УДК: 338.124.4

DOI: https://doi.org/10.36887/2524-0455-2021-4-1

Мандич Олександра Валеріївна
доктор економічних наук, професор
Харківського національного технічного університету сільського господарства імені Петра Василенка
ORCID ID: 0000-0002-4375-2208
Устік Тетяна Володимирівна
доктор економічних наук, доцент
Сумського національного аграрного університету
ORCID ID: 0000-0001-9967-0669
Бережна Юлія Геннадіївна
кандидат економічних наук, доцент
Луганського національного аграрного університету
ORCID ID: 0000-0003-0522-8349
Заїка Олена Володимирівна
здобувач Харківського національного технічного університету сільського господарства імені Петра Василенка
ORCID ID: 0000-0002-7921-3273

The article considers the issue of forming models of strategic marketing management that require the search for new technologies that improve as a result of the development of economic systems. The object of research is the reengineering of business processes, which is used to increase the effectiveness of strategic management of the enterprise. One of the most problematic issues is the possibility of conducting marketing research to ensure the competitiveness of enterprises. Based on the research, modelling and re-engineering of business processes through the implementation of organisational, corporate, business and functional strategies was proposed. The article presents the conceptual provisions in the research of scientists on the modelling of marketing management. The algorithm for marketing modelling is part of building a strategic management mechanism. It combines different theories and forms a single marketing cluster of related economic systems. The combination of adjacent economic systems models allows to identify the basic principles of creating competitive advantage at each link in the value chain. In addition, the marketing mechanisms of each of the participants should combine related areas into a single integrated marketing strategic unit. Modelling strategies based on certain algorithms, taking into account possible competitive advantages and risks is the main task of marketing management. The detailed process of forming the algorithm should include the stages of building a marketing model for each business entity separately. This algorithm requires the inclusion of relevant interrelated models and clear goals. The example of the agricultural and food sector outlined the existing marketing models, identified the features of the theoretical provisions of the marketing management formation of business entities in related economic systems, and developed recommendations for creating effective strategic management in related systems. Compared to similar known methodologies of strategic management, the proposed methodology provides enterprises with a high level of importance, increasing the efficiency of the use of the resources available in their ownership and also allocating new market segments in order to attract not only existing, but also potential consumers.

Keywords: innovative tools, strategic management, marketing research, enterprises competitiveness, agricultural enterprises.

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The article was received 19.02.2021