FORMALIZATION OF THE PROCESS OF PLANNING MEASURES FOR THE COMPANY’S ENTRY INTO INTERNATIONAL AGRIMARKETS

Ukrainian agricultural producers do not fully use the opportunities to export agricultural products. One of the reasons for this is the lack of knowledge and lack of structured information on standards, certification, procedures for concluding and supporting agreements (for medium and small agricultural producers). This study aims to develop a formal description of the process of planning measures for the entry of an agricultural enterprise into the foreign market, taking into account the existing institutional and regulatory features in this area. It is determined that the process of planning measures for the company's entry into foreign markets of agricultural products should be considered in the context of the general scheme of the planning process as a set of stages of goal setting, setting tasks, determining resource opportunities and time parameters, taking into account the activity's specifics. When assessing the possibilities and determining ways to implement the strategy (assessment of resource and time parameters of the plan), special attention should be paid to the procedural features of sales in foreign markets (standardization, certification, approval and permitting procedures, etc.), which are determined by the country's system and relevant regulations. The article details the content of these procedures and the peculiarities of their passage. The importance of planning these actions is determined by the fact that the costs associated with them, as well as the time parameters of the procedures, significantly affect the company's ability to achieve certain goals (to enter the foreign market), as well as the feasibility of such actions, i. e., efficiency of the enterprise). The proposed scheme of the process of planning measures to enter foreign markets of agricultural products can be used as a «road map» for agricultural producers who intend to export their products.