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Marketing Strategy in Agribusiness: Effective Approaches to Selling Agricultural Products in the Agrarian Market
Oliinyk Y. O., Pererva B. K.

Oliinyk, Yevhen O., and Pererva, Bohdana K. (2024) “Marketing Strategy in Agribusiness: Effective Approaches to Selling Agricultural Products in the Agrarian Market.” Business Inform 7:265–271.
https://doi.org/10.32983/2222-4459-2024-7-265-271

Section: Agricultural Economics and Agribusiness

UDC 339.138

Abstract:
The purpose of the study is to analyze the marketing strategies used to promote agricultural products in the Ukrainian market, as well as to develop recommendations on ways to improve product promotion. At the present stage of development of the Ukrainian economy, the issue of effective sales of agrarian products is of particular importance. The stability of agrarian production and the saturation of the country’s food market depend on the effective organization of sales of agrarian enterprises in the regions, optimal trade turnover and territorial organization. The article discusses the main marketing strategies used to promote agricultural products, analyzes their strengths and weaknesses, and suggests ways to improve them. Particular attention is paid to the introduction of innovative approaches, the use of digital technologies, the development of sales channels and increasing the level of interaction with customers. The authors also provide practical recommendations for brand building, customer loyalty management, and optimization of logistics processes. The use of these approaches will help increase the efficiency of sales of agricultural products, which, in turn, will meet the daily needs of the population for food and contribute to the economic stability of the agrarian sector.

Keywords: marketing strategy, sales, agricultural products, agrarian market, commodity promotion, agrarian entrepreneurship.

Fig.: 1. Tabl.: 2. Bibl.: 12.

Oliinyk Yevhen O. – Candidate of Sciences (Economics), Candidate on Doctor Degree, University of Customs and Finance (2/4 Volodymyra Vernadskoho Str., Dnipro, 49004, Ukraine)
Email: [email protected]
Pererva Bohdana K. – Masters Student, Oles Honchar Dnipro National University (72 Nauky Ave., Dnіpro, 49010, Ukraine)
Email: [email protected]

List of references in article

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Nikolaichuk, O. “Marketynhova stratehiia: sutnist i osoblyvosti“ [Marketing Strategy: Essence and Peculiarities]. Halytskyi ekonomichnyi visnyk, no. 6 (2019): 111-118. DOI: https://doi.org/10.33108/galicianvisnyk_tntu2019.06.111
Svystun, L. A., Popova, Yu. M., and Shtepenko, K. P. “Derzhavne rehuliuvannia ahrarnoho sektora ekonomiky v konteksti zabezpechennia zavdan staloho rozvytku“ [State Regulation of the Agricultural Sector in the Context of Ensuring Sustainable Development]. Efektyvna ekonomika, no. 11 (2020). DOI: 10.32702/2307-2105-2020.11.93
Sitkovska, A. O. “Formuvannia konkurentnykh perevah ahrarnykh pidpryiemstv“ [Formation of Competitive Advantages of Agricultural Enterprises]. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Seriia «Ekonomichni nauky». 2016. http://www.ej.kherson.ua/journal/economic_20/2/26.pdf
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