Stages and methods of formation of marketing strategy of enterprises in the market of beekeeping products

The arƟcle invesƟgates the theoreƟcal foundaƟons of the markeƟng strategies of enterprises formaƟon. The main stages of formaƟon of markeƟng strategy of the enterprise in the field of beekeeping are considered, the priority methods which should be applied for its formaƟon are substanƟated. It is determined that the markeƟng strategy of the beekeeping enterprise is formed taking internal and external factors into account. The internal factors of strategy formaƟon of the enterprises of branch of beekeeping concern: organizaƟonal structure; flexibility of the management system; system of organizaƟon of markeƟng acƟvity; principles of acƟvity of managerial staff and taking into account markeƟng opportuniƟes and goals when making decisions; quality and speed of receiving informaƟon related to markeƟng acƟviƟes; formaƟon of incenƟves for markeƟng staff (or those employees who perform markeƟng funcƟons). External factors have a strong influence on the long-term goals of markeƟng acƟviƟes and are related to the current economic policy, the degree of development and development trends of internaƟonal trade, the structure of the country’s markets, changes in demographic characterisƟcs and consumer preferences. It is determined that the choice of markeƟng strategy of the enterprise of the beekeeping industry goes through stages: - analysis of the current state of the producer-enterprise of beekeeping products and market acƟvity of the enterprises of the branch; - analysis and assessment of market potenƟal; - analysis of opportuniƟes for the development of enterprises in the beekeeping industry; - analysis of economic condiƟons and the legal field; - analysis of trends in the world economy with export-oriented acƟviƟes; - selecƟon and development of a strategy with a focus on long-term development. In the context of developing a markeƟng strategy, general scienƟfic methods determine the general logic of research and precede special methods. Special research methods used in the process of forming markeƟng strategies can be divided into matrix, mathemaƟcal, staƟsƟcal, forecasƟng methods and expert methods.