MEASURES TO IMPROVE STRATEGIC MARKETING PLANNING FOR THE DEVELOPMENT OF UKRAINE’S DAIRY INDUSTRY
Abstract
The article substantiates a comprehensive set of measures aimed at improving strategic marketing planning for the development of Ukraine’s dairy industry under martial law, economic instability, and changing consumer preferences. The current state of the industry is examined, and its competitive environment, consumer trends, opportunities, and threats are analysed. The study identifies key constraints on sustainable development, including insufficient marketing analysis, ineffective market segmentation, the absence of a unified national brand, limited innovation activity, weak coordination among market participants, and insufficient integration between dairy production and processing. The authors propose an integrated framework based on in-depth market research, effective segmentation and positioning of dairy products, national brand development, modern branding and promotion strategies, and the introduction of digital technologies and innovations. Particular emphasis is placed on CRM and ERP systems, Big Data analytics, digital demand monitoring, and modern logistics solutions. Strategic integration of production and processing is proposed through agricultural cooperatives, clusters, and vertically integrated structures to increase efficiency and strengthen supply chains. Product quality and safety are addressed through international standards, technological modernization, automation, and strengthened production control. The study emphasizes the importance of state support and public-private partnerships, including co-financing export promotion programs, supporting innovative projects, and establishing specialized sectoral marketing institutions. International exhibitions, trade fairs, digital marketing, and e-commerce are identified as key tools for promoting Ukrainian dairy products abroad. The development of export-oriented production, expansion of UHT product lines, implementation of energy-efficient technologies, and entry into new foreign markets are identified as strategic priorities. The implementation of the proposed measures will enhance the competitiveness, export potential, resilience, and sustainable development of Ukraine’s dairy industry and contribute to establishing an integrated, innovation-driven, and quality-oriented system of strategic marketing planning.
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