MANAGING THE MARKETING POTENTIAL OF AN ENTERPRISE TO ENSURE ITS SUSTAINABLE DEVELOPMENT

The article identifies that marketing potential as a component of enterprise potential plays a significant role in the whole system of its elements. Continuous stable growth of the marketing component is ensured by the value and essence of marketing in the activity of the enterprise and is revealed through its functions. The article deals with the influence of managing the marketing potential of an enterprise on ensuring its sustainable development. The essence of the concept of marketing potential as the aggregate potential of marketing resources and the concept of marketing resources of the enterprise (that part of the resources of the enterprise, which are aimed at ensuring the fulfillment of the marketing functions of the enterprise) are considered. These concepts denote the ability of the enterprise to effectively identify, shape and fully meet the needs of consumers The factors (internal, which are in the area of influence of the enterprise, and external, which are outside its influence), which influence the marketing potential of the enterprise are determined. Their totality can be called marketing environment, because at the present stage any enterprise, seeking to stand in competition and be among the profitable, is a party to market relations. The directions of development of the marketing potential of the enterprise Limited Liability Company “Ukrainian Paper” in the context of the strengths and weaknesses of the company, opportunities and threats are considered. Recommendations are given to mitigate the impact of threats and weaknesses of the enterprise. It was found that increasing marketing potential leads to an increase in sales of products, an increase in the number of customers and, as a consequence, to an increase in profits and profitability of production as a whole. Therefore, one of the important prerequisites for ensuring the sustainable development of the enterprise is to increase its marketing potential, which requires that all existing opportunities of the enterprise be familiarized and used effectively.