FORMATION OF MARKETING STRATEGIES FOR ENTERPRISES IN THE PLANT PROTECTION PRODUCTS MARKET WITHIN THE CONTEXT OF INNOVATIVE DEVELOPMENT OF THE AGRICULTURAL SECTOR
DOI:
https://doi.org/10.37332/Keywords:
marketing strategy, plant protection products market, agricultural sector, innovative development, digitalization, enterprise competitiveness, sustainable developmentAbstract
Korchynska O.A. FORMATION OF MARKETING STRATEGIES FOR ENTERPRISES IN THE PLANT PROTECTION PRODUCTS MARKET WITHIN THE CONTEXT OF INNOVATIVE DEVELOPMENT OF THE AGRICULTURAL SECTOR
Purpose. The aim of the article is to provide theoretical substantiation and develop practical recommendations for the formation of marketing strategies of enterprises in the domestic plant protection products market within the context of innovative development of the agricultural sector of Ukraine.
Methodology of research. The research methodology is based on a systematic approach to analysing the processes of marketing strategy formation of enterprises in the plant protection products market. The study applies methods of analysis and synthesis, comparative analysis, generalization, and expert assessment to identify current market development trends and substantiate strategic directions for enterprise activities. The information base of the research included scientific publications, market analytical reviews, and regulatory documents of Ukraine and the European Union.
Findings. The study identifies the main trends in the development of the domestic plant protection products market, including digitalization, ecologization, strengthening of regulatory requirements, and increasing importance of service support. The necessity of transitioning enterprises from the traditional product sales model to the formation of comprehensive marketing solutions that combine products, technologies, and agronomic support is substantiated. Directions for improving enterprise marketing strategies through the development of innovative partnerships, digital communication channels, ecologization, and differentiation of service provision are proposed.
Originality. For the first time, marketing strategies for domestic enterprises operating in the plant protection products market are proposed and substantiated, focusing on the application of an integrated service-innovation marketing model that combines product offerings, digital technologies, and partnership interaction. The provisions regarding the formation of enterprise competitive advantages through the adaptation of marketing strategies to modern market and regulatory challenges have been further developed.
Practical value. The practical significance of the study lies in the possibility of applying the proposed strategic approaches by enterprises operating in the plant protection products market to improve the efficiency of their marketing activities. The recommendations can be used in developing product, communication, and partnership policies of enterprises, taking into account sustainable development trends in agricultural production. The implementation of the proposed measures will contribute to strengthening enterprise competitiveness and forming long-term market advantages.
Key words: marketing strategy, plant protection products market, agricultural sector, innovative development, digitalization, enterprise competitiveness, sustainable development.
References
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