DEVELOPMENT OF WAYS OF ADAPTATION OF AGRICULTURAL ENTERPRISES TO CHANGES IN THE MARKETING COMPETITIVE ENVIRONMENT
Abstract
The article summarizes research methods in the marketing information system of the environment, presents the procedure for researching the competitive environment of an agrarian enterprise, and suggests ways of adapting agricultural enterprises to changes in the marketing competitive environment. The main methods of marketing research, which are based on information analysis and forecasting, are summarized. The influence of the market environment on the activities of enterprises is mainly reflected in two aspects of providing market opportunities or causing threats. The need for adequate anti-crisis management in unstable market conditions requires the use of modern approaches to the formation of appropriate strategies for exiting the crisis. Along with traditional means and techniques of management, marketing tools are gaining more and more popularity. Diagnostics of the marketing competitive environment of enterprises is carried out in the following stages: monitoring of the main factors of the enterprise's macro-environment, research of the enterprise's micro-environment, analysis of the enterprise's internal environment. Using their advantages, agricultural producers can solve more global problems, in particular: strengthen their position in the market by increasing turnover; take the leadership position regarding product quality; the enterprise for monitoring consumer requests for product range; create conditions for diversification of the enterprise's activities; present a rapid change in price policy, due to which the demand for goods increases; invite highly qualified specialists for work; attraction of more customers, increased production of resources. The need for adaptation of agricultural enterprises to dynamic changes occurring in the socio-economic environment has been established. In marketing planning, this must be taken into account based on the life cycle of various products and markets, since certain changes occur at different stages, to which the management of the enterprise must respond promptly. The basis of adaptation of agricultural enterprises to environmental factors should be a more flexible price policy, material and technical component, quality indicators of agricultural products, sales promotion measures, which will become the basis for the formation of competitive advantages in the market.
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