OPTIMAL RESEARCH METHODOLOGY OF MILK SALES
Journal Title: Інноваційна економіка - Year 2017, Vol 67, Issue 1
Abstract
Purpose. The optimal ways of marketing milk in the enterprise are assessment and finding with the use of hierarchies. Methodology of research. The object of the research is the process of marketing milk in the agricultural enterprises. The tasks of the study was set and solved: to analyze sales activities on the milk market; to justify the selection of optimal marketing channels using the model "Analysis of the hierarchy"; determine the economic efficiency of the proposed system sales in the enterprise. To accomplish the objectives, are used methods: economic and statistical analysis - the study of the dynamics of milk production and sale of dairy products and the efficiency of the industry; marketing analysis - the study of the market of dairy products. Findings. Production and sale of milk at the farm is unprofitable because of the high cost of milk and low selling price in the commodity milk are revealed. Effective system of marketing is the key to success of the farm are established. The organization is problematic milk sales, since most of this activity is unprofitable businesses are determined. The main reasons are the low purchase prices and high feed costs and maintenance of the dairy herd. Originality. Model "Analysis of hierarchy" is used to justify the effective distribution channels. It consists in comparing the possible alternatives according to specific criteria and selection of the best. Practical value. The results of the study will improve the efficiency of the dairy industry. By optimizing product sales channels using the model hierarchy of objectives defined top priority for enterprise product distribution channels, characterized by balanced milk prices and favorable terms of producers cooperation and processors of milk. Formation proved effective system of marketing milk in the agricultural enterprises that will improve their profitability and competitive position in the market.
Authors and Affiliations
Tetiana Kulish
Keywords
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