Marketing aspects of strategic management of company development in conditions of risk and uncertainty
DOI:
https://doi.org/10.26906/EiR.2026.1%20(100).4378Keywords:
strategic management, marketing tools, marketing strategies, company development, risk and uncertainty, competitive advantagesAbstract
The article examines the marketing aspects of strategic management of company development under conditions of risk and uncertainty in the modern economic environment. The relevance of the study is determined by the growing instability of market conditions, increasing competition, rapid technological changes, and the need to improve the effectiveness of strategic management decisions made by enterprises. Under such conditions, companies must adapt their development strategies to dynamic changes in the market environment and use modern marketing tools that help maintain competitive advantages. The paper analyzes theoretical approaches to strategic management and determines the role of marketing instruments in ensuring effective strategic decision-making. It is substantiated that marketing provides enterprises with analytical information about market conditions, consumer behavior, and competitors’ activities, which increases the validity of managerial decisions and supports the formation of competitive advantages. Particular attention is paid to the use of key marketing tools of strategic analysis, including SWOT analysis, PESTEL analysis, market segmentation, positioning, marketing research, and market forecasting. The use of these instruments allows companies to evaluate internal capabilities and external opportunities, identify promising market segments, and develop effective strategies for long-term development. The study proposes a conceptual model of marketing-oriented strategic management of company development, which reflects the relationship between environmental analysis, marketing strategy formation, risk assessment, and strategic decision-making. The implementation of this model increases the adaptability of enterprises to market changes and contributes to sustainable company development. The findings highlight that the integration of marketing tools into strategic management processes enhances the flexibility and responsiveness of enterprises in turbulent market conditions. Moreover, the proposed approach can serve as a methodological basis for improving the effectiveness of strategic planning and strengthening the long-term competitiveness of companies.
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