THE ESSENCE AND PECULIARITY OF THE HEALTH OF THE COMMERCIAL AND COMMERCIAL ACTIVITY OF THE AGRICULTURAL ENTERPRISE

Abstract

The article is devoted to topical issues of production and commercial activities in agricultural enterprises. The structure of production of enterprises and its impact on commercial activity, ensuring competitiveness and improving the efficiency of their activities are studied. Specialization of production and its structuring by technological characteristics reduce the number of production units and simplify the relationship between them, create conditions for minimizing production costs, reducing the production cycle, improving their quality and competitiveness. By specialization, organizations can compete for three main characteristics of goods or services they produce: quality – quality indicators are the compliance of product characteristics with the requirements and ease of use by the customer for its intended purpose; price – compliance of the cost of the product to the capabilities of real and potential customers, as well as its acceptability in comparison with the quality or other ratios of "price and quality" of similar products on the market; the presence or ability of the organization to create products within a reasonable, competitively necessary time. The commercial function of companies belongs to the sphere of their direct management, and the commercial activity of companies – to the results of management. The commercial function of companies answers the question: how is the work of companies organized for profit. The importance of creating a marketing service in agricultural enterprises, which would purposefully deal with the relevant functions, is substantiated. The stages of formation of commercial activity in agricultural enterprises and the role of production and marketing strategy as a tool aimed at achieving long-term competitive advantage are identified. The strategy can be adjusted based on changing quantitative and qualitative indicators of the external and internal environment, as well as emerging new market requirements. Organizational, economic and financial methods of realization of strategic goals of agricultural enterprises in the process of production and commercial activity are systematized and supplemented.