Marketing analysis of the functioning environment of agrarian enterprises

Abstract

Before the full-scale invasion of the Russian Federation, the agricultural sector of Ukraine developed dynamically and played a leading role in ensuring domestic and global food security, employment of the population, and the formation of foreign exchange earnings from product exports and state budget revenues. The active phase of the war on the territory of the country radically changed the conditions for the functioning of agricultural enterprises. The purpose of the article is to characterize and assess the influence of certain elements of the external environment on the activities of agricultural enterprises. The research is based on the dialectical method of learning economic processes and the following methods are used: monographic, abstract-logical, PEST analysis, SWOT analysis. The study analyzed the works of Ukrainian scientists on the problems of the functioning of agricultural enterprises and identified the main political, economic, social and technological factors of the influence of the external environment on their activities in the conditions of martial law. It has been established that the political factors of the environment affect the activity of agricultural enterprises mainly positively, economic factors have a mainly negative effect on them, and social and technological factors have different directions. The assessment of the main strengths and weaknesses, opportunities and threats of the environment of agricultural enterprises showed the existence of prerequisites for the quantitative growth of gross volumes of their production and the need to develop a comprehensive strategy of agricultural policy for long-term growth in the conditions of post-war recovery, the key tasks of which should be ecologically oriented nature management, the development of dual education for training highly qualified workers, increasing the volume of production and export of organic and ready-made food products, technical and technological modernization of the production base. Priority stimulation of investments in increasing the volume of production of organic food products, development of primary and advanced processing of agricultural raw materials inside the faucet is proposed. The practical significance of the research lies in the fact that its results can be used by state institutions responsible for the development of the agrarian sphere, when developing a strategy for its development and substantiating measures for its implementation, by agricultural enterprises - when developing marketing strategies, by scientists - when further researching the problems of the influence of the external environment on the development of agricultural production