СТРАТЕГІЧНЕ ПЛАНУВАННЯ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ АГРАРНИХ ПІДПРИЄМСТВ

Abstract

The article investigates theoretical approaches to the essence of strategic planning, its significance, principles, problems of implementation in the farms of Ukraine, approaches to the algorithm of strategic plan development. Based on the comparative characteristics of strategic and operational planning, their differences are highlighted, the advantages of strategic planning and obstacles that hinder the full implementation of this process in Ukraine, while overcoming these obstacles will allow agricultural enterprises to develop a plan and implement marketing strategies. Strategic planning is a derivative of strategic management and therefore involves the development of a number of strategic decisions. Of course, in order to make a plan, it is necessary to proceed from the economic condition of the enterprise, its potential opportunities, problems. Marketing planning involves setting goals, developing and implementing an organization’s program, and having a monitoring and control mechanism in place to determine whether the planned program is being implemented or whether it has achieved the desired goals. Marketing planning is divided into strategic planning and operational planning, and plans can be classified by time and complexity. The article investigates theoretical approaches to the essence of strategic planning, its significance, principles, problems of implementation in the farms of Ukraine, approaches to the algorithm of strategic plan development. Based on the comparative characteristics of strategic and operational planning, their differences are highlighted, the advantages of strategic planning and obstacles that hinder the full implementation of this process in Ukraine, while overcoming these obstacles will allow agricultural enterprises to develop a plan and implement marketing strategies. Strategic planning is a derivative of strategic management and therefore involves the development of a number of strategic decisions. The marketing management process and the planning process must be integrated into an integrated marketing system. Starting with focusing on your goals, you can guarantee the creation of a marketing strategy and plan for marketing subsystems: information, logistics, planning, controlling.