THE MECHANISM OF MANAGING CHANGES IN CONSUMER MARKET OF UKRAINE CAUSED BY THE WAR (ON EXAMPLE ACTIVITIES OF SE "ADIDAS-UKRAINE")

Abstract

The war introduced global changes in the functioning of the private sector of the economy, including the primary crisis of the management of private enterprises of Ukraine was the unwillingness to accept global challenges related to the decrease in consumer demand, the need for charitable activities, the destruction of the fixed assets of enterprises and organizations, the fear of losing income, property and own life and health. Businesses faced a choice: continue to work, despite the risks, but wanting to help the state and subordinates by paying wages and tax burden, freeze their own economic activity, close the business. SE "ADIDAS-UKRAINE" chose the second model of behavior, and accordingly, immediately after the start of a full-scale invasion of Ukraine, all wholesale and retail trade establishments were closed, and accordingly, at the end of the year (2022), the company suffered a loss. Therefore, the creation of an effective organizational and economic mechanism for managing the changes caused by the war is very important. Tasks of an organizational and economic nature are social and economic, the first group includes: creation of decent working conditions - will guarantee the involvement of a large number of Ukrainian citizens to work in a company with world recognition; restoration of affected areas of cities and regions - opening of new, reconstruction of old, destroyed shops will contribute to the return of life to previously occupied or mutilated territories; promotion of a healthy lifestyle - thanks to the mass promotion of sports in the war and post-war period, it is possible to avoid depressive states and moods in society; ukrainization - tailoring clothes with national symbols will remind of the identity and uniqueness of the Ukrainian people in Ukraine and abroad; charitable activities - auctions, exhibitions, sales, concern funds, the proceeds of which will be directed to the needs of the army, will contribute to a quick victory over evil. The same economic and economic tasks include: increasing tax revenues - increasing the production and economic capacities of large enterprises directly proportionally affects the amount of revenues to the state treasury; saturation of the consumer market with high-quality goods and services - through the effective functioning of a trading enterprise; increase of jobs and paying citizens - due to the expansion of production to open new points of sale of sports clothes and shoes; increasing demand - by creating loyalty systems, flexible pricing policy.