Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
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Conceptual principles of formation marketing strategy of agricultural enterprises in the conditions of wartime

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УДК: 334.72:339

DOI: https://doi.org/10.36887/2524-0455-2023-3-8

Krasnorutskyy Oleksiy,
Doctor of Economics, Professor, Acting Director,
Livestock Farming Institute of National Academy of Agrarian Sciences of Ukraine,
https://orcid.org/0000-0003-1744-3257
Marenych Tetiana,
Doctor of Economics, Professor, Leading Researcher of the Laboratory of Economics, and Innovation Marketing
Livestock Farming Institute of National Academy of Agrarian Sciences of Ukraine,
https://orcid.org/0000-0002-8502-1884
Marchenko Valerii,
PhD in Economics, Senior Researcher, Head of the Laboratory of Economics, and Innovation Marketing,
Livestock Farming Institute of National Academy of Agrarian Sciences of Ukraine,
https://orcid.org/0000-0002-9739-4987
Polozova Tetiana,
Doctor of Economics, Professor, Head of Department of Economic
Cybernetics and Management of Economic Security,
Kharkiv National University of Radio Electronics,
https://orcid.org/0000-0001-9956-8816
Murzabulatova Olena,
PhD in Economics, Associate Professor, Associate Professor of
Department of Economic Cybernetics and Management of Economic Security,
Kharkiv National University of Radio Electronics,
https://orcid.org/0000-0003-2179-1828

The article is devoted to the characteristics and justification of improving the mechanism of formation of the marketing strategy of agrarian enterprises in wartime conditions. It was determined that the marketing strategy acquires the status of a priority in the system of enterprise strategies and should be organically combined with the overall corporate strategy. It was found that there are different approaches to revealing the essence of the terms “marketing”, “marketing management”, and “marketing strategy”, which require their author’s definition. In the article, marketing is understood as a complex of the enterprise’s current organizational and management actions, aimed at using the exchange to meet the real needs, requirements, and wishes of consumers and achieve the goals of the manufacturer (seller) with an orientation to social ethics. It has been proven that marketing strategy is a separate concept with its own goals and tools for achievement, which is focused on creating an appropriate system of relationships with consumers. At the same time, the marketing strategy of an enterprise is defined in a broad sense as a set of ideas regarding general, non-detailed ways of creating or changing consumer perceptions of a product over a specified period using available marketing tools and available resources in certain competitive conditions, which allows the enterprise to achieve commercial success and general goals. It is advisable to form the marketing strategy of an agricultural enterprise based on the basic concept of its development and consider resources and opportunities, the state and features of competition, demand trends, external environmental conditions, and internal factors in the relationship. It was concluded that when developing a clear and understandable marketing strategy, it is crucial to set achievable and measurable development goals, use only verified data when analyzing the current state of the market and one’s own capabilities, find alternatives, and approach solving problems creatively and creatively. Each aspect of the agribusiness marketing strategy is suggested to be viewed digitally. It was determined that the primary goal of the marketing strategy in a “peaceful” time is to obtain the maximum profit to achieve a sustainable competitive advantage due to the understanding of consumer needs and market realities. In wartime – continuity, and profitability of production, preservation of jobs, payment of wages, provision of logistics, and building relationships of trust, support, and care with buyers and customers. It is well-founded that marketing underwent significant transformations during the war, and accordingly, the principles of developing its strategy also changed. The principles of marketing strategy formation in agricultural enterprises in wartime conditions include the following: social orientation; justified riskiness; flexibility and maneuverability (adaptability); concentration of efforts on current areas of marketing activity; focus on obtaining results in the short term; relationship and interdependence of strategy and tactics.

Keywords: marketing, marketing strategy, marketing management, marketing tools, principles of marketing strategy formation, marketing plan, agricultural enterprises.

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The article was received 12.05.2023

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Krasnorutskyy O., Marenych T., Marchenko V., Polozova T., Murzabulatova O.. 12.05.2023. Conceptual principles of formation marketing strategy of agricultural enterprises in the conditions of wartime. The journal "Actual problems of innovative economy and law". 2023 / #3. 48-59pp. https://doi.org/10.36887/2524-0455-2023-3-8

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Krasnorutskyy O., Marenych T., Marchenko V., Polozova T., Murzabulatova O.. "Conceptual principles of formation marketing strategy of agricultural enterprises in the conditions of wartime". The journal "Actual problems of innovative economy and law". 12.05.2023. https://doi.org/10.36887/2524-0455-2023-3-8

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