MARKETING ACTIVITIES OF GRAIN PROCESSING ENTERPRISES IN UKRAINE AMID CRISIS-DRIVEN MARKET TRANSFORMATIONS

The study focuses on critical transformations in the Ukrainian grain processing sector during 2020-2024, a period marked by unprecedented market turbulence driven by full-scale military aggression and structural economic changes. Since flour and grain crops are the main categories of food products with low price elasticity, the adaptation of grain processing enterprises becomes the basis of national food security. The study aims to develop a comprehensive typology of marketing adaptation models that leverage synergies among financial performance indicators, retail market share, and digital visibility parameters. This approach provides a deeper understanding of how industry leaders overcome resource constraints and volatile consumer demand. The methodological framework is based on the systematic integration of quantitative and qualitative research methods.Comparative and structural-dynamic analyses were used to assess the transformation of market configurations and to verify the financial condition of enterprises. The study uses a sample of the five most prominent players in the Ukrainian flour milling industry, selected based on the number of employees as an indicator of operational scale and logistics complexity. Financial analysis involves calculating fundamental ratios, including net profitability, asset turnover, and labor productivity per employee. At the same time, digital presence is assessed using website metrics, behavioral indicators, and traffic-acquisition methods, providing a comprehensive view of enterprises' marketing ecosystems. Empirical results indicate high market concentration, with the five leading enterprises accounting for over 73% of retail turnover. A key finding of the study is the significant gap between the physical weight of the market and brands' digital visibility. While some companies maintain dominant positions in offline retail channels, their digital footprint remains underdeveloped, relying almost entirely on organic and direct traffic and making little active advertising effort. The study identifies four different adaptation models: expansive investment, profit-driven, adaptation under financial pressure, and extensive with unstable profitability. It finds that financial architecture, particularly debt levels and profitability, is a significant constraint on marketing budgeting and communication tool selection. The study shows that leadership in the physical market does not automatically translate into digital power, highlighting a strategic lag in implementing modern marketing technologies. The article's practical value lies in the developed typology, which provides an analytical tool for managerial decision-making in the agro-industrial complex. The proposed recommendations emphasize the institutionalization of digital marketing as an integrated communication system that encompasses content management and CRM logic. For companies under financial pressure, the study suggests focusing on conversion-oriented digital scenarios and improving the accuracy of pricing and product information. Implementing these strategies enables companies to strengthen market resilience, stabilize cash flows, and promote consumer confidence amid high uncertainty. The findings provide a roadmap for agricultural businesses to transition from a passive market presence to active, data-driven adaptation strategies that integrate offline logistics with digital engagement.