УДК 338.242.2:631.11

Anna Oleksandrivna IVANOVA
applicant, department of production organization, business and management,
Kharkiv Petrо Vasуlenko National Technical University of Agriculture
E-mail: ivanovaaa@gmail.com

JEL classification: M 31

Abstract

Introduction. The peculiarities of the marketing activities formation in agrarian enterprises are, first of all, due to the need to adapt the basic provisions of the marketing theory to the practice of enterprises. However, at present, the current state of managerial and organizational culture in agrarian production does not use in full or sufficient scope the appropriate marketing tools, but only in separate components and components.

The purpose of the article is to identify the key areas for developing the marketing potential of individual subjects in the agrarian business.

Results. As a result of the research, the principles of creating mechanisms for the generation, implementation and development of marketing strategies in agrarian enterprises and directions of increasing the potential of agrarian marketing development have been improved. The determined mechanism will not only take into account the peculiarities of strategic management and all economic outputs with the possibility of taking account of market changes in the target markets of agro-commodity products, as well as by identifying the changes in demand and supply for agrarian products, systems and tools for ensuring the development of marketing potential for enhancement competitiveness of economic actors in the agrarian sector.

Conclusions. It is determined that the introduction of mechanisms for forming the potential of marketing activities development of agrarian enterprises takes place in two directions – due to a change in the strategic management of enterprises, as well as through adaptation of the peculiarities of their economic potential.

Keywords: potential, marketing, strategy, management, agrarian enterprise, efficiency.

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The article was received 01.08.2018