Strategic management and marketing policy of the company: opportunities and vectors of market success

Abstract

The current state of formation and increase of competitiveness of enterprises in the field of agricultural production is based on the principles of using competitive advantages, which can be obtained in terms of commercial success (market success factors), as well as improving production (resource) potential (key competencies). In general, the presence of competition necessitates the creation of advantages for the enterprise through the possibility of introducing the latest tools of strategic management and management in the management system of the enterprise. At the same time, the shift and constant dynamic development of competitive market relations requires the company to constantly update competitive opportunities, as well as to adapt to changes in the environment. At the same time, the processes of project management, as one of the important components of strategic management of the enterprise, become especially relevant.