Marketing Management of Product Distribution in Crisis Conditions as a Tool for Ensuring Enterprise Profitability

Abstract

In the current context of growing economic instability and frequent crisis phenomena associated with geopolitical challenges, pandemics, fluctuations in demand, and changes in consumer behavior, the search for effective mechanisms to ensure enterprise profitability is of particular importance. Marketing management, particularly the management of product distribution processes, serves as a key tool for adapting enterprises to new challenges, optimizing costs, and maintaining competitive advantages. Studying this process under crisis conditions makes it possible not only to ensure stable income but also to form the basis for strategic development. The purpose of the article is to theoretically substantiate and practically analyze the mechanism of marketing management of product distribution at an enterprise in times of crisis as a tool for ensuring profitability, as well as to develop recommendations for its improvement. The study uses methods of analysis and synthesis, induction and deduction, structural-functional and comparative analysis, and content analysis of scientific sources. This made it possible to systematically examine the factors influencing the effectiveness of product distribution and to develop a generalized model of the corresponding mechanism. The content and structure of the marketing management mechanism for product distribution are substantiated. Its key components include market analysis, product positioning, pricing, selection of distribution channels, promotion, logistics, and performance monitoring. Emphasis is placed on the need for flexibility in this mechanism under crisis conditions, as well as on the importance of digitalization, multichannel distribution, customer retention, and margin-based assortment management. It is determined that the integration of marketing and sales into a single controlled system is the key to stable profitability of the enterprise, even under unstable external conditions. The research results can be used by managers and marketers to develop or adapt their product distribution management systems, especially in times of crisis. The proposed conclusions contribute to the improvement of anti-crisis management approaches and the strategic planning of sales policy.