Marketing tools in shaping the competitiveness of small enterprises in the economy and agricultural sector

The development of competitive small enterprises under institutionally unstable conditions primarily depends on the effectiveness and functionality of marketing tools for product distribution. The issue of product marketing remains highly relevant due to significant artificial constraints on sales opportunities caused by the impact of war, which disruptively regulates the competitiveness of business entities in Ukraine. This article aimed to determine the trajectory of structural changes in the entrepreneurial system and to characterise the role of marketing tools in shaping the competitiveness of small enterprises. The study used economic-statistical and comparative analysis methods, as well as a systematic approach, to assess the dynamics of small businesses and the impact of war on their competitiveness. The research framework included an analysis of innovative marketing tools such as market segmentation, digital technologies, partnership initiatives, and eco-oriented strategies. Organisational and economic assessments of institutionalisation trends in small enterprises within Ukraine’s economy have been conducted, with particular emphasis on developments in the agricultural and rural sectors. The capacity of enterprises to operate efficiently has been substantiated through the implementation of innovative marketing tools aimed at reducing transaction costs in exchanges. Key areas of focus included market segmentation based on consumers’ environmental preferences, the adoption of digital marketing tools, the development of partnership initiatives with eco-oriented companies, securing funding for eco-projects, and the introduction of loyalty systems to stimulate demand. The practical significance of this study lies in its potential application by entrepreneurs, marketing specialists, and economic analysts in developing effective strategies for enhancing the competitiveness of small enterprises. This can be achieved through the integration of innovative marketing tools, adaptation to environmental requirements, and optimisation of business processes in wartime conditions