MARKET ANALYSIS IN THE CONTEXT OF MARKETING COMMODITY POLICY OF AGRICULTURAL ENTERPRISES
Main Article Content
Abstract
Introduction. The article is devoted to the analysis of the market of agricultural products, the results of
which are the basis for the development of the marketing basis of agricultural business and a necessary condition
for management decisions in the formation and implementation of marketing policy of agricultural enterprises.
The purpose of the article is to analyze the market of agricultural products in the context of substantiation
of marketing policy of agricultural enterprises of Ukraine. The achievement of this goal was achieved by
performing the following tasks: determining the specific characteristics of the market of goods in the agricultural
sector of the economy; analysis and study of major competitors, consumer needs and prospects of agricultural
products.
Results. The study outlines the specific characteristics of the agricultural market. The main objects of
analysis are identified competitors (producers of goods / services), actually goods / services, consumers of goods
/ services. The specifics of competitive market positions of the leading agricultural enterprises of Ukraine are
analyzed; priority types of agricultural sector products and agricultural market goods have been identified; the
specifics of preferences of consumers of agricultural products and consumption of basic foodstuffs in Ukraine are
revealed.
Originality. The scientific novelty of the study is the development of methodological approaches to the
analysis of the market of agricultural products in the context of the goals and objectives of marketing product
policy of enterprises of the agricultural sector of the national economy.
Conclusion. Comprehensive market research should be considered one of the functions of agricultural
marketing. Market information plays an important role in the activities of agricultural enterprises, because
management decisions and any marketing activity are impossible without research on the main factors and
specific situations that dominate the market.
Market analysis means the collection, systematization and analysis of certain numerical indicators and
qualitative characteristics related to the market, as well as such elements of its mechanism as supply, demand,
prices and competition. Objects of analysis of the agricultural market in the context of substantiation of marketing
product policy of agricultural enterprises should be considered: competing producers, the actual products of
agricultural production, as well as consumers of agricultural products.
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