Affiliation:
1. State Biotechnological University
2. National Academy of Agrarian Sciences of Ukraine
Abstract
The article presents the results of a study on the generalization and formation of features of management of marketing activities of enterprises in the agrarian sector of the economy in the conditions of full-scale hostilities. The features of marketing in agricultural enterprises are defined. It is noted that in the Ukrainian economy, in general, and the agricultural sector, in particular, the role of marketing is weightless. Marketing activities are mainly related to increasing sales and ways to increase the profitability of enterprises. In wartime, management personnel are aimed at increasing sales directly, here, and now, without considering the further prospects for the functioning and development of the business in the long term. It is substantiated that during full-scale hostilities, marketing activities have been transformed: the purpose, objectives, principles, main functions, and tools have changed. At the same time, the relevance of marketing in the crisis period is undeniable since it is aimed at reducing entrepreneurial risks, influencing the competitiveness of enterprises, and helping businesses survive in difficult times. It is concluded that in the context of constant changes and uncertainties, the COVID-19 pandemic, and full-scale hostilities, marketing activities in the country should be strategic and conscious, which will give more purposefulness in developing agricultural business. At the same time, for practical business activities, it is advisable to consider modern marketing trends: speed, flexibility in making marketing decisions, maneuverability in order to respond to dynamic changes; situational approach, relevance, humanity and empathy, social responsibility; development of Digital; support for consumers, consumers and the country’s economy as a whole. All marketing actions during martial law must be consistent with the humanistic component of business structures, the response to the preservation of supply chains, sales, and market entry strategy.
Keywords: marketing management, marketing strategy, marketing tools, agricultural business.
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