraine. Research methods: in the process of writing the article, the authors used methods of comprehensive information analysis, induction, deduction, forecasting and data comparison of theoretical and analytical information.