SALES STRATEGIES AS A COMPONENT OF AGRICULTURAL ENTERPRISES MARKETING STRATEGIC MANAGEMENT SYSTEM

The article substantiates scientific-applied and methodical approaches to the formation of sales strategies of agrarian business entities as a component of the marketing strategic management system in the conditions of increasing relevance of the problem of adaptation of agricultural sector enterprises to global challenges of the external environment. As a basic component, which should be used as a starting point in the process of developing the company's strategies, there are management strategic goals of its operation, the formulation of which should correspond to the mission of the company and it's potential. At the same time, it was found that the peculiarity of agrarian business, in particular small forms of business, is that along with quantitative economic, financial and social goals, goals are also set that reflect some ethical and personal values of the owners of commodity agrarian business. The article provides a description and list of management goals of agrarian business entities: large firms, corporations, agricultural holdings, and small enterprises. A classification of the management goals of the enterprise was carried out with the allocation of quantitative financial, non-financial and non-quantitative goals. A number of issues requiring resolution regarding the choice of marketing strategic concepts as a consequence of the established management goals of the enterprise have been identified. The strategies that are mainly chosen and implemented in agribusiness are summarized: the strategy of the maximum volume of production, the strategy of high product quality, cooperative strategies, diversification strategies, ecological strategy. The factors and peculiarities of agrarian production and agrarian business that determine the process of formation and justification of sales strategies, which are subordinate to marketing strategies, have been identified. The expediency of forming a combined sales strategy in the strategic management system of the enterprise, taking into account the sales policy for each channel of implementation of strategic types of products and developing a set of sales strategies adapted and flexible to the conditions and state of the external environment, is substantiated. The formation of a set of marketing strategies adapted to changes in the external environment is proposed to be carried out as a component of an integrated set of enterprise strategies, which is based on the implementation of strategic analysis and the development and evaluation of strategic alternatives. It is proposed to form a set of marketing strategies of agricultural enterprises in terms of strategic types of products and channels of their implementation.