FEATURES OF MARKETING STRATEGIES OF ENTERPRISES ON THE PLANT PROTECTION PRODUCTS MARKET

Abstract

The article summarizes scientific approaches to understanding the essence of the category "marketing strategy", identifies the features of the application of marketing strategies in the activities of resource-providing enterprises of the agricultural sector, including the plant protection products market. It is proven that the functioning of the plant protection products market is important for ensuring the food and environmental security of the state. It is substantiated that the use of high-quality plant protection products allows agricultural enterprises to more effectively conduct economic activities in crop production, increase the competitiveness of agri-food products in the market. The features of the formation of demand and supply for plant protection products are identified. The main features of marketing strategies in the plant protection products market in modern conditions are identified. Taking into account the requirements of modern marketing concepts and the competitive environment of the crop protection market, three marketing strategy tasks can be distinguished, which are closely related: introducing innovations into production, ensuring sustainable development of agribusiness, and increasing the competitiveness of the final product. When implementing marketing sales functions in the crop protection market, special attention is paid to transportation, that is, the physical movement of the product from the place of production to the consumer and resources to agricultural enterprises. For the market of plant protection products, logistics aspects are extremely important: accuracy and speed of order fulfillment; transportation by segments. The elements of the implementation of the marketing strategy of enterprises in the crop protection market include the process of training farmers, other agricultural producers, and factors that affect the final efficiency of management. Plant protection products allowed for use not only require special training of sales representatives, but also meet the requirements for minimizing risks for the agricultural sector and all relevant sectors of the economy that may be affected by plant protection products. The features of marketing strategies in the crop protection market include: orientation to the long-term planning horizon and strategic marketing; the importance of pricing policy, the use of innovations, the feasibility of using vertical and horizontal integration strategies, the impact of global markets and the export orientation of business on marketing strategies.