Маркетинг плодоягідної продукції: стан, тенденції, перспективи

Abstract

Лементовська В.А., Харенко А.О., Бортник Т.І. Маркетинг плодоягідної продукції: стан, тенденції, перспективи. В статті проаналізованоо стан, тенденції, перспективи розвитку, особливості і недоліки організації маркетингової діяльності плодоягідної продукції, визначено пріоритетні напрями формування ефективної системи маркетингу.

В.А. Лементовская, А.А. Харенко, Т.И. Бортник Маркетинг плодоягодной продукции: состояние, тенденции, перспективы. В статье проанализировано состояние, тенденции, перспективы развития и особенности организации маркетинга плодоягодной продукции, определены приоритетные направления формирования эффективной системы маркетинга.

V.A. Lementovska, A.O. Kharenko, T.I. Bortnyk. Marketing of fruitrich products: state, trends, prospects. Under conditions of increasing competition, the functioning of enterprises of all forms of ownership and management depends on market requirements, which are oriented to the needs of consumers and are carried out taking into account marketing support. The formation of an effective marketing system involves the implementation of a coherent marketing model, which will form the basis for provision of the proper level of competitiveness of fruit-rich products in the internal and foreign markets. The aim of the article is to analyze the state and trends of marketing of fruit-rich products of agricultural enterprises of Cherkasy oblast and to predicate the ways of its improvement. Development of an effective system of marketing of fruit-rich products should ensure the regulation of supply and demand, conduct marketing research in order to study the market situation, make strategic decisions on determining the priorities of a marketing strategy, implement actions of influence on the needs оf consumers in order to increase profit and the efficiency of the functioning of enterprises. The priority trends of improvement of marketing of fruit-rich products at agricultural enterprises are as follows: expansion of product mix considering the changes in market conditions and needs of potential buyers; quality improvement; cultivation of clean products based on organic farming; certification of export products produced for foreign markets; provision of specialized enterprises with modern storage facilities with regulated gas environment; improvement of distribution system; price monitoring during the marketing year and adjusting of price strategies; ensuring of competitive advantages of enterprises (creation of a brand, creation of a positive image; improvement of advertising support during exhibitions, fairs, field days and advertisement creation for all types of packaging); establishment of specialized marketing and consulting services within regional branch associations or gardeners’ associations.