Abstract
The article is devoted to the strategy of positioning of agricultural products of Ukrainian enterprises during the period of its independence. The aim of the article is to study the key factors, mechanisms of positioning of agricultural products during the period of independence of Ukraine and the factors that have led to the competitiveness of agriculture and industrial processing. The novelty of the study is a comprehensive and systematic analysis of these issues, taking into account sectoral characteristics of the agricultural sector of Cherkasy region.
 The constituent elements of the mechanism of formation of strategic vision are determined, the system of indicators, which reflect the effectiveness of positioning and determine the place and role of a certain product on the market and at the same time in the economic portfolio of the enterprise, is substantiated. The result of the study is the conclusion substantiated by the authors that economic conditions of functioning of agricultural enterprises significantly affect the mechanism of formation of their strategic priorities. The proposed methodological approaches can be used by agricultural enterprises in the formation of market strategies for positioning their products, which determines their practical value.
 The expediency of studying the factors that directly affect the strategy of positioning of agricultural products at the regional and national levels is substantiated. The relationship between the number of agricultural products of Ukrainian producers and indices of agricultural products of Ukraine is established.
 The sown area of agricultural crops for 1991–2019 is specified. The dynamics of the volume of sown areas of agricultural crops carried out in Ukraine during the period of its independence is analyzed. SWOT-analysis of the agro-food sector of Cherkasy region and rural areas summarizes the most important strengths and weaknesses, opportunities and threats, determines the long-term concept of agricultural development of Ukraine and rural areas based on the assessment. The key aspects of the strategy of positioning of agricultural products in Ukraine, which should be based on production potential, export orientation, infrastructure and investments, are substantiated.
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