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УДК 330.341

DOI: https://doi.org/10.36887/2415-8453-2025-1-12

Moskalenko Olena,
Dean of the Faculty of Management, Administration and Law,
State Biotechnological University
https://orcid.org/0000-0002-0807-0519
Sahachko Yuliia,
Head of the Department of Management, Business and Administration,
State Biotechnological University
http://orcid.org/0000-0002-0168-266X
Yefremova Nataliia,
Associate Professor of the Department of Management, Business and Administration,
State Biotechnological University
https://orcid.org/0000-0001-9358-4743
Kozlov Roman,
Master's student for the second (master's) level of higher education in the specialty 073 "Management
State Biotechnological University

JEL classification: M30; Q13

In the conditions of active digitization and an unstable macro-environment, Ukraine’s agricultural enterprises face several significant challenges that complicate the strategic management of marketing activities. These challenges include limited access to resources, a changing economic situation, ever-increasing competition, and socio-demographic and environmental changes that require agribusinesses to adapt to new market conditions quickly. The goal is to carry out a comprehensive analysis and assessment of the impact of macro-environmental factors on the activity of the agrarian sector of the economy. The article thoroughly examines aspects of the external marketing environment, including economic, socio-cultural, demographic, political, legal regulation, technological innovations, and natural-geographical environmental factors. This work also emphasizes the importance of using advanced technologies that help minimize risks and costs. The study’s recommendations aim to increase the efficiency of strategic management and optimize the use of resources, which contributes to the sustainable development of enterprises in the agrarian sector. Promising directions of adaptation and transformation of the agricultural sector of the economy will allow agricultural enterprises to effectively respond to modern challenges, meet new market requirements, and contribute to the long-term development of the industry in the conditions of global changes, in particular, digitalization. Prospects for further research include a more detailed analysis of the impact of digital tools on the marketing strategies of agricultural enterprises, especially in the context of new environmental requirements and socio-demographic changes. It is also important to continue research on integrating digital solutions into the production and management processes of agricultural enterprises, for a more accurate assessment of the effectiveness of these solutions and their impact on economic indicators.

Keywords: strategic management, marketing activity, digitalization, macro environment, agricultural enterprises, agricultural sector of the economy.

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The article was received 08.12.2024