Actual problems of innovative economy

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Strategic landmarks in agribusiness entities’ management. Cross-functional marketing logistics perspective

УДК: 658.7:658.8

DOI: https://doi.org/10.36887/2524-0455-2021-1-2

Danylenko Valerii,
Ph.D. (Economics), associate professor of the Department of Agrologistics and Supply Chain Management, Kharkiv Petro Vasylenko National Technical University of
Agriculture,
ORCID ID: 0000-0002-0098-5204
Zavgorodnii Andrii V.,
Mykolayiv Interregional Institute for the Development of Human Rights of the Higher Educational Institution «Open International University of Human
Development «Ukraine»,
ORCID ID: 0000-0002-2598-2106
Shapovalova Inga,
Doctor of Economics, Associate Professor, Professor of Department of Economics and Information Technologies, Mykolaiv Interregional Institute of Human Development of Institution of Higher Education «Open International University of Human Development «Ukraine»,
ORCID ID: 0000-0003-1588-3910

Introduction. The most important task of marketing logistics in agribusiness is to create efficient supply chains of agricultural products and manage them. To cope with this task, it is necessary to analyze the existing relationships between producers, intermediaries and consumers of commodities and outline ways to improve them. Under the conditions of an active market, certain contradictions objectively arise between the supply chain participants. These contradictions hinder the win-win relations development and slow down the integration process. The resolution is only possible by correctly defining the goals of all participating entities, taking into account the interests and preferences of end users.

The purpose of the study is to identify priority issues of goal setting from the perspective of implementing a cross-functional marketing logistics approach in the management system of agribusiness entities, taking into account the peculiarities of these entities’ internal and external environment.

Results. In this study, according to the goals set, an analysis of the internal and external environments of agribusiness entities is carried out from the perspective of an integrative cross-functional approach to their marketing and logistics competencies fulfillment. The relevance of integrating the methodological foundations of marketing and logistics into the agricultural companies’ management system is substantiated. The common ground for logistics and marketing strategies of companies are presented. Also, their relation to the overall management strategy at the highest level of decision-making and to the corresponding tactical and operational levels was introduced. The main business processes performed in the framework of implementing food supply chain participants’ logistics and marketing strategies is analyzed. The conditions for managing material flows and marketing in agriculture were also studied separately. The possibilities of the two studied concepts’ joint implementation are identified, and the advantages of such interaction obtained by agribusiness entities are described.

Conclusions. It was defined that cross-functional integration can generate positive impacts with regard to both demand management (increasing customer satisfaction, etc.) and supply management (avoiding delivery delays, etc.). Both management concepts (marketing and logistics) define the company’s overall strategy in the supply and distribution markets. In this regard, on the one hand, customer satisfaction is achieved through coordinated marketing measures for the product, price, promotion and distribution, offering the customer temporal and spatial benefits (in large part gaining effectiveness). On the other hand, the company’s gain of an acceptable profit over a long period of time is determined by reducing overall logistics costs (in large part gaining efficiency). The mechanism of implementing a strategic marketing system in the food supply chains with regard to a logistic strategy requires further research.

Key words: strategic management, marketing, logistics, agribusiness, business processes.

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The article was received 20.12.2020