КОМПЛЕКСНЕ ОЦІНЮВАННЯ МАРКЕТИНГОВОГО КОМПЛЕКСУ ПІДПРИЄМСТВА АГРАРНОЇ СФЕРИ В УМОВАХ ЦИФРОВІЗАЦІЇ ТА ГЛОБАЛІЗАЦІЇ БІЗНЕСУ

Abstract

The article examines the issue of formation and comprehensive assessment of the marketing complex of agricultural enterprises both from the standpoint of increasing their efficiency on the local market, and in the context of increasing their competitiveness at the global level. The situation in agrarian business is significantly complicated by the fact that agricultural enterprises are mostly unable to quickly respond to adverse external challenges by optimizing the production structure and maintain the current level of financial and economic efficiency during global crisis events. The authors identified the main problems that agricultural producers had to face during the war: complicated logistics, a decrease in the purchasing power of the population, restrictions on the operation of agro-food markets, and in some regions, the closure of sales points for a while. Such conditions of operation revealed for the agrarian business its instability and vulnerability to uncertainties in the implementation of activities. Therefore, the development of agrarian enterprises is possible thanks to an effective marketing complex and the use of innovative methods, approaches, and digital technologies that will make it possible to reformat to the latest business conditions. Methodical approaches to the comprehensive assessment of the elements of the marketing complex of the enterprise based on the determination of the integral indicator of the effectiveness of marketing activities are analyzed. It has been proven that an enterprise can have a high indicator of the effectiveness of marketing activities, but this does not mean that it can stop there, because the agricultural market is a rather unstable environment and a stable position in the market today may be occupied by competitors tomorrow. Therefore, a list of measures is proposed in order to maintain a high level of effective marketing complex. It is well-founded that the introduction of digital technologies and tools in marketing activities brings many advantages to agricultural business. These benefits include improving the quality of products, improving communication with consumers, improving the image of the company, optimizing prices, and transparency of the company's internal and external processes. The use of digital tools will also help increase the competitive status of an agricultural enterprise and create a mechanism for implementing parity business conditions.