STRUCTURAL OPTIMIZATION OF SALES ACTIVITY OF AGRICULTURAL ENTERPRISES

The development of market relations, globalization of the economy, accession to the World Trade Organization, Ukraine's acquisition of the status of an associate member of the EU have significantly influenced the functioning and development of agricultural production, marketing policy to organize sales and ensure the sale of agricultural products. The market provided ample opportunities for agricultural enterprises to choose the forms of management, areas of specialization, diversification, scale of production, sales channels, sources of funding and information. The spread of information technology has strengthened the functional autonomy of organizational and legal business structures. The problem is created by the lack of sales policy of enterprises, so the level of activity on the sale and development of the system of sales of agricultural products remains low, which negatively affects the situation on the food market and the profitability of agricultural enterprises. A prominent place in the study is given to the analysis of problems of planning and organization of sales activities under the influence of various factors on the basis of contracting and contracting, certification of food quality and safety, food safety management systems, maintaining stable relations with regular customers and taking into account societal requirements. . The issues of grouping of indicators and factors that often constrain sales efficiency within certain market sectors remain unresolved, obstacles are often the legal component, lack of education and government factors restraining the activities of agricultural enterprises. The level of structural optimization of the presented indicators and as a consequence the financial effect from realization with expansion of borders of sales contacts will depend on how the management of the enterprise in due time will consider and calculate influence of all accompanying factors.