Development of Marketing Methods as a Factor in Improving Companies’ Financial Condition

The relevance of the research topic lies in the fact that the demand for goods and services plays a significant role in determining the efficiency and financial stability of companies. It is not enough for a company to simply produce a product. Instead, it is essential to create a customer base in order to sell the product. The purpose of this study is to systematically organize and expand methods of product promotion through theoretical justification and analysis of factors that influence key financial and economic indicators of companies. Based on the set goals, the following research objectives have been identified: analyzing the dynamics and assessing the financial condition of domestic companies, evaluating the business activity and product promotion efficiency of these companies, developing methods for managing company’s accounts receivable; and formulating and implementing a product promotion strategy. In the process of solving research problems and achieving objectives, general scientific methods such as generalization and synthesis, comparison, dynamic analysis, calculation of average values, economic efficiency analysis, trend analysis, factor analysis, coefficient methods, matrix methods, and modeling were employed. The results of the study include the calculation of the duration of the production, operating and financial cycles for the period 2016–2023. A significant conclusion was made regarding a sharp increase in the length of the operating and financial cycles, which is attributed to an advanced increase in the accounts receivable turnover period compared to accounts payable. Based on trend analysis, it is predicted that the length of the financial cycle will reach 39 days by 2027. In order to understand the reasons behind the decline in business activity among Russian companies, a factor analysis has been conducted to examine changes in the length of the financial and operational cycles from 2016 to 2023. We also assessed the economic impact of these changes on the length of the financial cycle. However, the food industry has accumulated best practices for creating and implementing credit policies, which has resulted in the reduction in the duration of the financial cycle from 2017 to 2023, with the cycle reaching 6 days by the end of the period. An algorithm for optimizing strategies has been proposed, which involves choosing the promotion strategy that maximizes the return on investment. This article was prepared based on the results of research conducted using budgetary funds under the state assignment of the Financial University.

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