Role of Marketing in Increasing Competitiveness of Agrarian Enterprises

Abstract

кандидат економічних наук, доцент кафедри маркетингу Дніпровського державного аграрно-економічного університету Кадирус І.Г. кандидат економічних наук, доцент, доцент кафедри маркетингу Дніпровського державного аграрно-економічного університету Якубенко Ю.Л. кандидат економічних наук, доцент, доцент кафедри обліку, оподаткування та управління фінансово-економічною безпекою Дніпровського державного аграрно-економічного університету ROLE OF MARKETING IN INCREASING COMPETITIVENESS OF AGRARIAN ENTERPRISES РОЛЬ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ У ПІДВИЩЕННІ КОНКУРЕНТОСПРОМОЖНОСТІ АГРАРНИХ ПІДПРИЄМСТВ The article has been dedicated to studying the features of applying marketing approaches for increasing competitiveness of agrarian enterprises. The definition of the term "competitiveness of agrarian enterprises" has been interpreted. The factors, which might determine competitiveness of agrarian enterprises, have been provided. The importance of marketing in the business activity of agrarian enterprises as the base of efficient management for achieving competitive advantages has been considered. A set of tasks has been formed, which could be solved by applying the organization of the marketing activity in agrarian enterprises. Main directions in developing the marketing strategy on increasing competiveness of agrarian enterprises have been suggested. It has been determined and characterized that the methodological instrument "benchmarking" has been used lately for estimating the competitive position of agrarian enterprises. It has been determined that marketing plays the main role in efficient functioning of the agrarian complex and serves as an element for efficient increase in competitiveness of agrarian enterprises.