Marketing support of competitiveness of agricultural enterprises

Abstract

The article examines the system of agricultural marketing with the aim of meeting the needs of consumers and achieving the competitiveness of agricultural producers in the context of determining the characteristics of agricultural activity. It is substantiated that the sustainable development of agricultural production contributes to the strengthening of the economic and social security of the state, the formation of a positive image of the country, the growth of the quality of life of the urban and rural population, the increase of export potential, the maintenance of ecological balance in rural areas, the rational use, protection and reproduction of natural resources. According to the results of the assessment of the state of agricultural production in Ukraine, a change in the assortment of agricultural products was revealed in the direction of increasing the amount of cultivation of more profitable types of crop and livestock products. It was found that agricultural products occupy a leading place in Ukrainian exports. Attention is focused on the peculiarities of agricultural production, compared to other branches of the economy, which determine the specifics of the organization of marketing at agricultural enterprises. It was revealed that marketing research in the agricultural sector is mainly carried out by intermediaries, as a result of which the largest part of the profit is concentrated in intermediary structures. The stages of the process of implementation of marketing activities at enterprises producing agricultural products are characterized. It is substantiated that for the successful conduct of competition and the introduction of niche products, it is advisable to conduct marketing research and analyze the competitiveness of agricultural enterprises in the course of financial and economic activity, which will contribute to timely decision-making regarding changes in the product range, sales markets, and the enterprise management system. It has been proven that the use of marketing tools to increase the competitiveness of agricultural enterprises is important because it will contribute to taking into account external factors of influence and internal reserves of increasing efficiency. Attention is drawn to the need to select effective methods of competition and create the basis for the identification of the enterprise, which is determined by its marketing concept.