УДОСКОНАЛЕННЯ УПРАВЛІННЯ МАРКЕТИНГОВОЮ ДІЯЛЬНІСТЮ ПТАХІВНИЧИХ ПІДПРИЄМСТВ

Abstract

The article systematizes theoretical approaches to defining the essence and role of marketing poultry products. Emphasis is placed on ensuring the protection of the interests of domestic producers, as well as increasing food production and improving their quality. The experience of organizing the marketing of producers of poultry products and its use in domestic practice is summarized. Peculiarities of marketing management of poultry enterprises are determined. Marketing research has been conducted to identify the influence of factors on the formation of consumer preferences when buying turkey meat. The main tasks of selling poultry products are indicated, namely: determining the volume and quality of sold products; control over the implementation of supply plans and contractual obligations for the sale of products; control over product sales prices; calculation of the commercial cost of goods sold; determination of revenue and financial results from the sale of poultry products. It is noted that production volumes should be functionally dependent on consumer demand. The study identified the marketing strategy of the company, adapted to the market of poultry products and proved that the marketing of poultry products should provide not only the optimal volume and quality of products, but also its diversity and availability at affordable prices. Measures to increase the efficiency of marketing management are substantiated, namely: increasing the production of refrigerated products and entering directly into the consumer market - in retail chains, consumer cooperation and further expansion of branded stores; increase of deliveries of production to areas of area and diversification of business on a vertical; creation of own fast food network of this enterprise. It was found that the most effective and promising is a competitive marketing strategy, which aims to constantly increase the market share of enterprises and will include increasing sales by improving communication policy, development of sales network and expanding the range of poultry products. For poultry enterprises, this is an additional opportunity to increase margins and increase sales.