Management of sales of an agricultural enterprise

Abstract

The qualification work examines the theoretical and methodological foundations of managing the sales activities of an agricultural enterprise under martial law in Ukraine. A comprehensive definition of the concept of «sales activity’ in the context of the agricultural sector is provided, and key approaches to its assessment are identified, including economic, resource, organisational and strategic approaches. Internal and external factors influencing the effectiveness of economic activity are identified. The first chapter highlights the theoretical foundations of an enterprise’s sales activity, reveals its essence, functions and structure, considers methods of sales management, and also considers the specifics of managing the effectiveness of sales activities of agricultural enterprises from the perspective of modern challenges related to the transformation of the agricultural market, supply risks, logistical disruptions, inflationary processes and changes in the structure of consumer demand. The second section is devoted to the analysis of the sales activities of the private agricultural enterprise «Komyshanske» in terms of its effectiveness. A general description of the enterprise is provided, an assessment of the current state of sales activities is carried out, strengths and weaknesses are identified, and the level of effectiveness of the sales tools used is determined. Based on an in-depth analysis of the enterprise’s activities for 2022–2024, an assessment of its financial and economic condition is made, and the structure and dynamics of assets, liabilities, profitability, resource efficiency, and business activity are analysed. In the process of assessing the effectiveness of sales activities, it was found that they need improvement. Therefore, the author developed directions for improving sales activities. The areas for improvement in the sales activities of the private agricultural enterprise «Komyshanske» proposed by the author were formed into a general system, which provides for a set of interrelated elements, methods, processes and decisions aimed at the effective organisation, planning, implementation and control of sales operations. This system ensures the rational use of resources, optimisation of sales and achievement of the enterprise’s strategic goals, taking into account the specifics of the agricultural sector and market conditions.