Совершенствование маркетинговой деятельности как основа развития стратегического потенциала рынка органической продукции

Abstract

The improvement of marketing activities in the market of organic products in the current conditions is undoubtedly a significant aspect of its development, contributing to the formation of new market approaches to doing business. At present, organic products and agricultural products are interchangeable concepts for most consumers, which in turn indicates the lack of formed constants of consumer perception of the term “organic products” and is a significant obstacle to the development of demand in this segment. On the other hand, it is strategically important to study the needs of consumers as an important stage in the formation of the range of products offered on the market with high added value and, as a consequence, the basis for the development of a competitive segment of organic products. All this implies the search for new marketing approaches and strategic solutions to achieve the the desired objectives. The purpose of this study is to search for relevant trends in the formation and development of the organic market in order to improve marketing activities based on the synergy of conceptual approaches in marketing that allow for responsible consumption and sustained interest in organic products. The main objectives of the study are to determine the basic principles of the development of the organic market, to create a system of marketing indicators for research and evaluation of the development potential of the studied market, and to identify the main trends in the development of marketing activities. The results of the work made it possible to formulate approaches to the research and evaluation of the marketing potential of the market, as well as to formulate recommendations for the creation of an information system as a basis for the strategic development of the entire organic market as a whole.