Prysyazhniuk O. The Formation of marketing strategy of the dairy processing enterprises

Object of the research: the process of forming the marketing strategy of milk processing enterprises. Purpose of the research: the substantiation of the theoretical and methodological basis and working-out of practical recommendations as to the formation of the marketing strategy of milk processing enterprises aimed at the enhancement of their activity efficiency. Methods: abstract-and-logical, monographic, economic-and-statistical, economic-and-mathematical, those of scientific abstraction, analysis, synthesis, systems analysis and sociological interview. Theoretical and practical results: the theoretical results consist in enriching science with some new theoretical and methodological approaches to the solution of the problem of rational activities of enterprises based on the development and implementation of their effective marketing strategy. The practical importance of the results obtained is determined by the totality of the recommendations and suggestions developed concerning the solution of general and specific problems, efficiency of carrying out marketing activities by milk processing enterprises through the development of the mutually agreed strategic and operational marketing. Scientific novelty: the paper for the first time suggests the methodological approach to the formation of the marketing strategy of milk processing enterprises which is based on mutually agreed and complementary strategic and operational marketing; it improves the interpretation of the term 'marketing strategy' which contrary to the existing ones considers it as the purposeful orientation of enterprise activity to the maximum final consumer satisfaction in price-reasonable, high quality and ecologically safe products. The paper also improves the algorithm of the process of forming the marketing strategy of enterprises which takes into account ecological factors when developing the elements of marketing. The further development of the substantiation of the influence of a number of economic indicators such as gross income,net profit, profitability, price of raw materials, level of utilization of production capacities, gross and commercial output cost on market strategy choice has been received. When forecasting net profit the trend method which takes into account its correlation dependence on the level of utilization of production capacities, gross output and average milk price level has been used. Some suggestions as to the marketing strategy implementation management which envisage a differentiated approach for enterprises with different level of marketing activity organization have been made. Degree of introduction: the research results are being used by executive bodies of power of Zhytomyr region when introducing marketing activity at enterprises, choosing the effective market strategy which would maximally take into account consumption requirements and the ways of its practical implementation by milk processing enterprises of the region and when elaborating long-term development plans. They are also being used in the educational process at the State Agroecological University when teaching some special subjects. Effectiveness: the research results make it possible to substantiate the concept of raising the efficiency of milk processing enterprise operation on the basis of the developed marketing strategy which is grounded on the mutually agreed and complementary strategic and operational marketing. Sphere, field of application: Central Departments of Economics and Agroindustrial Development, Departments of Agriculture and Foodstuffs of District State Administration, higher educational establishments, milk processing enterprises.