Pityk O. Formation of strategic directions of sunflower marketing

The study and the development of theoretical and methodological principles, practical recommendations in relation to forming and effective functioning of sunflower marketing as well as its processing products in Ukraine and Vinnytsya region are carried out in the dissertation. Theoretical essence of marketing, its conception, strategies and peculiarities of its forming in the agrarian sector of economy are determined. Current state of the development of the world and domestic sunflower market and its processing products is investigated, the main factors that influence its forming in Ukraine are revealed. Economic efficiency of growing sunflower on farms of Vinnytsya region by the method of grouping is analyzed; principles of forming export of sunflower seed and sunflower oil from Ukraine are grounded. In the dissertation work gross collection, productivity, and the sales of sunflower on the basis of statistical characteristics of dynamic rows and on the basis of time trend till 2015 are forecasted. The method of collective expert evaluation of "Delfi" is used to discover and to estimate the factors that influence changes in amounts of sunflower production on the agricultural enterprises of Vinnytsya region. The system of regulation of productive-sale activity at a sunflower market is improved. The main strategic directions of sunflower marketing aimed at the determining optimal amounts of its production and sales that will guarantee meeting the demand for the sunflower seed of a high quality taking into account soil fertility maintenance on the basis of the deep marketing research of the sunflower market and its processing products are formed in the thesis.