Development of a Marketing Strategy to Improve the Market Activities of Agricultural and Processing Enterprises on the Example of Company Policy

Abstract

Marketing strategy plays a huge role in the quality functioning and development of any enterprise. Therefore, the finding of new methods for the development of marketing strategies always remains the relevant moment for both entrepreneurs and scientists. Since the agricultural and processing enterprises play the greatest role for Ukraine, it was decided to pay attention to the creation of marketing strategy specifically for these enterprises. Thus, the purpose of the work is to analyze an example of the development of a company's marketing strategy in the above-mentioned sectors, describe its advantages and disadvantages, as well as draw conclusions regarding the specifics of creating a marketing strategy in Ukraine. The analysis became the fundamental method for completing the research, considering a significant amount of data that needed interpretation, which were used for it. The features of the creation and implementation of the marketing strategy of the company “Myronivsky Hliboproduct” were analyzed. It was shown that the company focused on scaling (expansion to foreign markets), developing the company's innovativeness and achieving the goals of sustainable development. Its peculiarity is considered the special approaches to the formation of management structure, characterized by its complexity and autonomy, and a business model based on the greatest possible independence from external suppliers of goods and services (closed production cycle). It was shown that the Ukrainian approach to the creation of marketing strategy still had some differences from the European approach, since it was characterized by the higher level of aggressiveness in capturing markets and the lower level of enterprises’ innovativeness, which was offset by the lower prices for labor and raw materials. The work brings new knowledge regarding the specifics of running the marketing campaigns and creating the marketing strategies among Ukrainian companies, in particular in the agricultural sector