INTERNAL MARKETING AND STAFF MOTIVATION IN IMPLEMENTING THE DIVERSIFICATION STRATEGY
Purpose: to analyze the possibilities of the enterprise's diversification in the context of the development and launching of new products for the enterprise, as a result of which bottlenecks in the production process will be identified. Discussion: The article discusses various strategies and motivational mechanisms for diversification. Analyzed the ongoing diversification transformations at industrial enterprises from the standpoint of the development of production and obtaining competitive advantages in various market segments, taking into account financial and material capabilities. It is emphasized that the diversification strategy involves the production of different types of products by the enterprise, in order to thereby diversify its own production in order to increase the competitiveness of production and profit from the sale of different types of products. Results: diversification is an optimization process of the existing infrastructure of an enterprise, which leads to an increase in the stability and dynamism of the production apparatus with a motivated release of products by an industrial enterprise.