Current Asset Management of Industrial Enterprises in the Context of Implementation of A Marketing Strategy

In the context of the global financial and economic crisis, with a drop-in sales and profitability of an enterprise, the marketing approach to management, as a strategic tool, becomes especially relevant. The purpose of the article is to study the main approaches to improving the management of working assets of industrial enterprises in the context of implementing a marketing strategy. The research is carried out on the materials of open access State Enterprise “Antonov”, which is part of the concern “Ukroboronprom”. The study found that in addition to basic marketing indicators, it is advisable to use indicators that reflect the efficiency of enterprise management. Profitability indicators allow you to assess the effectiveness of sales or assets for an unstable and crisis state of an industrial enterprise. Turnover indicators allow assessing the speed of cash flow to identify the state of the problematics of the enterprise. The analysis established the relationship between indicators of the effectiveness of marketing instruments and financial indicators of the enterprise. In terms of indicators, it is possible to adjust the set of marketing tools used, affecting the increase in the efficiency of managing the working assets of an industrial enterprise. Based on the analysis of the financial condition of the enterprise, the main problematic aspects of the management of current assets of industrial enterprises are highlighted. The indicators show that the structure and volume of the Antonov State Enterprise's financial resources are not satisfactory. The company does not have enough permanent sources of financing to ensure the stability of production and sales activities. The current level of financial stability of the enterprise is formed by a relatively high volume of reserves formed due to the available short-term liabilities. The analysis shows that the company needs time to pay off current and long-term obligations at the expense of the money received from the sale of goods and services. The risk of an increase in the cost of material resources and services was identified, which is associated with a decrease in the company's solvency. The reduction in the duration of the operating cycle indicates a slight decrease in the quality of the Antonov State Enterprise's operating process. In the course of the study, modern approaches are highlighted and the main directions for improving the management of working assets of industrial enterprises for the implementation of a marketing strategy are proposed. It has been proved that special attention is required by the company's policy for managing operational and financial risks, aimed at minimizing them. As tools for improving the management of the company's current assets, it is proposed to introduce planning and budgeting of cash flows, use a payment calendar for these purposes, which will allow to control the liquidity of the enterprise