Markova O. Forming of marketing competition strategy of agrarian enterprises at the fruit and vegetable market

Object: processes of management of marketing activity on fruit and vegetable industry enterprises. Purpose: development of theoretical principles and ground of practical recommendations in relation to perfection of process of forming and realization of marketing competition strategies of enterprises of fruit and vegetable industry. In the course of researching the following methods were used: abstract-logical, economic analysis, economic-mathematical modelling and prognostication, graphic, SPACE-analysis, АВС-analysis, portfolio analysis, SWOT-analysis. Results: worked out theoretic and methodical principles of forming and improvement of marketing competition strategy of agrarian enterprise. It is investigated marketing strategic activity of enterprise of fruit and vegetable industry of the Poltava region and worked out measures of the increasing of economic efficiency of fruit and vegetable goods production. It is specified interpretation of essence of categories "strategy", "marketing strategy" and "marketing competition strategy of enterprise" and grounded methodical approaches, to forming and improvement of marketing competition strategy in fruit and vegetable business, taking into account basic factors which influence on its forming and realization. The estimation of efficiency of fruit and vegetable goods production in a region and possible capacity of regional market of fruit and vegetable products is carried out. Suggestions are developed in relation to forming of marketing competition strategy for the enterprises of fruit and vegetable industry taking into account their competitive edges.