Напрями вдосконалення маркетингової діяльності сільськогосподарських підприємств

Abstract

Запропоновано напрями підвищення ефективності маркетингової діяльності сільськогосподарських товаровиробників через формування ними власної маркетингової інформаційної системи, створення відповідних спеціалізованих підрозділів та здійснення заходів із вдосконалення складових комплексу маркетингу.

Agrarians face the problems, solution of which requires complex study of market and its current economic conditions, forecasting of the environment development, formation and supply of demand, analysis of the activity efficiency etc. Motive force in the solution of the majority of these problems could be effective marketing activity, following the output from the moment of its production till the moment of consumption. Analysis of the state of Ukrainian agrarian companies marketing activity shows that the majority of them use specific elements of marketing caused by the current needs of their business activities. On the other hand there is lack of perspective marketing research analyzing the market of agrarian output, agrarian companies don’t have marketing departments, managers and specialists don’t have marketing skills for output selling. The article suggests the tendencies of improvement of agrarian companies marketing activity by means of development of their own marketing information system, establishment of corresponding specialized departments and carrying out activities for improvement of components of marketing complex. Thus, each agrarian company can independently develop its own marketing information system. Such an approach makes it possible to consolidate: internal company information (production, sales outlets, sales prices, promotion tools, sales volumes, staff etc.); external information about micro- (consumers, competitors, suppliers, agents, contact audiences, authorities) and macro-environment of the company (economic, demographic, political and legal, sociocultural and other factors). Company’s marketing department must be organized on the basis of its potential, aims and tasks. Its functioning at the majority of companies should base on commodity-trade type. Such a department in the structure of a market participant should collect market information as to the estimation of types, volumes and terms of output supply; determination of purchasing demand; sales outlets etc. Perspective directions in the activity of market participants as for improvement of components of marketing complex is seen in implementation of integrated SQM on the basis of ISO 9001, organization of sales via exchange with the help of service cooperation, development of communication activity etc.

Предложены направления повышения эффективности маркетинговой деятельности сельскохозяйственных товаропроизводителей через формирование ими собственной маркетинговой информационной системы, создание соответствующих специализированных подразделений в организационной структуре и осуществление мер по совершенствованию составляющих комплекса маркетинга.