STRATEGIC ANALYSIS OF THE DEVELOPMENT OF ORGANIC AGRICULTURAL FOOD PRODUCTION IN UKRAINE
Journal Title: Інноваційна економіка - Year 2017, Vol 69, Issue 5
Abstract
Purpose. The aim of the article is a strategic analysis of the development of organic agricultural food production with using methods of SWOT analysis and marketing research. Methodology of research. The theoretical and methodological basis of the research is the dialectical method of cognition of social and economic phenomena, the system approach and the basic provisions of strategic directions. General scientific and special methods are used in the process of research, in particular, the method of strategic analysis in assessing the state of the organic sector of production, substantiation of its priority in the strategy of development of the domestic agro-industrial complex; the method of marketing research – to identify the role of the state and assess the level of government regulation in the development of organic production in Ukraine. Findings. The analysis and evaluation of the state of the organic production sector is made, its priority in the strategy of development of the domestic agro-industrial complex is substantiated. It is established that the existing preconditions and potential of organic production and market development in Ukraine are realized incompletely and at low stimulating activity of the state. It is substantiated that it is necessary to develop an offensive and effective marketing strategies for organic production and market in order to strengthen positions in the domestic and foreign markets. Originality. The strategy of industry development, based on the principles of marketing interaction is substantiated with using the methodology of SWOT analysis to identify the strengths and weaknesses of organic production in Ukraine, its capabilities and threats. A set of management tools for practical implementing the strategy of marketing interaction is recommended. It has been proved that the marketing management of the organic sector development in Ukraine on the basis of the concept of marketing interaction will promote its dynamic development and efficiency through a series of synergistic effects. Practical value. The results of the study can be used in the processes of branch management and management of enterprises – subjects of organic production as a conceptual basis for making managerial decisions.
Authors and Affiliations
Vasyl Savchuk
Keywords
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