CHOICE OF AGRICULTURAL ENTERPRISES DEVELOPMENT STRATEGIES ON THE BASIS OF BCG MATRIX APPLICATION
Journal Title: Інноваційна економіка - Year 2017, Vol 72, Issue 11
Abstract
Purpose. The purpose of the study is to determine the scientific approaches to the processes of developing strategies for the development of agricultural enterprises in a market economy, as well as recommendations for their improvement. Methodology of research. In the course of research, the following methods of scientific research are used: analysis, synthesis, induction, deduction, comparison, generalization and graphic method - in defining the basic scientific approaches to the processes of developing strategies for the development of agricultural enterprises; when substantiating the feasibility of using matrix analysis methods; in determining the peculiarities of the BCG matrix application for agricultural enterprises of different types and scales of activity. Findings. The scientific approaches to the development strategies of agricultural enterprises growth are substantiated. The indicators of enterprises performance are analysed. In order to increase the efficiency of economic activity of enterprises of the Khmelnytskyi region, the principles of implementation of the development strategy (intensive growth, market expansion, product quality improvement, innovations) and strategies for maintaining competitive advantages (selective specialization, support for existing areas, product modification) are grounded. The expediency of using the classical and modified BCG matrix for agricultural enterprises is substantiated and the method of their application is proposed. Alternative strategies for the development of agricultural enterprises are proposed based on resource potential and scale of activity. Originality. It is determined the classic BCG matrix is important as a strategic planning tool for those agricultural enterprises which, according to the relative market share of individual strategic economic units, approach 1. This, as a rule, concerns agroholdings, as well as large enterprises. Practical value. It is found that for more effective agricultural activities, it is important to use such growth strategies as: strategies of intensive growth (strategy of expansion of market boundaries, updating of assortment, improvement of product quality, introduction of new technologies and plant varieties); strategies for supporting competitive advantages (selective specialization, support for existing areas of development, product modification, introduction of new, more productive varieties of plants).
Authors and Affiliations
Yaroslava Larina, Kateryna Zavalniuk
Keywords
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