Methodical bases of formation and implementation of marketing strategies for the development of enterprises in the vegetable market

Abstract

The article deals with the methodological principles of forming marketing strategies for the development of enterprises in the vegetable market. In the context of growing competition, changes in consumer preferences, globalization of food markets and an unstable external environment, the issue of marketing strategies as a tool for achieving competitive advantages of enterprises specializing in the cultivation and sale of vegetable products is of particular relevance.

The goal. The purpose of the article is to develop and substantiate the methodological foundations for forming marketing strategies for the development of enterprises in the vegetable market, taking into account the specifics of the external and internal environment of their operation.

Materials and methods. The study uses a set of general scientific and special methods, in particular: monographic method (for generalization of scientific approaches), system analysis (for studying the internal and external environment of enterprises), economic and statistical (for assessing market trends), SWOT analysis (for identifying strengths and weaknesses of enterprises), matrix method (for choosing a strategy), expert assessments (for developing recommendations), comparative and graphical methods (for visualizing results).

Results of the study. The article analyzes the vegetable market in Ukraine, characterizes its structure, seasonality, dependence on climatic factors and the level of involvement of different types of producers. The key factors influencing the efficiency of marketing activities of enterprises in the industry are identified. The scientific approaches to building marketing strategies are systematized, general scientific and special research methods are allocated, in particular: matrix models of strategic analysis (BCG, GE/McKinsey), statistical and expert methods, forecasting methods.

The scientific novelty of the study is to improve methodological approaches to the formation of marketing strategies for the development of enterprises in the vegetable market, in particular through: adaptation of general strategic models to the conditions of the agricultural market; development of a comprehensive multi-criteria model for choosing a marketing strategy; substantiation of methods for assessing the effectiveness of the chosen strategy.

The practical significance of the obtained results lies in the possibility of their use by enterprises of the vegetable subcomplex for the development and implementation of effective marketing strategies that will ensure the growth of their competitiveness, market adaptability and financial stability in a dynamic market.

Conclusions. The study substantiates the feasibility of integrating quantitative and qualitative methods in the formation of marketing strategies for the development of enterprises in the vegetable market. The methodical provisions for the practical application of modern tools of strategic analysis, focused on ensuring the adaptability, flexibility and sustainability of marketing strategies in a changing environment, are proposed. The methodological framework for developing marketing strategies in the agricultural sector should be based on an interdisciplinary or integrated approach that combines economic, managerial, technological and social tools. The obtained results are of practical importance for agricultural enterprises operating in the field of vegetable production and can be

used in the system of strategic planning and management decision-making.