Ivanova H. Management of the potential of development of marketing activities of agrarian enterprises

The dissertation presents theoretical, methodical and applied generalizations of the new solution of the scientific problem, which consists in substantiating the provisions of management of the potential of development of marketing activities of agrarian enterprises for the possibilities of increasing the efficiency of their production and commercial activities, as well as ensuring the obtaining of a proper level of competitiveness and effective development. The concept of the generation, implementation, realization and development of marketing activity potential for the agrarian sphere, the basis of which is the formation of market competitive advantages of the enterprise in the sphere of introduction of components and marketing tools into the production, marketing, organizational and managerial components of their activity, is substantiated, which are based on the principle of creating a potential and ensuring the effective development of agrarian production, by adapting the functional-operational models, based on the basic tools of the feasibility of marketing tools (commodity, price, communication and distribution policies) in industrial and commercial activities of agricultural enterprises. The methodical approach to conducting a qualitative assessment of the potential of the development of marketing activities of business entities through a gradual assessment of the possibilities of introducing marketing tools into systems of production, organizational and managerial components with simultaneous generation, implementation and implementation of competitive development strategies is improved. Principles of construction of mechanisms for the generation, implementation and development of marketing strategies in agrarian enterprises with the possibility of taking account of market changes in the target markets of agro-raw products, as well as by identifying the changes in demand and supply patterns for agrarian production products with the identification of systems and tools for ensuring the development of marketing potential for increasing the competitiveness of economic actors in the agrarian sector. The directions of formation of potential and ways of development of marketing activity of agrarian enterprises on the principles of integration of marketing tools in the management system of the enterprise through the complex realization of measures in the context of production, communication and marketing policies taking into account possibilities of their positioning on the selected object markets of agro-raw materials products are offered.