ANALYSIS OF FINANCIAL AND MARKETING POTENTIAL IN PUBLIC PROCUREMENT AS A FACTOR IN IMPROVING THE EFFICIENCY OF AN ENTERPRISE

Abstract

The article examines the integration of marketing and financial potential of enterprises in the context of participation in public procurement as a key factor in increasing their competitiveness and efficiency. The main indicators of assessing marketing potential are considered, such as the share of won tenders, the level of adaptation of proposals, activity on electronic platforms, as well as the image and reputation of the enterprise. The analysis of financial potential focuses on solvency, creditworthiness, profitability, cash flow and financial stability. It is noted that a comprehensive approach to assessing these indicators allows for effective planning in public procurement, optimizing resources and strengthening the position of the enterprise in the market of public orders. The practical value of the study arises in the development of recommendations for increasing the integration of marketing and financial strategies, which contributes to the sustainable development and growth of enterprises in the field of public procurement. Public procurement is one of the key instruments for regulating the state economy and ensuring transparency in the use of budget funds. At the same time, competition among procurement participants is constantly growing, which places increased demands on the level of preparation of enterprises, in particular, on the development of their marketing and financial potential. The conditions of digitalization, automation and strengthening of regulatory and legal regulation require public procurement participants to take an integrated approach to the formation of strategies that combine marketing capabilities with financial resources. Despite significant attention to individual aspects of marketing and finance in public procurement, the issue of their comprehensive integration and mutual influence on increasing the efficiency of enterprises' participation in tender procedures has not been sufficiently studied. The relevance of the topic is due to the need to ensure the development of methodological approaches and recommendations that allow effective business entities to compete effectively at the state level, optimize the use of resources and ensure sustainable development. Thus, the study of mechanisms for combining marketing and financial potential in public procurement is of great importance for the scientific community and the practice of enterprise management in the conditions of the modern economy.