Ринкова стійкість органічних операторів

Abstract

У статті проаналізовано підходи до трактування поняття «ринкова стійкість», сформовано складові ринкової стійкості органічних операторів, які її визначають. Досліджено тенденції зміни внутрішнього і зовнішнього споживчого ринку органічних продуктів. Проведений аналіз інтегрованого показника ринкової стійкості органічних операторів. Визначені складові маркетингового забезпечення ринкової стійкості органічних операторів.

The research analyses various scientific approaches to the interpretation of the concept of "market sustainability". Thus, according to the study, the market sustainability of organic operators was defined as the ability to maintain and develop demand for organic products, to retain and expand their market share among consumers seeking organic products. The main components of the market sustainability of organic operators are grouped, which together form the market sustainability of organic operators and help them to withstand the challenges and competition in the organic products industry. It is established that one of the important indicators of the efficiency of the agricultural sector includes the assessment of the organic market. Without a properly functioning market for organic products, it is impossible to achieve the main goal of any business activity - making a profit. Such a market is not only an indicator of the health of the sector, but also an important indicator of sustainable development and contributes to the preservation of natural resources and consumer health. The dynamics of sales of organic products is studied, which indicates an increase in the pace of development of the organic market before the war in Ukraine. The main challenges in the domestic organic market are disruption of the supply chain, migration of a significant number of organic consumers, and a decrease in purchasing power and demand for organic products. Exports of organic products have hardly changed significantly over the period under study. A comparative analysis of companies belonging to the same strategic group 110 and being the leading exporters of vegetable products was carried out to determine the key aspects of the formation of competitive advantages of producers in this market. By analysing the structure of market sustainability indicators, it is found that such indicators as customer loyalty, brand reputation and level of competitiveness have the greatest impact on the market sustainability of an enterprise. Based on the conducted research, the article develops proposals for marketing support of market sustainability of organic operators, which will help organic operators to create an effective marketing strategy aimed at ensuring market sustainability and attracting the target audience.