IMPROVING THE MECHANISMS FOR MANAGING MARKETING RISKS AT CONSTRUCTION MATERIALS MANUFACTURING ENTERPRISES
Authors
Umida Ruziyevna Uzakova ()Files
Abstract
The article examined mechanisms for improving marketing risk management in construction materials manufacturing enterprises. The principles of ISO 31000:2018 risk management were adapted to the specific conditions of the construction materials market. Major sources of marketing risk, including demand uncertainty, price fluctuations, competitive pressure, distribution channel disruptions, and brand-related factors, were systematized. Based on scientific literature, international market reports, and official statistical data, a conceptual mechanism for marketing risk management was developed. The findings demonstrated that the application of market intelligence, scenario planning, and digital analytics contributed to improving the quality of marketing decisions and strengthening market responsiveness. The proposed approach supported enterprise competitiveness and enhanced adaptability to changing market conditions. The study provided a practical framework for integrating marketing risks into enterprise management systems.
References
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