MANAGEMENT OF THE ECONOMIC SITUATION OF FMCG DISTRIBUTION IN UKRAINE

DOI: 10.31673/2415-8089.2025.043807

Abstract

The distribution of fast-moving
consumer goods in Ukraine is undergoing significant transformation due to ongoing economic
disruptions, inflation, changes in consumer behavior, and logistical constraints. These shifts require
new approaches to monitoring and diagnostics that support timely and effective decision-making in
supply chain and retail management. This article explores the integration of economic diagnostics
into the operational systems of FMCG distribution. It aims to provide a comprehensive understanding
of how market indicators and internal metrics can be combined to guide strategic choices in a highly
volatile business environment. The research investigates macroeconomic trends such as inflation,
consumer demand, retail price sensitivity, and currency fluctuations, along with operational indicators
including inventory turnover, order fulfillment, and logistics efficiency. It focuses on the tools and
models used to monitor these variables, with emphasis on their application in the Ukrainian FMCG
sector. The analysis is grounded in empirical data and real business practices, covering multiple levels
of the distribution system from manufacturers to retailers. The methodology includes case-based
analysis, diagnostics of key performance indicators, and review of monitoring instruments currently
applied by leading companies in the sector. The reseach shows that companies using structured
diagnostics are more capable of detecting market shifts and adjusting their strategies. Monitoring
systems based on integrated data platforms and automated reporting enable better planning of
procurement, logistics operations, and pricing policy. Organizations that prioritize continuous
diagnostics improve their adaptability, reduce reaction time to external shocks, and strengthen control
over distribution processes. The research further highlights the importance of linking internal data
with external economic signals to build realistic forecasts, plan resources, and avoid operational
disruptions. The conclusions emphasize the need for companies to institutionalize economic
diagnostics within management processes. Practical recommendations are provided for the
implementation of monitoring systems that combine business intelligence dashboards, scenario
planning, and performance analysis. The article also outlines future directions for research in areas
such as demand prediction based on machine learning, use of real-time data from retail systems, and
expansion of monitoring beyond traditional financial indicators.
Keywords: FMCG distribution, economic diagnostics, monitoring, supply chain management,
Ukraine, business intelligence, logistics efficiency.

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