CHARACTERISTIC FEATURES OF THE STRUCTURE OF A STRATEGIC MARKETING MANAGEMENT SYSTEM FOR AN ENTERPRISE

Abstract

This article examines the theoretical and practical foundations for developing a system of strategic marketing support for agricultural enterprises as an integral component of the overall management system. It substantiates the need to systematise organisational, structural and functional aspects of management, emphasising that only a coherent and balanced approach can ensure the effective achievement of long-term strategic goals. Particular attention is paid to the formation of a mechanism for ensuring functional interrelationships within the enterprise. This mechanism takes into account sector-specific features, including seasonality, dependence on natural conditions and market instability, as well as strategic and operational objectives, the level of competitive potential, and the specifics of marketing activities. Such an approach enables enterprises to respond flexibly to changes in the external environment while maintaining internal stability and strategic consistency. A key element of the system is information and analytical support, which provides a reliable basis for sound and timely management decisions. The study highlights the importance of collecting, processing and analysing data on internal performance indicators and the external environment, including market trends, consumer behaviour and competitive dynamics. Special emphasis is placed on the creation of modern databases, the implementation of continuous market monitoring systems and the use of analytical tools. The principles of strategic marketing management are outlined, including purposefulness, comprehensiveness, adaptability, scientific validity and effectiveness. In addition, the need to enhance staff competencies, improve professional qualifications and refine management approaches in accordance with current challenges is emphasised. It is concluded that the implementation of modern marketing technologies, together with the development of an effective information and analytical subsystem, contributes to increased competitiveness, stronger market positions and sustainable long-term development of agricultural enterprises.