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Exhibition Activities of Market Participants in agrarian Machinery in the Context of the Global Environment
Holovnia O. M., Chemerys Y. S.

Holovnia, Olena M., and Chemerys, Yuriy S. (2025) “Exhibition Activities of Market Participants in agrarian Machinery in the Context of the Global Environment.” Business Inform 5:296–303.
https://doi.org/10.32983/2222-4459-2025-5-296-303

Section: Agricultural Economics and Agribusiness

UDC 631.3:659.152.2

Abstract:
The article analyzes the current state and trends in the development of the agrarian machinery market in Ukraine, in particular the decline in sales of domestic machinery, the increase in imports, and the gradual loss of positions of Ukrainian machine engineering in favor of foreign manufacturers. One effective tool for restoring the competitiveness of market participants is identified as participation in international exhibition and fair events. The authors regard exhibition activities as a component of the marketing and communication strategy of enterprises, which allows not only to present products but also to strengthen business connections, study consumer demand, conduct equipment testing, obtain direct feedback, and enhance brand recognition. The study systematizes the main types of exhibition events, their features in the agrarian sector (seasonality, the need for equipment functionality demonstration, internationalization, and technical complexity of exhibits). Special attention is paid to the example of the participation of the Ukrainian manufacturer Elvorti in the Agromek 2024 exhibition, which demonstrated the successful experience of promoting Ukrainian equipment at the international level. The role of digital tools in enhancing the efficiency of exhibition activities is analyzed, particularly online stands, CRM systems, virtual presentations, and analytics. The significance of cluster initiatives and technological ecosystems for collective participation in exhibitions is revealed. Key metrics are proposed for assessing the efficiency of participation in exhibitions: lead generation, CAC, ROI, brand awareness level, which allows for integrating exhibition activities into the strategic management of the company amidst global competition.

Keywords: market of agrarian machinery, exhibition activities, international agrarian exhibitions, efficiency of participation in the exhibition.

Tabl.: 1. Formulae: 3. Bibl.: 13.

Holovnia Olena M. – Doctor of Sciences (Economics), Professor, Professor, Department of Business and Service Spheres, Vinnytsia National Agrarian University (3 Soniachna Str., Vinnytsia, 21008, Ukraine)
Email: [email protected]
Chemerys Yuriy S. – Postgraduate Student, Department of Business and Services, Vinnytsia National Agrarian University (3 Soniachna Str., Vinnytsia, 21008, Ukraine)

List of references in article

“Agriculture - Agricultural Machinery Trade shows“. https://www.eventseye.com/fairs/st1_trade-shows_agriculture-agricultural-machinery.html
“AGROTECH 2025: yuvileina vystavka innovatsii ta tekhnolohii u silskomu hospodarstvi“ [AGROTECH 2025: Anniversary Exhibition of Innovations and Technologies in Agriculture]. https://manupackaging.ua/agrotech-2025-juvilejna-vistavka-innovacij-ta-tehnologij-u-silskomu-gospodarstvi/
“ROI u prodazhakh bez skladnykh formul - yak biznes mozhna vymiriaty i prymnozhyty prybutok“ [ROI in Sales Without Complex Formulas - How a Business Can Measure and Multiply Profits]. https://surl.lt/zsrlmy
“V Ukraini sposterihaietsia hlyboka kryza silskohospodarskoho mashynobuduvannia“ [Ukraine Is Experiencing a Deep Crisis in Agricultural Machinery Manufacturing]. Kurkul. December 02, 2024. https://kurkul.com/news/37389-v-ukrayini-sposterigayetsya-gliboka-kriza-silskogospodarskogo-mashinobuduvannya
“Vzhe u berezni 2025 roku yuvileina vystavka AGROTECH u Polshchi“ [Already in March 2025, the Anniversary Exhibition AGROTECH in Poland]. AgroLux. January 22, 2025. https://agro.provse.kh.ua/vzhe-u-berezni-2025-roku-yuvilejna-vystavka-agrotech-u-polshhi/?utm_source=chatgpt.com
“Vitchyznianyi vyrobnyk prezentuvav s/h tekhniku na vystavtsi Agromek 2024“ [Domestic Manufacturer Presented Agricultural Machinery at the Agromek 2024 Exhibition]. Kurkul. January 09, 2024. https://kurkul.com/news/37443-vitchiznyaniy-virobnik-prezentuvav-s-g-tehniku-na-vistavtsi-agromek-2024
Holovnia, O. M. “Vystavkovo-yarmarkova diialnist yak intehratsiinyi instrument realizatsii interesiv APK“ [Exhibitions and Fairs as an Integration Tool for Implementing the Interests of Agricultural Enterprises]. Problemy ekonomiky, no. 1 (2022): 20-25. DOI: https://doi.org/10.32983/2222-0712-2022-1-20-25
Kryzhanovskyi, V. H. “Mozhlyvi problemy ta konfliktni sytuatsii vidnovlennia muzeino-vystavkovykh obiektiv (urbanistychnyi aspekt)“ [Possible Problems and Conflict Situations of Restoration of Museum and Exhibition Objects (Urban Aspect)]. Teoriia ta praktyka dyzainu, no. 32 (2024): 36-44. DOI: https://doi.org/10.32782/2415-8151.2024.32.5
“Lidoheneratsiia: iak pobuduvaty bazu kontaktiv“ [Lead Generation: How to Build a Contact Database]. https://www.ecommercebridge.co.ua/lead-generation
Liubelchuk, A. P., and Kostiuchenko, O. A. “Tendentsii formuvannia arkhitektury suchasnykh vystavkovykh tsentriv“ [Architectural Formation Trends of Modern Exhibition Centers]. Teoriia ta praktyka dyzainu, no. 29-30 (2023): 82-88. DOI: https://doi.org/10.32782/2415-8151.2023.29-30.9
Muntian, I. V., Sokoliuk, K. Yu., and Znachek, R. R. “Vystavkovo-yarmarkova diialnist yak efektyvna orhanizatsiina forma prosuvannia brendu“ [Exhibition and Trade Fair Activities as an Effective Framework for Brand Promotion]. Visnyk Kyivskoho natsionalnoho universytetu tekhnolohii ta dyzainu. Seriia «Ekonomichni nauky», no. 2 (2020): 46-55. DOI: https://doi.org/10.30857/2413-0117.2020.2.3
“Chotyry novi tekhnolohichni klastery startuiut u pershomu kvartali 2025 roku: yak tse zminyt Ukrainu“ [Four New Technology Clusters to Launch in the First Quarter of 2025: How This Will Change Ukraine]. https://agriteka.com/3839-chotiri-nov-tehnologchn-klasteri-startuyut-u-pershomu-kvartal-2025-roku-yak-ce-zmnit-ukrayinu.html
Semenov, S. “Yak pravylno rakhuvaty yunit ekonomiku. LTV, CAC ta ROI“ [How to Calculate Unit Economics Correctly. LTV, CAC and ROI]. Projector. https://surl.li/blthxd

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