FEATURES OF THE DEVELOPMENT OF MARKETING STRATEGIES FOR THE GROWTH OF AGROFORMATIONS

The article focuses on the importance of development and implementation of marketing strategies for the growth of agroformations. The ABC analysis of the agrarian formations of Khmelnytskyi region during 2012-2016 was carried out. The algorithm is formed and the main stages of formation of the strategy of agrarian sector enterprise are highlighted. The consistency in assessing the possibilities for agroformations to choose the growth strategies according to the Ansoff matrix is gradually analysed. It is substantiated that the choice of any kind of growth strategy involves the use of clear criteria for assessing the strategy. Expert evaluation of strategic planning in the studied agroformations of Khmelnitskyi region was carried out, as a result of which, according to the Ansoff matrix, a marketing strategy for growth for each agroformation was determined. According to the results of the research it is advisable to develop and implement the following marketing strategies: deep penetration into the market – for Obolon Agro LLC, APC Letava, ALLC PF Humenetske, and JLLC agrarian company Nefedivske; product development – for FE Podilska marka and LLC named after B. Khmelnitskyi; market development – for LLC Kozatska dolyna 2006; integration strategy – for ALLC PF Humenetske, LLC named after B. Khmelnitskyi and JLLC agrarian company Nefedivske; strategy of elimination (plant growing) and diversification – for PE Avangard-agroliuks. In the course of the study, it was found that for a specific agroformation it is necessary to develop its own unique strategy, since each agroformation is characterized by different level of economic development; financial, labour, and land resources; production specialization; has its own range of goods and unique, different from the competitors' location. The article proposes a list of measures and tools necessary for the implementation of the proposed marketing strategies for growth of individual agroformations of Khmelnitskyi region.