The general composition of the marketing toolkit of enterprises is summarized. The goal of the study was the formation of tools for increasing the competitiveness of agricultural enterprises by means of marketing communications. The place of marketing communications of enterprises in the general system of the marketing mix is shown. The general criteria of competitiveness of agricultural enterprises are outlined. The directions and means of using marketing communications in order to strengthen the competitiveness of agrarian business entities have been determined, in particular by groups: (1) dissemination of communication and research policy, (2) communications in the field of product and market portfolio, (3) financial and resource planning of communications, (4) development of strategic market communications. The factors of the development of processes of interpretation of the information received by users are determined. It has been established that the competitiveness of an agricultural enterprise is a complex system category that gives a comprehensive description of its ability to oppose direct competitors, both at the current time and in the strategic perspective, in the target market segment where the enterprise’s products are positioned, in order to ensure the functioning and planned development under the pressure of competition and the action of factors and conditions of the business environment. A structural and functional model for improving the policy of ensuring the competitiveness of agricultural enterprises has been developed. An arsenal of tools for increasing the competitiveness of enterprises in the agrarian sector of the national economy by means of marketing communications has been developed.

At the modern innovative stage of development, one of the most important directions of management is the development of an effective management system of the organization. The foundations of this system, formed during the administrative-command economy, although they contain valuable experience, are not sufficiently adapted to the market environment. In the conditions of a market economy, the volume and complexity of management functions increase significantly (state support is reduced to a minimum, competition between producers increases, there is a need for marketing, etc.), while the increased role of management implies economic freedom and full responsibility of the organization's management for the results of its activities. Modern approaches to determining the effectiveness of the organization's management system are considered. At the same time, it should be noted that a unified approach to management efficiency assessment has not yet been formed, nor has an effective analysis tool been created that would allow comprehensively characterizing the functioning of the management system of an agricultural organization and would serve as a basis for its further improvement. It was established that the modern idea of the effectiveness of the organization's management system should take into account both the human and the economic factor, since the effectiveness of the management system is a socio-economic category; changes in the goals of functioning and development of management systems in modern conditions. A methodology for diagnosing the effectiveness of management of agricultural organizations has been developed, which analyzes three areas containing indicators that allow evaluating a specific type of effectiveness. The implementation of the proposed methodological approach to the assessment of the effectiveness of the management system will contribute to the prompt monitoring of emerging deviations, timely response to them and, in general, will increase the quality of management and the efficiency of the functioning of the agricultural organization

The article emphasizes the importance of strategic innovation management in the process of ensuring the effectiveness of the enterprise’s foreign economic activity. The necessity of implementing marketing tools and its role in the strategic management of innovative and foreign economic processes of the enterprise is highlighted. The obtained results of the analysis of the latest research and publications allowed us to conclude that modern trends have led to changes in scientific interests regarding the study of priority areas of enterprise activity and prerequisites that determine the success of their development. When ensuring the efficiency of foreign economic activity, it is appropriate for machine-building enterprises to develop a system of strategic management of innovations. The list of conditions that expand the scope of application of marketing tools in strengthening the innovative activity of the machine-building enterprise in the system of foreign economic activity is highlighted: formation of a motivational environment; implementation of Industry 4.0 technologies; use of alternative sources of investment; development of the potential of innovative activity; information provision and database formation; expansion of foreign economic relations; development of communications and creation of digital platforms; development of organizational culture. The marketing toolkit should take into account the influence of globalization trends, changes in the environment of resource provision, structural transformations of the national economy, etc., which allows to successfully solve the tasks and create the necessary prerequisites for strengthening the innovative activity and development of the enterprise’s foreign economic relations. The advantages of marketing tools and the consequences of refusing their implementation for machine-building enterprises in the development of innovative and foreign economic activities are given.