MARKETING STRATEGY DEVELOPMENT FOR ANIMAL HUSBANDRY

Abstract

Purpose. In the article, it is a marketing strategy for the sustainable development of agricultural enterprises at the regional level that has been developed based on the strategic analysis of animal husbandry. Materials and methods. The analytical part covers the development of animal husbandry in Russia and abroad as well as the assessment of the state support of the industry at the regional level. Segmentation of the market of the maral breeding complex products was carried out. It should be noted that this paper is the first to have covered the segmentation of the maral breeding complex market of the Altai Republic. Also, a regional marketing strategy for the development of the industry has been designed. Results. The essence of strategic marketing as a new form of regional economy management has been studied. The necessity of using strategic marketing tools for adapting agro-industrial enterprises to the current market requirements has been substantiated. The role of agromarketing in the development of agriculture is shown. Marketing communications have been determined as one of the tools for the development of animal husbandry. Conclusion. The article considers regional factors that determine the animal husbandry development in the region. A marketing strategy has been formulated for the sustainable development of the maral breeding complex of the Altai Republic, being applicable to other regions where velvet antler maral breeding plays a significant role in the regional economy.

Keywords

• maral breeding
• industry-oriented approach
• agro-industrial complex
• indicator system