REFLECTION ON THE MANAGEMENT OF EXPORT ENTERPRISES IN SITUATIONS WITH A HIGH LEVEL OF UNCERTAINTY

Abstract

It has been established that enterprises cannot completely control the factors of the external environment, but they are systematically analyzed in order to formulate a resource base. This is necessary to change potential risks by building your strategic position. To monitor the long-term accuracy, a strategic tool is often used – PEST analysis, which helps to assess the influx of the current medium (macro-medium) into export business. Based on the PEST analysis of export enterprises for 2022–2025, one can see the main factors influencing activity: political factors (military state, infrastructure collapse, occupied territories, blockade of the Black Sea (change of delivery routes), situation at the Polish-Ukrainian border, relocation of warehouses and production); economic factors (shorter life expectancy, rising prices, destabilization of the financial system); social factors (migration of the population (HPO, refugees), demographic structure, change in population structure (increased mortality rate in line with the population), decreased level of living, change in behavior living conditions, increasing social tension); technological factors (failures in Internet traffic, an increase in cyber attacks, changes in technology and the growth of online trading). It is clear that in order to identify the strategic potential of an enterprise, in order to determine the optimal development strategy, and the level of adaptation capabilities, a SWOT analysis is carried out. It is clear that in order to further improve our market position it is necessary to diversify supply channels, expand production activities, invest in digitalization of supply chain management, and promote international recognition, minimizing foreign exchange and logistics risks. Theoretical and methodological research is assigned to further scientific exploration in the field of foreign economic activity, development strategies in situations with high levels insignificance.