IDENTIFICATION OF RISKS IN THE MARKETING ANALYSIS OF AN ENTERPRISE

Abstract

The article examines the risks associated with marketing activities in enterprises. Implementing such activities amidst significant market uncertainty comes with risks, and the marketing service of an enterprise must diagnose and minimize their negative consequences. Risk analysis in marketing activities necessitates systematic marketing information, which marketers identify from various sources. Marketing risk analysis involves a specific sequence of actions wherein marketing specialists, understanding the company's specifics, identify marketing risks, their types, sources, and the factors that influence them, as well as the losses they may cause. Marketing theory and practice have developed a classification of marketing risks based on various criteria. This classification assists specialists in determining risk types, their numbers, and occurrence dynamics. Of utmost importance is analyzing the sources and factors of marketing risks - the causes or driving forces that generate risks. Moreover, analyzing losses from marketing risks is crucial, including determining the amount of losses by type and source of risks, and identifying sources of compensation, particularly those covered by insurance companies. The final stage of marketing risk analysis involves assessing the effectiveness of measures taken to overcome the consequences of these risks. Typically, marketing analysis includes an analytical report on marketing risks, grouping risk countermeasures by type, enabling the company's management to implement an effective policy. In modern conditions, each company develops its risk management system in marketing, based on risk analysis, with certain approaches fully and consistently disclosed in the international risk management standard ISO 31000:2009. The domestic market, with its specific characteristics, creates a comprehensive system of marketing risks for Ukrainian enterprises. Consequently, conducting a modern analysis and devising a set of special measures based on it will enable Ukrainian companies to develop and strengthen their market positions.