Ivanenko T. Ya., PhD in Economics, Associate Professor of Production Management and Innovative Activity Department, Mykolayiv National Agrarian University, Mykolayiv, Ukraine

ORCID ID: 0000-0003-0518-2563
e-mail: ivanenkoty@mnau.edu.ua

Rovinskyi V., Postgraduate Student, Mykolayiv National Agrarian University, Mykolayiv, Ukraine

ORCID ID: 0009-0000-6220-2829
e-mail: rovadim1995@gmail.com

Developing an Enterprise Logistics Strategy under Market Instability

Abstract. Introduction. This paper investigates enterprise logistics strategy development amid increasing market instability, focusing on how businesses can remain agile and responsive. In an environment marked by geopolitical tensions, fluctuating demand, and supply chain disruptions, the ability to adapt logistics strategies in real-time becomes critical for maintaining operational continuity and competitiveness.

Purpose. The study aims to develop an integrated model of an adaptive logistics strategic cycle encompassing five key management stages under unstable market conditions. It also seeks to assess the effectiveness of real-time correction mechanisms supported by digital technologies. 

Results. Through a comprehensive literature review and practical case analysis, we propose a five-step strategic framework that includes: (1) external environment scanning using Big Data analytics and AI-based forecasting tools; (2) precise formulation of logistics objectives based on risk assessment; (3) flexible scenario planning on a micro level to anticipate potential disruptions; (4) implementation and real-time monitoring via IoT infrastructure and digital twins; and (5) systematic strategy reviews with automated feedback loops and machine learning–driven adjustment protocols. Evidence suggests that this model can reduce logistics disruption costs by 15–20 %, while significantly improving system transparency and agility. 

Conclusions. The proposed adaptive strategic cycle model allows companies to transition from reactive to proactive logistics management. It enables continuous alignment of logistics operations with evolving market dynamics, enhances supply chain resilience, and provides a strong foundation for digital transformation in agricultural and industrial enterprises. These findings offer actionable recommendations for logistics managers striving to increase efficiency, responsiveness, and long-term competitive advantage in volatile markets.

Keywords: logistics strategy; market instability; adaptive management; Big Data analytics; Internet of Things; digital twins; system resilience; supply chain agility; strategic planning.

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