Abstract
Abstract. The article studies the state and trends of agricultural development in Ukraine. Agriculture today is one of the leading sectors of the Ukrainian economy, as well as that agricultural products are the main ones regarding its foreign trade. At the same time, there are a number of problems that hinder the effective development of agriculture, ranging from outdated material and technical base at enterprises to a significant share of imported agricultural products, that are present on the market, and the prices of which are lower than of the Ukrainian products. The findings of the article prove that in 2019, compared to other years, the share of unprofitable agricultural enterprises increased. In addition, there was a decrease in the level of profitability for all types of agricultural products. It is noted that practical implementation of effective management tools allows enterprises to reduce the size of possible losses and the likelihood of emerging crisis situations, to improve the adaptability of enterprises and to strengthen their competitive positions in the market. The study identifies that the activity of agricultural enterprises is complicated by competition, which requires the production of products that are in demand. In order to prevent crisis, enterprises should use marketing management that involves managing all general and individual functions of the enterprise, as well as all its units on the basis of marketing. In addition, marketing management involves the orientation of the entire management system of the enterprise to pleasure the needs of consumers. It is established that commercial efficiency and social impact will be achieved as a result of effective use of marketing management in the activities of agricultural enterprises. The list of procedures, with the help of which marketing management at the enterprise can be formed, is investigated. The guidelines for marketing management at agricultural enterprise have been developed, which together will help meet the needs of consumers, gain new competitive advantages, and, as a consequence, increase the profitability and competitiveness of the enterprise. JEL Classification Q12, M10, M21,
Highlights
In today’s tough, competitive environment, a significant proportion of agricultural enterprises in Ukraine suffer losses
It is marketing management, which will be aimed at meeting the needs of consumers, that can be an important component in improving the financial condition of agricultural enterprises and preventing their crisis, which confirms the relevance of the study
The findings of the research show that marketing management plays an important role in the activities of agricultural enterprises, since it is an effective tool for preventing crisis of agricultural enterprises
Summary
In today’s tough, competitive environment, a significant proportion of agricultural enterprises in Ukraine suffer losses. This is caused by various factors: from internal ones, depending on the actions taken by the enterprise, and external factors, such as: significant competition; unreliable suppliers; political, technological, economic and natural influences. Some agricultural enterprises can withstand the impact of these factors and restore their efficiency, while others go bankrupt and are forced to liquidate their enterprises. Under such conditions, agricultural enterprises should look for new approaches to their activitiesmanagement. The works of many scientists are devoted to the issue of crisis and ways to prevent the crisis of enterprises, including: Baubion [1], Krichevsky and Levchenko [2], Dobrowolski [3], Kyianytsia [4], Bundy [5], Sarpong [6]
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