Українська
Rusak, O., & Palamarchuk, T.
(2020).
ANALYSIS OF AGRIBUSINESS DEVELOPMENT IN THE CONTEXT OF THE FORMATION OF PLACE MARKETING.
Scientific Horizons,
23(3),
34-43.
10.33249/2663-2144-2020-88-3-34-43
ISSN 2663-2144 e-ISSN 2709-8877 UDC 63
Article
ANALYSIS OF AGRIBUSINESS DEVELOPMENT IN THE CONTEXT OF THE FORMATION OF PLACE MARKETING
Abstract
The article provides the discussion of the definitions of the concept ‘territorial marketing’, investigation into the development of domestic agribusiness, as well as analysis of the dynamics of crop production and livestock breeding. Agricultural enterprises are differentiated regionally; and their share in terms of profitability in the total set of business structures in various fields of activity is determined. The aim of the study is to assess and analyze the modern development of agribusiness in the context of the formation of place marketing. It is stated that in recent years certain positive changes have taken place in the country’s agriculture. This trend in the field of agribusiness is ensured not only by farm households, but also by individual peasant farms which have special features that determine their role and increase their value in the current context. Being engaged in specific types of economic activity, each of these types of agricultural organizations does not develop independently. They are members of several communities – manufacturers, consumers, users of machinery, institutions selling the products, veterinary services, obtaining loans, attracting investments, etc. The economic well-being of their activities is traditionally linked to the development of appropriate ‘budget-forming’ business entities. The constant challenges of the modern economy force agribusiness to continuously look for new opportunities to strengthen its position in the market and to introduce modern mechanisms for improving the efficiency in order to reduce the loss rate in the future. In this regard, a mechanism for increasing the economic activity of agricultural organizations is proposed. The mechanism is based on the process of introducing place marketing in rural areas in order to attract investors and realize their goals in time. In particular: it is necessary to analyze the measures offered by different institutions, associations and individuals, to explore and use foreign experience of solving socioeconomic problems of rural areas and economic entities (marketing audit); to identify the needs and opportunities of agribusiness, its development and, accordingly, the territorial community (development of marketing); taking into account the existing priorities, to formulate a long-term and current concept of marketing of rural areas and agricultural organizations.
Keywords:
agribusiness development, production dynamics, regional differentiation, economic efficiency, place marketing.
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