Issue №: 9 (49)
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.
CONCEPTUAL APPROACHES TO THE FORMATION OF THE MARKETING STRATEGY OF THE BEAUTY SUGAR COMPANY ENTERPRISES
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).
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.
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About journal
051 Economics
071 Accounting and taxation
072 Finance, banking and insurance
073 Management
075 Marketing
076 Business, trade and exchange activities
241 Hotel, restaurant and catering
281 Public administration
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