INCREASING THE EFFICIENCY OF MARKETING MANAGEMENT IN «APPLE» COMPANY UNDER ECONOMIC RISKS

Every large international company or new project inevitably faces certain difficulties along its way that threaten its existence. It is very important for an entrepreneur to be able to anticipate such difficulties and develop in advance how to increase the company’s efficiency in regional markets under conditions of uncertainty. It is necessary to assess the degree of risk and identify the problems that the business may face. In this article, we have proposed ways to improve the efficiency of managing large companies in conditions of economic uncertainty, where success in the business world is crucially dependent on the correctness and validity of the chosen business strategy. In this case, the probabilities of critical situations should be taken into account. It would be highly naive to think that entrepreneurial activity without risk is possible.