DEVELOPMENT OF MARKETING POTENTIAL OF AGRICULTURAL ENTERPRISES

Abstract

In modern conditions, market conditions emphasize ensuring competitiveness in enterprises' minds. The processes of market globalization and the rapid growth of competition require constant monitoring of markets; therefore, marketing potential contributes to the formation of leading positions. The development and implementation of modern tools and instruments of marketing play an essential role in the formation of marketing potential, contribute to the formation of competitive advantages and competitive potential of agricultural enterprises, and increase the efficiency of financial and economic indicators of the functioning of enterprises of the agricultural sector of the national economy.

The publication's purpose is to assess theoretical, methodological, and practical approaches to the essence, formation, and development of agricultural enterprises' marketing potential under modern conditions.

The article examines the essence of the marketing potential of the enterprise and the features of its formation and development, taking into account the specifics of the agricultural sector. The essential content of the categorical concepts is determined: enterprise potential, marketing potential, scientific approaches to its formation, and management of the marketing potential of the enterprise. It is substantiated that for an agricultural enterprise, marketing activities and the formed marketing potential determine its place in the competitive struggle and the effectiveness of its activities. The process of forming the marketing potential of an agricultural enterprise is analyzed, and the factors that influence it are identified. The tools for forming the management of the development of the marketing potential of an agricultural enterprise are studied.

Marketing is a tool for agricultural enterprises to ensure successful functioning in modern economic conditions, and its use allows them to orient their activities to market requirements. The formation and development of agricultural enterprises' marketing potential should be based on support from the authorities and on the active implementation and development of agro-marketing.