MANAGEMENT OF MARKETING ACTIVITIES IN THE FIELD OF AGRIBUSINESS: STRATEGIC DIMENSION

Анотація

The role of the marketing management system in agribusiness enterprises is paramount, as it is responsible for aligning the dynamic needs and demands of consumers in the food market with the producers' interests in maximizing profits. This underscores the necessity of developing an effective marketing management system that ensures continuous improvement in marketing activities through professional planning, budget optimization, justification of advertising campaigns, promotion of agricultural products, and evaluation of economic and communication efficiency. The study highlights the significance of marketing in modern agri-food production and summarizes the challenges of marketing management agrarian enterprises face, particularly under wartime conditions. It defines the primary goal and functions of the marketing management system, emphasizing the importance of a clear division of responsibilities among personnel and ensuring harmonious cross-functional coordination. The evolution of the marketing mix is analyzed, revealing its transformation from the 4P model to 5P and subsequently to 7P due to increasing competition in the food market. The fundamental elements of the organizational and economic mechanism of the marketing management system are identified, along with the specific features of agricultural production that should be reflected in the marketing strategy. A theoretical and methodological model of the marketing management system for agribusiness enterprises has been developed, with particular attention to external marketing factors. These include market instability, high competition levels, currency exchange rate fluctuations, legislative instability, and other threats to commercial success. The study underscores the importance of risk management in agribusiness as a critical component of building an effective marketing management system. A theoretical and methodological approach to improving the marketing management system for agribusiness enterprises has been advanced. Unlike conventional approaches, the proposed model includes an expanded marketing mix (“7P”) and the formation of a marketing activity foundation (infrastructure, market research, analytics, forecasting, and regulatory support). The marketing management system incorporates various marketing tools (tactical and strategic marketing) aimed at enhancing the quality of managerial decisions and adapting them to the current conditions and needs of agribusiness and the national economy. Keywords: marketing, marketing strategy, agribusiness, marketing tools, competitive advantages, agricultural enterprise, marketing management system.

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