MANAGEMENT OF MARKETING ACTIVITIES OF AGRICULTURAL ENTERPRISES

Abstract. The analysis of the activity of agricultural enterprises indicated its inherent high degree of risk. Unlike other industries, a significant share of integrated risk for agriculture is weather risk. It is this risk that necessitates the diversification of agricultural marketing into three forms: with a deficit of the main commodity product of the agricultural enterprise in the market; with the balance of sales and supply and with the market surplus of marketable products. It is pointed out that in order to reduce the risk, a significant number of medium-sized producers rely on multi-product production and management has to simultaneously make use of all the intended forms of marketing. It has been established that the marketing activities of agricultural enterprises for a number of reasons: established tradition, lack of financial resources, etc. are often sporadic, fragmented, not a systematic, purposeful activity with defined goals, well considered tools, adequate funding and resources. Therefore, a number of specific steps have been proposed for the implementation of effective agribusiness: changing the traditional way of thinking; formation of a holistic systematic approach to marketing policy as a single coordinated complex of management and marketing; thorough study of the market of products manufactured by the agricultural enterprise, and the formation of the forecast for the next season. To strengthen marketing activities and conduct effective agribusiness, algorithms have been developed to gain a competitive advantage. It is shown that agricultural marketing today is becoming a broader field of activity than providing pure production and marketing using the main levers — price, product, sales and communication. It must best meet the needs and requirements of consumers, in particular, by shifting the main emphasis from price and sales aspects to communication. This is one of the main ways to ensure the function of agribusiness efficiency. It is proposed to use the experience of developed countries and more widely employ modern information technologies of management and marketing, in particular, decision support systems and analysis of risks and forecasts for the next period. The following ways are proposed for the use of modern decision support systems, risk analysis and forecasts in Ukrainian agricultural management and marketing: cooperation, use of these information systems on the basis of lease or, less relevant, expert risk assessment. A mathematical method of taking into account the degree of risk in the business processes of agricultural enterprises is proposed. Keywords: marketing, management, management, manager, agricultural management, agribusiness, information technology marketing. JEL Classification M11, M31, Q13 Formulas: 1; fig.: 3; tabl.: 0; bibl.: 22.

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FORMATION OF THE SYSTEM OF MANAGEMENT OF THE PERFORMANCE OF MARKETING ACTIVITY OF AGRARIAN ENTERPRISES ON THE BASIS OF A SYSTEM OF BALANCED INDICATORS

ED/2019/1 - The economic discourse ◽

10.36742/2410-0919-2020-2-10 ◽

2020 ◽

pp. 95-108

Author(s):

Olga Varchenko ◽

Iryna Artimonova ◽

Iryna Herasymenko

Keyword(s):

Agricultural Sector ◽

Business Development ◽

Marketing Activity ◽

Agricultural Enterprises ◽

Theoretical Approaches ◽

Agricultural Enterprise ◽

Marketing Activities ◽

Strategic Goals ◽

Methodological Approaches ◽

Business Orientation

Introduction. In an unstable market environment, it is quite difficult to objectively evaluate the effectiveness of marketing activities for agricultural enterprises using traditional methodological approaches. We believe that now there is a need to develop methodological approaches that will help to establish the relationship in the marketing management system, taking into account the changing market conditions and the resource potential of the agricultural enterprise. Methods. The following methods are used to achieve this goal, namely: methods of monographic comparative analysis and specific methods in the field of analysis of theoretical and analytical foundations of marketing activities to determine the strategic prospects of marketing activities, identify effective measures to improve marketing activities in agricultural enterprises. Research methods are based on theoretical developments and scientific tools, which includes analysis and evaluation of formulated methodological approaches to assess the effectiveness of management of marketing activities of agricultural enterprises on the basis of quantitative and qualitative indicators. The research methodology also provides for the generalization of scientific sources that explore the rational aspects of management and increase the effectiveness of marketing activities of enterprises in the agricultural sector of Ukraine. Results. Theoretical approaches to understanding the management of enterprise marketing activities are summarized, and the distinction and fundamental relationship between the categories «marketing performance» and «marketing efficiency» are established. It has been found that the main purpose of these categories is to achieve the desired results, in which the achievement does not take into account the method and the costs incurred, and the efficiency takes into account the way with the resources expended. The formation of a holistic system for managing the effectiveness of marketing activities is achieved through synchronization of the process of influencing marketing tools in order to create an overall synergistic effect. We have developed a balanced system of indicators of the enterprise to evaluate the effectiveness of marketing activities of the enterprise, which considers the specific activity and business orientation of the agricultural enterprise. It is proved that, depending on strategic goals, business orientations of agrarian enterprise are determined, which set the future vector of business development, therefore marketing activity should promote business development. Discussions. Promising areas of further research are the development of methods for analyzing the cost-effectiveness of marketing activities in the agricultural sector. Keywords: management, marketing complex, business orientation, strategic goals, performance, efficiency, production resources.

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Trends and stages of development of marketing approaches in the management of agricultural production

Economies Horizons ◽

10.31499/2616-5236.1(8).2019.230432 ◽

2019 ◽

Author(s):

Olga G. Chirva ◽

Maksym.V. Boyko

Keyword(s):

Production Management ◽

Economic Security ◽

The State ◽

Industrial Complex ◽

Product Policy ◽

Agricultural Enterprises ◽

Marketing Policy ◽

Study Results ◽

Marketing Activities ◽

The Impact

The aim of the study. The purpose of the article is to analyze the current state and trends in the marketing activities of enterprises of the agro-industrial complex of Ukraine. Methodology. In the study of the state and trends of marketing activities of agricultural enterprises of Ukraine used a graphical method and systematic analysis; in the study of the impact of threats on the state of marketing activities of agricultural enterprises in Ukraine - the causal method and the method of scientific generalization - in forming the conclusions of the study. Results. Theoretical aspects of the conditions for the formation of marketing policy of agricultural enterprises are analyzed, we consider it appropriate to summarize the results in accordance with the constituent elements of marketing product policy. It is established that such components of marketing product policy are the development of a new product or economically justified improvement of existing ones; maintenance of goods (transportation, service, storage); withdrawal of goods from production, diversification, elimination. According to the results of the research, the tendencies of development of marketing approaches in production management of agricultural enterprises are analyzed. In the context of marketing policy analysis, a preliminary definition of the content of specific categories that are closely related to agricultural policy is identified. The practical significance of the study is that the main conclusions and suggestions can be used by domestic enterprises to form an effective management system for marketing activities of agricultural enterprises. Prospects for further research. It is determined that in the long run for agricultural enterprises in developing marketing policy as a tool for economic security and for making sound management decisions and in the interests of consumers of agricultural products in the region it is necessary to form strategic and tactical goals based on the proposed tools.

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Enterprise Activity Modeling in Walnut Sector in Ukraine

Sustainability ◽

10.3390/su132313027 ◽

2021 ◽

Vol 13 (23) ◽

pp. 13027

Author(s):

Vitalii Lutsiak ◽

Taras Hutsol ◽

Nataliia Kovalenko ◽

Dariusz Kwaśniewski ◽

Zbigniew Kowalczyk ◽

...

Keyword(s):

Business Model ◽

Value Chain ◽

Business Models ◽

Raw Materials ◽

Cost Effective ◽

Agricultural Enterprises ◽

Activity Modeling ◽

Marketing Activities ◽

The Given ◽

Enterprise Activity

The main goal of this study was to provide a critical analysis of the oil and fat sub-complex for deep walnut processing, to determine and compare the profitability of enterprises’ activities under different business models for implementation in the agro-food value chain. The latter was considered as an important factor for the development of the domestic market of walnuts and export opportunities. Business modeling of the enterprise activity in the oil and fat sub-complex for deep walnut processing was carried out. The stages of production and marketing activities of the enterprise from the garden planting or the purchase of the processed raw materials to the sale of the processed raw materials and products obtained from walnut processing depending on the chosen business model were considered. A comparative analysis of profitability of the enterprise activity and absolute values of income and profitability indicators under various business models of the enterprise activity were shown. The most cost-effective business-model entailed the combination of walnut production and its processing, which will provide profitability of up to 4640.32% in the 20th year of the project implementation. The results of the given study are intended for the agricultural enterprises of central region of Ukraine.

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The current state of marketing activities of agricultural enterprises in Ukraine

Economies Horizons ◽

10.31499/2616-5236.2(9).2019.230431 ◽

2019 ◽

Author(s):

Olga G. Chirva ◽

Maksym V. Boyko

Keyword(s):

Economic Security ◽

The State ◽

Practical Significance ◽

Industrial Complex ◽

Agricultural Enterprises ◽

Current State ◽

Marketing Policy ◽

Study Results ◽

Marketing Activities ◽

The Impact

The aim of the study. The purpose of the article is to analyze the current state and trends in the marketing activities of enterprises of the agro-industrial complex of Ukraine. Methodology. In the study of the state and trends of marketing activities of agricultural enterprises of Ukraine used a graphical method and systematic analysis; in the study of the impact of threats on the state of marketing activities of agricultural enterprises in Ukraine - the causal method and the method of scientific generalization - in forming the conclusions of the study. Results. The results of the study were summarized with the help of SWOT-analysis, which allowed to systematize the tools for marketing activities of agricultural enterprises. Thus, the results of the evaluation of the effectiveness of marketing policy of agricultural enterprises, according to the respondents, confirmed the importance of marketing policy to ensure their economic security. According to the results of the study, the development trends of agricultural enterprises are analyzed, the effectiveness of the marketing policy of agricultural enterprises is diagnosed, the main factors influencing the state of economic security of agricultural enterprises are assessed. The practical significance of the study is that the main conclusions and suggestions can be used by domestic enterprises to form an effective management system for marketing activities of agricultural enterprises. Prospects for further research. It is determined that in the long run for agricultural enterprises in developing marketing policy as a tool for economic security and for making sound management decisions and in the interests of consumers of agricultural products in the region it is necessary to form strategic and tactical goals based on the proposed tools

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THEORETICAL ASPECTS MARKETING STRATEGY DEVELOPMENT AT AGRICULTURAL ENTERPRISES

Vestnik of Kazan state agrarin university ◽

10.12737/7753 ◽

2014 ◽

Vol 9 (4) ◽

pp. 48-50

Author(s):

Романовская ◽

Elena Romanovskaya ◽

Кузнецов ◽

Andrey Kuznetsov

Keyword(s):

Marketing Strategy ◽

Marketing Strategies ◽

Strategy Development ◽

Internal Environment ◽

Agricultural Enterprises ◽

Marketing Activities ◽

Marketing Tool ◽

Definition Of ◽

Market Relations

Modern processes of development of market relations in the Russian agribusiness allow to speak about the urgent need to select and implement an effective marketing strategy. The use of an effective marketing tool allows subjects of agriculture to adapt to ever-changing conditions of the external and internal environment. The necessity of develop and improve marketing strategy causes important to study. The author examines the factors, that must be considered when designing and implementing marketing strategy for enterprises. The article focuses on the study of the issue, concerning the definition of “marketing strategy” of agricultural enterprises. On the basis of the study, it is concluded, that marketing strategy combines elements of marketing as a complex. Basing on it, an enterprises realize their effective marketing activities, which are aimed to achieve marketing purposes. The authors systematized the main elements of marketing strategies of agricultural enterprises. According to the authors opinion, the developed marketing strategy will enable to improve the competitiveness of products and increase sales.

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Ensuring the Marketing Activities of Agricultural Enterprises: Strategic and Tactical Decisions

International Journal of Agricultural Extension ◽

10.33687/ijae.009.00.3723 ◽

2021 ◽

Vol 9 (4) ◽

pp. 71-79

Author(s):

Alla Riabchyk ◽

Olena Babicheva ◽

Olena Nahorna ◽

Olena Korchynska ◽

Tamila Bilousko

Keyword(s):

Agricultural Sector ◽

Strategic Orientation ◽

Strategic Decision ◽

State Support ◽

Agricultural Producers ◽

Agricultural Enterprises ◽

Marketing Activities ◽

Physical Assets ◽

Tactical Decisions ◽

Rural Enterprises

The strategy of agricultural enterprises is transformed under the influence of external requirements. Limited opportunities for agricultural enterprises to adapt to harsh economic and environmental conditions, especially in developing countries, determine strategic opportunities and decisions. The purpose of an article was to study the features of the strategy and tactics of marketing activities of agricultural enterprises to identify their effectiveness in order to support the development of activities. The methodology is based on the theory of strategic decision-making and the concept of sustainable agriculture to identify the effectiveness of strategies and tactics of marketing activities of agricultural firms in Hungary, Poland, Romania, Slovenia. The results show a low level of strategic orientation of rural enterprises. State support does little effort to stimulate differentiation and niche specialization of agricultural producers, as evidenced by the constant dynamics of agricultural production. Investing in physical assets is the most effective tool to support the agricultural sector. Cooperation and collaboration among enterprises is not widespread and single-owner farming is the most common organizational form in the agricultural sector. Producers' pricing policies remain stable and depend on market conditions: product prices fluctuated slightly. The practical value of the results lies in taking into account the identified effective ways of state support for agricultural producers in promoting the strategy of differentiation of agricultural products.

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Formation of the Enterprise Strategy based on the Industry Life Cycle

Independent Journal of Management & Production ◽

10.14807/ijmp.v12i3.1537 ◽

2021 ◽

Vol 12 (3) ◽

pp. s262-s280

Author(s):

Yuliia Karpenko ◽

Inna Kuznetsova ◽

Alla Chykurkova ◽

Maryana Matveyeva ◽

Oleksandr Hridin ◽

...

Keyword(s):

Life Cycle ◽

External Environment ◽

Enterprise Strategy ◽

Enterprise Development ◽

Agricultural Industry ◽

Agricultural Enterprises ◽

Industry Life Cycle ◽

Competitive Relations ◽

Marketing Activities ◽

Change Response

The article considered the process of forming an enterprise strategy in the following stages: analysis of the external and internal environment of an enterprise, formation of a system of enterprise goals, assessment of alternative development strategies and the choice of one of them, implementation of the chosen strategy, and adjustment of the strategy. It is proposed to analyze the external environment in accordance with the concept of the industry life cycle. The concept of the life cycle of the industry, in particular the main stages of development of the industry and the criteria that are the basis for their identification, has been investigated. It is proposed to use the scientific developments of Porter and use the following characteristics as criteria: behavior of buyers of products (services), changes in goods, the nature of competitive relations in the market, profits of enterprises in the industry and marketing activities. Accordingly, it is proposed to highlight the stages of the industry development: implementation, growth, maturity, decline. Alternative strategies of enterprise development at various stages of the industry life cycle are considered: the strategy for realizing the advantages of the pioneer, the strategy of change response, the strategy of change management, the strategy of stabilization, the strategy of reduction, the strategy for finding segments of steady demand, as well as the strategy of the "last time". The main characteristics of these strategies are studied. The analysis of the life cycle of the agricultural industry in Ukraine has been carried out and it has been established that according to most of the characteristics it is at the stage of maturity. The industry has established relationships between producers and business consumers, enterprises receive average profits and specialize in the production of certain types of agricultural products of sufficiently high quality, and there are processes of gradual ousting of competitors from the market. It is proposed to agricultural enterprises as a possible strategy to implement a stabilization strategy that best suits the conditions of the external environment.

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