# 67 373-378 View full article

УДК 631.15:338.1

DOI: https://doi.org/10.36887/2415-8453-2024-3-67

Serov Volodymyr,
Researcher of the Department of Economics, Management and Transfer of Innovations in
Livestock Farming, Livestock Farming Institute of National Academy of Agrarian Sciences of Ukraine,
https://orcid.org/0009-0006-0293-6867

JEL classification: Q13; Q17; Q55; O33

The article is devoted to studying the effectiveness of marketing measures implemented by agricultural enterprises when entering global markets. The study aims to analyze, systematize, and improve the existing theoretical and methodological framework for evaluating the effectiveness of marketing measures of agricultural enterprises in this context. The article discusses the essence of marketing measures for agricultural enterprises when entering global markets. It reveals that marketing measures in the agricultural sector have specific features due to natural and climatic conditions, production seasonality, and high competition in international markets. The importance of adapting products, logistics processes, and communication strategies to the demands of global markets is substantiated. Marketing measures to ensure the competitiveness of agricultural enterprises are presented, such as standardizing products according to international norms, developing long-term contracts, and implementing flexible supply chains. Special attention is given to pricing policies, which must account for fluctuations in raw material prices, energy costs, and exchange rates, as well as image-related factors, such as the reputation of the producing country. The study revealed that innovative digital technologies, such as Big Data, CRM systems, and artificial intelligence, significantly improve the effectiveness of marketing campaigns and allow enterprises to adapt more quickly to changing market conditions. Compliance with environmental standards, which has become a requirement for successful entry into international markets and increasing trust in products, is also important. The article proposes stages for analyzing the effectiveness of marketing measures, including selecting key performance indicators (KPIs), data collection, comparative analysis, and adaptation. Methods for evaluating the impact of marketing measures on strategic business objectives are provided, helping optimize strategies and achieve better results in global markets. The necessity of regular monitoring and analysis to adapt marketing strategies to changing market conditions is substantiated. The study shows that marketing measures are a key success factor for agricultural enterprises entering global markets. These measures should be adapted to the specifics of the agricultural sector and include strategic analysis of market opportunities, product adaptation, effective promotion, and innovative technologies to ensure competitiveness on the international stage.

Keywords: marketing measures, marketing tools, agricultural enterprises, global markets, competitiveness, environmental standards, digitalization.

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The article was received 20.07.2024

Quote article, APA style

Serov V. 20.07.2024. Analysis of the effectiveness of marketing measures of agricultural enterprises in the process of entering global markets. Ukrainian Journal of Applied Economics and Technology. 2024. №3. 373-378 pp. https://doi.org/10.36887/2415-8453-2024-3-67

Quote article, MLA style

Serov V. Analysis of the effectiveness of marketing measures of agricultural enterprises in the process of entering global markets. Ukrainian Journal of Applied Economics and Technology. 20.07.2024. https://doi.org/10.36887/2415-8453-2024-3-67