scholarly journals MARKETING MANAGEMENT AS A TOOL FOR PREVENTING CRISIS OF AGRICULTURAL ENTERPRISES

2021 ◽  
Vol 5 (40) ◽  
pp. 410-417
Author(s):  
V. Voskolupov ◽  
T. Balanovska ◽  
O. Havrysh ◽  
O. Gogulya ◽  
N. Drahnieva
Keyword(s):  
Agricultural Development ◽  
Social Impact ◽  
Agricultural Products ◽  
Marketing Management ◽  
Practical Implementation ◽  
Management Tools ◽  
Agricultural Enterprises ◽  
Agricultural Enterprise ◽  
Effective Development ◽  
Effective Use

Abstract. The article studies the state and trends of agricultural development in Ukraine. Agriculture today is one of the leading sectors of the Ukrainian economy, as well as that agricultural products are the main ones regarding its foreign trade. At the same time, there are a number of problems that hinder the effective development of agriculture, ranging from outdated material and technical base at enterprises to a significant share of imported agricultural products, that are present on the market, and the prices of which are lower than of the Ukrainian products. The findings of the article prove that in 2019, compared to other years, the share of unprofitable agricultural enterprises increased. In addition, there was a decrease in the level of profitability for all types of agricultural products. It is noted that practical implementation of effective management tools allows enterprises to reduce the size of possible losses and the likelihood of emerging crisis situations, to improve the adaptability of enterprises and to strengthen their competitive positions in the market.  The study identifies that the activity of agricultural enterprises is complicated by competition, which requires the production of products that are in demand. In order to prevent crisis, enterprises should use marketing management that involves managing all general and individual functions of the enterprise, as well as all its units on the basis of marketing. In addition, marketing management involves the orientation of the entire management system of the enterprise to pleasure the needs of consumers. It is established that commercial efficiency and social impact will be achieved as a result of effective use of marketing management in the activities of agricultural enterprises. The list of procedures, with the help of which marketing management at the enterprise can be formed, is investigated. The guidelines for marketing management at agricultural enterprise have been developed, which together will help meet the needs of consumers, gain new competitive advantages, and, as a consequence, increase the profitability and competitiveness of the enterprise.   Keywords: marketing management, agricultural enterprises, crisis, profitability, competitiveness. Formula: 0; fig.: 3; tab.: 0; bibl.: 27.

scholarly journals Marketing management in the activity of agricultural enterprises

2020 ◽  
Vol 11 (1) ◽  
pp. 5-15
Author(s):  
Т. I. Balanovska ◽  
◽  
V. V. Voskolupov ◽  
Keyword(s):  
Agricultural Sector ◽  
Management Program ◽  
Management Control ◽  
Marketing Management ◽  
Target Market ◽  
Successful Operation ◽  
Management Tools ◽  
Agricultural Enterprises ◽  
Agricultural Enterprise ◽  
The Impact

The article studies the role of marketing management in the activity of agricultural enterprises. The agricultural sector is one of the key sectors of the Ukrainian economy, the core component of which is agricultural production. The findings of the article show the fact that a significant number of agricultural enterprises are unprofitable, with their share in the total number of enterprises accounting for 13.3%. Their performance largely depends on the impact of the extremely complex, dynamic and uncertain environment. The article suggests that only the businesses possessing the ability of adequate adjustment to the environment with taking precautions against negative effects timely and using opportunities the fullest ensure their competitiveness and profitability of their activity in the long run. The article determines marketing management tools to be relevant for ensuring successful operation of agricultural enterprises under modern conditions, for there is a need to find new approaches to managing enterprise activities. The article reveals the essence of marketing management; offers the interpretations of the concepts of "marketing management" and "management of marketing" given by the Ukrainian scientists and foreign researchers; and studies the difference between them. The article suggests that marketing management is a broader concept than management of marketing due to the fact that it is management of all general and individual functions of enterprise, as well as all divisions of enterprise on the basis of marketing. Marketing management considers marketing and management inseparably - they also mutually penetrate and complement each other. The main goal of marketing management is to increase profitability of enterprise by achieving maximum customer satisfaction. Based on the generalization of different views of scientists, the main stages of a marketing management process at agricultural enterprise are identified and characterized, including analysis of internal and external environment, selection of target market segments, marketing strategy formation, marketing complex development, organizational structure construction, marketing management program formation and marketing management control and analysis. The process of marketing management at agricultural enterprise contains a number of specific procedures aimed at research and formation of the demand of target consumers and comprehensive satisfaction of their needs. The findings of the research prove that the use of marketing management tools will help ensure the market orientation of agricultural enterprise, which provides a focus on success, timely adaptation to the environment, gaining a leading position in the market, providing competitive advantage.

scholarly journals Trends of grapeproduction by main producers in Ukraine

2018 ◽  
pp. 48-53
Author(s):  
M. Dmytruk
Keyword(s):  
Agricultural Production ◽  
Capital Intensity ◽  
Agricultural Producers ◽  
Production Program ◽  
The Sustainable Development ◽  
Agricultural Enterprises ◽  
Agricultural Enterprise ◽  
Production Technologies ◽  
Effective Development ◽  
The Cost

To ensure the development of agricultural production in modern conditions, it is necessary to pay more attention to nontraditional spheres of activity and production. One of these forms is viticulture. In the article the present state of grape production development in agricultural enterprise sisconsidered. Focuse dattention to there levance of the issue under investigation and itssignifican cein the agricultural production system. The maintendenciesof development of are asundervineyards, productivity and grosscollection of grapesin agricultural enterprises are determined. It is noted that agricultural enterprises devote much less attention to the development of grape production and horticultureprivate households and users of other categories.It has been established that the area of vineyards are decreasing (even without taking into account producers of the Autonomous Republic of Crimea), the yield is low. Reducing of land area under vineyards in agricultural enterprises and reducing their productivity has led to a reduction in the volume of grape production.One of the reasons of this situation is that viticulture is a highly capital intensive industry that requires significant investments. For the last years there was a rise in prices, a depreciation of the national currency and some other negative factors that negatively affected the ability of commodity producers to effectively provide the need for funds to carry out the production program. Consequently, enterprises reduced the use of productive resources, which negatively affected the yield of grapes.The main problems for solving this problem are the high capital intensity of the industry, significant amounts of initial investment for the production of grapes, obsolete production technologies, difficulties with the marketing of the resulting products.To ensure the effective development of grape production, it is necessary to pay more attention to the improvement of the organization of the system of sales of the ready products. There are two important problems in grape production sphere – low buying ability of most consumers and competitiveness of grape production. On the basis of the researches, the directions of effective development of grape production are offered. The solution of these issues requires attention from the governmental authorities: the development of appropriate support and development programs, the full or partial compensation of the cost of laying vineyards, the purchase of the necessary equipment for the care, harvesting and processing of grapes. The combination of efforts of state institutions and agricultural producers will ensure the sustainable development of viticulture in Ukraine.The research was carried out using a number of economic, mathematical and statistical methods. With the help of the dialectical method, the current state of development of grape production was explored and illuminated; the economic and statistical method is used to assess the dynamics of the industry's development; method of expert assessments and abstract-logical – in substantiating the main directions of ensuring the effective development of grape production in agricultural enterprises. Key words: development, production, grape, agricultural enterprises, competitiveness, viticulture, trends.

scholarly journals MANAGEMENT OF THE EXPENSES OF AGRICULTURAL ENTERPRISE IN THE CONTEXT OF EXPOSURE TO THE OPERATIONAL ARM

2019 ◽  
pp. 116-123
Author(s):  
Vitaliy MAKOGON ◽  
Alexander GOROH
Keyword(s):  
Sunflower Seed ◽  
Capital Intensity ◽  
Agricultural Products ◽  
Production Costs ◽  
Total Production ◽  
Fixed Costs ◽  
Agricultural Enterprises ◽  
Agricultural Enterprise ◽  
Multiplicative Effect ◽  
Seed Market

It has been established that the stronger is the price fluctuations on the sunflower and other agricultural products, the more powerful is their influence on the formation of financial results of the industries with the high capital intensity of production and with a larger share of the fixed costs in the total production costs. In its turn the better infrastructure support for the sunflower seed market and the use of the forward operations allow to level the negative multiplicative effect of the operational leverage on the formation of the financial results of this industry. The latter determines the necessity to accelerate the development of the infrastructural segments of the agrarian market which are not suitable for the forward operations. The results of the study are used in developing the recommendations regarding the management of the agricultural enterprises expenses.

The State and Features of Production in Medium and Large Agricultural Enterprises

2021 ◽  
pp. 24-27
Author(s):  
I.A. Minakov ◽  
Keyword(s):  
Agricultural Production ◽  
Large Scale ◽  
Agricultural Development ◽  
The State ◽  
Agricultural Products ◽  
Agricultural Economy ◽  
Agricultural Enterprises ◽  
Agricultural Organizations

The article considers the process of concentration of production in medium and large agricultural organizations, their size, features and factors of agricultural development in them. The role of these enterprises in the production of agricultural products and the formation of an export-oriented agricultural economy is shown. Proposals for the development of large-scale agricultural production are justified.

LOGISTIC ACTIVITIES IN THE MARKETING OF AGRARIAN ENTERPRISES PRODUCTS

2019 ◽  
Vol 4 (3) ◽  
pp. 282-288
Author(s):  
Irina HANZHURENKO ◽  
Viktoriya FEDOROVA
Keyword(s):  
Distribution Channel ◽  
Distribution Channels ◽  
Agricultural Products ◽  
Marketing Communications ◽  
Logistics System ◽  
Agricultural Enterprises ◽  
Sales Channel ◽  
Sales Channels ◽  
Agricultural Enterprise

Introduction. The article emphasizes the importance of the role of the sales channels and the logistics system of the agricultural enterprise. This necessitates their improvement in order to en-sure marketing activities. Forms of product promotion are determined in accordance with economic content, economic and economic conditions of distribution, production and economic relations, place on the market. Choosing distribution channels is a difficult decision for the manufacturer, because of the need to take into account many aspects of the functioning of logistics systems. The purpose of scientific research is to determine the nature and role of logistic activity in the marketing and sailing of agricultural products. Results. The zero-distribution channel, which is most often used by producers in the activities of agricultural enterprises, is characterized. The conditions, under which it is appropriate to use this sales channel, are identified. The specifics of logistics activities and the relationship between the intermediary and the manufacturer are outlined. The essence of two-level and three-level sales channels is characterized, their participants are defined and the conditions for effective interaction between them. The factors that influence the choice of direct or indirect channel of interaction between producer and consumer are systematized. The logistics system and distribution channels are identified as one of the most important components in ensuring the competitiveness of agricultural products. The role and essence of marketing communications in the process of logistic activity of agricultural enterprises is established. The effectiveness of Internet communications, including information portals, is highlighted. The influence of state authorities on the logistic systems formation of agricultural enterprises in the process of products sale is determined. The essence of marketing infrastructure is outlined. Formation of grain marketing channels for logistic activity of domestic agricultural enterprises is proposed. The purpose of the sales department of the agricultural enterprise in its logistic activity is characterized. Conclusions. Logistics activities are important in the marketing of agricultural products. Domestic manufacturers need to consider a large number of factors to determine the feasibility of using different types of distribution channels in the logistics system. Improvement of logistic activity of agrarian enterprise is the key to maintaining the proper level of competitiveness of its products. Keywords: logistics, logistic activity, logistics system, marketing, marketing of agricultural products, agrarian enterprise, sales channel, marketing communications.

scholarly journals DEVELOPMENT MANAGEMENT OF AGRICULTURAL ENTERPRISES

2021 ◽  
Vol 3 (38) ◽  
pp. 134-143
Author(s):  
T. Balanovska ◽  
М. Mykhailichenko ◽  
V. Holik ◽  
К. Dramaretska ◽  
A. Troian
Keyword(s):  
Jel Classification ◽  
Maximum Efficiency ◽  
Enterprise Development ◽  
Agricultural Enterprises ◽  
Development Management ◽  
Agricultural Enterprise ◽  
Characteristic Features ◽  
Legal Forms ◽  
Effective Development

Abstract. Today there is an intensification of activities and the associated increase in the dynamics of change in all sectors of the economy, including the agrarian sector, in Ukraine and throughout the world. This makes it urgently necessary for agricultural enterprises to adapt to such conditions in order to ensure the efficiency of their activities and long-term competitiveness. The most effective way to address this issue is to introduce development management of agricultural enterprises. The article considers the concept of «development» and «enterprise development», clarifies the meaning of the concept of «enterprise development management», and defines the purpose of such management. In accordance with the content and the proposed definition of the concept of «enterprise development management», the study highlights its characteristic features. It analyzes the main indicators of development of the agricultural enterprises in Ukraine, which demonstrated deterioration in the dynamics of their performance. The findings show the importance of development management of agricultural enterprises. To find a solution, the article suggests an algorithm for development management of agricultural enterprises that is developed, substantiated and based on the tools of strategic management. Adherence to such an algorithm will contribute to the effective realization of the potential of enterprises, rapid adaptation to changes in the external environment, the formation and implementation of effective development strategies, which will ultimately ensure economic, social and environmental efficiency and long-term competitiveness. The proposed algorithm is typical for agricultural enterprises of different organizational and legal forms of management, size, specialization, etc. and at the same time flexible to take into account the peculiarities of certain types of enterprises, which enables to achieve maximum efficiency of enterprise development on the basis of specification of its certain stages. Keywords: development, enterprise development, enterprise development management, competitiveness, agricultural enterprise. JEL Classification Q12 Formulas: 0; fig.: 3; tabl.: 2; bibl.: 22.

scholarly journals Creation and marketing activity problems of service cooperatives in agri-culture

2019 ◽  
Vol 21 (92) ◽  
pp. 49-54
Author(s):  
S. Poperechny ◽  
O. Salamin ◽  
N. Kubrak
Keyword(s):  
Agricultural Development ◽  
Market Price ◽  
Market Mechanism ◽  
Agricultural Products ◽  
Government Support ◽  
Raw Material ◽  
Main Element ◽  
Competitive Advantages ◽  
Marketing Activity ◽  
Agricultural Enterprise

The problems of creation and effective functioning of service cooperatives in agriculture are analyzed. Formation of their microeconomic goals, which are determined by the presence of many centers of optimization, are shown. The inadequate coherence between these goals and the directions of state financial support was the most important factor in deterring of formation servicing co-operation in Ukraine. The mistakenness of common points of view regarding the absolute competitive advantages of agroholdings in comparison with service cooperatives is substantiated. Service cooperatives can provide formation as large commodity parties as agroholdings without excessive consolidation of economic entities. In addition, service cooperatives may avoid competition by implementing marketing strategy focused on satisfying needs of consumers of individual narrow market segments.  The main argument is the ability to overcome the monopolization of the market by separate structures and ensure market price generation. General tendencies of agricultural development are determined by the prices which are formed by separate monopoly structure without cooperatives. Price is the main element of the market mechanism of production regulation. It is a benchmark that defines the directions of marketing activity of agricultural enterprise. There are lots of tendencies that should be expected in such condition. These are huge companies, which form their own distribution channels. They independently deliver products to consumers, passing the existing intermediary structures which monopolized market. They prefer production of products for export, as monopolistic tendencies in pricing are largely overcomed in foreign markets and prices for agricultural products are higher and more stable. Cooperative idea is aimed at formation on cooperative basis of the infrastructure of the agrarian market in some countries. Evidence of this is predominantly cooperative ownership of the wholesale markets for agricultural products, created in the places of raw material production. Government support of creation markets ensures market generation of prices and goods flows through the organization of auction tenders. The dissemination of information on the results of these trades will affect the price level generated by other channels, stabilizing prices.

scholarly journals THEORETICAL ASPECTS OF ASSESSMENT OF FINANCIAL SUSTAINABILITY OF AGRICULTURAL ENTERPRISES

2021 ◽  
Author(s):  
Oksana Pavlenko ◽  
◽  
Diana Kogushko ◽  
Keyword(s):  
Financial Stability ◽  
Agricultural Development ◽  
Legal Framework ◽  
Normative Values ◽  
Financial Sustainability ◽  
Agricultural Enterprises ◽  
Financial Condition ◽  
Agricultural Enterprise ◽  
The Absolute ◽  
High Level

The article examines the essence of the concept of “financial stability of the enterprise” and different views on its interpretation by domestic scientists. The methodical bases of an estimation of financial stability of the enterprise to which calculation and the analysis of absolute indicators and relative indicators most often belong are considered. Their explanations, formulas for calculation and normative values of these indicators are given. Theoretical aspects of the influence of factors on the provision of financial stability are also given, because this is one of the most important conditions for life, development and further stable provision of a high level of competitiveness of the enterprise. Namely, the factors that are divided into independent of the enterprise and those that directly depend on the internal situation and development of the enterprise were considered. The existing methods of analysis of financial stability of the enterprise are considered and explained. The main ones are aggregate, coefficient, margin, point, balance, integral and factorial methods, as well as the most suitable methods for determining the financial stability of the agricultural enterprise. The application of the main indicators of financial stability of an agricultural enterprise as an indicator of financial stability of the enterprise and solvency is given and substantiated. The main types of financial stability of the enterprise are also given and explained, namely the absolute type, normal, pre-crisis and crisis. The main tasks and prospects of agricultural development are determined. In addition, the main problems in the calculation of indicators and the overall assessment of the financial condition of the agricultural enterprise are identified. The issues that need urgent solution and improvement are proposed to further improve the financial stability of the agricultural enterprise. The main ones are the improvement of the legal framework of Ukraine, to improve the regulation of relations between participants in agriculture, the development of new indicators for assessing the financial condition of agricultural enterprises and revision of regulatory values of these indicators in connection with the specifics of this industry.

scholarly journals Factors of successfulness of organic markets 

2012 ◽  
Vol 52 (No. 8) ◽  
pp. 358-360
Author(s):  
A. Kretter ◽  
I. Ubrežiová
Keyword(s):  
20Th Century ◽  
Slovak Republic ◽  
Agricultural Products ◽  
Vertical Line ◽  
Export Markets ◽  
Agricultural Enterprises ◽  
Agricultural Enterprise ◽  
Conventional Production ◽  
Organic Products

In Slovakia, agricultural enterprises have applied the organic way of production from the 90s of the 20th century. We can state that the production of organic products has been improved. More than 90% of organic agricultural products are oriented towards export markets or conventional production. There are only a few storages with eco-products in the Slovak Republic. The paper deals with the factors of the successfulness in the market with organic products from the viewpoint of the vertical line “agricultural enterprise – processor – trade – consumer”. These relate to the active market with eco-products in Slovakia.  

scholarly journals The role of the digital competence of employees in the marketing management of agricultural enterprises

2020 ◽  
Vol 11 (2) ◽  
pp. 5-17
Author(s):  
T. Balanovska ◽  
◽  
B. Wyrzykowska ◽  
V. Voskolupov ◽  
◽  
...  
Keyword(s):  
Development Strategy ◽  
Marketing Management ◽  
Digital Competence ◽  
Agricultural Commodity ◽  
Agricultural Enterprises ◽  
Managerial Decisions ◽  
Life Long Learning ◽  
Agricultural Enterprise ◽  
Performance Results

The article reveals the role of the digital competence of employees in the marketing management of agricultural enterprises. It has been noted that marketing management is one of the novel approaches to managing an agricultural enterprise. It has been found that the successful all-levels marketing management of agricultural enterprises essentially depends on the holistic development of employees, so it is crucial to devote attention to professional knowledge of specialists, their ability to respond swiftly to market demands, ability to communicate, assume responsibility for performance results, as well as be engaged in life-long learning. It has been noted that cutting-edge technologies and equipment demand from employees to be digitally competent. The essence of digital competence has been revealed. The key components of the application of digital competence by agricultural commodity producers, which are crucial when looking for buyers and suppliers, or studying the market, have been considered. Since the state-of-the-art digital technologies require an Internet connection, the possibility of the rural population of Ukraine to have access to the Internet has been analyzed. It has been noted that the formation and development of the digital competence of employees constitutes an integral part of marketing management in agricultural enterprises thus improving the knowledge and skills of personnel when making managerial decisions, and providing competitive strengths and justification of enterprise development strategy.

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