Adaptation of the nmarketing activities of YBC LVIV Ltd to conditions of increased market uncertainty
Students Name: Ivashchenko Mariia Andriivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2025-2026 н.р.
Language of Defence: ukrainian
Abstract: Today, a company’s marketing activities are a key factor in its development, strengthening its competitive position, and forming a positive image [1, p. 29; 2, p. 130]. In the post-war economy, its importance is growing, as businesses need to be flexible, adaptive, and socially responsible [3]. This is especially important for enterprises that support the development of business communities and promote interaction and professional growth of entrepreneurs [4, p. 2]. The activities of such organizations should be evaluated taking into account their product, pricing, marketing, and communication policies [5, p. 2]. Study object - the marketing activities of “YABK LVIV” Ltd in the consulting services market. Scope of research - is the organization and strategic approaches to adapting the marketing activities of an enterprise in conditions of increased market uncertainty. Goal of research: to develop measures to adapt the marketing activities of “YABK LVIV” Ltd to conditions of increased market uncertainty based on their analysis. The research findings. The war has significantly transformed the marketing activities of companies in Ukraine, which have been forced to adapt their existing strategies to new market challenges and changes in consumer behavior. In such conditions, marketing activities are increasingly based on the principles of openness, flexibility, rapid response, and corporate social responsibility. Businesses are reviewing their communication models, strengthening their value orientations, and implementing formats that support society and customers during the crisis. An analysis of the marketing activities of “YABK LVIV” Ltd showed that the company operates in a highly dynamic market environment that is in a stage of active growth and is characterized by a significant level of competition. The company demonstrates the ability to adapt flexibly, innovate, and make strategic predictions, 8 which ensures its stability in difficult external conditions. It has been determined that the business club market is characterized by significant consumer influence and a high probability of new competitors entering the market, which stimulates companies to continuously improve their services, expand their range of offerings, form value-based relationships, and maintain long-term audience loyalty. The marketing complex of “YABK LVIV” Ltd combines economic efficiency and social significance, covering the organization of business events, educational programs, the development of the entrepreneurial community, digital services, social initiatives, and partnership projects. The company’s pricing policy combines elements of cost-based and value-based approaches, which ensures the affordability of services while maintaining their quality. Communication activities are focused on content marketing, PR, social media, personal interaction with customers, and the active use of digital marketing tools to maintain constant contact with the audience. The results of the study show that the systematic use of modern marketing tools allows the company to effectively adapt to changes in the market environment, strengthen partnerships, increase the level of participant engagement, and form a sustainable business community around its activities. Such approaches contribute to improving the brand’s reputation stability and strengthening its competitive advantages. Practical recommendations are proposed for improving the company’s marketing policy, in particular the introduction of a new mentoring service aimed at helping young entrepreneurs develop their business projects, and the implementation of an advertising campaign aimed at increasing brand awareness. The campaign concept is based on the principles of emotional marketing, social responsibility, and educational mission, which will strengthen the company’s position, enhance its reputation, and contribute to the further development of the entrepreneurial system. Key words: business club, marketing activities, communication policy, corporate social responsibility, adaptive management References. 9 1. Senyshyn O. S., Kryveshko O. V. Marketynh : navch. posibnyk. L?viv : L?vivs?kyy natsional?nyy universytet imeni Ivana Franka, 2020. 347 s. 2. Arakelova I. O. Marketynhovi posluhy: navch. posibnyk. Kyyiv, 2024. 217 s. URL: http://repository.mu.edu.ua/jspui/handle/123456789/6048 (data zvernennya: 21.10.2025). 3. Myhal? O., Kvasovs?kyy D. Formuvannya marketynhovoho kompleksu pidpryyemstv v umovakh viyny. Ekonomika ta suspil?stvo. 2024. No 64. URL: https://doi.org/10.32782/2524-0072/2024-64-80 (data zvernennya: 21.10.2025). 4. Stayets?kyy M . Evolyutsiya pidkhodiv do rozrobky konkurentnykh stratehiy biznes-orhanizatsiy. Ekonomika ta suspil?stvo. 2025. No 76. URL: https://doi.org/10.32782/2524-0072/2025-76-69 (data zvernennya: 21.10.2025 r.). 5. Tokar K . Teoretychni osnovy kompleksu marketynhu pry formuvanni konkurentospromozhnosti pidpryyemstva. Stalyy rozvytok ekonomiky. 2024. No 1(48). S. 273–280. URL: https://doi.org/10.32782/2308-1988/2024-48-38 (data zvernennya: 21.10.2025).