Lypovyi D. Strategic management of marketing and sales activities of integrated enterprises

In the dissertation research the concept of construction of internal vertical integration in agroindustrial production was substantiated for introducing opportunities of agrarian enterprises to enter the new level of infrastructure of the agro-food market through the formation of integrated enterprises by means of changing their production direction taking into account the development of their marketing and marketing activities, in which, unlike the existing provisions, marketing activities for the conditions of agrarian and agro-industrial production should be fully secured. formed a new toolkit rather than adapting existing theoretical achievements that do not take into account sectoral characteristics and thus can not be used fully integrated enterprise. Improved integrated mechanism and architecture of strategies for managing marketing and sales activities of integrated enterprises, based on which the domestic changes in the interaction of production and sales subsystems of their activities are proposed in order to adapt integrated production and corresponding strategies to ensure the necessary level of efficiency and obtain the appropriate level of competitiveness of the integrated enterprises. The tools of formation in integrated enterprises of marketing activity and marketing are offered through the separation of certain features of strategic management at new functional and operational levels of the infrastructure of the agro-food market, as well as the definition of the necessity of introduction of internal vertical integration in agrarian production. Further development of the principles of development of marketing and sales management strategies was developed on the basis of the existing provisions for the formation of commodity policy, pricing and commodity distribution strategies for the characteristics of agrarian and agro-industrial production, taking into account the relevant mechanisms for their introduction into the activities of the integrated enterprise. The ways of development in the strategic management of marketing and sales activities of integrated enterprises are determined through the use of vertical integration tools in the production management system and the project substantiation of the proposed measures in accordance with the results of marketing research.