FEATURES OF THE EXPORT MARKETING COMPLEX AGRICULTURAL ENTERPRISES

Abstract

The article identifies the basic elements for taking into account the current trends in the development of commercial enterprises, which ensure the existence and development of the brand in today's digitalization. The mechanism of formation of brand-strategy of the trade enterprise is offered and substantiated. Within the framework of the proposed mechanism, a functional is combined that combines functions, approaches, models, principles, methods and tools, support. In particular, such an element of the mechanism as collateral covers regulatory support, economic resources, organizational structure, intangible assets and financial resources, as well as the process component. In turn, the process component consists of the following stages: substantiation of the strategy, definition of the strategy, implementation of the strategy and monitoring of the effectiveness of the strategy. The first stage - substantiation of the strategy - includes the following processes: diagnosis: analysis of the internal environment of the enterprise (audit of intellectual capital and brand analysis); large-scale research; market analysis (segmentation, assessment of market capacity and its segments, market dynamics, competition analysis, etc.); risk analysis. At the second stage - definition of strategy - there is: definition of the purpose of development and advancement of a brand (creation of strategy of positioning, development of communication strategy; development of strategy of advancement; creation of unique attributes of a brand); formation of alternative strategies for brand development (brands) of the enterprise and selection of the most acceptable alternative; brand architecture development. The third stage - the implementation of the strategy - includes the following processes: selection and implementation of a set of brand management measures; development and implementation of appropriate marketing communications; risk management. At the fourth stage - monitoring the effectiveness of the brand strategy - are carried out: constant audit of the brand (brands) of the enterprise at all stages of the life cycle; evaluating the effectiveness of the selected brand strategy; brand valuation. It is established that the effectiveness of choosing the appropriate brand strategy is possible only if the appropriate sequence, which is reflected within the stages of the process component of the developed mechanism for forming a brand strategy of a commercial enterprise.