Author: Bondarenko V., Barylovych O., Helevei O., Skakun O., Heraimovych V., KorniŃ–chuk T., Lutsii O., Lutsii I., Nahorna O., Ostapchuk A., Riabchyk A., Vyshnivska B., Zbarskyi V.Publisher: International Science Group
ISBN:
Category : Business & Economics
Languages : en
Pages : 362
Book Description
The formation and development of market relations in the Ukrainian economy necessitate the improvement of the management mechanism of agricultural enterprises, the orientation of the management system to market conditions, and the ability to respond quickly and flexibly to changes in the environment and within the enterprise. Currently, only a small proportion of enterprises use marketing management methods in their business operations, and only a few of them use a systematic approach to organizing management based on marketing. Military actions on the territory of our country have had a great impact on this course of events and the development of enterprises at the present time. Marketing management of an enterprise is an opportunity to organize its activities on the principles of optimal use of the available potential and obtaining the greatest profit, taking into account the satisfaction of consumer needs. An analysis of the company's capabilities allows to obtain reliable information on the state of assets and liabilities of production, to analyze the external marketing environment. A systematic approach to organizing management and developing a marketing strategy is a scientifically sound way to increase profitability, save costs and improve the company's market position. An integral part of the company's marketing management system is to ensure proportionality of development, support and preservation of social guarantees for employees. However, after the Russian Federation started military operations on the territory of Ukraine, agricultural enterprises experienced major problems in production, sales, and procurement of inputs. The big problems caused by the war are clearly visible in logistics processes - losses in trade relations by sea, suspended river traffic, heavy load on border crossing points on railways and highways, lack of air traffic. Due to the constant bombardment by the Russian aggressor, a large number of critical infrastructure facilities have been damaged, forcing our companies to significantly increase the cost of processing agricultural products and thus stay afloat without stopping their operations. A large number of companies from the east and south were forced to move to the western and central parts of the country to resume their operations. However, given that in Ukraine marketing management of agricultural enterprises is a separate, very large and problematic aspect, the theoretical and methodological framework is not sufficiently covered, there are problematic issues, and the strategy for the transition of enterprises from outdated forms and methods of management and business to new, scientifically based market methods, such as marketing management, has not been developed. This will allow our enterprises to develop and meet the needs of consumers and at the same time ensure the country's food security in this difficult military period for Ukraine. The results of the research presented in this monograph are determined within the framework of the initiative topic of the Department of Marketing and International Trade of the National University of Life and Environmental Sciences of Ukraine "Development of Marketing at Agricultural and Processing Enterprises", state registration number 0120U100630.