The research aims to study the implementation of a strategy for attracting investments to develop rural areas, which, based on the use of an investment platform and stimulation of business processes, allows for accelerating the reconstruction of infrastructure facilities in the countryside, involving interested investors in the cycle of economic restoration of the country’s agrarian sector. The research was conducted using the following methods: analysis of indicators in the structure of foreign investments; analogies and comparisons of directions of capital investments by private investors for the development of rural areas; inducing macro factors that hinder the implementation of investment policy; synthesis of indicators of the profile matrix of SWOT analysis and PEST analysis; creation of spatial models of landscapes of investment sites. The results of this study are the identification of priority foreign investment companies of the countries of the world, which ensure the attraction of direct foreign investments in the agricultural sector of the economy of Ukraine. Based on SWOT-analysis and PEST-analysis matrix profiles, macro-factors of the internal and external investment environment of rural areas are determined, which have a significant impact on the acceleration (inhibition) of the implementation of the investment platform and stimulation of business processes for the reconstruction of infrastructure facilities. A three-level profile of the landscape of the platform of investment and stimulation of business processes for the reconstruction of infrastructure objects of rural areas in Ukraine was modelled

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The article is devoted to the topical issues of defining the concept of forming the marketing strategy of agrarian enterprises. Various approaches to the formation and essence of the marketing strategy of enterprises are analyzed. It is noted that the formation of a marketing strategy is the main stage in the process of strategic management of an agricultural enterprise, it plays a significant role in the enterprise's activity. The marketing strategy is considered, which is part of the general corporate strategy of the enterprise and is designed to describe how the enterprise should use its resources in order to increase the profit from economic activity in the long term. The main components of marketing strategy development and formation, which are essential for agricultural enterprises, including information gathering and market research, are analyzed; analysis of external and internal components of agrarian business; creation of action plans and identification of competitive advantage; choosing the best plan that corresponds to the common mission of the enterprise; strategy implementation and evaluation. It is noted that at the current stage, the marketing strategy of enterprises can be focused both on the entire market and on separate target segments, taking into account the main strategic directions: the strategy of mass or undifferentiated marketing, focused on the market as a whole; the strategy of differentiated marketing, the goal of covering the largest possible number of market segments by means of the production of goods specially designed for this is realized; concentrated marketing strategy, efforts and resources of the enterprise are directed to one market segment. It has been proven that the influence of the chosen concept, which must take into account all components of agricultural production, is of particular importance in the formation of a marketing strategy: seasonality and cyclical production, the duration of the operating cycle, the interrelationship of the branches of agricultural production, the price of products, assortment and quality, the direction of product sales and influence of all generalizing factors on managerial decision-making.An important component is that managers of agricultural enterprises recognize the proper importance of marketing, the need to develop a marketing strategy and the MANAGEMENT OF MARKETING ACTIVITIES OF AGRICULTURAL FORMATIONS IN THE CONDITIONS OF EUROPEAN INTEGRATION 363 conditions for its effective implementation.Analysis of recent research and publications. A large number of works by foreign and domestic scientists have made a significant contribution to the formation and essence of the marketing strategy of enterprises. Among foreign authors, this issue was studied by: M.

The development and implementation of strategic approaches to the marketing activities of enterprises is an important vital need for the functioning of domestic enterprises. However, the very concept of «marketing strategy» applied in the management of production and sales of products is characterized by complexity, multifacetedness and long-term development.By the strategy of sales activities, we understand the process of long-term planning and organization of sales activities, which allows us to successfully implement the sales philosophy of a specific company-seller. Many factors influence the formation of the company's sales strategy. The most important among them are: products and services produced by the enterprise; microenvironment of the enterprise (its goals and resourcesfinancial, technological, technical, human, etc.); consumer audiences (their needs, tastes and preferences); conditions of competition; external factors [159, p. 115].There are many different options for marketing strategies, which can be divided into two groups: product strategy and market strategy. Among them, the following strategies can be distinguished: depending on the competitiveness of the enterprise and the attractiveness of the market, competitive advantages, the competitive position of the enterprise and its competitors, the type of differentiation, the degree of market segmentation, by the elements of the marketing complex, the state of market demand, the term of implementation, etc. [161, p. 49].The system of marketing strategies of sales management covers seven groups of strategies: business management; target market management; product portfolio management; pricing strategies; management of sales potential; management of marketing risks; management of sales personnel.The essence of the marketing strategy of business management consists in determining the real market situation of strategic business divisions and strategic directions for their further development.

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