Management of marketing activity in agricultural enterprises producing white sea buckthor

Abstract

One of the features of the agricultural sector is the diversity of the organizational forms of management, the forms of ownership of the means of production and the products sold. A significant part of food products is produced in the private households of the population and in peasant (farmer) households. But the activity of large enterprises, representing all three areas of the agro-industrial complex (the technical-material supply of agriculture, agriculture itself and the valorization of agricultural production), has the greatest influence on the formation of the agri-food market. The category of these enterprises also includes those specialized in the cultivation of white sea buckthorn, which are increasingly forced to react to changes in the factors of the marketing environment. Fast and efficient adaptation to such changes is possible only if the company focuses its activity on the marketing concept, orients itself towards satisfying consumers, namely the full satisfaction of their needs, wishes and expectations. In this paper, the problems related to the management of the marketing activity in agricultural enterprises specialized in the cultivation of sea buckthorn are elucidated, such as: monitoring of environmental factors, forecasting of the activity based on the state of the market situation, the formation of product, price, distribution and promotion policies as well as adapting the marketing mix, on the one hand to the demands and preferences of consumers and on the other to the behavior of competitors, intermediaries and resource providers. Based on the study, the need to carry out a series of actions is argued, which requires the creation of an integrated management system of the marketing activity. Only an integrated management system can offer rational solutions to the problems that arise in the enterprise, taking into account its material, financial and human resources.