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This article summarizes modern methods of evaluating the marketing activities of an industrial enterprise and on this basis, identifies the possibilities of using the concept of a balanced scorecard for a comprehensive assessment and its results. These elements serve as the basis for drawing up a model for assessing the management activities of an industrial enterprise. In the study of the relationship between the prospects of the MBSC and the prospects of the key indicators of achievement, it was determined that the marketing mix should include four marketing sub-mixes (product mix, contract mix, communication mix, distribution mix). Each sub-mix is a key indicators of achievement perspective. As a result of these studies, on the basis of prospects, their optimal ratio was found to solve a specific tactical or strategic task of developing the key indicators of achievement. This topic is relevant, since marketing is the most difficult to manage area of the enterprise and therefore it is necessary to use various models and methods for assessing the effectiveness of various factors that help identify diverse problems and coordinate movement towards goals.

This article reveals the main factors affecting sustainability of organization’s development, considers the basic concepts of the subject’s behavior model in modern conditions of production organization, shows the basic components of modeling the enterprise’s behavior in the enterprise system. The theoretical features of the enterprise’s activity in modern conditions are considered, elements of the enterprise’s development plan are listed and their brief description is given, conclusions are drawn. Also considered is the “4P” complex, which includes the “four policies”: commodity, pricing, marketing and communication. Particular attention is paid to aspects of the practical application of this complex, which are manifested in the services sector, and the main means of influencing customers are considered. The main tasks and principles of the industrial enterprise. The concept of “8P” is also presented for consideration, its industrial orientation is justified. The use of this concept creates conditions for quick adaptation of production, assortment and quality of products, the entire system of managing the production and marketing activities of enterprises, determining the structure and dynamics of demand needs, performing individual tasks, which in turn ensure the achievement of the goal.