ОСОБЛИВОСТІ СТРАТЕГІЧНОГО МАРКЕТИНГОВОГО УПРАВЛІННЯ В СІЛЬСЬКОГОСПОДАРСЬКОМУ ПІДПРИЄМСТВІ
Journal Title: Вісник Харківського національного аграрного університету ім. В.В. Докучаєва Серія “Економічні науки” - Year 2018, Vol 1, Issue 3
Abstract
N.V. Demyanenko, I.O. Yasnolob, P.V. Palval, D.V. Vanzhula. Features of strategic marketing management in an agricultural enterprise. The article deals with the process of strategic management in an agricultural enterprise. The matrix of the SWOT analysis of the agricultural enterprise is presented. It was found that the increase in the efficiency of the enterprise is slowed down due to the fact that the existing management structure is oriented only to the production (operational function). The marketing function of the enterprise is not taken into account. The ineffectiveness of marketing activity is explained by external factors: unstable economic situation in the country, disparity in prices for agricultural and industrial products and insufficient level of state support of producers in the countryside. The strategic marketing functions of specialists of agricultural enterprises are investigated. The company does not have a marketing specialist, the main specialists of the company carry out its functions, which includes information, research, marketing, communication, pricing and other functions, indirectly ensures concentration of production, processing of products. Specialists, knowing only а part of marketing technologies, were not able to increase the competitive position of the company in the domestic and foreign markets. It is determined that the company uses the corporate strategy of stabilization and marketing – mass marketing. It is proposed to develop a marketing strategy that will determine the perspective directions of management, substantiate the need for resource potential, develop a tactical plan for the implementation of economic activities in order to ensure stable functioning and development in the future. To increase the efficiency of marketing activities in an agricultural enterprise, we propose the introduction of a specialist in methods for expanding sales markets. A professional specialist in methods for expanding sales markets must meet the following requirements: have a high enough level of special education; have a rare ability to obtain information from competitors of the enterprise, consumers, suppliers, and staff of the enterprise itself; have a tendency to innovations and constant learning. It is concluded that marketing strategy should be oriented on fast growing needs of consumers, maximally satisfying them in accordance with the effective demand. Key words: strategy, marketing strategy, marketing management, agricultural enterprise, strategic management.
Authors and Affiliations
Н. В. Дем’яненко, І. О. Яснолоб, П. В. Пальваль, Д. В. Ванжула
Keywords
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- EP ID EP560102
- DOI 10.31359/2312-3427-2018-3-70
- Views 116
- Downloads 0
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