The effectiveness of marketing activities of enterprises in the vegetable market in Ukraine

Abstract

The article examines the theoretical and methodological foundations and practical aspects of evaluating the effectiveness of marketing activities of agricultural enterprises in the Ukrainian vegetable market. The main approaches to defining the concept of “marketing effectiveness” are analyzed, and the relevant criteria and evaluation indicators are described. The article examines the transformation processes in the vegetable market in Ukraine under the influence of socio-economic changes, martial law, and structural transformations in the agricultural sector.

The purpose of the article is to study the effectiveness of marketing activities of enterprises in the vegetable market in Ukraine and to identify ways to improve it.

Materials and methods. The paper uses a set of general scientific and special methods, in particular: a systematic approach (to assess internal and external factors affecting marketing effectiveness), comparative analysis (comparison of marketing performance indicators of different companies in the vegetable market), SWOT analysis (identification of strengths, weaknesses, opportunities, and threats in the marketing activities of enterprises), methods of economic and statistical analysis (for analyzing quantitative indicators of enterprise performance), and expert assessments (analysis of the views of specialists in agromarketing, logistics, and digital technologies). The application of this set of methods provided a deep and multidimensional assessment of the effectiveness of marketing activities, identifying both quantitative and qualitative factors that influence the success of enterprises in the vegetable market in the context of the transformation of Ukraine’s agricultural sector.

Research results. The article pays special attention to the specifics of enterprises’ activities in the vegetable market, in particular seasonality, logistical constraints, the impact of imports, and the structure of production by type of economic activity. It has been determined that the majority of vegetable products in Ukraine are produced by households. Based on analytical generalization, key trends in the development of the vegetable market in Ukraine have been identified. An analysis of the evolution of vegetable sales channels has been carried out—from the centralized Soviet model to a flexible multi-channel system with an emphasis on direct sales and digital platforms.

The effectiveness of marketing activities of vegetable producers operating in different regions of Ukraine was studied, taking into account digital activity, customer focus, logistics capabilities, and marketing strategies. It was found that the most effective models are those focused on the end consumer, active online presence, and analytical marketing management.

Within the framework of empirical research, the feasibility of using comprehensive, economic, and analytical approaches to evaluating marketing effectiveness was substantiated. Directions for improving the effectiveness of marketing activities of vegetable market enterprises were proposed through the improvement of strategic planning, the introduction of digital agromarketing tools, the development of branding, and partnerships.

Areas for improving the marketing activities of enterprises are substantiated: the implementation of targeted strategies, the digitalization of business processes, the development of branding, and long-term partnerships. A conclusion is made about the need for a systematic approach to marketing as a key factor in increasing the competitiveness of agricultural enterprises in modern conditions.

The scientific novelty of the study lies in a comprehensive investigation of transformations in the Ukrainian vegetable market under martial law and socio-economic instability, with an emphasis on changes in the structure of production, distribution channels, and the effectiveness of marketing activities of enterprises.

The practical significance of the results obtained lies in the optimization of marketing strategies, digitization of sales, development of direct communications with consumers, and improvement of logistics, which contributes to increasing competitiveness, profitability, and sustainable development of enterprises in the vegetable market in Ukraine, helping producers to build more flexible and customer-oriented business models in conditions of instability.

Conclusions. Analysis of marketing strategies shows that the most effective approaches are customer-centric ones with an active digital presence, personalization, and loyalty building. Improving marketing activities in the vegetable market requires a comprehensive approach that combines strategic planning, digitalization, and the development of partnerships and branding to ensure sustainable development and increase the competitiveness of the industry.