FEATURES OF MANAGEMENT OF MARKETING ACTIVITIES OF ENTERPRISES OF THE AGRICULTURAL SECTOR OF UKRAINE UNDER THE CONDITIONS OF MARITAL STATE

Abstract

The article is devoted the problems of agricultural production in the conditions of martial law in Ukraine and its influence on the commercial activity of agribusiness in the sale of agricultural products. Changes occurring in the activities of agricultural enterprises are directly related to changes in the internal and external environments. Uncertainty about the possibilities of conducting agribusiness in the conditions of war became a challenge for domestic agricultural producers. Today, Ukrainian agribusiness operates in rather difficult conditions, because part of the production facilities are occupied, there is destruction of material resources, the physical death of agricultural livestock from hostilities, the destruction of sown areas under agricultural crops, perennial plantations, the disruption of the production chain of providing material and technical resources. Emphasis is placed on the need to overcome the turbulence of the micro and macro environments caused by the military aggression of the Russian Federation against Ukraine, which have a significant impact on the strategic activity of the agricultural sector of the state, as a key link in ensuring food security not only of the Ukrainian people, but also of the whole world. The need to implement an integrated marketing management system in agricultural enterprises to ensure their effective functioning in conditions of challenges and restrictions is emphasized. In such conditions, the reorientation of agricultural enterprises to the principles of marketing and the effective implementation of an integrated marketing system in their daily activities becomes important. The main provisions of the concept of the marketing complex and the determination of the optimal elements of the marketing management system, which will contribute to the strengthening of the competitiveness of agricultural enterprises and the effectiveness of the sale of own products on the domestic and foreign sales markets, are highlighted. Despite the negative consequences of Russia's war against Ukraine, the Ukrainian agricultural sector once again confirmed its ability to work to ensure food security not only for the Ukrainian people, but also for the entire world.