Features and Principles of Formation of Marketing Strategies in the Activity of Agricultural Enterprises of Ukraine
The article defines that the marketing strategy is a general philosophy of doing business in the context of globalization and involves the development of strategic directions and methodological tools for achieving long-term competitive advantages and the possibility of timely adaptation of business...
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irk-123456789-1690272020-06-02T01:26:17Z Features and Principles of Formation of Marketing Strategies in the Activity of Agricultural Enterprises of Ukraine Byvsheva, L. Kondratenko, O. Kovalenchenko, A. Marketing The article defines that the marketing strategy is a general philosophy of doing business in the context of globalization and involves the development of strategic directions and methodological tools for achieving long-term competitive advantages and the possibility of timely adaptation of business entities to the dynamic changes of macro and microenvironmental factors, contributing to the needs and environment. consumers according to social values. The marketing strategy of the company is formed on the basis of the basic concept of its development and takes into account resources and opportunities, the state and peculiarities of competition, demand trends, conditions of marketing environment and internal factors that are interconnected and observed chain reaction, which is displayed on the change in the final result. The order of formation and realization of the marketing strategy of the enterprises in the agro-industrial market is presented. The importance of taking into account strategic market risks has been updated. The principles of marketing strategy formation are substantially different from the principles of formation of the overall development strategy and follow from the very essence of marketing. It is proved that in formulating a marketing strategy of an agricultural enterprise, it is necessary to coordinate its potential capabilities in terms of meeting the requirements of the end consumers regarding the range, quality and price of agricultural products, to take into account the maximum use of their competitive advantages and weak positions of competitors, to substantiate the strategies of the main elements of the marketing complex: distribution and promotion. У статті визначено, що маркетингова стратегія є загальною філософією ведення бізнесу в умовах глобалізації і передбачає розроблення стратегічних напрямів та методологічного інструментарію для досягнення довгострокових конкурентних переваг та можливості своєчасної адаптації суб’єктів господарювання до динамічних змін факторів макро- і мікросередовища, сприяє формуванню потреб і смаків споживачів відповідно до суспільних цінностей. Маркетингова стратегія підприємства формується на базі основної концепції його розвитку та враховує ресурси і можливості, стан та особливості конкурентної боротьби, тенденції розвитку попиту, умови маркетингового зовнішнього середовища та внутрішні чинники, що взаємопов’язані між собою й між ними спостерігається ланцюгова реакція, яка відображається на зміні кінцевого результату. Представлено порядок формування і реалізації маркетингової стратегії підприємств на агропромисло вому ринку, що передбачає планування та втілення на практиці маркетингового інструментарію, вибір найбільш доцільної з існуючих альтернатив моделі стратегічної поведінки підприємства на ринку. Актуалізовано значення врахування стратегічних ринкових ризиків. Обґрунтовані принципи формування маркетингової стратегії дещо відрізняються від принципів формування загальної стратегії розвитку і випливають із самої сутності маркетингу. Доведено, що при формуванні маркетингової стратегії сільськогосподарського підприємства необхідно узгоджувати його потенційні можливості стосовно забезпечення вимог кінцевих споживачів щодо асортименту, якості і ціни сільськогосподарської продукції, враховувати максимальне використання своїх конкурентних переваг та слабкі позиції конкурентів, обґрунтовувати стратегії основних елементів маркетингового комплексу: товару, ціни, розподілу і просування. В статье определено, что маркетинговая стратегия является общей философией ведения бизнеса в условиях глобализации и предусматривает разработку стратегических направлений и методологического инструментария для достижения долгосрочных конкурентных преимуществ и возможности своевременной адаптации субъектов хозяйствования к динамическим изменениям факторов макро- и микросреды, оказывает содействие формированию нужд и вкусов потребителей соответственно общественным ценностям. Маркетинговая стратегия предприятия формируется на базе основной концепции его развития и учитывает ресурсы и возможности, состояние и особенности конкурентной борьбы, тенденции развития спроса, условия маркетинговой внешней среды и внутренние факторы, которые взаимосвязаны между собой и между ними наблюдается цепная реакция, которая отображается на изменении конечного результата. Представлен порядок формирования и реализации маркетинговой стратегии предприятий на агропромышленном рынке, который предусматривает планирование и воплощение на практике маркетингового инструментария, выбор наиболее целесообразной из существующих альтернатив модели стратегического поведения предприятия на рынке. Актуализировано значения учета стратегических рыночных рисков. Обоснованы принципы формирования маркетинговой стратегии, которые отличаются от принципов формирования общей стратегии развития и вытекают из самой сущности маркетинга. Доказано, что при формировании маркетинговой стратегии сельскохозяйственного предприятия, необходимо согласовывать его потенциальные возможности относительно обеспечения требований конечных потребителей по поводу ассортимента, качества и цены сельскохозяйственной продукции, учитывать максимальное использование своих конкурентных преимуществ и слабые позиции конкурентов, обосновывать стратегии основных элементов маркетингового комплекса: товара, цены, распределения и продвижение. 2019 Article Features and Principles of Formation of Marketing Strategies in the Activity of Agricultural Enterprises of Ukraine / L. Byvsheva, O. Kondratenko, A. Kovalenchenko // Економічний вісник Донбасу. — 2019. — № 4 (58). — С. 117-123. — Бібліогр.: 10 назв. — англ. 1817-3772 DOI: 10.12958/1817-3772-2019-4(58)-117-123 http://dspace.nbuv.gov.ua/handle/123456789/169027 339.13:338.43 en Економічний вісник Донбасу Інститут економіки промисловості НАН України |
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Digital Library of Periodicals of National Academy of Sciences of Ukraine |
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English |
| topic |
Marketing Marketing |
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Marketing Marketing Byvsheva, L. Kondratenko, O. Kovalenchenko, A. Features and Principles of Formation of Marketing Strategies in the Activity of Agricultural Enterprises of Ukraine Економічний вісник Донбасу |
| description |
The article defines that the marketing strategy is a general philosophy of doing business in the context of globalization and involves the development of strategic directions and methodological tools for achieving long-term competitive advantages and the possibility of timely adaptation of business entities to the dynamic changes of macro and microenvironmental factors, contributing to the needs and environment. consumers according to social values. The marketing strategy of the company is formed on the basis of the basic concept of its development and takes into account resources and opportunities, the state and peculiarities of competition, demand trends, conditions of marketing environment and internal factors that are interconnected and observed chain reaction, which is displayed on the change in the final result. The order of formation and realization of the marketing strategy of the enterprises in the agro-industrial market is presented. The importance of taking into account strategic market risks has been updated. The principles of marketing strategy formation are substantially different from the principles of formation of the overall development strategy and follow from the very essence of marketing. It is proved that in formulating a marketing strategy of an agricultural enterprise, it is necessary to coordinate its potential capabilities in terms of meeting the requirements of the end consumers regarding the range, quality and price of agricultural products, to take into account the maximum use of their competitive advantages and weak positions of competitors, to substantiate the strategies of the main elements of the marketing complex: distribution and promotion. |
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Article |
| author |
Byvsheva, L. Kondratenko, O. Kovalenchenko, A. |
| author_facet |
Byvsheva, L. Kondratenko, O. Kovalenchenko, A. |
| author_sort |
Byvsheva, L. |
| title |
Features and Principles of Formation of Marketing Strategies in the Activity of Agricultural Enterprises of Ukraine |
| title_short |
Features and Principles of Formation of Marketing Strategies in the Activity of Agricultural Enterprises of Ukraine |
| title_full |
Features and Principles of Formation of Marketing Strategies in the Activity of Agricultural Enterprises of Ukraine |
| title_fullStr |
Features and Principles of Formation of Marketing Strategies in the Activity of Agricultural Enterprises of Ukraine |
| title_full_unstemmed |
Features and Principles of Formation of Marketing Strategies in the Activity of Agricultural Enterprises of Ukraine |
| title_sort |
features and principles of formation of marketing strategies in the activity of agricultural enterprises of ukraine |
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Інститут економіки промисловості НАН України |
| publishDate |
2019 |
| topic_facet |
Marketing |
| url |
http://dspace.nbuv.gov.ua/handle/123456789/169027 |
| citation_txt |
Features and Principles of Formation of Marketing Strategies in the Activity of Agricultural Enterprises of Ukraine / L. Byvsheva, O. Kondratenko, A. Kovalenchenko // Економічний вісник Донбасу. — 2019. — № 4 (58). — С. 117-123. — Бібліогр.: 10 назв. — англ. |
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Економічний вісник Донбасу |
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L. Byvsheva, O. Kondratenko, А. Kovalenchenko
117
Економічний вісник Донбасу № 4(58), 2019
UDC 339.13:338.43 doi: 10.12958/1817-3772-2019-4(58)-117-123
L. Byvsheva,
PhD (Economics),
O. Kondratenko,
Assistant,
ORCID 0000-0001-8572-0477,
А. Kovalenchenko,
Donbass State Machine Building Academy, Kramatorsk
FEATURES AND PRINCIPLES OF FORMATION OF MARKETING STRATEGIES
IN THE ACTIVITY OF AGRICULTURAL ENTERPRISES OF UKRAINE
Problem statement. With the development of
market marketing, there is a greater role for the func-
tioning functions of the country. For a clear position on
the market, protection of the product from the market,
giving in to marketing visits, you can use the effective
function of the state donation.
There are some global trends, a quick technical and
technological news, a quick development of national
markets, as well as a greater competitiveness to put new
opportunities before. One of the most important ele-
ments of a wide range of products is marketing and mar-
keting tools, middle-class clients, especially respect for
the fragmented marketing strategies, and for the most
part, we’ll understand the main direct marketing goals
[1, р. 25].
Analysis of the rest of the publication and pub-
lication. Weighty science contribution to the theoretical
aspects of the victorious marketing and marketing stra-
tegies has been shown to be so important that I’m I. An-
soff, S. Garkavenko, V. Gerasimchuk, O. Yerankin,
F. Kotler [2], N. Kudenko, J.-J. Lamben, J. Larina,
M. McDonald, G. Mintsberg, A. Pavlenko, M. Porter,
I. Reshetnikova [5], A. Starostin and that. The following
particularities and the problems of formulating market-
ing strategies in the field of social and business gifts
were looked at in the hands of V. Andriychuk,
P. Borschevsky, V. Gavrish, N. Olіynik [3], Y. Larino,
V. Lutsyoz [4], Pisarenka, S. Prokhorchuk, I. Solo-
vyova, P. Sabluka, V. Yurchishin and the others.
Advancement of expenses on business days before
the target day of marketing strategies and the importance
of clear theoretical ambushes development of strategic
marketing activities and needs of business.
By the method of statistics, the characteristics and
the order are formulated in the form of marketing stra-
tegies and social and business enterprises of Ukraine,
with the need for minimum strategic risks.
Outline of the main research material. In the sys-
tem of market economic relations, agriculture is gradu-
ally adapting to the entrepreneurial environment
through the action of a number of specific features of the
industry, in particular agrobiological factors, low elas-
ticity of demand, seasonality of production, which re-
quires finding effective tools for flexible adaptation of
the enterprise's capabilities to market demands [6,
p. 56].
In our opinion, the implementation of the market-
ing approach in the practical activity of agricultural pro-
ducers will ensure more rapid adaptation of enterprises
to the market environment, their competitiveness and
sustainable development.
Research on the functioning of agricultural enter-
prises in terms of their marketing activities should be
carried out in the following areas: analysis of resource
potential; resource efficiency; assessment of financial
condition [7, p. 716–718] (Fig. 1).
Effective advertising
Positive image
enterprises
Proper marketing-
information system
Exit to
international markets
Increase
qualifications
Settlement
commodity policy
Improve
organizational structure
Effective price
policy
Effective
marketing
activity
Fig. 1. Measures to improve the marketing activity of the enterprise
(developed by the authors based on source [7])
L. Byvsheva, O. Kondratenko, А. Kovalenchenko
118
Економічний вісник Донбасу № 4(58), 2019
The need for marketing activities in the agricultural
sector is manifested in the combination of efforts to sell
agricultural products, meet the needs of the population
in food, and processing enterprises - in raw materials.
The features of agromarketing are first and foremost re-
lated to the specificity of agricultural production, which
is characterized by the variety of products and market
participants, a large number of organizational forms of
management, problems of staffing. Features of agrarian
production and marketing activities in this field are pre-
sented in Table. 1.
Table 1
Features of agrarian production and its marketing in enterprises
(created by the authors on the basis of source [8])
Features of agricultural production Features of agrarian marketing
Seasonality of production and dependence on natural
and climatic conditions, so production results are un-
predictable
The production of basic necessities, most of them have
a short shelf life and have not only consumer purpose,
but also aesthetic, moral, good health.
Long duration of production cycle of production with
determination of financial results at the end of the year
Time difference between production and consumption.
Demand fluctuations and seasonal fluctuations in
prices
High level of competitive environment in the industry,
especially within a specific geographical region, due to
the presence of a large number of homogeneous farms
Diversity of ownership, product range and market par-
ticipants. The possibility of diversification of agricul-
tural products is limited
Cyclicality of production
Low level of marketing knowledge and practical skills;
lack of a clear, economically sound marketing system
Land is the main means of agricultural production
Imperfection of information support: insufficient and
uneven development of market information and, as a
consequence, opportunities for intermediaries to easily
profit from agricultural producers
Interconnection of agrarian industries
High sensitivity to market changes: demand for agri-
cultural and food products is not flexible in price and
income, high sensitivity, supportiveness, adaptability,
self-organization and self-management
The variety of products produced, its purposefulness
and relevance to the end consumer
Lack of centralized incentives: the need for agro-pro-
ducers in state support and coordination
Today, while conducting agrarian business, there
are two philosophies – marketing and production-mar-
keting, which differ fundamentally between the orienta-
tion of agricultural enterprises. In general, the marketing
department plays a very important role in the activities
of an agricultural enterprise and must fulfill two main
tasks, which are assigned separately to the marketing de-
partment and the marketing department at large enter-
prises [8]:
1) market research, that is, identifying those pro-
ducts that are needed in the market, produced and sold
by competitors, as well as forming orders to produce or
submit to the procurement department proposals for the
purchase of relevant products;
2) promotion, that is, presenting to customers the
products produced by the enterprise and encouraging
them to take such measures so that they contact the sales
department or give the sales department the coordinates
of those customers who may be interested in the pro-
ducts of the enterprise.
The main functions assigned to the marketing de-
partment [8] are:
– development of production and marketing stra-
tegy of products manufactured at the enterprise, in par-
ticular: information analysis and development of market
and sales forecast; identifying key consumers, strategies
and marketing policies.
– preparation of information for management on
marketing activities: analysis of the industry market;
– development of recommendations on conducting
marketing activities on the basis of the conducted
analysis; analysis of the work of intermediaries (sales
representatives).
– coordination of activity of the basic structures of
the enterprise: management of implementation of im-
provements in production of products and new distribu-
tion channels; constant monitoring of the process of im-
plementation of recommendations in the activity of the
enterprise; expansion of the sales channel system.
– promotion: regular provision of recommenda-
tions on the promotion of goods on the market; creation
and maintenance of a database on consumers of products
of the enterprise; organization and participation in exhi-
bitions; organization of advertising activities; develop-
ing a customer incentive system.
L. Byvsheva, O. Kondratenko, А. Kovalenchenko
119
Економічний вісник Донбасу № 4(58), 2019
Marketing strategy of agricultural enterprise deve-
lopment is a set of directions of its activity in the market
and decision-making, focusing individual marketing
measures on the fullest possible implementation of the
basic strategy of the enterprise. World experience shows
that marketing is a means of future development of ag-
ricultural enterprises. On this basis, the development of
marketing strategy of the enterprise is the process of cre-
ating and practical implementation of the general pro-
gram of actions of the enterprise. Its purpose is related
to the effective allocation of resources to reach the target
market.
Successful functioning of agricultural enterprises
in the current market conditions implies high efficiency
of their activity and possibility to adapt to changing ex-
ternal conditions. As the world experience shows, these
tasks are most effectively solved on the basis of the for-
mation of a marketing strategy. The importance of
theoretical, methodological and practical aspects of the
marketing strategy of agricultural enterprises is increas-
ing also because anti-crisis programs and adaptation
processes are traditionally difficult in the agricultural
sector of the economy.
Formation and improvement of marketing strategy,
allows agricultural enterprises to successfully adapt to
changing market conditions and function effectively.
The procedure for forming an agricultural enterprise
marketing strategy is presented in Fig. 2.
1. Defining the goal and
basic prerequisites for
creating a strategy
2. Research current
market situation
3. Determination of
initial positions of the
enterprise
Formation of marketing strategy
5. Formation of options for strategists
good behavior appropriate for
agricultural enterprises
4. Determination of the market
segment, the presence of the company in
which it is advisable
6. Choosing the best strategy implementation option (configuration and
content of strategy measures) appropriate for agricultural enterprises
7. Formulation of a plan for the implementation of the agricultural enterprise
strategy, list and timing of measures within this strategy
T
he
or
et
ic
al
a
nd
m
et
ho
do
lo
gi
ca
l b
as
is
o
f
fo
rm
at
io
n
en
te
rp
ri
se
m
ar
ke
tin
g
st
ra
te
gy
Principles formation
Effective strategy
Specifics strategic
management and
implementation
marketing strategy on
market
Risks of the agro-
industrial market
Of Ukraine
implementation of marketing strategy
Analysis of marketing strategy implementation results
Adjusting long-term actions based on marketing strategy results
control of strategy
implementation
Fig. 2. The order of formation of marketing strategy of the enterprise on the agro-
industrial market of Ukraine (developed by source based authors [9])
Improving the functioning of agricultural enter-
prises in a market economy is possible with the com-
pleted cycle of economic activity, which includes the
process of economically profitable marketing of agricul-
tural products on the market. With the change of man-
agement methods, the formation of a new strategy for
agricultural enterprises, the search for effective market-
ing mechanisms in enterprise management systems be-
gan.
For the functioning of an agricultural enterprise,
marketing strategy is the most important functional
strategy, as it aims to provide a justification of goals and
objectives in each individual market (market segment)
and for each product, taking into account the peculiari-
ties of competition and consumer demand [22, p. 387].
The principles of marketing strategy formation are
slightly different from the principles of formation of the
overall development strategy and follow from the very
essence of marketing (Table 2).
Today, the formation of a marketing strategy can
be considered the basis of strategic development of
agrarian enterprises and is caused by the following fac-
tors: most agricultural markets are saturated and highly
competitive in modern conditions, so for a successful
L. Byvsheva, O. Kondratenko, А. Kovalenchenko
120
Економічний вісник Донбасу № 4(58), 2019
Table 2
Principles of formation of marketing strategy of agricultural enterprises and their characteristics
Principles Features of agrarian marketing
Purposefulness
Mission statement, goals, orientation of all spheres of activity on satisfaction of
needs of the consumer, on the one hand, and on achievement of the final practical
result of production and marketing activity – on the other
Concentration of effort
Concentration of research, production, financial, sales efforts on strategic direc-
tions of marketing activity (search of markets, consumers, unmet needs, creative
approaches to the solution of the set marketing tasks)
Focusing on long-term results
Forecasting, development of innovative products, introduction of innovations for
obtaining the expected result in the future
Synergistic effect
Relationship between marketing strategy and tactics, which involves the need for
targeted and active stimulating influence on market demand and the complexity
of marketing measures to achieve the synergy effect
Flexibility
Adaptive response of enterprise commodity strategy to qualitative and quantita-
tive changes in demand, use of flexible pricing in response to changes in market
conditions; choice of optimal forms and methods of communication policy; In-
volvement of employees in active participation in marketing activities
market activity, each agrarian enterprise must define its
target segment with specific needs, which is only pos-
sible if marketing tools are used; the modern external
business environment is changing dynamically, which
may give agricultural enterprises additional market op-
portunities or, on the contrary, threaten its strategic ac-
tivities. Ongoing monitoring of the market situation will
determine market opportunities for its strategic activi-
ties. Ongoing monitoring of the situation on the market
will be able to identify market opportunities for agricul-
tural enterprises, to identify and use them in a timely
manner, while avoiding market threats. It is this compo-
nent that forms the basis of methodological tools in the
formulation of a marketing strategy; the high level of
competition that exists in many commodity and regional
markets requires agrarian enterprises to have adequate
competitive behavior that will enable them to strengthen
their competitive long-term position in the market. The
theory of competitive advantages is aimed at: develop-
ing measures aimed at enhancing competitiveness;
forming a mechanism for responding to external
changes; integration of strategic actions of the main
functional units of enterprises; solving specific business
issues and issues that are relevant at the moment. All this
is also the basis for formulating a marketing strategy;
Consideration of changes in the nature and behavior of
the consumer is important for the market activity of an
agricultural enterprise.
The choice of the optimal variant of implementa-
tion of the marketing strategy of agricultural enterprises
(configuration and content of measures within the strat-
egy), from the possible alternatives of the formation of
the marketing strategy can be applied any, depending on
the specific conditions of activity, opportunities and
prospects of the individual enterprise for which the stra-
tegy is being developed.
The most appropriate strategy for implementation
should be in accordance with the nature of the changes
in the environment and the ability of the enterprise itself
to know and understand the content of these changes. A
general characteristic of these conditions is the ability of
management and business owners to understand the
causes and anticipate changes that occur in the environ-
ment [3]. That is why the marketing strategy of an agri-
cultural enterprise must be adequate to a certain level of
forecasting by that enterprise of future changes in its ex-
ternal environment. The scheme of choice of marketing
strategy of an agricultural enterprise is presented in
Fig. 3.
Implementation of the marketing strategy as a
stage that follows the formation of the strategy and pro-
vides for the direct practical implementation of the mar-
keting strategy, involves the implementation of the ac-
tivities planned within the strategic marketing plan. If
the marketing strategy determines the general directions
and basic principles of adaptation of the marketing po-
tential of the agricultural enterprise to the conditions of
the market environment, then its practical implementa-
tion is due to the use of the appropriate marketing com-
plex by the enterprises.
Monitoring the implementation of the strategy in-
volves:
1. Expert and statistical analysis of the image of the
enterprise and its products.
2. Comparison of the amount of resources ex-
pended with the planned amount in the context of
achievement of specific strategic goals.
3. Determining the market share at the stages of
strategy implementation and the dynamics of its
changes, ascertaining that the changes are planned.
It is important to take into account in the process of
forming and implementing the strategy of marketing
risks of agricultural enterprises, which can be imple-
mented in case of adverse changes in the internal and
external environment. Risk management of the agricul-
tural market allows to some extent to predict, control,
control, take measures to eliminate or reduce the nega-
tive effects of these events.
L. Byvsheva, O. Kondratenko, А. Kovalenchenko
121
Економічний вісник Донбасу № 4(58), 2019
Choosing an agricultural enterprise marketing strategy from the alternatives available
Level analysis is stable
changes in the internal
environment
Analysis
trends
external
environment
Analysis of the ability of the
enterprise capacities to predict
changes in the market
environment
Assessment of the degree of predictability of changes
in the internal and external environment
Determining the possibility of using strategic alternatives
at the enterprise
The choice of the model of marketing strategy of the enterprise in the agro-industrial market from the available alternatives
Predictability of the external
environment
Willingness of management (first of all) and
employees of enterprise to cardinal
strategic change
The scale of the enterprise
Available resource potential
The level of centralization of management
Orientation of marketing actions on
specific object
Fig. 3. Selection of the marketing strategy of the enterprise in the agro-industrial market
of the alternatives available (created by source based authors [9])
Against this background, the tasks of agricultural
market risk management are to: identify areas of in-
creased risk in the agricultural market; assessment of the
degree of risk to agricultural products; analysis of the
acceptability of such a level of risk in the agricultural
market for a particular enterprise; developing measures
to prevent or reduce risk in the agricultural market;
taking measures to maximize compensation for the da-
mage caused in the event of a risk event.
Conclusions. In formulating the marketing stra-
tegy of an agricultural enterprise, it is necessary to coor-
dinate its potential capabilities in meeting the require-
ments of end consumers regarding the range, quality and
price of the agricultural, to take into account the maxi-
mum use of their competitive advantages and the weak
positions of competitors, to substantiate the strategies of
the main elements of the marketing complex: goods,
prices, distribution. The mechanism of effective func-
tioning of the organizational marketing service of an ag-
ricultural enterprise implies its integrity, unity, orderli-
ness on the basis of optimization of its structure.
It is determined that the marketing strategy is a
general philosophy of doing business in the context of
globalization. It envisages the development of strategic
directions and methodological tools to achieve long-
term competitive advantages and the possibility of
timely adaptation of economic entities to the dynamic
changes of macro and microenvironmental factors, con-
tributes to shaping consumer needs and tastes in accor-
dance with social values.
The marketing strategy of an agricultural enterprise
is formed on the basis of the basic conception of its de-
velopment and takes into account resources and oppor-
tunities, the state and features of competition, demand
trends, conditions of marketing environment and inter-
nal factors that are interconnected and observed chain
reaction, which is reflected in the change in the final re-
sult.
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Natsionalnoho ahrarnoho universytetu, 97, рр. 386-389 [in
Ukrainian].
Бившева Л. О., Кондратенко О. О., Ковален-
ченко А. Особливості та принципи формування
маркетингових стратегій у діяльності сільськогос-
подарських підприємств України
У статті визначено, що маркетингова стратегія є
загальною філософією ведення бізнесу в умовах глоба-
лізації і передбачає розроблення стратегічних напрямів
та методологічного інструментарію для досягнення
довгострокових конкурентних переваг та можливості
своєчасної адаптації суб’єктів господарювання до ди-
намічних змін факторів макро- і мікросередовища,
сприяє формуванню потреб і смаків споживачів відпо-
відно до суспільних цінностей. Маркетингова страте-
гія підприємства формується на базі основної концеп-
ції його розвитку та враховує ресурси і можливості,
стан та особливості конкурентної боротьби, тенденції
розвитку попиту, умови маркетингового зовнішнього
середовища та внутрішні чинники, що взаємопов’язані
між собою й між ними спостерігається ланцюгова
реакція, яка відображається на зміні кінцевого резуль-
тату. Представлено порядок формування і реалізації
маркетингової стратегії підприємств на агропромисло
вому ринку, що передбачає планування та втілення на
практиці маркетингового інструментарію, вибір най-
більш доцільної з існуючих альтернатив моделі страте-
гічної поведінки підприємства на ринку. Актуалізо-
вано значення врахування стратегічних ринкових ри-
зиків. Обґрунтовані принципи формування маркетин-
гової стратегії дещо відрізняються від принципів фор-
мування загальної стратегії розвитку і випливають із
самої сутності маркетингу. Доведено, що при форму-
ванні маркетингової стратегії сільськогосподарського
підприємства необхідно узгоджувати його потенційні
можливості стосовно забезпечення вимог кінцевих
споживачів щодо асортименту, якості і ціни сільсько-
господарської продукції, враховувати максимальне ви-
користання своїх конкурентних переваг та слабкі пози-
ції конкурентів, обґрунтовувати стратегії основних
елементів маркетингового комплексу: товару, ціни, ро-
зподілу і просування.
Ключові слова: маркетингова діяльність, сільсько-
господарське підприємство, агропромисловий ринок,
маркетингова стратегія, стратегічні ризики, страте-
гічна поведінка, сільськогосподарська продукція.
Byvsheva L., Kondratenko О., Kovalenchenko А.
Features and Principles of Formation of Marketing
Strategies in the Activity of Agricultural Enterprises of
Ukraine
The article defines that the marketing strategy is a
general philosophy of doing business in the context of
globalization and involves the development of strategic di-
rections and methodological tools for achieving long-term
competitive advantages and the possibility of timely adap-
tation of business entities to the dynamic changes of macro
and microenvironmental factors, contributing to the needs
and environment. consumers according to social values.
The marketing strategy of the company is formed on the
basis of the basic concept of its development and takes into
account resources and opportunities, the state and pecu-
liarities of competition, demand trends, conditions of mar-
keting environment and internal factors that are intercon-
nected and observed chain reaction, which is displayed on
the change in the final result. The order of formation and
realization of the marketing strategy of the enterprises in
the agro-industrial market is presented. The importance of
taking into account strategic market risks has been updated.
The principles of marketing strategy formation are substan-
tially different from the principles of formation of the over-
all development strategy and follow from the very essence
of marketing. It is proved that in formulating a marketing
strategy of an agricultural enterprise, it is necessary to co-
ordinate its potential capabilities in terms of meeting the
requirements of the end consumers regarding the range,
quality and price of agricultural products, to take into ac-
count the maximum use of their competitive advantages
and weak positions of competitors, to substantiate the stra-
L. Byvsheva, O. Kondratenko, А. Kovalenchenko
123
Економічний вісник Донбасу № 4(58), 2019
tegies of the main elements of the marketing complex: dis-
tribution and promotion.
Keywords: marketing activity, agricultural enterprise,
agro-industrial market, marketing strategy, strategic risks,
strategic behavior, agricultural products.
Бывшева Л. А., Кондратенко О. А., Ковален-
ченко А. Особенности и принципы формирования
маркетинговых стратегий в деятельности сельско-
хозяйственных предприятий Украины
В статье определено, что маркетинговая страте-
гия является общей философией ведения бизнеса в
условиях глобализации и предусматривает разработку
стратегических направлений и методологического ин-
струментария для достижения долгосрочных конку-
рентных преимуществ и возможности своевременной
адаптации субъектов хозяйствования к динамическим
изменениям факторов макро- и микросреды, оказывает
содействие формированию нужд и вкусов потребите-
лей соответственно общественным ценностям. Марке-
тинговая стратегия предприятия формируется на базе
основной концепции его развития и учитывает ре-
сурсы и возможности, состояние и особенности конку-
рентной борьбы, тенденции развития спроса, условия
маркетинговой внешней среды и внутренние факторы,
которые взаимосвязаны между собой и между ними
наблюдается цепная реакция, которая отображается на
изменении конечного результата. Представлен поря-
док формирования и реализации маркетинговой стра-
тегии предприятий на агропромышленном рынке, ко-
торый предусматривает планирование и воплощение
на практике маркетингового инструментария, выбор
наиболее целесообразной из существующих альтерна-
тив модели стратегического поведения предприятия на
рынке. Актуализировано значения учета стратеги-
ческих рыночных рисков. Обоснованы принципы фор-
мирования маркетинговой стратегии, которые отлича-
ются от принципов формирования общей стратегии
развития и вытекают из самой сущности маркетинга.
Доказано, что при формировании маркетинговой стра-
тегии сельскохозяйственного предприятия, необхо-
димо согласовывать его потенциальные возможности
относительно обеспечения требований конечных по-
требителей по поводу ассортимента, качества и цены
сельскохозяйственной продукции, учитывать макси-
мальное использование своих конкурентных преиму-
ществ и слабые позиции конкурентов, обосновывать
стратегии основных элементов маркетингового ком-
плекса: товара, цены, распределения и продвижение.
Ключевые слова: маркетинговая деятельность,
сельскохозяйственное предприятие, агропромышлен-
ный рынок, маркетинговая стратегия, стратегические
риски, стратегическое поведение, сельскохозяйствен-
ная продукция.
Received by the editors: 04.11.2019
and final form 19.12.2019
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