IMPROVEMENT OF MARKETING SYSTEM AS A COMPONENT OF INTERNAL ENVIRONMENT OF AGRICULTURAL ENTERPRISES

Abstract

Purpose is to develop ways to improve marketing system as a component of internal environment of agricultural enterprises. Methodology of research. The research is based on application of general scientific and specific methods of scientific researches. The author refers to fundamental theoretical and methodological regulations, developed by domestic and foreign economic science. In particular, according to the requirements of dialectic method, development of marketing system is considered as one of the factors of interaction between internal and external environment of agricultural enterprises development. Application of the general scientific method of modelling helped development of the main requirements to establishment of marketing strategies at enterprises. Method of system analysis was used for definition of principal factors of efficient marketing. Graphical method was applied for visual depiction of the research results. Findings. The work determines principal factors and instruments to arrange an efficient system of marketing at agricultural enterprises. The research stresses particular importance of the factor of availability of reliable information about market conjuncture at agro-food market (ratio of demand and supply, level and dynamics of prices, economic behavior of competitor, etc.). It is declared that information, obtained from external environment in the process of analysis and assessment of managers and personnel of enterprises, is transformed into a component of internal environment. Such transformation results in determination of the information as a factor of efficient marketing at agricultural enterprises. Marketing strategic and current planning is defined as an important link of agricultural enterprise management. The research develops a model of improvement of marketing management. In the model, process of the management improvement supplies organic combination of internal and external environment and harmonize the relation. It also improves mission of the enterprise and system of internal accounting and control. Special attention is paid to the necessity to raise efficiency of performance of specialized marketing departments. Originality. The works provides the author’s classification of the main factors and instruments of efficient marketing and principal elements of the model of marketing management improvement in the system of agricultural enterprise management. Practical value. Research results can be used in medium and small sized agricultural enterprises. An accurate classification of the main factors and instruments of efficient marketing is one of the elements to raise production efficiency and level of competitive capacity of agricultural enterprises.