Marketing monitoring as a tool for assessing the competitiveness of food industry enterprises in the agro-industrial complex

Abstract

Abstract. The purpose of the study was to evaluate the effectiveness of using modern marketing tools to increase the competitiveness of food industry enterprises in the agro-industrial complex in Ukraine. The research methodology employed a SWOT analysis for Myronivsky Hliboproduct (MHP) Private Joint-Stock Company and Roshen Corporation, as well as a case study of the integration of the AgriChain Land mobile application in the Astarta-Kyiv agricultural

holding. The key findings of the study demonstrated that the use of digital technologies, such as CRM systems, geo- analytics and mobile applications, enhances the competitiveness of enterprises. The introduction of geo-analytics at

MHP has significantly improved land and logistics management. The company mapped a third of its land bank using 150 combines, 99% of which were equipped with Field View Drive systems. At Roshen Corporation, marketing monitoring has helped to adapt the product range to changes in consumer preferences, particularly through the development of new products aimed at premium market segments, and the company holds 47% of the sweets market as of 2025. Active analysis of the competitive environment and trends enabled the company to expand its export geography and strengthen its position in international markets. Astarta-Kyiv integrated the AgriChain Land mobile application to improve land management, enabling the company to reduce the time required for management decisions by 20%. The