The influence of Ukraine's export reorientation on enterprise activities: marketing and management aspects

Abstract

The article identifies the main problems of management of the joint-stock company of Ukraine in the context of the crisis caused by the Covid-19 pandemic, and outlines the directions of their further development under the pro-European vector of Ukraine's economy. Among the main problems highlighted in the article are insufficient funding by the state and local authorities of leading industrial enterprises and the lack of relevant European partners. Despite the large number of works devoted to the study of various aspects of enterprise management in the context of Ukraine's export reorientation since 2013, it should be noted that the main markets for industrial enterprises are still the CIS member states. That is, after 7 years of reorientation from East to West, to Western and Southern Europe, the structure of Ukraine's exports has not changed significantly. It is established that at the present stage the basic law on export activity needs to be further improved - the Law of Ukraine “On Foreign Economic Activity”, which regulates the conditions of supply of Ukrainian goods abroad.

The process of market transformation of the national economy of Ukraine indicates that the state must make long-term, strategic decisions in conditions of economic instability and lack of adequate funding. Today, under the pressure of some determinants, the communication process on the strategic partnership with the EU and the weakening of trade relations with the CIS and the EEC (Eurasian Economic Union) is underway.

Despite the accelerated process of Ukraine's export cooperation with countries around the world, there is still the problem of managing state-owned enterprises, which make up a significant part of the national economy. To have a holistic view of the situation, we must turn to the origins of the problem, because in the process of forming a market economy, the most attractive companies achieve maximum efficiency only in the case of well-established interaction with the state.

It is expedient to indicate that in accordance with the decision of the State Property Fund, in August 2021 the Electrovazhmash Plant changed its form of ownership to a joint-stock company. Relevant changes have been made to the Unified State Register of Legal Entities, Individual Entrepreneurs and Public Associations.