SUBSTANTIATION OF STRATEGIES OF DIVERSIFICATION OF ACTIVITY OF MOTOR TRANSPORT ENTERPRISE AND THEIR EXPERIMENTAL VERIFICATION

The study considered the main approaches to the concept of diversification. It was determined that there are different types of diversification depending on the sources of its origin, but the main groups of classification are: functional (by processes), commercial and resource. In general, the economic system can have four typical situations when a process of diversification (specialization) occurs: 1) specialization is more profitable than the possible option of diversification; 2) specialization is the only possible way of further development and existence for this economic system in specific economic conditions; 3) diversification is more profitable than specialization; 4) diversification is the only possible way of further existence and development. Diversification is especially important in conditions of uncertainty in the development of the external environment. In such situations, diversification is the only way to avoid collapse and achieve sustainable development. The firm makes several bets in the hope that at least one of them will win. Offensive motives include aggressive growth policies; financial opportunities; overcoming the limits of growth; achieving synergistic effects. Here it is necessary to determine the presence of defense motives for the use of diversification: the distribution of business risk; reduction of cyclical instability; replacement of the declining activity. In accordance with the objectives of the study for the trucking company, it is possible to propose the use of such diversification strategies as industrial diversification, which is realized through changes in the production capacity of the trucking company; marketing diversification, which will promote the positioning of the relocation service in different market segments, and competitive diversification, which should be carried out using the methods of portfolio analysis of the company's positioning in the market.