Actual problems of innovative economy

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Marketing tools to ensure competitive development of dairy enterprises

УДК: 658.8:338.439

DOI: https://doi.org/10.36887/2524-0455-2020-4-7

Вовчок Світлана Володимирівна,
кандидат економічних наук, старший викладач кафе-дри публічного управління та адміністрування,
Сумський національний аграрний університет,
ORCID ID: 0000-0001-7221-5201

Abstract.

Introduction. Ensuring competitive development for domestic enterprises in the dairy industry is especially important in the context of Ukraine’s integration into world food markets, as in such conditions there is an intensification of competition. Today there is an urgent need for the development of the domestic dairy industry, which is based on domestic enterprises that produce high quality products from domestic raw materials at affordable prices. Attracting investment in the industry, the transition to niche and craft production, and, of course, the search for effective marketing approaches to work with target groups of consumers should form effective systems to ensure the competitive development of dairy enterprises.

The purpose of the article is to substantiate the marketing tools to ensure the competitive development of dairy enterprises.

Results. It is established that the basic function in the system of market relations, which is responsible for achieving a high level of competitiveness and, consequently, competitive development, is marketing, the essence of which is to meet the needs of target groups of consumers. A theoretical and methodological approach to the use of modern mechanisms of innovative marketing is proposed, which, in contrast to the existing ones, involves the development of a marketing complex adapted to dairy enterprises. The architecture of the marketing system for the formation of the competitiveness of the dairy industry, which reflects the relationship of control, managed, target adaptive subsystems, as well as components that characterize the feedback and communication with the external environment. Emphasis is put on the implementation of the commodity policy of dairy enterprises as part of marketing tools to ensure their competitive development. The components of the mechanism of selection of separate directions of commodity strategy of the dairy industry enterprises are defined.

Key words: competition, competitive development, marketing tools, commodity policy, dairy enterprises.

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The article was received 15.08.2020