Marketing management of business activities in the context of international diversification involves the construction of an appropriate system of information gathering, study of foreign markets, planning, implementation and control of the marketing program, risk and profit assessment, effectiveness of marketing decisions, development of marketing strategy of the enterprise, which allows obtaining the maximum positive result with minimal marketing costs. In this study, further development of scientific and methodological approaches to determining the state of marketing management of the activities of agricultural enterprises of Ukraine under the conditions of international diversification, consisting in the identification of problematic issues arising in the course of international business diversification; quantitative and qualitative assessment and determination of the degree of diversification of the enterprise in different markets, as well as conducting market research of the most important business segments of consumers in foreign markets  and selecting the optimal exit strategy of a diversified international markets. Keywords: marketing management, concept of marketing management, international diversification, effectiveness of marketing management, planning, organization and control of enterprise marketing management, evaluation of the degree of diversification of activities, diversified company

Scientific and methodical approaches to the definition of international markets for implementation of the strategy of internationalization by Ukrainian meat producers' have been developed, choosing strategy of internationalization by Ukrainian meat producers procedure has been determined, a system of indicators has been developed to assess the marketing appeal of new international markets for Ukrainian meat producers. According to the analysis of practical aspects results of the agrarian enterprise and its associations functioning, a scientific and methodical approach to the integrated assessment of the business environment of international markets attractiveness’ for Ukrainian meat producers by the product group "0207 Poultry Meat" was developed. The proposed approach is based on applying summing up the ranks to rank foreign markets according to the system of dynamic indicators method, which allowed determining the marketing attractiveness of the new international markets for the activity of Ukrainian meat producers in these markets. As a result of the proposed approach application, foreign markets have been identified that demonstrate favorable conditions for doing business with Ukrainian meat producers. It has been proved that the markets of Denmark and Finland have demonstrated favorable conditions for doing business with them, which testifies that internationalization of Ukrainian meat producers’ strategy should be aimed at the formation of future outlines of new markets in the direction which is beneficial to them. Keywords: international business activities, internationalization strategies, attractiveness of international markets marketing, a system of indicators for assessing the marketing attractiveness of new international markets.

No abstract

No abstract

In this article it is substantiated the necessity of radical changes study in the practice of domestic agricultural enterprises managing, creation of a new functional and organizational structure that will maximally facilitate the marketing strategy of business diversification by the agrarian enterprise of Ukraine. It is analyzed agrarian enterprises efficiency of activity under the conditions of the transformation processes, it is determined that the leaders of the domestic and world markets of agrarian products are agroholdings with a rigid management structure, and their marketing goals are a decisive factor while making choice of markets under the conditions of diversification activities. It is substantiated that the formation of an international diversified company of agrarian business provides equally to participating enterprises the use of common resources, redistribution of resources between structural units operating on one financial result, the possible loss of one enterprise is compensated by the profit of the group as a whole. Reformation of agrarian enterprises of Ukraine process is analyzed; in particular, in the case of farms in the context of international business diversification; it is determined the necessity of creating a new organizational structure of management by the agrarian enterprise. It is grounded the creation of a functional and organizational mechanism for an international diversified conglomerate enterprise activity in order to ensure the stability of its functioning under the conditions of the transformation processes.It is proposed a new structure of functional and organizational management an international diversified conglomerate company on the basis of the developed marketing mechanism of enterprise management under the conditions of international diversification. It is substantiated that in Ukraine, the formation of such new international diversified conglomerate enterprises from small enterprises, by grouping farms (which by their number in Ukraine is most) will provide a positive result from overcoming the grinding of domestic agrarian business, consolidation of the agrarian sector and creating the opportunity to benefit from the budget of Ukraine from international diversified conglomerate business structures. Keywords: transformational economic processes, international marketing, globalization, marketing management, international diversified conglomerate enterprise, business consolidation.