Transformation of marketing logistics for the export of ukrainian crop production in the context of a full-scale war with the russian federation

Abstract

In the context of a full-scale invasion of the russian federation, Ukrainian exporters faced problems with the physical supply of products to traditional sales markets. The purpose of the study was to analyse trends in the transformation of marketing logistics of crop production exports caused by the influence of martial law factors in Ukraine. The methodological basis of the research was a systematic approach and comparative analysis, monographic, statistical groupings, abstract and logical methods. The study examines the views of researchers on the content and role of marketing logistics in exports and highlights the main problems of exporters of crop production caused by a fullscale war with the russian federation. Statistical data on the dynamics of the share of certain types of plant products in the total export of the country are analysed and trends in the transformation of its commodity and geographical structure are determined. The negative impact of production restrictions and marketing logistics restrictions on the export of processed crop products, which form a higher added value compared to grain crops, is established. The assessment of the transformation of the geographical structure of crop exports showed a significant increase in the share of European countries due to the availability of transport logistics to these sales markets and stimulating institutional state influences. The conclusion is made about the positive impact of the development of marketing and sales logistics in the conditions of war on the prospects for increasing sales volumes in European markets of crop production in the conditions of post-war recovery. Further implementation of measures for its development will allow domestic exporters to gain a foothold in these sales markets and restore their positions in the export of cereals and oilseeds in the traditional markets of African and Asian countries. The practical significance of the study is that its results can be used by state institutions responsible for the development of the agricultural sector, when substantiating measures to support the crop industry and stimulate the export of its products, commodity producers and traders – when developing export strategies, scientists – when further studying the problems of export marketing logistics development

Untitled

“…Among the initial tasks of strategic innovative marketing activities, the leading place is developing a system of measures to penetrate innovations into the market. Therefore, the basis of strategic marketing research is market analysis with improving market segments, organization and formation of demand, and modelling of buyer behaviour (Shtal et al, 2018a;Zuliyati & Rusdianto, 2021;Penkova & Kharenko, 2023). According to the authors, strategic innovative marketing reduces the negative impact of external factors and the possibility of the enterprise manufacturing competitive products.…”

Untitled

“…As can be seen, most scientists focus on analysing the importance of using a creative marketing strategy, highlighting its features and developing recommendations for its implementation. Some, researching the role of creative marketing in the company's activities, pay attention to new strategic directions of marketing activities and corresponding marketing tools (Harris et al, 2018;Kitchenko & Prykhodko, 2020;Penkova & Kharenko, 2023). However, almost no scientist has considered the criteria that have an impact on the choice of tools for the implementation of a creative promotion strategy.…”

Untitled

“…The formation of the added value of agricultural products was negatively affected by the loss of significant amounts of processing capacity. This was especially noticeable in relation to the oil and fat industry, which forced farmers to export oilseeds rather than vegetable fats and other related products (Penkova & Kharenko, 2023). The situation in agrarian business was complicated by logistical problems associated with the limited involvement of sea transport in export operations and the sharp increase in the cost of railway services (Zakharchuk et al, 2021).…”