MECHANISMS FOR FORMING AND MODERNIZING THE MARKETING ACTIVITIES OF AGRI-FOOD ENTERPRISES

Abstract

Many agri-food enterprises were unable to adapt quickly to new economic conditions. Mostly, the changes were limited only to the transformation of the organizational and legal form or the change of name, which did not provide a noticeable increase in the effectiveness of their financial and economic activities. Under such circumstances, the concept of marketing began to play a key role as a tool for enhancing the competitiveness and sustainable development of enterprises.

The main purpose of this study is to study theoretical, methodological, and practical approaches to revealing the essence of the mechanisms for forming and improving the marketing activities of agri-food enterprises.

It is noted that one of the determining factors in assessing the competitiveness of enterprises and choosing the directions of their sustainable development is the search for ways to minimize losses, which is largely ensured by effective marketing. At the same time, practice shows that many enterprises underestimate the need to integrate anti-crisis marketing tools into strategic planning and the development of a long-term development strategy.

It is proven that the main goal of marketing development in any conditions is to ensure the effective functioning of the enterprise. Business entities, as active participants in the agri-food market, should focus on increasing competitiveness. The effectiveness of management decisions, including in the agri-food sector, largely depends on the level of marketing development and the organizational and economic prerequisites for their implementation.

It is proposed to consider the process of forming organizational and economic principles for the development of marketing at agri-food enterprises and to determine the directions for their improvement through the prism of a functional approach to the harmonization of marketing management. This approach involves coordinating the roles of management personnel in performing marketing tasks based on an analysis of their professional competencies, assessing the impact of work results on project implementation, the level of responsibility for performing duties, and the overall effectiveness of complex marketing decisions.