MARKETING AND LOGISTICS ACTIVITIES IN CREATING COMPETITIVE ADVANTAGES FOR AGRICULTURAL ENTERPRISES AND THEIR PRODUCTS

Abstract

The article is devoted to a comprehensive study of the role of marketing and logistics activities in forming sustainable competitive advantages for agricultural enterprises in Ukraine amidst global instability and the martial law of 2024–2026. The study proves that the traditional autonomy of marketing and logistics functions in modern agribusiness is inefficient, as the specific nature of agricultural products (seasonality, limited shelf life) requires deep synergy between them. The transition from a "Push" strategy (pushing the produced goods) to a "Pull" strategy (pulling products based on actual consumer needs) is substantiated, enabling the synchronization of harvesting, warehousing, and multimodal transportation. It is demonstrated that the goal of integration is not the minimization of individual elements, but the optimization of the entire system while ensuring a specified level of customer service.

Particular attention is paid to digital transformation as the primary driver of competitiveness. The impact of Industry 4.0 technologies, specifically IoT, AI, blockchain, and Big Data, on reducing product losses, improving demand forecasting accuracy, and ensuring traceability from field to shelf is detailed. It is established that the use of artificial intelligence improves the quality of managerial decision-making in 82% of digital agriculural enterprises.

The study analyzes the dynamics of logistics costs in 2022–2023 and their critical impact on farm-gate prices. It highlights the experience of the Ukrainian agribusiness adaptation to the blockade of seaports through the development of alternative corridors and the diversification of export routes. The necessity of forming the "Ukraine Grain" national brand and implementing ESG standards to access premium global markets is substantiated. The study concludes that overcoming organizational inertia and developing the digital competencies of personnel are key prerequisites for creating an integrated digital marketing logistics environment capable of ensuring the strategic leadership of the Ukrainian agricultural business.