Management of the integration of commercial and logistics processes of an enterprise under conditions of market instability

Abstract

The purpose of the study is to substantiate scientific and applied approaches to the coordination of sales, procurement, production, financial and service decisions of an enterprise under conditions of high demand volatility, resource constraints, rising costs and disruptions in supply chain stability. The paper identifies the prerequisites for the transition from fragmented functional planning to a coordinated decision-making model in which demand forecasting, resource provision, inventory policy, customer service level and financial targets are considered as interrelated elements of a single system. Methods. The methodological basis of the study includes a systems approach, logical generalization, comparative analysis of modern management practices, structuring of cross-functional interactions and analytical interpretation of planning tools. Particular attention is paid to S&OP and IBP approaches, scenario forecasting, ERP digital platforms, predictive analytics, artificial intelligence, the DDMRP concept, Cost-to-Serve analysis and the use of key performance indicators to assess the balance between service, costs, inventory turnover and profitability. Results. It has been established that isolated planning of sales, procurement, production, warehousing and transportation intensifies conflicts of objectives between departments, increases the risk of shortages or excess inventories, complicates cost control and reduces the organization's ability to respond to external changes. It has been proved that a joint planning cycle ensures the alignment of forecasts with actual operational capabilities, makes it possible to identify deviations more quickly, develop alternative action scenarios, adjust assortment and customer priorities, and make decisions taking into account margins, capacity and resource availability. It is shown that the use of a single information environment increases data transparency, reduces the bullwhip effect in supply chains, improves forecast quality and creates a basis for timely coordination between sales, finance, production and service functions. Conclusions. The practical value of the study lies in the development of approaches that can be used to build an adaptive planning system at manufacturing, trading and distribution enterprises. The proposed provisions contribute to strengthening supply chain resilience, rationalizing inventories, improving customer service, enhancing financial discipline and reducing losses caused by inconsistent decisions. Further development of these approaches should be associated with the expansion of digital analytics, automation of scenario modelling and implementation of cross-functional regulations focused on rapid evidence-based decision-making in a dynamic environment.