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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Marketing activity of agrarian business entities: features of management and directions for improvement

# 23 111-117 Download/view the full text of the article

УДК: 338.43:316.422

DOI: https://doi.org/10.36887/2524-0455-2024-1-23

Biloshapka Yurii,
Researcher,
Livestock Farming Institute of National Academy of Agrarian Sciences of Ukraine,
https://orcid.org/0009-0006-3790-1963

The article is devoted to justifying the main elements of effective marketing activity and determining directions for its improvement for agrarian business subjects, considering modern business conditions. In the modern market conditions, agricultural enterprises must actively study demand and competition and change their approaches to production, contributing to the effective management of resources and increasing the quality of products. Although war and crises can create difficulties, active implementation of marketing strategies can help agricultural enterprises to maintain competitiveness and ensure sustainable economic growth. Factors hindering progress in agricultural enterprise marketing activities are identified (limited research funding and lack of qualified personnel). It is noted that inconsistent application of certain aspects of marketing is often observed in these enterprises. Based on the analysis of the market environment in Ukraine, it is indicated that the efficiency of agriculture is achieved due to the emphasis on goods and products, which contradicts the marketing principles. It is substantiated that agricultural enterprises should actively develop marketing activities and influence the market with the help of marketing communication methods. Three possible ways of achieving competitive advantages in agriculture are indicated: reducing the influence of competitors, self-improvement and changing the market environment. The main factors complicating marketing strategies at agricultural enterprises are highlighted (market control by agro-traders and insufficient competitiveness of small enterprises). The importance of developing the marketing complex for agrarian enterprises to obtain competitive advantages and expand activities is revealed. Attention is also focused on the marketing complex’s role in forming competitive advantages and its influence on the market balance.

Keywords: marketing complex, agricultural enterprises, marketing tools, marketing management.

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The article was received 16.12.2023

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Biloshapka Y. 16.12.2023. Marketing activity of agrarian business entities: features of management and directions for improvement. Actual problems of innovative economy and law. 2024. №1. 111-117 pp. https://doi.org/10.36887/2524-0455-2024-1-23

Quote article, MLA style

Biloshapka Y. Marketing activity of agrarian business entities: features of management and directions for improvement. Actual problems of innovative economy and law. 16.12.2023. https://doi.org/10.36887/2524-0455-2024-1-23