Economy, finances, management: topical issues of science and practical activity

SCIENTIFIC JOURNALS OF VINNITSA NATIONAL AGRARIAN UNIVERSITY

Issue №: 9 (49)

Published: 2019.09.25

DOI: 10.37128/2411-4413-2019-9

Description:
The magazine deals with the problems of the agricultural sector of the economy in the context of integration and processes of globalization. Attention is paid to the issues of development of digital economy, rural territories, technologies of enterprise management and organization of accounting, problems of legal support of economic processes, market tendencies of development of various branches of economy. Particular attention is paid to green tourism as a promising segment of the national economy.

Read about journal

CONCEPTUAL APPROACHES TO THE FORMATION OF THE MARKETING STRATEGY OF THE BEAUTY SUGAR COMPANY ENTERPRISES

DOI: 10.37128/2411-4413-2019-9-7

PDF Повернутись

KRFSNIAK Olena - Candidate of Economical Science, Associate Professor of the Department of

Marketing and Agrarian Business, Vinnitsia National Agrarian University (21008, Vinnytsia, 3, Soniachna

Str., e-mail: lenakrasnyak@gmail.com).

AMONS Sergey – Candidate of Agricultural Sciences, Associate Professor,Associate Professor of

the Department of Marketing and Agrarian Business, Vinnytsia National Agrarian University (21008,

Vinnytsia, 3, Soniachna Str., e-mail: sergeyamons@gmail.com).

Annotation

The conceptual bases of development and realization of marketing strategy of enterprises of beet sugar subcomplex are considered in the article; stages of strategy formation are characterized; the complex of economic and organizational problems of realization of strategic marketing approach in the market of agricultural products is revealed.

It is established that the domestic sugar processing industry remains one of the strategically important directions of the agroindustrial complex and today it preserves the prospects of stabilization despite certain problematic aspects in the development of the enterprises of the sugar processing industry as a whole.

The basic aspects of forming of marketing strategy of processing enterprises are presented; describes the relationship between the phases of food marketing development and the level of application of the food marketing strategy. Based on this research, a set of conceptual approaches of the enterprise marketing strategy was developed, the application of which should contribute to providing a systematic approach to its planning, implementation and control.

The results of the conducted research show that the commodity policy of the sugar beet subcomplex enterprises of Ukraine should be focused on continuous improvement of the quality of production - as one of the priority areas of activity of the sugar plant, which provides its competitive advantages in the agricultural market. The assortment component implies the integrated application of diversification of commodity production by improving the existing assortment and processing of by-products.

On the basis of the analysis of the works devoted to the peculiarities of forming the marketing strategy of the processing enterprise, the authors propose their own integrated model of marketing strategy of the sugar beet subcomplex enterprises, which combines commodity, price, communication and organizational policy.

Keywords: marketing, strategy, politics, sugar beet, acreage, production, yield, efficiency.

List of references

1. Kudenko, N. B. (2005 ). Stratehchnyi marketynhg [Strategic Marketing]. Kyiv: Znannia [ in Ukrainian].

2. Lamber Zh.Zh. Strategicheskij marketing. Evropejskaya perspektiva [Strategic marketing. European perspective]. S-Peterburg: Nauka [in Russian]

3. Garkavenko, S.S. (2003). Marketyng [Marketyng]. Kyiv: [in Ukrainian].

4. Anisimov, O.S. (2009) Strategia I strategicheskoe myshleniy [Strategy and Strategic Thinking]. Voprosu metodologii – Methodology issues,1-2, 114-130 [in Russian].

5.Balabanova, L.V., & Kholod, V.V., & Balabanova, I.V. (2012). Strategichyi marketing [Strategic Marketing]. Kyiv: Tsentr uchbovoi [in Ukrainian].

6. Hryhor, A. V. (2015). Isledovayie instrumentalnykh stratehii marketinga [Research Instrumental Marketing Strategies]. Aktualni problem ekonomiky – Current problems of the economy, 2 , 47-52 [in Ukrainian ].

7. Aiferov A.V. (2004). Metodu marketynhovoi diyalnosti [Methods of marketing activity]. SPbGIEU [in Russian].

8. Koval T.A. (2012). Poniattia I sutnist efektyvnosti marketynhgovykh strategii vartisno-oriientovanyh pidpryiemstv [The concept and essence of the effectiveness of marketing strategies of value-oriented enterprises]. Lvivska politekhnika – Lviv Polytechnic, 722, 99-104. Retrieved from http://vlp.com.ua/node/8626 [in Ukrainian].

9. Masliak, T. A. (2012). Formuvannia marketynhovoi stratehii na pidpryiemstvi [Formation of marketing strategy at the enterprise]. Upravlinnia pozvytkom – Development Management, 2, 50 -52 [in Ukrainian ].

10. Beliavskii, I.K. (2014). Marketinhgovoe isledovanie. Informatsiia, analiz, prohgnoz [Marketing research. Information, analysis, forecast]. Moskva: Finansy i statistika. Retrieved from IPRbooks

11. Kotler, F. (2012). Osnovy marketinga [Principles of Marketing]. (V.B. Bobrova, Trans). Moskva [in Russian].

12. Kotler, F. (2007). Osnovy marketinga [Principles of Marketing]. Moskva : Izdatelskij dom “Vil'yams” [in Russian].

13. Khrshhgen, Kh. (2000). Marketyng – osnovy profisionalnohgo uspekha [Marketing - the basics of professional success]. (Kh. Khrshhgen, Trans). Moskva: INFRA-M [in Russian].

14. Stratehgiia pozvytku ahgrarnohgo sektoru ekonomiky na period do 2020 roku [Strategy for the development of the agricultural sector of the economy until 2020]. (n.d.). zakon.rada.gov.ua Retrieved from https://zakon.rada.gov.ua/laws/show/806-2013 [in Ukrainian].

15. Analitychna dovidka. Sezon Tsukrovarinnia 2019/2020 MR (2019). [Sugar Sugar Season 2019/2020 MR]. (n.d.). ukrsugar.com/uk Retrieved from http://ukrsugar.com/uk [in Ukrainian].

16. Kaletnik H.M. (2011). Innovatsiini modeli upravlinnia stratehichnym ekonomichnym potentsialom suchasnykh ekonomichnykh system [Innovative models of management of strategic economic potential of modern economic systems]. Aktualni problemy ekonomiky – Actual problems of the economy, 4, 3-11 [in Ukrainian].

All journal issues

About the journal

Topics of the journal:

С1 Economics and International Economic Relations (by specialization)

D1 Accounting and Taxation

D2 Finance, Banking, Insurance and Stock Market

D3 Management

D4 Public Management and Administration

D5 Marketing

D7 Trade

J3 Tourism and Recreation

Keywords: economics , international economic relations , accounting , taxation , finance , banking , insurance , stock market , management , public management and administration , marketing , trade , tourism and recreation

Key information:

ISSN (print): 2411-4413

DOI: 10.37128

All-Ukrainian scientific and production journal “Economics, finance, management: topical issues of science and practical activity” is a peer-reviewed open-access journal that publishes original research, theoretical articles and reviews on a wide range of economic and business issues. The articles, which have scientific and scientific-practical significance, highlight theoretical and methodological aspects of the development of agrarian sector of economy and related industries, the results of fundamental and applied research.

The purpose of the journal is to highlight the results of fundamental and applied research in the field of economic sciences, aimed at developing modern approaches to managing economic processes, financial support for enterprise activities and increasing the efficiency of economic systems. The publication is focused on creating a scientific environment for the exchange of research results between scientists, higher education students and practitioners in economic sphere, as well as on the dissemination of modern scientific and methodological approaches to solving current economic and management problems. The journal contributes to the development of the research in the field of enterprise economics, finance, accounting, auditing, management, marketing, entrepreneurship, trade, tourism and recreation, public management and administration, economic development and international economic relations, which meets the modern needs of the socio-economic development of the state.

The journal’s objectives are:

• publishing the results of fundamental and applied research in the fields of economics, international economic relations, finance, management, public administration, accounting, marketing, tourism and recreation, and entrepreneurship;

• promoting the development of modern methods of managing enterprises and organizations, increasing the efficiency of using financial and material resources;

• supporting the research aimed at improving the economic mechanisms of enterprise functioning, developing innovative activity, and increasing the competitiveness of economic structures;

• ensuring the scientific exchange of research results between higher education institutions, scientific institutions, and business entities;

• developing methods of economic analysis, forecasting, and modeling of socio-economic processes;

• disseminating of modern approaches to financial management, accounting, taxation, and control of economic activity;

• promoting the development of interdisciplinary research related to the economic support of the development of agrarian sector of economy and rural areas;

• integration of scientific research results into the international scientific space and increasing the level of scientific communication.

Publisher: Vinnytsia National Agrarian University

Link to the journal on the publisher’s website: ”Economics, finance, management: topical issues of science and practical activity”

Frequency of issue: 4 times a year.

Language of publication: Ukrainian, English.

Editor-in-Chief: Inna Honcharuk

State registration: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1337 and No. 1178. Media identifier – R30-05171. Publisher registration number (EDRPOU) 00497236.

Publisher’s ROR: https://ror.org/05m3ysc06 Publisher’s DOI prefix: 10.37128 ISSN (print): 2411-4413

Publisher DOI prefix: 10.37128 ISSN (print): 2411-4413

The scientific journal is included in category "B" of the List of scientific professional publications of Ukraine, in which the results of dissertations for the degree of Doctor and Candidate of Sciences in the specialties C1 (051) - Economics, D1 (071) - Accounting and Taxation, D2 (072) – Finance, Banking, Insurance and Stock Market, D3 (073) – Management, D5 (075) – Marketing, D7 (076) – Entrepreneurship and Trade, (241) – Hotel and Restaurant Business, D4 (281) – Public Management and Administration (Order of the Ministry of Education and Science of Ukraine dated March 17, 2020 №409)

History of journal:

Founded in 1997 under the name ”Bulletin of Vinnytsia State Agricultural Institute”. In 2010-2014 it was published under the name “Collection of Scientific Papers of Vinnytsia National Agrarian University”. Since 2015 “Economics, finance, management: current issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 PR dated 12/31/2014).