The article focuses on the current state of the film market, in particular, the main directions of activity of the main cinematographic networks of Ukraine are considered: "Multiplex cinema", "Planet Kino", "Kievkinofilm", "Kinopalats". Their place in the film market of Ukraine is determined. The competitive advantages of private cinemas, namely "Multiplex" and "Planet Cinema", are explored.
The article given characteristic qualitative changes in the market environment, operation and development of Ukrainian business. The attention is focused on strengthening the process of European integration, accumulation of external and internal threats, requiring significant changes in the marketing policy of companies and their activities on domestic and foreign markets. Identified causes of low efficiency of Ukrainian companies in the EU markets after entering the country for zero duties for exports.
The paper clarifies that taking a positive management decision to diversify marketing activity in the context of its key element (sales) is influenced by plenty of risks. Taking into account the above-mentioned, risks appearing in attracting new sale channels in marketing activity diversification have been analyzed; they have been grouped together according to areas of their appearing.
This paper is devoted to solving the task of modeling consolidated marketing information resource of the Lviv Polytechnic bookselling.