ФОРМУВАННЯ МАРКЕТИНГОВОЇ СТРАТЕГІЇ ЯК ІНСТРУМЕНТ ЕФЕКТИВНОГО УПРАВЛІННЯ ДІЯЛЬНІСТЮ АГРАРНИХ ПІДПРИЄМСТВ
Journal Title: Вісник Харківського національного аграрного університету ім. В.В. Докучаєва Серія “Економічні науки” - Year 2018, Vol 1, Issue 3
Abstract
Ustik T.V. Formation of marketing strategy as an instrument of effective management of agricultural enterprises activity. The article defines the goals of the marketing strategy of the enterprise. The necessity of marketing activity of the enterprise for the improvement of the sales efficiency of agrarian products is investigated. The marketing strategy is the most important functional strategy since it provides justification for the market orientation of the agrarian enterprise. The proposed strategy has two main landmarks - market and product. When forming a marketing strategy, one should take into account the type of development of an agrarian enterprise, which depends on the ratio between the main factors of production and manifested in the effective performance of the enterprise. The creation of a marketing department in agrarian enterprises and the calculation of expenses for its creation were proposed. It was established that the functioning of the department will lead to improved management of sales of agricultural products, which is one of the components of the formation of a general marketing strategy of the enterprise. The participation of the local branch of the City of Culture in the business community increases the level of self-reliance on business activities in the marketplace. At the same time, the mercerizing department, ca. co-operative, would like to resolve the issue of the crisis management system if it comes from financial and material considerations for the establishment of a productive enterprise. Key words: marketing, strategy, agribusiness, marketing research, marketing activity.
Authors and Affiliations
Т. В. Устік
Keywords
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- EP ID EP563265
- DOI 10.31359/2312-3427-2018-3-327
- Views 120
- Downloads 0
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