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The development of small businesses is an important area of creating a competitive market environment in Ukraine. Today it is quite obvious that the success of market transformations will largely depend on how the small business potential as the dynamic and mobile sector of the economy is realized, the existence of a well-balanced system of state-legal measures, and their internal monitoring. After conducting internal monitoring of small businesses, the following main conclusions were made: first, the companies have qualified proactive staff willing to work and able to perform tasks despite the complexity of work, high labor intensity and workload, and second, respondents believe that without a proper level of cooperation between themselves, between managers and subordinates, and with public authorities, it is impossible to achieve high results. This monitoring made it possible to characterize the internal state of activity of enterprises provided by their employees and is the first step towards the implementation of the concept of “change management” in the process of entrepreneurship development. On the one hand, it is a collection of information, on the other hand - a tool of “feedback” between management and subordinates and with public authorities at all levels, which enables the monitoring of the dynamics of the indicators across specific issues. An integrated approach to the process of enterprise development based on the concept of “change management” will increase the effectiveness of positive change in enterprises, remove most of them from the shadow sector, create more jobs, as well as increase the overall well-being of citizens and the state as a whole by increasing its GDP. The article thoroughly describes and demonstrates the factors restraining small business development during 2021-2022.

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The article analyzes in detail the main aspects of promotional marketing in team building. Team building is very important for marketing campaigns as it allows for the efficient completion of tasks and the achievement of set goals. The main purpose of the article is based on the evaluation of the effectiveness of marketing communications using the Yule model and the creation of a framework for the business modeling of the brand, since having a ready-made business model structure, one can describe the cost structure, which will reflect the key actions and all resources for investment in brand development. The article summarizes the main advantages and disadvantages of promotions and highlights the main consequences of the war for Ukrainian brands. The main reason for team building is that marketing campaigns usually require work with different specialists such as marketers, designers, copywriters, analysts, etc. Therefore, project teams secure necessary communication and coordination between project participants to avoid misunderstandings and ensure the successful implementation of the project. Moreover, project teams can secure efficient management of resources such as time, budget, and other resources. This is especially important for marketing campaigns since they often have limited resources and shorter deadlines. Each team member contributes and performs specific tasks to achieve the campaign goal. Team building is an essential element in the successful implementation of marketing campaigns. It allows for efficient communication and coordination among project participants, resource management, and the achievement of successful results. Effective promotions can provide a company with a competitive advantage. This article discusses the main types of promotions, such as advertising, discounts, gifts, contests, loyalty, etc. An important aspect is choosing the right type of promotion depending on the target audience and the company's marketing goals. The criteria for team building, including the abilities and skills of the participants, leadership, communication, and collaboration, are also considered. The concept of business management implies that the company's management should constantly work to improve business processes, optimize the use of resources, and efficiently utilize personnel. In addition, business management includes the development and implementation of the company's development strategy, as well as control over its financial results.

Purpose. The aim of the article is strategic analysis of the state of development of LLC “GALYCHMED”, identification of positive and negative trends and changes, identification, and awareness of the factors that cause inhibition of its development, search for priority ways and directions of development of the analysed enterprise. Methodology of research. To achieve this goal, a toolkit of research methods was used, namely: economic-statistical and calculation-analytical – to study the opportunities and threats to the external environment of the operation of LLC “GALYCHMED”, the strengths and weaknesses of the studied enterprise; matrix method of strategic analysis (SWOT-analysis) – to comprehensively reflect the results of the analysis of the external and internal environment of LLC “GALYCHMED”; problem-oriented – to substantiate the strategic directions and the potential scenario of solving the issues of development of the analysed enterprise; tabular – for visual display and effective perception of statistical data; induction and deduction – for concluding; logical – for the consistent generalization of theoretical and practical provisions of scientific research. Findings. SWOT analysis was performed according to the stages of filling in the SWOT matrix, processing (summarizing) results, and analysis of results. It is noted that the main purpose of SWOT analysis as a matrix method is to obtain reliable data on the company’s capabilities and threats to its promotion in the market of goods and services, so before SWOT analysis are the following tasks: identifying marketing opportunities that meet the company’s resources; identification of marketing threats and development of measures to neutralize their impact; identifying the strengths of the enterprise and comparing them with market opportunities; identification of enterprise weaknesses and development of strategic directions for overcoming them; identification of competitive advantages of the enterprise and formation of its strategic priorities. It is established that the influence of the macroenvironment is negative and the mesoenvironment is positive. The most important factors of positive influence are the attitude of the buyer to the product, the population, the attitude of people to work, and so on. Among the most negative factors are inflation, the social situation in the country and the world (COVID-19), financial crisis, slowing economic growth, the purchasing power of the population, industry competitors, potential competitors, and more. The following advantages of the analysed enterprise are determined: the goods sold by the enterprise; quality of services; state of the sales system; market share; availability of credit; enterprise assets; net profit. It is proved that the unstable financial market due to the pandemic, the devaluation of the national currency, the situation in the banking sector, losses in the area of environmental protection in eastern Ukraine, as well as other factors negatively affected the trading activities of LLC “GALYCHMED”. In most retailers, costs have risen and profits have fallen, prompting more conservative pricing and spending cuts. Originality. The application of SWOT analysis has been further developed, which allows to selection measures to ensure the economic growth of the enterprise, systematize problem situations, identify and use new potentials faster than competitors, avoid dangers, make informed decisions about small business development, and prevent irrational use of financial assets. This technique is an effective, affordable, cheap way to assess the state of the problem and management situation in small businesses. Practical value. The results of the SWOT analysis are recommended for use by the researched enterprise (LLC “GALYCHMED”) and other retail enterprises to determine the development strategy, for market analysis and study of competitiveness, but each time it must be adapted to the specifics of the enterprise. Key words: SWOT analysis, strengths, and weaknesses of the enterprise, opportunities and threats, external environment, economic environment, financial and economic situation, retail trade, strategic planning, demography, political environment.