Bìznes Inform (Aug 2020)
Mechanisms of Formation and Functioning of Regional Agromarketing Systems
Abstract
Agromarketing as a modern management system and a tool for overcoming market problems and solving production and marketing problems is necessary for business entities, as it allows to adequately respond to the processes of complicating the methods of operational activities of agricultural producers by expanding the range of products, innovative development of agrosphere production base, change market conditions of agricultural and food products, increased competition. At the same time, the problems of developing mechanisms for the formation and functioning of regional agromarketing systems remain unresolved. The article substantiates the features of agricultural marketing, due to the specifics of the actual agricultural sector and agricultural production. These features make it possible to formulate agricultural marketing as a process of meeting the needs of consumers, through the rational organization of exchange and formation of consumer value of agri-food products. The study found that in the current transformation of the economy, each agricultural enterprise chooses at least two ways of further development: focus on production; market orientation or marketing path of development. It is determined that the process of formation of the marketing system of regional agribusiness begins with the formulation of the goal, which should take place in accordance with the requirements of the concept of creating marketing systems for the goal setting process. Each set goal should be defined qualitatively and quantitatively, and also limited in time of its achievement. The formation of agromarketing systems in the region should be comprehensive. It is expedient not only to create marketing services for agribusiness entities, but also to create conditions for their effective work. The main task of agromarketing is to supply agricultural raw materials and food of the required level of quality to meet the needs of a particular consumer, in the right place, at the right time and in the right quantity. The formation of agromarketing structures at the level of primary links – agricultural enterprises – makes it possible to increase the efficiency of their operations through a clearer focus on meeting the specific needs of customers and market demands. The development of agromarketing structures makes it possible to increase the turnover of agricultural enterprises, the competitiveness of products and increase their market share.
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