Features and Principles of Formation of Marketing Strategies in the Activity of Agricultural Enterprises of Ukraine

Byvsheva, L.; Kondratenko, O.; Kovalenchenko, А.

doi:10.12958/1817-3772-2019-4(58)-117-123

Cited by 3 publications

(2 citation statements)

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“…Other scientists, who have been studying and evaluating the features of marketing strategies for the agricultural sector in Ukraine, come to different conclusions. For example, L. Byvsheva et al (2019) do not single out innovative development and achievement of goals of the sustainable development as the characteristic and main features of the development of a marketing strategy in the agricultural sector. They only remind that every company should pay special attention to its strengths and weaknesses in order to form a marketing strategy that will be able to effectively function as a holistic optimized mechanism.…”

Section: Discussionmentioning

confidence: 99%

Development of a Marketing Strategy to Improve the Market Activities of Agricultural and Processing Enterprises on the Example of Company Policy

DMYTRIIEV¹,

LEVCHENKO²,

PROKOPENKO³

et al. 2022

Scientific Horizons

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Marketing strategy plays a huge role in the quality functioning and development of any enterprise. Therefore, the finding of new methods for the development of marketing strategies always remains the relevant moment for both entrepreneurs and scientists. Since the agricultural and processing enterprises play the greatest role for Ukraine, it was decided to pay attention to the creation of marketing strategy specifically for these enterprises. Thus, the purpose of the work is to analyze an example of the development of a company's marketing strategy in the above-mentioned sectors, describe its advantages and disadvantages, as well as draw conclusions regarding the specifics of creating a marketing strategy in Ukraine. The analysis became the fundamental method for completing the research, considering a significant amount of data that needed interpretation, which were used for it. The features of the creation and implementation of the marketing strategy of the company “Myronivsky Hliboproduct” were analyzed. It was shown that the company focused on scaling (expansion to foreign markets), developing the company's innovativeness and achieving the goals of sustainable development. Its peculiarity is considered the special approaches to the formation of management structure, characterized by its complexity and autonomy, and a business model based on the greatest possible independence from external suppliers of goods and services (closed production cycle). It was shown that the Ukrainian approach to the creation of marketing strategy still had some differences from the European approach, since it was characterized by the higher level of aggressiveness in capturing markets and the lower level of enterprises’ innovativeness, which was offset by the lower prices for labor and raw materials. The work brings new knowledge regarding the specifics of running the marketing campaigns and creating the marketing strategies among Ukrainian companies, in particular in the agricultural sector

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Section: Discussionmentioning

confidence: 99%

Development of a Marketing Strategy to Improve the Market Activities of Agricultural and Processing Enterprises on the Example of Company Policy

DMYTRIIEV¹,

LEVCHENKO²,

PROKOPENKO³

et al. 2022

Scientific Horizons

View full text Add to dashboard Cite

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“…Проблемам використання цифрових технологій при розробці маркетингових стратегій присвячувались доробки таких вчених як Л. Бившева, О. Кондратенко [1], Ю. Вакуленко, А. Олійник, В. Чернега [2], О. Власенко [3], М. Газуда [4], Д. Дорошкевич [5], Т. Ільченко [6], К. Мазур [7], О. Романенко [8]…”

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The Use of Digital Technologies in The Development of Marketing Strategies for Agricultural Enterprises

Gushcha

2023

PoS

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The relevance of studying the use of digital technologies in developing marketing strategies for agricultural enterprises lies in the growing importance of digital transformation in the farming sector. The article aims to study and analyse the use of digital technologies in developing marketing strategies for agricultural enterprises. The research hypothesis is that using digital technologies in developing marketing strategies for agricultural enterprises contributes to increasing the efficiency of marketing activities, improving communication with consumers and increasing the industry's competitiveness. This article examines modern digital technologies that can be used to develop marketing strategies for agricultural enterprises. The author provides examples of how social media platforms can attract consumers, showcase products, interact with customers and build a brand. It also describes using digital channels, such as email, content marketing, website advertising and search engine marketing, to attract new customers and improve sales. Data analytics and IoT technologies are considered tools for collecting and analysing market and customer information, which helps businesses improve their marketing strategies. In addition, the author highlights the use of virtual and augmented reality to present products and production processes to attract attention and create a positive brand image.The article discusses in detail the advantages of digital technologies in agriculture, such as attracting a larger audience, increasing brand awareness, improving the effectiveness of advertising, analysing data to improve strategies, and interacting with consumers. However, the author highlights disadvantages, such as technological dependence, competition and oversaturation, trust issues, human resource requirements, and costs. The use of digital technologies in developing marketing strategies for agricultural enterprises is an important area. They help agricultural enterprises attract more customers and improve analytics and data management. However, challenges related to infrastructure availability, consumer confidence, and the need for skilled staff must be considered. Overcoming these challenges can contribute to successfully implementing digital marketing strategies in agriculture.

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Developing a Marketing Strategy to Improve the Market Activities of Agricultural and Processing Enterprises, Using the Policy of “Goodvalley” as an Example

Penkova

Lementovska

Sokovnina

et al. 2022

Scientific Horizons

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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

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Features and Principles of Formation of Marketing Strategies in the Activity of Agricultural Enterprises of Ukraine

Cited by 3 publications

References 0 publications

Development of a Marketing Strategy to Improve the Market Activities of Agricultural and Processing Enterprises on the Example of Company Policy

Development of a Marketing Strategy to Improve the Market Activities of Agricultural and Processing Enterprises on the Example of Company Policy

The Use of Digital Technologies in The Development of Marketing Strategies for Agricultural Enterprises

Developing a Marketing Strategy to Improve the Market Activities of Agricultural and Processing Enterprises, Using the Policy of “Goodvalley” as an Example

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