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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Formation of an effective marketing strategy for the export of Ukrainian agricultural products

# 31 135-139 Download/view the full text of the article

УДК: 338.43

DOI: https://doi.org/10.36887/2524-0455-2025-2-31

Lagodiienko Nataliia,
Doctor of Science in Economics, Professor, Professor, Department of Finance, Accounting and Taxation,
International University of Business and Law,
https://orcid.org/0000-0002-8472-1395
Stepanov Vadym,
Research Fellow at the Livestock Farming Institute of the
National Academy of Agrarian Sciences of Ukraine,
https://orcid.org/0009-0005-1093-8590

The article substantiates the theoretical and methodological foundations and develops practical recommendations for creating an effective export marketing strategy for Ukrainian agricultural producers. The study accounts for current global market trends and the specific operational characteristics of domestic agricultural enterprises. The study identifies that an effective export marketing strategy is a fundamental prerequisite for enhancing Ukraine’s competitiveness in global markets. Expanding export potential necessitates a comprehensive analysis of foreign markets, product adaptation to consumer needs, certification, and the cultivation of a strong reputation for Ukrainian brands. Key drivers of success include market diversification, value-added development (processing, packaging, organic production), the integration of digital marketing tools, and the establishment of long-term partnerships with international counterparties. It has been proven that state support instruments, the expansion of logistics capabilities, and certification to international standards significantly impact the effectiveness of export activities. Synergy between business, government, and industry associations can ensure the sustainable growth of agricultural exports. Practical recommendations for Ukrainian agricultural exports emphasize a multidimensional strategy. This involves merging deep market insights with geographical diversification to effectively hedge against logistical and political risks. The transition from a raw-materials base to high-value-added goods is the main vector of transformation. This process is reinforced by international certification and the digital promotion of the national agricultural brand. The synergy of state support, digitalization of business processes, and industry cooperation will enable cost optimization and strengthen the sector’s logistical sustainability. Ultimately, such a reorientation to high-tech marketing will ensure stable income growth and establish Ukraine’s status as a reliable supplier of quality agricultural products on the global stage.

Keywords: agricultural export, agricultural products, foreign economic activity, logistics, marketing, marketing strategy, agriculture, transformation.

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The article was received 15.04.2025

Quote article, APA style

Lagodiienko N. , Stepanov V. 15.04.2025. Formation of an effective marketing strategy for the export of Ukrainian agricultural products. Actual problems of innovative economy and law. 2025. №2. 135-139 pp. https://doi.org/10.36887/2524-0455-2025-2-31

Quote article, MLA style

Lagodiienko N. , Stepanov V. Formation of an effective marketing strategy for the export of Ukrainian agricultural products. Actual problems of innovative economy and law. 15.04.2025. https://doi.org/10.36887/2524-0455-2025-2-31