The article considers the formation marketing strategy on the basis of agro-industrial integration as a form of vertical cooperation of agricultural enterprises with enterprises of technologically related areas. The expediency of such approaches is justified by the fact that small businesses and households are uncompetitive in the market, as they can not solve the problem of providing logistics, including seeds, fuel, machinery, innovative technologies, information and legal support, their financial condition does not allow professional marketing specialists, and their products are uncompetitive in terms of sales, range. Therefore, it is proposed to solve this problem by combining small enterprises into large ones. The efficiency of a set of enterprises, organizations and market institutions that ensure the effectiveness of relationships (economic, organizational and technical, information, communication, marketing, logistics between the enterprises of the vegetable industry, the domestic market and end consumers of vegetable products). The main elements of the infrastructure are presented stock exchanges, auctions, wholesale markets for vegetable products, city markets, sales network of enterprises and the processing industry. Approaches to generalization of marketing strategy of integration of vegetable enterprises, its characteristic features and signs that give the right to consider it as multidimensional, complex, dynamic, hierarchically structured system and to define its features are offered and generalized. To carry out joint activities in the market, small owners of private farms can choose different forms of organizational and group integration: marketing, or service, cooperative; trade groups, or associations a type of cooperative that represents its members in the process of collective bargaining issues related to the trade process, rather than the practical aspects of marketing, such as the formation of commodity parties, processing and distribution, or promotion; brand promotion of goods, which consists in the promotion of a special type of goods and is financed collectively by the producers of this product. Keywords: marketing strategy, integration, vegetable market infrastructure, agromarketing, agroholding.
Pengaruh Strategi Orientasi Pasar terhadap Kinerja Perusahaan (Studi kasus pada Industri Ritel Furniture di Kota Padang)
