Marketing Tools to Ensure the Economic Security of the Enterprise: Assessment and Modelling

Анотація

The article examines specific features of the use of marketing tools and their impact on the economic security of enterprises. It has been determined that an effective pricing policy can not fully compensate for the impact of such negative factors as force majeure circumstances, deficit of resource, a fall in solvent demand, and negative institutional influence. At the same time, a reliable assessment of the levels of these factors, combined with flexible regulation of pricing policy, can determine the strategic directions for ensuring the economic security of the enterprise in terms of four key indicators: Profitability increase, ensuring competitiveness, increasing market share, and forming a positive reputational capital. A model for assessing the impact of negative factors and pricing policy on the economic security of the enterprise has been developed using fuzzy Sugeno inference. To model the impact on the key indicators of economic security, four rules of the fuzzy knowledge base have been suggested, which allows adjusting the marketing strategy in accordance with the current state of the external environment. The model has been tested at light industry enterprises. The obtained results were used to form an optimal set of marketing tools aimed at increasing the market share and forming a positive reputational capital for the enterprise. To determine the proportional distribution of marketing tools, a method of dynamic planning based on the ratio of values of economic security indicators has been developed.

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