DEVELOPMENT AND IMPLEMENTATION OF A RATIONAL MARKETING STRUCTURE OF PRODUCTION ENTERPRISES

Abstract

The most important branch of the national economy of the country, designed to meet the needs of the population with fruits, berries, vegetables at affordable prices, is the fruit and vegetable industry. Compared with others, this industry faces more complex tasks associated not only with the need to produce products, but also as best as possible to preserve them, to make high quality food products with biologically active substances. The article is devoted to the role of marketing in the fruit and vegetable subcomplex. It has been determined that the implementation of marketing principles of doing business in the horticultural complex allows producers to respond faster to changes and increase competitiveness. The changes in the structure of filling the market of fruit and vegetable products by directions of production and marketing activities have been studied. Peculiarities of the influence of marketing communications are presented. Modern forms of marketing of fruit and vegetable industry enterprises are reflected. The paper presents the algorithm of marketing application for the fruit and vegetable industry. The purpose of scientific research is to develop a rational marketing model for the effective functioning of processing enterprises. Methodology. In the process of research and development of the rational marketing structure of production enterprises the following methods were used: methods of economic analysis, grouping, graphical method and method of comparison. Results. The article defines the main directions of building of effective functioning of competitive marketing potential of processing enterprises in market conditions. The article analyzes a number of studies of domestic scientists on the definition of the concept of "marketing of the enterprise". Science novelty. The article reveals its essence, defines the main elements of marketing potential and the importance of the need to manage the marketing potential at the processing enterprises. The main factors determining the policy of effective management of marketing potential at the enterprise have been revealed and the level of use of marketing potential at processing enterprises has been determined. The application of strategic approach to the management of marketing potential in processing enterprises is proposed. The necessity of creating cooperatives as one of the effective ways of entering the market of organically produced food to jointly solve production, social and other problems has been substantiated. Value/originality. The main scientific provisions of the article can be used in the work of enterprises involved in the processing industry.