DEVELOPMENT OF AN OPTIMIZATION ANTI-CRISIS MANAGEMENT MODEL IN INDUSTRIAL POULTRY USING MARKETING TECHNOLOGIES

The studies were carried out with the aim of developing a model for optimizing anti-crisis management of business entities in the poultry industry using marketing technologies. The article discusses current issues related to the development of a model for optimizing crisis management in the poultry industry using marketing technologies. The key problems requiring improvement of anti-crisis management of enterprises in the poultry industry are recognition of pre-crisis situations, ensuring the company’s activity in a crisis, motivating the workforce and stimulating the poultry products market, highlighting the constituent elements of the marketing model. From an organizational point of view, the components of the model for optimizing the crisis management of poultry enterprises in a crisis using marketing technologies were clarified, including: developing a plan to minimize enterprise costs, forming an anti-crisis team, ensuring the effective functioning of the strategic planning system, establishing cooperation with a consulting company, which will take over the functions of the crisis center. Using the formalized algorithm for compiling an anti-crisis marketing strategy for poultry enterprises developed in the course of research in practice will allow us to measure and improve the results of Internet marketing campaigns; personalize them to optimize crisis management; develop communication in social networks; develop marketing messages whose content is relevant to users; improve customer service; increase customer satisfaction and loyalty; provide for certain events (intellectual analytics) that will help to make more accurate and timely decisions. It is advisable to build crisis management at poultry enterprises using the innovative data marketing concept