EVENT BUSINESS ACTIVITIES IN THE REALITIES OF MODERN ECONOMIC ENVIRONMENT

In recent years, the event services industry has experienced many shocks. First, it was a pandemic to which it was necessary to adapt in order not to lose its customers, and now it is a full-scale war that is making its own adjustments to the activities of companies in this field. The main problems of the event industry today are the cancellation of events, the reduction of event budgets and the possibility of transferring projects to an online format. All of this to some extent affects the financial side of these companies. Since one of the main criteria for the successful operation of companies is financial stability, this article examines the main factors influencing the financial stability indicators using the example of ART-Studio Impulse LLC for 2021–2023. The analysis revealed a number of problems that should be addressed. Namely, the company needs to increase its equity capital, optimize its inventory management policy, pay attention to the amount of receivables, the budgeting and controlling process, and develop the most appropriate strategy for the company's development through the use of certain methods of diversifying the provision of services. In addition, in order to enable further activities and strategic planning and to identify not only internal but also external threats, the SWOT analysis was used, which is one of the most effective and widely used diagnostic methods for companies specializing in consulting services, whose activities largely depend on creativity, innovation, efficiency of use of modern technical support capabilities, international experience and participation in international organizations. The analysis identified the strengths and weaknesses of the company in question and suggested the main directions of the company's way out of the crisis situation, namely: increasing competitive advantages, geographical expansion, cost optimization and capital structure and, as a result, improving financial stability and profitability.