​The relevance of this study is determined by the fact that any company's operations are associated with risks, which is why there is a need to create and utilize a marketing strategy within the competence of different departments. The experience of leading companies indicates that the successful development of a firm and its increased efficiency are impossible without correctly formulating a strategy as a set of measures aimed at achieving a goal. Modern business faces fierce competition. To make adequate decisions, one needs a thorough, comprehensive assessment of the situation and a reliable forecast. The study deals with the connection between marketing and risk management, the internal marketing environment of a company. The authors carry out a comparative analysis of the methods of risk evaluation in marketing. The efficiency and the degree of risk in a marketing strategy are evaluated. The authors analyze the methods of quantitative analysis of managerial decisions in terms of implementing the marketing strategies of industrial companies