Diagnostics of Marketing Information Support of Product Policy in the Sphere of Agribusiness Enterprises

Abstract

The development and implementation of an effective product policy is currently a priority in ensuring the competitiveness of agricultural enterprises in the target markets. The construction of an effective model of product policy of these enterprises is based on an effective system of collection, analysis and interpretation of marketing information about the functioning of external and internal environment of the economic entity in the structure of marketing information system. Thus, marketing information support of product policy of agribusiness enterprises is an effective tool for gaining market power in the system of modern macro- and micro-economic coordinates. In the context of the development of the concept of agro-marketing the system of marketing research of agribusiness enterprises is the basis for the implementation of their product policy, starting from the justification of the product concept and ending with the development of algorithms for marketing decision-making to ensure the strategic position of the company in the target markets. The complex of marketing decisions, taken when justifying and implementing the product policy of the enterprise, should be based on the representative information about the configuration of internal and external market environment. In the context of the priority of marketing information system as an analytical component of economic activity of agroindustrial complex enterprises it is advisable to diagnose the current state of their information support by questioning with the use of specially designed questionnaires. It has been established that the presence of agribusiness enterprises' need for marketing research is determined by internal factors, in particular, by the economic condition of enterprises. Thus, the largest share of enterprises in need of marketing research have a successful economic situation, which is due to the fact that this group of enterprises has its own resources and competencies for the formation of marketing information system. It is essential that the enterprises having problematic and unsatisfactory economic situation do not have effective research systems as a tool for studying their internal marketing environment. Marketing research, conducted by agribusiness enterprises, covers a wide range of problems of enterprise functioning, in particular, efficiency of pricing policy, establishment of supply channels and analysis of needs of target consumers. The achievement of strategic goals of agribusiness enterprises in the long term is achieved through the formation of a marketing information system of the enterprise, the effectiveness of which is based on the integrated implementation of the managerial, instrumental and technological components.