The marketing and logistic activity in the management system of agrarian enterprisesJournal: Bulletin of Sumy National Agrarian University (Vol.8, No. 3)
Publication Date: 2019-09-30
Authors : I. Hanzhurenko;
Page : 86-90
Keywords : marketing; strategic management; agrarian enterprise; sales; logistics;
Three groups of factors have been identified which cause difficulties in the work of marketing specialists based on the research of scientific and practical literature. The first group is related to the internal environment of the enterprise. It is found that the responsibilities of marketers in the enterprise do not fit the marketing structure. There is a narrowing of the marketing role to advertising. It is determined that marketing professionals often perform the functions of other responsible persons (set prices, etc.). A low level or complete lack of involvement of marketers in the development of new enterprise goods has been identified. The second group illustrates the problems associated with strategic management. Confirmation of this is the results of an specialists' expert survey of agricultural enterprises in the Khapkiv region. The load on top executives of general managerial problems leads to a diminished level of attention to marketing issues. There is an understanding lack of the essence and usefulness of portfolio analysis in the development of applied recommendations for improving the marketing system. The third group of problems characterizes the educational component - shortcomings and difficulties in the process of training marketing specialists in the agricultural enterprise activities. The need for academic education for marketers is substantiated. The situations are outlined in which it is expedient to use the skills of generalist marketers, marketers-analysts, marketers-specialists in different directions of marketing activity. The key tasks and principles of the agricultural marketing system are highlighted. The necessity to improve marketing in the activity of agricultural enterprises is substantiated. The organization structure of marketing activity of agrarian enterprise is characterized. Modern forms of marketing application are presented and characterized and their fields of use are suggested. The marketing department role in the agricultural enterprise activity is noted, the main tasks of specialists and the marketing department structure are characterized. Understanding the importance of the role and nature of marketing in the agricultural enterprise activities is the key to its successful functioning. The implementation of an effective marketing system is possible if the problems related to the internal environment, strategic management and training of marketing specialists of the enterprise are eliminated.
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