Strategic Directions of Marketing Communications of Agro-Industrial Enterprises in Ukraine

Kuzyk, O.

doi:10.55643/fcaptp.2.43.2022.3685

Cited by 3 publications

(3 citation statements)

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“…The market elasticity assessment points to its high level because the market is changing actively, adjusting to relevant marketing environment and entrepreneurs' strategic expectations. The economic analysis of the innovative approaches to the effective marketing communication policy creation by the agribusiness in Ukraine demonstrates the movement towards promotion and marketing digitalization [9].…”

Section: Methodsmentioning

confidence: 99%

Internet Tools in Marketing Communications of Agribusinesses in Ukraine

Kuzyk¹

2023

ujar

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Modern technologies have expanded into allspheres of the human activity, including a marketing one. As for the marketing sphere, it especially concerns promotion policies and marketing communications. The Internet allowed a lot of companies and business to get closer to their clients regardless of their location and their language. Because of the Internet advertising and its type, the companies got an opportunity to send messages to the strictly defined target audience and the consumers can sift them out and select only those of a special interest at a particular moment. Many technologies capable of boosting the effectiveness of the marketing communications requests have recently emerged, which determines the relevance of the study. Thus, the use of Google Ads, SEO promotion, and social media permits to analyse accurately the communications campaign results and establish strong feedback with a potential client. The aim of the study -the analysis of the spread of the Internet and social networks in Ukraine agribusiness, which testifies -considerable prospects of the Internet advertising and the Internet communications usage by agro-industries and companies. Despite the noteworthy advantages of these tools, the volumes and the level of their use by Ukrainian agribusiness are not sufficient neither in the B2C marketing nor in the B2B one. On the one hand, it is attributed to the focus of many agribusinesses on the external market. On the other hand, it is caused by the deficient understanding of marketing and its tools by companies. The coronavirus crisis with its restrictions proved the necessity to apply different Internet tools in all businesses in Ukraine, particularly in the agro-industries. The war made it difficult to use internet tools and forced us to adapt quickly to new realities. As a result of this article, an algorithm for positive marketing communication campaigns during the war was developed, it was concluded that they should employ modern means of communications with the target audience, resort to experience in other spheres, introduce marketing tools into their activities and cultivate an efficient marketing communication policy.

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Section: Methodsmentioning

confidence: 99%

Internet Tools in Marketing Communications of Agribusinesses in Ukraine

Kuzyk¹

2023

ujar

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“…Diachenko T. pays attention to the strategic positioning of enterprises that provide repair services [4]. Kobernuk, S. [8], Kuzyk O. [9] and Prokopenko K. [15] consider strategies for enterprises of the agro-industrial complex.…”

Section: Literature Reviewmentioning

confidence: 99%

Application of a Two-Dimensional Matrix for Determining Strategic Positioning of Garment Companies in Ukraine

Radionova,

Tarasenko,

Khmurova

2024

ФКДПТП

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The article presents the results of a study of the strategic positioning of enterprises using a two-dimensional matrix. The main goal of the study is to form a two-dimensional matrix for effectively assessing the strategic position of domestic enterprises in the garment industry. A correctly developed and effectively implemented positioning strategy can provide not only a significant competitive advantage for an enterprise but also form its optimal strategic vector of development.In modern market conditions checking the relevance of the strategic position used is becoming increasingly important for enterprises, which determines the relevance of the research topic.The results of the analysis of modern trends and problems in Ukrainian, conducted in previous studies, garment companies provided an opportunity to determine as strategic variables for companies of the garment industry the consumer value of products (as an external market factor of competitiveness) and the costs of production and sale of products (as a combination of internal and external factors of the formation of a competitive advantage in terms of price). The specified indicators were proposed for the construction of the axes of the strategic positioning matrix, which was tested at six Ukrainian garment companies that produce the same type of products and operate in the same market segmentThe scientific novelty: the proposed approach represents the toolkit for substantiating the direction of strategic development of garment enterprises using the matrix method, in the coordinate system: "consumer value of products" and "enterprise costs", which, unlike the existing ones, allows us to determine topological zones and to choose from the set of alternative strategies for the development of a garment enterprise, the most optimal.The results of the conducted research can have applied value for the heads of garment and other manufacturing enterprises from the standpoint of improving the management of the strategic development of an enterprise.

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“…In their earlier research, many authors have dealt with the importance of marketing in agribusiness and agriculture (Hsu, 2012 Kuzyk, 2019). However, recent studies increasingly incorporate multi-criteria decision-making in the selection of marketing channels.…”

Section: Introductionmentioning

confidence: 99%

Selection of Marketing Communication Channels in Agribusiness

Nedeljković,

Jovanović,

Maksimović

2024

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The aim of this study was to select the best marketing communication channel for a medium-sized agricultural company in the area of the city of Bijeljina by applying multi-criteria decision-making methods. Eight criteria were used for the research, and five communication channels were selected. The research on the importance of individual criteria was influenced by the commercial management of the company in question with their common attitude, i.e. assessment. The Entropy - MABAC method of multi-criteria decision-making was used for the methodology. The results show that the criterion of diversity of new information is the most significant. The best-rated communication channel is the company’s good image. The second-best rated alternative is the use of the internet, specifically social media. The results provide a good basis for further research in this area with the aim of determining the factors that influence the choice of future promotion methods and obtaining useful information.

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Strategic Directions of Marketing Communications of Agro-Industrial Enterprises in Ukraine

Cited by 3 publications

References 1 publication

Internet Tools in Marketing Communications of Agribusinesses in Ukraine

Internet Tools in Marketing Communications of Agribusinesses in Ukraine

Application of a Two-Dimensional Matrix for Determining Strategic Positioning of Garment Companies in Ukraine

Selection of Marketing Communication Channels in Agribusiness

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