SWOT ANALYSIS OF THE ACTIVITIES OF ADIDAS-UKRAINE DURING THE ESCALATION OF MILITARY ACTIONS IN UKRAINE

The topicality of the topic lies in determining the perspective of adaptation of enterprises to the challenges dictated by military actions, including the annexation of business territories, destruction of fixed assets, migration of workers, constant risk to life and health. The main idea of the work is to develop recommendations for the private sector to continue working in Ukraine after a full-scale invasion, in order to provide the population with jobs, high-quality goods and services

Formulation of the problem.The financial blow for the company was the war in Ukraine, and, accordingly, the forced necessity to withdraw from the Russian consumer market, due to the ethical and moral values of the company.The losses from the refusal to cooperate with the national football team, added to the closure of dozens of points of sale of the company's finished products, are simply staggering.Therefore, the search for solutions to optimize the pre-war movement of goods and funds is an urgent and currently unresolved problem of ADIDAS-UKRAINE.
Analysis of recent research and publications.Many Ukrainian and foreign theoreticians, among them Shubin O. O. [2], Anisimova L. [3], Voronkov D.K. [4], Gaidei O. O. [1], Guseva O. Yu. [5], Priymak N. S. [6], Silkina Yu.O. [7] and others.It is necessary to single out the statement of L. Belanger, who notes that changes are a transition from the current state to a desired one, when the current state is considered unacceptable, and the desired one is adequate and expected by stakeholders [8].
The identification of previously unresolved parts of the general problem consists in the possibility of understanding the prospects of the need to improve the assortment range and increase the volume of sales of the company's goods is to conduct a factor analysis Formulation of the goals of the article (statement of the task).The main goal of the work is to carry out a SWOT analysis of the activities of SE "ADIDAS-UKRAINE" in the period 2021-2023.
Presentation of the main research material.An important factor that worsened the level of income and the ability to obtain internal credit funds of the parent organization was the unprecedented crisis in the functioning of "Adidas".
Thus, the Adidas concern announced that they had decided to stop the supply and sale of products under the Yeezy brand and stopped cooperation with Kanye West.Kanye West's anti-Semitic statements, his approval of A. Hitler's policy and the inciting of conflicts and racist background became the reason for the termination of the extremely successful and very profitable cooperation.For the company, reputation is more important than potential income, but the losses from the termination of the contract became a big ular for the rating of the enterprise and its investment and credit attractiveness.
We are convinced that the most optimal solution for understanding the prospects of the need to improve the product range and increase the volume of sales of the company's goods is to conduct a factor analysis using the Table 1.
Y= 2300,4 X 1 0 = 1 550 472.00 Y=2784,2 = 1 495 090.00 = 537 1st period: change in average output per employee per year: = 1247,2-2300,4=-1053,2 2nd period: change in average output per employee per year:  ∆ Yx2=∆Y-∆Yх2=1537-8,47=1528,5 ! ® Based on the data in the table.we can confidently state that the volume of revenue from the sale of goods depends on the number of highly qualified personnel.We would like to pay special attention to the qualifications of the staff and their satisfaction with working conditions.We believe that an international internship and the possibility of a free lunch will increase the attractiveness of working at ADIDAS-Ukraine.
Yes, an internship in Germany will cost 20,000 hryvnias for one week, but such an option should be offered to experienced and hardworking employees, roughly a third of employees annually.And, accordingly, the company must allocate: 20000*(537/3)=3580 thousand hryvnias.The cost of a hot meal will cost: 250*220*537=29535 thousand hryvnias.It is also necessary to increase the amount of wages by 10% for personnel and 12% for the general staff.So, in 2024, the average hourly wage at the enterprise will be 140 hryvnias, and, accordingly, 5,350 hryvnias per week, 22,544 hryvnias per month, and 270,550 hryvnias per year.A 12% increase in wages will guarantee an increase in the number of people who want to work at ADIDAS-Ukraine in 2025-2029 and satisfaction with the working conditions of already employed employees.Therefore, the allowance will be: -270550 / 100*12=32466 hryvnias; -270,550 + 32,466 = 303,016 hryvnias; And, since 85-90% of the organization's employees are part of the general staff, the annual costs will be: -32466*506=16427796 hryvnias.
The average salary of managers in the ADIDAS-Ukraine SE organization is 50,500 hryvnias, accordingly, a 10% increase will be: -50,500 / 100 * 10 = 5,050 hryvnias; -50,500 + 5,050 = 55,550 hryvnias.Using the table 2. we will make an estimate of the costs of SE "ADIDAS-Ukraine" related to the optimization of the personnel potential of the enterprise, adding to the costs a safety factor, namely the reconstruction and construction of shelters.
A 10% increase in labor costs will guarantee a 10% increase in net profit.
And, accordingly, the net profit in 2024: (87,875/100*10) + 87,875 = = 96,662.5thousand UAH; In 2025, this indicator will be equal to: (96662.5/100*10) + 96662.5 = = 106328.8thousand UAH.In 2026, the company's net profit will grow to: (106328.8/100*10) + 106328.8= = 116961.7 thousand UAH.Together with extremely negative processes of loss of company revenues, due to the high standards of behavior and humanity of the Using the Table 4 we will consider the main components of the previous and current activities of the enterprise ADIDAS-UKRAINE in the period 2021-2023, grouped using a SWOT analysis.
Conclusions.Therefore, the competitive position of the Adidas company is high and leading, but there are a number of shortcomings in the work of the concern, which leave the organization in second place in the ranking of manufacturers and sellers of products and goods for sports.The main disadvantages of the company's work are the lack of new collections, outdated management methods of the organization, and lower qualification of employees than in the company "Nike".In order to increase the rating of the organization "Adidas" and its subsidiary "ADIDAS-UKRAINE", it is necessary: to change the management of the organization by choosing an effective leader capable of changing trends in the international market of sportswear and footwear; to carry out additional training courses for the organization's personnel; select personnel with higher requirements and provide them with the opportunity to develop within the organization.REFERENCES: 483)=1513*(0,0056)=8,47 1 period change in the impact of changes in the number of employees: ∆ Yx2=∆Y-∆Yх2=-1053,2-22,3=-1075,5 2nd period change in the impact of changes in the number of employees: