УДК: 658.8:338.43

DOI: https://doi.org/10.36887/2415-8453-2020-3-18

Ruslan Zubkov
Mykolayiv Interregional Institute of the Development
of Human Rights of the Higher
Educational Institution «Open International University of Human Development «Ukraine»
Andriy Zagorodniy
Mykolayiv Interregional Institute of the Development
of Human Rights of the Higher
Educational Institution «Open International University of Human Development «Ukraine»
Volodymyr Lagodiienko
Doctor of Economics, Professor, Head of the Department of Marketing, Entrepreneurship and Trade, Odessa National Academy of Food Technologies
Olexandr Bogdanov
Graduate Student of the Department of Marketing, Entrepreneurship and Trade
Odesa National Academy of Food Technologies

JEL classification: M31; Q13; R58


Introduction. Food security is one of the elements of state economic policy and in particular regions, which aims to ensure stable food production, availability of them and use by the population in accordance with physiological norms of consumption through its own production and imports. Uninterrupted food supply of the population of the region can be achieved at the expense of production enterprises which are the integral part of the regional infrastructure.

The purpose of this article is the development of ways to improve food marketing of enterprises as the element of food security in the region.

Results. The article is devoted to the analysis of problems of labor migration of economically active population in Ukraine and aspects of the state policy formation and regulation of migration processes. In the process of detailed analysis of the migrants characteristics, clear trends in modern migration processes have been identified: migrants mainly from rural areas of the west of the country; migrant workers are mostly men; younger people and rural residents predominate among migrant workers; people with higher education are less likely to migrate, while people with vocational education are overrepresented among migrant workers; migrants risk losing skills, etc.

Conclusions. Comprehensive study of the environment, demand, consumer needs and their consideration in order to better target production should be the main purpose of marketing activities in the management of the production process at the strategic food supply in the region. To meet the strategic goals of the enterprise it is necessary to study the state and dynamics of consumer demand, the use of information obtained in the process of development and management decisions; maximum adaptation of production to market requirements in order to increase the efficiency of the enterprise; influence on consumer demand through advertising, sales promotion, successful product positioning.

Key words: food security, region, enterprise, innovation, food marketing, strategy.


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The article was received 05.07.2020