Zaytsev Y. Marketing and Sales Strategies of Agricultural Enterprises: The Theory, Methodology, Practice

The dissertation is devoted to the development of theoretical and methodological provisions and practical recommendations for the generation and implementation of marketing and marketing strategies of agrarian enterprises. The research has arranged a conceptual-categorical apparatus for marketing research and marketing of agrarian enterprises. The principles of construction of mechanisms of strategic management of marketing and sales activity of agrarian enterprises are substantiated. The genesis and scientific approaches to the typology of management systems of marketing and sales activity of agrarian enterprises are substantiated. The criteria of identification and systematization of marketing and marketing strategies of agrarian enterprises are determined. The methodological principles of estimation of competitive and opportunistic factors of marketing and sales activity of agrarian enterprises are substantiated. The methodical approaches to assessing the rationality, efficiency and effectiveness of marketing and marketing strategies are outlined. The functional load and organizational principles of the strategic management of marketing and sales activity of agrarian enterprises are determined. Structural features of systems of strategic management of marketing and sales activity are identified. The estimation of commercial potential of agrarian enterprises in conditions of their marketing environment is fulfilled. The methodical approaches for the estimation of strategic alternatives in the development and implementation of marketing and marketing strategies of agrarian enterprises are substantiated. Areas of development of marketing and sales activities of agrarian enterprises have been identified and organizational and economic tools are being developed for their implementation. The integration strategies of increasing the efficiency of marketing and sales activities of agrarian enterprises are substantiated. In the dissertation the identification of the structural features of the systems of strategic management of marketing and sales activity is accomplished through the integration of tools for the implementation and maintenance of marketing measures in the process of sales procedures implementation, which allows for flexibility in the system of sales activity of the agrarian enterprise in view of changes in the external and internal environment. The systematic nature of the influence of competitive and market factors on the marketing and sales activities of agrarian enterprises on the basis of formalization of methodological approaches to assess the effectiveness of the functioning of marketing channels of promotion and commercial channels of market distribution of products is proved, as well as comparison of these estimates with the results of identification of sales opportunities of the enterprise. The concept of construction of the organizational and economic mechanism of management of marketing and sales activity of agrarian enterprises based on the allocation of development strategies and adaptation strategies, as well as the situational combination of decision making tools on the choice and detailing of strategic decisions depending on the results of the assessment of the state and trends of the target markets in comparing the estimates of the production and commercial potential of the enterprise. The scientific significance of the results of the research is to obtain a new solution to the problem of generating and implementing marketing and sales marketing strategies for agricultural enterprises in target markets aimed at strengthening the market positions of manufacturing enterprises and increasing the economic efficiency of their core business.