ІНТЕГРАЛЬНА ОЦІНКА ТОВАРНОЇ ПОЛІТИКИ ПІДПРИЄМСТВ СФЕРИ АГРОБІЗНЕСУ

Abstract

In the conditions of foreign economic vector of development of agrarian sector of economy, turbulence of external marketing environment and variability of behavior of target consumers substantiation of commodity policy of agrarian enterprises and system-forming factor of increase of efficiency of their marketing activity. In the context of the importance of achieving a stable competitive position of the enterprise in the target market, the priority is to determine the external and internal determinants of the formation of the product portfolio of agricultural enterprises, its structure and configuration. In the theoretical and applied sense, the justification of the strategic development of marketing activities of economic entities, the implementation of an integrated assessment of product policy of enterprises in the field of agribusiness is an important factor in gaining market power. Identification of key determinants of the formation of product policy of agricultural enterprises is based on the methodological platform of leading economic schools and doctrines and is presented in the form of a structural and logical scheme. Strategic imperatives of influencing the commodity policy of agribusiness enterprises directly determine the vector of development of their economic activity and are the fundamental regulators of the external and internal marketing environment. The results of the decomposition analysis present the key features of the product policy of agricultural enterprises in relation to other marketing tools and other areas of activity in the context of tools to increase the competitiveness of enterprises in target markets. For an integrated assessment of the product policy of agribusiness enterprises, it is advisable to use a set of factors to determine the effectiveness of marketing activities of these enterprises. For the purpose of analytical substantiation of a condition of commodity policy of the agricultural enterprises the marketing research by a survey method on the basis of the specially developed questionnaire containing questions concerning a marketing complex, a profile of target consumers and strategic planning is carried out. The presented results of the research are the basis for further promising areas of improving the methodology of formation of commodity policy of agricultural enterprises and the use of its integrated assessment in the context of ensuring the strategic development of economic entities in domestic and foreign markets.