Marketing opportunities in the system of ensuring FMCG business sustainability in modern conditions: conceptual and applied aspects

Abstract

The modern business environment is characterized by high uncertainty, demand turbulence, logistical constraints, changing consumer priorities, and intensifying competition. Under such conditions, the resilience of an enterprise increasingly depends not only on “protective” anti-crisis solutions, but also on the ability to systematically identify and monetize opportunities arising from changes. The article substantiates the use of opportunity marketing as a management approach that enhances business resilience in conditions of uncertainty and military challenges. The relevance of the topic is due to the importance of the FMCG segment for the economy of Ukraine, as everyday goods support the continuity of consumption, employment in supply chains, and food security. The purpose of the study is to form an applied framework for opportunity marketing in the system of ensuring sustainability and to determine the directions of its application using the example of TM “Khlibodar” (HD-Group), which combines multi-channel sales with export activities. The empirical base of the case reflects the scale of the brand portfolio (over 120 items) and the international orientation of the company (exports to over 20 countries, the share of exports in sales is 30–33%), which allows us to consider market diversification as a risk reduction tool. Methodologically, a systematic approach, analysis of marketing policy, generalization of sales and channel data, as well as PEST analysis for the selection of foreign markets and assessment of regulatory and logistical factors have been used. A five-stage opportunity management cycle has been proposed, which translates market signals into proven solutions and their institutionalization in the company's processes, and the connection between the sensory, entrepreneurial and transformational functions of opportunity marketing and sustainability indicators has been shown. The practical significance of the results lies in the recommendations for FMCG companies regarding portfolio adaptation, channel and market diversification, strengthening digital communications and implementing Opportunity-KPIs that reflect product availability, partnership reliability and export contract stability. The findings can also be used to increase the competitiveness of everyday demand brands and reduce their vulnerability to environmental shocks.

JEL Classification: M31, M16, F23, L66