Pysmak V. Development of strategic management of marketing and logistics activities of agricultural business entities: theory, methodology, practice

The dissertation substantiates theoretical, methodological and practical aspects, as well as develops specific recommendations for solving the scientific problem of strategic management of marketing and logistics activities of agricultural enterprises, which is based on the construction, functioning and development of relevant systems in enterprise management. The origin and development of key concepts and categories used in marketing and sales management are determined. The structure and principles of building marketing and logistics process management systems in agricultural business are identified. Types of marketing and logistics management systems of agricultural enterprises are classified. Criteria for developing and implementing strategies for developing marketing and logistics activities are determined. Factors that affect the effectiveness of implementing marketing and logistics processes in the field of agribusiness are identified. A methodology for assessing the effectiveness of development strategies and functioning of marketing and logistics management systems is developed. The roles and functions of the main elements of the marketing and logistics process management system are determined. Approaches to the organization of marketing and logistics management processes of agricultural enterprises are considered. The features of the structure of marketing and logistics process management systems are determined. Methods for assessing the potential for the development of marketing and logistics activities of agricultural businesses are analyzed. Possible strategic directions for the development of marketing and logistics processes in the field of agribusiness are determined. Measures are developed for the creation and effective functioning of subsystems for collecting and processing marketing information. Promising directions for the development of marketing and logistics activities of agricultural enterprises are substantiated. A set of tools for improving strategic management systems for marketing and logistics processes is determined. Ways are proposed to increase the effectiveness of strategic management of marketing and logistics activities of agricultural businesses. The structure and relationships in the marketing and logistics management system of agricultural enterprises are substantiated by determining their organizational model, integration into the general management system of the company or a combination of management tools for marketing activities and logistics processes within the framework of sales activities, and the key principles and approaches to creating centers of income, expenses and responsibility are identified. The methodological foundations for assessing the effectiveness of implementing development strategies and functioning of marketing and logistics management systems for agricultural enterprises and associations are identified, which are based on the analysis of the systemic impact of competitive and market factors on production and sales processes, taking into account the work of marketing promotion channels and commercial mechanisms for product distribution, and approaches to assessing the sales potential of enterprises are also identified. The conceptual principles of the construction and functioning of the mechanism of strategic management of marketing and logistics activities of agricultural enterprises are substantiated, which is based on the integration of decision-making tools for the formalization of selection procedures and the detailing of strategic, tactical and operational decisions depending on the results of the analysis of the state and dynamics of target markets, compared with the assessment of the economic, production and commercial potential of the enterprise. The principles of classification and typology of management systems for marketing and logistics activities of agricultural enterprises are improved, the division of which is based on the allocation of functional, instrumental and integrated types of systems depending on the level of involvement of units in the performance of specialized tasks, the degree of their integration into the general management system of the enterprise, as well as the features of the creation of the corresponding structural units. The definition of the essential and meaningful characteristics of the concept of "marketing and logistics system" in the context of managing the production and commercial activities of agricultural enterprises and associations has been developed by analyzing the key features and characteristics that reflect the organic relationship of marketing, sales and logistics processes, ensuring their integration into a single management system.