SUSTAINABLE DEVELOPMENT STRATEGY OF A MOTOR TRANSPORT ENTERPRISE: ORGANIZATIONAL-ECONOMIC, SOCIAL, AND MARKETING ASPECTS

Abstract

The article substantiates an integrated strategy for sustainable development of a motor transport enterprise (MTE) in the context of market transformation, increased competition and the impact of the consequences of military aggression. Motor transport is a critically important sector of the economy. Modern challenges (destruction of infrastructure, technological progress) highlight the need to adapt the MTE development strategy. The aim of the study is to provide a scientific rationale and develop a multi-vector strategy that comprehensively integrates organizational-economic, social, and marketing aspects to enhance competitiveness. The methodology is based on an analysis of the dynamics of the volume of transported cargo and passengers during 2020–2025. The analysis showed a significant drop in the volume of services provided in 2023, which indicates a colossal negative impact of aggression. It was determined that the problems of the evelopment of MTE have three levels: economic, environmental and social. The study used a balanced approach necessary to achieve a balance between economic growth, social responsibility and environmental protection. The key results of the study are to improve the mechanisms for implementing an integrated strategy. Organizational and economic principles require diversification of services and the implementation of IT solutions (in particular, TMS/CRM) to optimize processes. It is advisable to update the rolling stock by attracting "green financing" (credit lines from International Financial Institutions). Social aspects include the development of human capital, since an insufficient level of qualification of employees to work with the latest programs has been established. Continuous training and ensuring safety and psychological well-being are recommended. The marketing component assumes that marketing communications should play a key role. Effective use of digital technologies (SMM, targeted advertising) allows transparently conveying information, which contributes to the formation of the image of an environmentally responsible enterprise and the establishment of partnership relations. The practical significance of the work lies in the possibility of using the proposed integrated strategy of MTE to ensure their long-term and sustainable development. It is proven that only a comprehensive, synergistic approach allows achieving the goals of sustainability and high competitive positions. Prospects for further research are aimed at assessing the effectiveness of the implementation of digital communications.