MANAGING THE MARKET STABILITY OF THE ENTERPRISE IN CONDITIONS OF INTEGRATION OF UKRAINE TO THE EU

Abstract

Abstract. The clear orientation of the enterprises of the food complex of Ukraine to the integration into the internal market of the European Union has significantly intensified the intensification of competition. in recent years. This was accompanied by a decrease in the number and the switch from the group of large enterprises to the middle group, and from the latter to the small group and to the sub-group of micro-enterprises. The article analyzes the problems of market sustainability of food industry enterprises and systematizes particular types of sustainability. It has been established that over a long period of time, scientists conducted a study of particular types of sustainability, but mostly financial, but the problems of determining the integral value of sustainability remained outside their attention. For constantly changing external conditions, this may be an indicator of "market stability of the enterprise." This indicator synthesizes all private species (or components) of enterprise sustainability available for analysis and evaluation, and therefore the problem of determining its integral value arises. Its evaluation in its essence is a multi-criteria task that can be solved by optimizing the factors on which the particular components of sustainability depend, as well as the criteria for opti-mizing the integral indicator of the market sustainability of an enterprise. About fifteen micro and macroeconomic factors, including European components, are identified as key ones. Among them: the introduction of system security procedures in all parts of the food chains; compliance of food products with European regulatory indicators of safety and quality; the capacity of foreign markets, where the domestic producer is represented, etc. The principles, levers and tools with the help of which you can ensure the real management of the market sustainability of business entities in the food complex are substantiated.