Abstract
The article defines the essence, meaning and main principles of systemic and situational approaches as a methodological basis for the formation of a marketing strategy for agar production, and also presents the systematization of strategic analysis methods for assessing environmental factors in the formation of a marketing strategy. The main reasons determining a systematic approach to the use of methods in the formation of a marketing strategy are highlighted. The use of the presented methods for the formation of the marketing strategy of agricultural production allows to consider the formation as a process consisting of separate stages: formulation of the mission, goals and objectives of the marketing strategy, market analysis based on the factors of the external environment of the enterprise with direct and indirect influence, assessment of the potential opportunities of the industry, development decision trees" and evaluation of the effectiveness of management decisions.
Published Version
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