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).
Registration of an entity in print media: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1390 dated 11/16/2023. Media identifier: R30-02018
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Strategic marketing in the management system of an agricultural business

# 13 76-82 Download/view the full text of the article

УДК: 658.8:631.11

DOI: https://doi.org/10.36887/2524-0455-2023-1-13

Наумов Олександр Борисович,
доктор економічних наук, професор,
професор кафедри менеджменту зовнішньоекономічної діяльності підприємств,
Національний авіаційний університет,
https://orcid.org/0000-0003-4808-0241

The article represents to the definition of approaches to strategic planning of marketing activities of agrarian enterprises in the conditions of transformation of the market environment. The method of evaluating the development strategy with the determination of their mission and purpose, as well as their typification into functional, product-market and resource-market with the selection of subtypes and their characteristics, are proposed. Competitive strategies of agrarian enterprises are determined based on the evaluation of the efficiency of the sales strategy of an agrarian enterprise given as an example of a specific enterprise. On the example of a specific agrarian enterprise, the features of the strategy of concentrated growth, in particular the strategy of strengthening positions on the market, are revealed. The most important targets of strategic planning have been formulated, including: the rate of growth of production and sales volumes, the increase in the rate of profit per unit of the latter volume and the expansion of the company’s market share. The structure of the strategic plan of the agrarian enterprise with the allocation of the following subdivisions is proposed: corporate mission; product; competition; markets; resource; business «portfolio»; innovations. The division of functions of divisions of agrarian enterprises in the process of developing and implementing the strategic plan is substantiated with the allocation of the following divisions: management of the enterprise (general director, deputies); production department (production director); financial department (financial manager); marketing department; HR department; sales department (sales director); R&D department; supply department, as well as justification of their functions. It was determined that high competitiveness and the conquest of a market niche are the result of deep marketing research aimed at the formation of the effective assortment, the approaches to the strategic planning of the marketing activities of agrarian enterprises in the conditions of the transformation of the market environment are substantiated.

Keywords: marketing activity, strategy, competitiveness, planning, agrarian enterprise.

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The article was received 03.04.2023

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Naumov A. B.. 03.04.2023. Strategic marketing in the management system of an agricultural business. The journal "Actual problems of innovative economy and law". 2023 / #1-2. 76-82pp. https://doi.org/10.36887/2524-0455-2023-1-13

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Naumov A. B.. "Strategic marketing in the management system of an agricultural business". The journal "Actual problems of innovative economy and law". 03.04.2023. https://doi.org/10.36887/2524-0455-2023-1-13

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