Управління збутовою діяльністю підприємства в сучасних умовах господарювання

Abstract

The article researches the theoretical and applied aspects of enterprise sales activity management in the context of the modern Ukrainian market, which is characterised by high instability, military threats, logistical constraints, and fluctuations in demand. The grounds given that an effective sales management system is a key factor in an enterprise's financial stability, competitiveness, and its ability to adapt to dynamic changes in the external environment. The scientific approaches of domestic and international researchers to the interpretation of the essence of sales and sales process management, from organisational and managerial, marketing, and logistical perspectives in modern business conditions, are summarised. A mechanism for managing an enterprise's sales activities is developed that accounts for the influence of internal and external environments and encompasses strategic, financial and economic, organisational and managerial, information and analytical, marketing, control and evaluation, logistics, and personnel blocks. Particular attention is paid to the analysis of NOVA POST LLC's sales activities in 2023–2025, which demonstrated increased shipment volumes and revenue, and improved logistics service quality, despite higher costs and reduced sales profitability due to martial law. Based on the analysis, an integrated model was proposed that combines financial indicators, logistics quality of sales, and supply chain sustainability parameters. The model allows the comprehensive assessment of the sales activities’ effectiveness, identifying logistics processes’ “bottlenecks”, and justifying management decisions. Practical recommendations have been proposed to improve the sales management system, particularly by optimising tariff policy, increasing automation, developing multi-channel delivery channels, applying predictive analytics, and strengthening sustainability mechanisms. The results obtained have practical value for logistics companies and can be applied to improve the effectiveness of sales activities in crisis and biased environments.