Didenko S. Marketing activity improvement of egg farming

This thesis is devoted to the elaboration of scientific, theoretical and practical recommendations in order to increase activity efficiency of producing and transforming enterprises working in egg poultry sector on the marketing bases. The conceptual apparatus of the marketing theory concerning egg poultry production is specified, its peculiarities are generalized. The principles and functions of the agrarian marketing are systemized taking into account the branch peculiarities. The evaluation of the actual state of the egg poultry production in Ukraine is done. The main factors which influenced the actual state of enterprises functioning in this branch are defined, the evaluation of the marketing milieu is done. The strategic priorities for the development of egg production enterprises marketing activity based on the evaluation of market milieu are proposed. The ways for the diversification of productive activity based on the deepening of eggs and co-products processing are justified. The approaches to the optimization of eggs producing enterprises' distribution channels are also proposed. The author has studied the organizational bases for the management of poultry enterprises marketing activity and has defined the ways for the development of management organizational structures depending on the enterprise dimension and its informational provision for decision making. The complex programme of enterprise's loyalty based on the principles of marketing relations concept is developed. This programme will encourage the establishment of partnership relations between agents of eggs and egg products market.