FORMING THE MARKETING STRATEGY OF AGRARIAN ENTERPRISES

Abstract

The article considers the factors influencing the formation of a marketing strategy based on increasing the efficiency of the activity in the current conditions of management and forecasting their improvement in the future. First of all, marketing strategy is defined as a means of achieving the set goals and scientific methods of managing the actions of business entities to achieve the goal. However, due to changes in the external environment and the internal environment, market trends and the economic situation of agrarian enterprises in today's conditions are rather unstable. We note that for each type of economic entity, it is necessary to choose different development strategies depending on the type of production and the specifics of agricultural production, and only by conducting in-depth analysis and verifying all the mechanisms of the implementation of this strategy, we will be able to achieve positive results in the future. At this stage, the economic policy of our state is primarily aimed to the development and the establishment of agrarian enterprises, and the improvement of their management, which must first of all be based on modern marketing approaches. In the course of the research, certain features of the influence on the results of marketing activities of agricultural enterprises in the Khmelnitsky region were identified with such factors as prices, costs for improving product quality, advertising costs. In our opinion, every enterprise in its activity should constantly focus on the consumer, and the laws of the market economy make it constantly search for effective forms and methods of conducting the economy, aimed at increasing the efficiency of their activities. We are convinced that for each type of business entity is necessary to choose different development strategies depending on the type of production and the specifics of agricultural production, and only in the case by carrying out in-depth analysis and verifying all the mechanisms of implementation of this strategy, we will be able to achieve positive results in the future.