Naumova O. Organizational and economic mechanisms of management of production and sales activities of food enterprises

The dissertation is devoted to deepening the theoretical and methodological foundations and developing practical recommendations for the formation of organizational and economic mechanisms for managing the production and marketing activities of food enterprises. The author examines the theoretical aspects of the topic, defines the role, content and interrelation of the management tools "program of production and sales of products", "order portfolio" and "product portfolio", and identifies the factors of program formation by groups: sectoral specifics of the food industry; factors of the food market environment. A mechanism for forming a marketing strategy for a food enterprise in conditions of instability and manifestation of crisis phenomena has been developed, which makes it possible to analyze the impact of marketing activities on the efficiency of production and sales activities of a food enterprise, as well as the contribution of marketing to the manageability of crisis management processes. The mechanism includes the stages of strategic analysis and diagnostics, development of strategy options, planning and implementation of the strategy, which include blocks for developing, evaluating and selecting a marketing strategy and its corresponding tools, taking into account the principles of crisis management. The peculiarity of the mechanism is the presence of blocks for evaluating the marketing strategy in terms of its impact on the strategic development of production and sales activities, financial and economic results and market value of the enterprise's business in the long term.