INFORMATION SYSTEM FOR THE DEVELOPMENT OF MARKETING SOLUTIONS IN THE PRODUCT POLICY OF AGRIBUSINESS COMPANIES

Abstract

The theoretical, methodological and practical aspects of the formation of the marketing information system as an imperative to ensure the effectiveness of the commodity policy of enterprises in the agribusiness sphere have been studied. In order to analytically justify the state of the commodity policy of agricultural enterprises, a marketing research was conducted using the survey method based on a specially developed questionnaire containing questions about the marketing mix, the profile of target consumers, and strategic planning. The key tasks of managing the marketing activities of agribusiness enterprises are to increase the production of competitive goods; improvement and preservation of high quality products, which allows to sell them at prices relevant to the commercial tasks of the enterprise; reduction of transaction costs; optimization of logistics chains in terms of shortening the terms of delivery of food to consumers, formation of balanced relative to socio-economic effects and environmental safety of the company's corporate and product brands in order to ensure consumer loyalty. It was determined that in the conditions of highly competitive B2B markets for services in the field of agribusiness, the development and implementation of the company's marketing information system is of exceptional importance as a necessary tool for making effective management decisions in order to ensure the company's strategic perspective, primarily product competitiveness. Taking into account the need to identify the target audience of agribusiness enterprises in the context of their formation of an effective product policy, a set of criteria for segmentation of potential consumers of the product offers of agribusiness enterprises is substantiated. An approach to identifying the basic characteristics of the needs of target consumers for B2B services in the field of agribusiness is proposed. Based on the analytical assessment of B2B consumers of agribusiness services, the structural profile of the target market is substantiated. The obtained results are used in the development of an analytical and evaluation toolkit as an operational guarantee of the effectiveness of the mechanism for developing the product policy of agribusiness enterprises, which involves substantiating the structural profile of consumers in the target markets.