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 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
The journal “Economy, finances, management: Topical issues of science and practice” is included in the "List of Scientific Professional Editions of Ukraine".
The scientific edition is assigned the Category "Б" in the field of economics in specialties 051, 071, 072, 073, 075, 076, 241, 281
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The purpose of the journal "Economics, finances, management: Topical issues of science and practical activity» is the coverage of leading scientific ideas in the economic, financial and management activities of the sectors of the national economy and the involvement of representatives of the domestic and foreign scientific professional community.
Objectives of the journal:
- publication of research findings on innovation in the economy, financial and management spheres, innovation of production processes;
- expanding partnerships with international scientific publishing organizations;
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- adherence to editorial ethics.
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Recipient: Vinnytsia National Agrarian University MFO 820172 Current account No. 31256282102055 Code 00497236 Bank State Treasury Service of Ukraine, Kyiv. VAT payer code 004972302286. Registration number 100271744. Purpose of payment: for printing an article in the journal: ”Economy, finances, management: Topical issues of science and practical activity "
It was founded in 1997 under the name "Bulletin of the Vinnytsia State Agricultural Institute". In 2010-2014 he was published under the title “Collection of scientific works of Vinnitsa National Agrarian University”.
From 2015 ”Economy, finances, management: Topical issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 of PR as of December 31, 2014)
According to the decision of National Council of Television and Radio Broadcasting of Ukraine from 25.04.2024 No. 1337 the scientific journal «Economy, finances, management: topical issues of science and practical activity» has the ID of the Media R30-05171.
