SUBSTANTIATION OF THE MARKETING STRATEGY OF AGRICULTURAL ENTERPRISE DEVELOPMENT

Abstract

The paper substantiates the importance of implementing a marketing strategy in the activities of agricultural enterprises as an integral part of the management system. The purpose of the scientific work is to substantiate the theoretical and methodological principles and to develop appropriate recommendations for the formation and implementation of marketing strategy for the development of agricultural enterprises.

The scientific novelty of the results is to improve the content of the concept of «marketing strategy of enterprise development», which, in contrast to existing ones, should be considered as one of the models of a set of marketing plans and actions for a long period. through the use of a set of organizational, managerial and marketing measures; proposals for the implementation of the marketing strategy of the agricultural enterprise.

The assessment of the factors of the macroenvironment of the activity of  SE «EF «Tairovske» was carried out on the basis of PEST-analysis. The use of SWOT-analysis allowed to identify the strengths of the enterprise: highly qualified specialists, favorable geographical location, the image of a reliable manufacturer and professional performer, a high level of product quality. However, there are weaknesses, including the lack of a site, low consumer awareness of the product, limited target audience, insufficient development of marketing in the enterprise. Taking into account the opportunities and threats of the company's development, strategic alternatives have been identified, aimed at developing a marketing strategy for the development of Tairovske.

Strategic guidelines for the development of the enterprise by forming a mission and building a «tree of goals», developing a balanced scorecard are substantiated. The introduction of marketing strategy in the activities of the studied economy involves the formation of the optimal product range and access to new sales channels through the use of modern Internet technologies (development of online store, creating a page on Facebook, Instagram).

The practical significance of these results lies in the substantiation of theoretical and methodological principles and the development of practical proposals for the formation and implementation of marketing strategies for the development of agricultural enterprises, which will increase their competitiveness and increase.