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https://repo.snau.edu.ua/xmlui/handle/123456789/15314| Title: | Розробка маркетингової стратегії аграрного підприємства |
| Other Titles: | Development of a marketing strategy for an agricultural enterprise |
| Authors: | Нагірна, Євгенія Вікторівна Nahirna, E. V. |
| Keywords: | маркетинг стратегія стратегічний маркетинг marketing strategy strategic marketing |
| Issue Date: | 2025 |
| Publisher: | СНАУ |
| Citation: | Факультет економіки та менеджменту ; наук. керівник М. О. Лишенко |
| Abstract: | Розробка маркетингової стратегії аграрного підприємства є ключовим завданням, що забезпечує адаптацію бізнесу до сучасних умов ринку та сприяє підвищенню його конкурентоспроможності. Цей процес включає низку етапів і залежить від зовнішніх і внутрішніх чинників, що впливають на діяльність аграрного підприємства. Розробка маркетингової стратегії аграрного підприємства є комплексним завданням, що вимагає врахування як внутрішніх, так і зовнішніх умов. Правильно обрана стратегія дозволяє підприємству адаптуватися до змін у ринковому середовищі, розвивати конкурентні переваги та забезпечувати сталий розвиток у довгостроковій перспективі. Кваліфікаційна робота присвячена питанням формування та розробки маркетингової стратегії підприємства. Вивчено теоретико-методологічні основи формування та розробки маркетингової стратегії аграрного підприємства. Проаналізовано організаційно-економічну та маркетингову діяльність на підприємстві. Зроблено оцінку системи формування та реалізація маркетингової стратегії підприємства. Визначено перспективні напрямки формування маркетингової стратегії аграрного підприємства. |
| Description: | The qualification work is devoted to a comprehensive study of theoretical, methodological and practical aspects of the formation and development of a marketing strategy of an agricultural enterprise in the conditions of dynamic transformations of the market environment. The relevance of the topic is due to increased competition in agricultural markets, changing consumer priorities, the development of digital technologies and the need to increase the efficiency of marketing management. In modern conditions, agricultural enterprises operate in an environment of increased uncertainty, which requires a strategic approach to making management decisions and a clear definition of development directions based on marketing tools. The development of a marketing strategy of an agricultural enterprise is a key task, since it ensures the adaptation of the business to modern market conditions, contributes to increasing its competitiveness, creates conditions for strengthening market positions and achieving long-term goals. The strategy for developing marketing activities makes it possible to predict changes in the internal and external environment, to minimize risks associated with fluctuations in demand, seasonality of production, changes in price trends, competitive pressure and fluctuations in world agricultural markets. The work emphasizes that the formation of an effective marketing strategy involves a comprehensive analysis of a wide range of factors. The internal environment of the enterprise includes an assessment of resource potential, production capabilities, staffing, financial results, assortment structure, logistics features and innovation opportunities. The external environment requires the study of market trends, competitors' activities, consumer behavior, pricing policy, regulatory and legal framework and the general economic situation. It is the combination of these factors that determines the opportunities and limitations in choosing strategic marketing solutions. The study reveals the theoretical and methodological foundations of developing a marketing strategy for an agricultural enterprise. Modern approaches to strategy formation based on the principles of strategic management, the concept of sustainable development, strategic marketing, competitiveness management and an innovative approach to the organization of sales activities are analyzed. The work provides a detailed analysis of the organizational, economic and marketing activities of the enterprise, which became the object of the study. The structure and dynamics of production, marketing management system, communication policy, sales channels, competitive advantages and market position of the enterprise are assessed. Deficiencies in the functioning of the marketing system are identified, in particular an insufficient level of strategic planning, limited use of digital marketing tools, a non-systematic approach to market analysis and weak interaction with target consumers. Based on the conducted research, an assessment of the system for forming and implementing the enterprise's marketing strategy is carried out. The compliance of the enterprise's strategic goals with modern market trends, the level of integration of marketing activities into the management system, the degree of adaptability and innovation of marketing solutions were analyzed. Key problems that hinder the effectiveness of strategic marketing were identified, including an insufficient level of information and analytical support, underdevelopment of branding tools, and the absence of a clearly structured marketing process management system. As a result of the study, promising areas for the formation and improvement of the marketing strategy of an agricultural enterprise were identified. In particular, the feasibility of improving product, pricing, sales and communication policies, implementing digital marketing tools, forming a product brand, expanding sales markets, and optimizing interaction with customers and partner structures was substantiated. |
| URI: | https://repo.snau.edu.ua/xmlui/handle/123456789/15314 |
| Appears in Collections: | Економіки та менеджменту |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Нагірна Є_Кваліфікаційна_робота_маркетинг_2025_денна.pdf Restricted Access | 1,99 MB | Adobe PDF | View/Open Request a copy |
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