Development of Ways to Adapt Agricultural Enterprises to Changes in the Marketing Competitive Environment

Bahorka, Mariia; Kvasova, Liudmila; Yurchenko, Nataliy

doi:10.30525/2500-946x/2023-2-1

Cited by 2 publications

(1 citation statement)

References 4 publications

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“…Умови високої нестабільності ринкової ситуації ставлять перед аграрними підприємствами значні виклики, але в той же час вони створюють можливості для розвитку та підвищення конкурентоспроможності. Умови невизначеності в сільськогосподарському бізнесі характеризуються непередбачуваністю чи нестабільністю факторів, що впливають на діяльність підприємства, таких як ринкові умови, погодні умови, політична ситуація, технологічні зміни тощо [5]. Підприємство, що працює в умовах невизначеності, повинно бути готове до швидкої адаптації та реагування на зміни.…”

Section: результати дослідженняunclassified

Improvement of the Marketing Management System to Increase the Adaptability of Agricultural Enterprises

Bahorka,

Abramovych

2024

Herald UNU. International Economic Relations And World Economy

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The article reveals the theoretical features of the concept of marketing management, the definition of this concept, and the main problems faced by agricultural enterprises when implementing this concept. Recommendations in the form of marketing solutions have been formed, regarding the improvement of the marketing management system in order to increase the adaptation capabilities of agrarian enterprises in unstable and dangerous conditions of operation. The marketing concept of management is not just a component of the marketing system, but a separate philosophy of the functioning of enterprises. This concept is the main prerequisite for effective marketing activities at the current stage of development, as it is able to cover all marketing means and direct them to achieve marketing goals. Expanding the product range is an important solution to reduce the risk of losses in the event of fluctuations in market demand or prices. Growing different crops with different maturity dates or producing different types of crops will allow agribusinesses to distribute risks between different areas of production. The search for new sales markets will allow enterprises to reduce the risks of dependence on one market and expand their sales opportunities, but the implementation of risk management systems will allow enterprises to effectively analyze and assess risks and make strategic decisions for their management. The development of partnership relations will allow enterprises to combine resources and reduce risks, jointly responding to changes in the market. It has been found that some of the most influential issues, questions and challenges of marketing management can be closely related to various changes in today’s marketing environment – the changing importance of marketing communica- tion channels and media, the growing influence of social media, the increased communication with customers and the influence of word of mouth, the need in marketing reporting, changes in marketing technologies and methods. Adaptation of production to changing conditions and quick response to market changes, application of technologies and innovations can provide the enterprise with competitive advantages and reduce the impact of market instability. Subsystems of management of internal resources and factors of the external environment are singled out, which are interconnected in such a way as to allow attracting unused reserves of the enterprise’s marketing potential into economic circulation.

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Section: результати дослідженняunclassified

Improvement of the Marketing Management System to Increase the Adaptability of Agricultural Enterprises

Bahorka,

Abramovych

2024

Herald UNU. International Economic Relations And World Economy

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Competitiveness as the Main Guideline for Marketing Management in Agribusiness

Bahorka,

Kuznetsov,

Koliesnik

2024

TSEJ

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The objective of this article is to examine the principal indicators of competitiveness and environmental factors, to delineate the methodologies employed in the analysis and assessment of the competitiveness of agrarian enterprises, and to justify the marketing management decisions aimed at enhancing the level of competitiveness, thereby enabling agrarian enterprises to adapt to the contemporary conditions of agribusiness. The study's methodology was based on a synthesis of the results of applied economic research, as well as the scientific works of domestic and foreign scientists. This synthesis highlighted the fundamental theories of competitive advantage, competitiveness, and marketing management. Results. The article examines the principal indicators of competitiveness and environmental factors, considers the methods of analysis and assessment of the competitiveness of agrarian enterprises, and justifies marketing management decisions aimed at enhancing the level of competitiveness in order to facilitate the adaptation of agrarian enterprises to the contemporary conditions of agribusiness. Practical results. It has been demonstrated that it is of the utmost importance for agricultural enterprises to promptly identify and respond to changes in the competitive environment in order to optimise their strategies and minimise potential risks. Accordingly, a comprehensive understanding and analysis of these aspects is essential for an effective assessment of the marketing environment itself. Those engaged in agricultural production who possess competitive advantages are able to adapt to the complex and dynamic factors that characterise the macro-, micro-, marketing and competitive environment. This enables them to strengthen their market positions and to minimise the risks associated with numerical data. Value / Originality. In order to ascertain the competitiveness of an agricultural enterprise, it is necessary to undertake a comparative analysis of the enterprise in question with respect to a number of key indicators. These include the enterprise's conditions, resources and productivity, which should be evaluated in accordance with appropriate methods.

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Development of Ways to Adapt Agricultural Enterprises to Changes in the Marketing Competitive Environment

Cited by 2 publications

References 4 publications

Improvement of the Marketing Management System to Increase the Adaptability of Agricultural Enterprises

Improvement of the Marketing Management System to Increase the Adaptability of Agricultural Enterprises

Competitiveness as the Main Guideline for Marketing Management in Agribusiness

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