The problems of organizing the functioning of the land market in Ukraine remain unregulated. Gradually, they have moved from the economic plane to the political one, thereby exacerbating social tensions in the society. The current state of land relations requires immediate reforms in terms of granting the right to almost 7 million citizens to dispose of their property. Therefore, the issue of completion of land reform and the introduction of agricultural land market is a responsible step for the state and provides for the development of a set of measures based on the forecast of socio-economic consequences for the whole society. This step may be related to the transfer of land to private ownership, formation of a multi-sectoral economy on the basis of ensuring equal development of various forms of management, ensuring conditions for the efficient and rational use of land. The authors emphasize that the draft laws on land turnover submitted for discussion do not specify the issue of transparency of the possible introduction of a free land market and contradict each other. They do not take into account the international experience of developed countries.

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В статті розглянуто визначення понять канал розподілу, канал постачання, канал товароруху, канал збуту. Подано алгоритм планування та аналізу збуту готової продукції як запоруку ефективного управління каналами розподілу. Розглянуто оптову та роздрібну торгівлю як важливі складові каналів розподілу. Висвітлено основні функції оптової та роздрібної торгівлі. Здійснено маркетингове дослідження каналів розподілу на вітчизняному ринку. Проаналізовано динаміку обсягів та структуру оптової та роздрібної торгівлі в Україні за останні десять років. Показано частку продажу товарів, що вироблені на території України протягом досліджуваного періоду. Охарактеризовано сучасний стан каналів розподілу в Україні та надано рекомендації щодо забезпечення ефективності їх роботи в умовах обмежень, пов’язаних з пандемією.

In the national economies of many countries, especially developing ones, agriculture represents a significant share of GDP. The relevance of the issue stated in the study is due to the fact that the marketing strategy of agricultural enterprises is the most important element of their management system, which contributes to the sustainable development of agriculture and provision of the population with better quality food products. The need to increase the competitiveness of agricultural enterprises among similar ones also contributes to the development of agricultural technologies for obtaining high quality and environmentally friendly products. The purpose of this study is to investigate the nature of a modern agricultural company’s marketing strategy. The leading method for investigating this issue is the empirical method, namely examining the practice of marketing strategy in agriculture. As a result of the study, it has been established that a marketing strategy in the agricultural sector should make an enterprise stand out from its competitors through non-price methods. This is primarily due to the peculiarity of agricultural products – they are quite homogeneous, standardised and subject to state regulation not only in terms of safety, but also in terms of conformity with their name. It has been revealed that due to current trends in modern society regarding the need for environmentally friendly production and healthy lifestyles, it is desirable to include these elements in an agricultural company’s marketing strategy. Serious work needs to be done to improve the brand image and the image of the producer. These marketing techniques enable an agricultural company to stand out from its competitors and keep prices and demand at the required level. The results of this marketing strategy make it possible to turn a standardised, uniform product from an agricultural producer into an exclusive, special, high-end product