РARADIGMAL INFLUENCES ON THE MECHANISM OF IMPLEMENTATION OF THE MARKETING COMPLEX OF AGRICULTURAL SECTOR ENTERPRISES

Abstract

The article analyzes the marketing activities of ten leading agricultural enterprises of Ukraine with experience in the global market, in particular: "Kernel", "MHP", "Nibulon", "ADM Trading Ukraine", "Suntrade", "Eridon", "Cargill", Nestle, Sandora, Louis Dreyfus Company Ukraine. The main marketing strategies of these enterprises that ensure the effectiveness of their activities in the international market are identified. Mechanisms of cooperation of leading agro-industrial enterprises with other market participants are considered. Emphasis is placed on compliance with world standards of safety and quality in the production of agricultural enterprises to increase the competitiveness of products in both domestic and global markets. Recommendations for the implementation of the marketing complex in the context of globalization, considering the specifics of the activity of agricultural enterprises. It is established that the focus on sustainable development is the only win-win option for an effective marketing strategy for Ukrainian agro-industrial companies. There is a set of marketing tools that will ensure the implementation of the marketing complex in agricultural enterprises, in the case of entering the global market, as social networks cover the world, and English-language content should be presented to interest customers in the global market. Vectors of development of marketing strategies should also consider such uncertainties as the coronavirus pandemic, which has long-term consequences for the economy in general and for the logistics system and human resources and make some adjustments in planning strategic development of Ukraine. Given the experience of leading companies and global market trends, Ukrainian agricultural enterprises should reconsider their approaches to promoting the product they produce and production in general, as globalization places more and more demands on producers and to be competitive both domestically and in the foreign market, it is necessary to follow the trends and use such marketing tools that will bring the agricultural enterprise to a new level and promote effective activity in the context of globalization. Key words: marketing, globalization, implementation mechanism, marketing complex.