Issue №: 1 (75)
The journal deals with the issues of efficiency of functioning of the national economics and organizational forms of management of the national economy. Attention is paid to the problems of marketing, management and efficiency of production and economic activity of agrarian enterprises. The issues of public administration and administration, accounting and taxation, banking and insurance, forecasting and modeling of economic processes, foreign economic activity, commodity flows of economic entities and their infrastructure support.
THE ROLE OF MARKETING STRATEGY IN SHAPING THE COMPETITIVENESS OF AGRICULTURAL ENTERPRISES
KOVALIV Volodymyr – Candidate of Economic Sciences, Associate Professor, Dean of the Faculty of Management, Economics and Law, Associate Professor of the Department of Management and Territorial Development named after Prof. Ye. Khraplyvy, Stepan Gzhytskyi National University of Veterinary Medicine and Biotechnologies Lviv (80381, Lviv region, Dublyany, 1, V. Velykoho Str., e-mail: volodymyrkovaliv@gmail.com, https://orcid.org/0000-0003-2915-9990).
KLETSYK Viktoriia – Postgraduate Student of the Fourth Year of Study of the Department of Management and Territorial Development named after Prof. Ye. Khraplyvy, Stepan Gzhytskyi National University of Veterinary Medicine and Biotechnologies Lviv (80381, Lviv region, Dublyany, 1, V. Velykoho Str.,
e-mail: klvictoria0524@gmail.com, https://orcid.org/0009-0003-0724-1421).
In the context of an unstable economic environment and ongoing transformations in the agricultural sector, this study examines the role of marketing strategy in shaping the competitiveness of agricultural enterprises. The aim of the article is to develop approaches for improving the marketing strategy to enhance the competitiveness of agribusiness firms. In order to achieve this objective, the research conducts a comprehensive analysis of scientific literature and a theoretical generalization of the approaches of the formation of marketing strategies for product distribution. The research also analyzes the factors influencing the formation of an enterprise’s marketing strategy, including market conditions, resource potential, and shifts in consumer demand.
The analysis reveals that key components of an effective marketing strategy include contract-based sales activities, establishing long-term partnerships with suppliers and customers, and implementing innovative digital marketing tools (specifically Internet marketing, social media marketing (SMM), and CRM systems) in the firm’s distribution policy. For example, contract farming arrangements are highlighted as a mechanism to stabilize supply and demand relationships in the agricultural market. The findings highlight that the adoption of a comprehensive marketing strategy contributes to enhancing dynamic competitiveness and strengthening the competitive advantages of the agricultural enterprise in the market.
It is emphasized that an effective marketing strategy integrates hierarchical structural elements and organizational-managerial approaches to ensure the innovation-oriented nature of the enterprise’s marketing processes. The practical significance of the research lies in the development of the specific recommendations for improving the marketing strategies of agricultural enterprises. The novelty of the study consists in establishing a direct link between the effectiveness of the distribution marketing strategy and the level of competitiveness of agricultural enterprises. This finding provides new evidence of how marketing strategy effectiveness affects firm competitiveness.
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About 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
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).
