The article discusses the role of the sales strategy as one of the most important factors in ensuring the competitiveness of manufacturing enterprises in conditions of increased geostrategic instability caused by both external and internal challenges. The main aim of this study is to identify specific challenges in the sales area for processing enterprises. These challenges include, but are not limited to, disruptions in logistics chains, a reduction in sales markets, changes in consumer demand, a decline in purchasing power, and rising distribution costs. It has been hypothesized that in such conditions, traditional sales models will become ineffective, which will require a transformation of strategic approaches to organizing sales activities. A thorough analysis of the modern theoretical foundations that underlie the formation of sales strategies has been conducted, allowing for the identification of key influencing factors. In particular, the following adaptation directions are described: digitization of sales channels, development of omnichannel communication systems, building customer-oriented interaction models, the use of supply chain management (SCM) technologies, and customer relationship management (CRM) systems. The article proposes an algorithm for developing an adaptive sales strategy that takes into account risks associated with geopolitical instability. The strategy encompasses a phased approach to strategic planning, selection of suitable sales tools, cost management, and ensuring flexibility in the distribution system. The role of government policy in stimulating sales and the competitiveness of enterprises is determined, among other things, by supporting exports, developing logistics infrastructure, providing tax incentives, and grant financing. It can be stated that the efficient adaptation of the sales strategy can serve as a tool for enhancing business resilience, maintaining market positions, and ensuring long-term economic stability.
Sydorenko et al. (Wed,) studied this question.