ORGANIZATIONAL APPROACHES TO BUILDING LOGISTICS MANAGEMENT SYSTEMS AND MARKETING OF EXPORT-ORIENTED PRODUCTS OF AGRICULTURAL ENTERPRISES IN THEIR MANAGEMENT

Анотація

Abstract. The article provides theoretical and methodological substantiation and develops practical organizational approaches for constructing integrated logistics and marketing management systems for export-oriented agricultural enterprises. It analyzes the dynamics of agricultural exports and logistics parameters of Ukraine during the 2021–2024 period, highlighting the severe consequences of the infrastructure and supply chain crisis caused by martial law. Through mathematical modeling of competitive potential (CP) as a function of marketing, logistics, sales, and production parameters, it is proven that marketing, sales, and logistics components combined generate over 35% of an enterprise's success in foreign markets, necessitating a swift shift from traditional push strategies to flexible pull systems based on Integrated Business Planning (IBP). The study examines the structural reform of traditional linear-functional management models to overcome "functional silos" and eliminate friction between the independent marketing and transport departments, thereby supporting strategic asset protection. A comprehensive comparative analysis of product, matrix (based on the unified Management Center), and matrix corporate-cluster structures, utilizing 3PL/4PL outsourcing providers, is conducted to boost corporate efficiency and minimize overall operational expenditures within global food supply networks. Furthermore, the evolution of logistics services to 5PL intelligent ecosystems within the modern Agri-food 4.0 concept—incorporating artificial intelligence, Big Data, and satellite NDVI vegetation indices—is characterized in depth. Based on the real-world business cases of prominent Ukrainian agricultural holdings (e.g., MHP, Kernel), a comprehensive SWOT analysis of digital logistics platform integration (Uber Freight, M-Logistic) is provided. Finally, strategic guidelines for green logistics chain transformation are determined according to international ESG standards, EU Regulation 1107/2009, and the urgent implementation of strict product traceability under war-induced soil contamination risks on de-occupied territories. Keywords: marketing logistics, agromanagement, organizational structure, digitalization, ESG standards, competitive potential, pull concept, traceability.

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