Marketing Activities in Agricultural Enterprises: Realities and Perspectives

Abstract

The article examines modern features and future prospects of the application of marketing in agricultural enterprises. It is noted that marketing involves the maximum use of market conditions and factors of commercial success to achieve the main goal – making a profit and expanding new market segments. It is emphasized that the Ukrainian agricultural market has specific features of marketing activity: limited consumer awareness and low level of their purchasing power; shortage of qualified marketing specialists; consumer mistrust of marketing communications; unstable market regulation and lack of protection against unfair competition. A scheme of the relationship between strategic planning and management in terms of marketing direction is improved. The key strategies for agricultural enterprises based on the components of the marketing complex in the conditions of digitalization are substantiated. The main indicators of the system for evaluating the effectiveness of marketing activities are given. It is noted that successful marketing means the ability to competently combine various marketing tools to achieve specific business goals, which include the formation of an assortment, optimization of production processes and satisfaction of consumer needs. Marketing contributes to the development of trade and increasing the employment of the population by means of assessing consumer needs, carrying out the scientific research aimed at finding ways to satisfy these needs. Marketing in agriculture is an independent direction of modern marketing and involves the study, forecasting and implementation of business activities of business entities in the field of production, processing, storage, transportation and sale of agricultural products in order to obtain high results of market activity. Using the method of extrapolation with the help of an equation based on the average absolute increase, labor productivity in agricultural enterprises of Ukraine until 2030 was forecast. The effective use of production facilities, new equipment, and advanced technologies is determined by marketing, within which a system of measures to influence the market and consumer demand is developed and applied, taking into account profit generation due to the maximum satisfaction of consumer demand.