MANAGEMENT OF THE MARKETING, SALES AND LOGISTICS CONCEPT AND ITS IMPLEMENTATION INTO THE BUSINESS STRATEGY OF THE OBJECT OF AN AGPA ENTREPRENEURSHIP

Abstract

The purpose of writing the article is to study the issue of managing the marketing, sales and logistics concept and its implementation in the business strategy of an agricultural business entity. The article assesses the potential for the development of marketing, sales and logistics activities of an agricultural enterprise in the future; identifies marketing opportunities for managing the production and sales concept of the enterprise; develops ways to increase the efficiency of marketing and sales activities of an agricultural business entity, proposes the implementation of a marketing and sales concept in the general business strategy of the enterprise, defines the concept of assessing the logistics activities of the enterprise, and displays indicators that allow analyzing the state of the logistics system. Increasing the efficiency of agricultural enterprises is the key to the successful functioning of the state economy. However, currently, commodity producers face a number of problems that concern almost all areas of their production, commercial and agricultural activities. Thus, problems of a production and trade nature directly cause negative consequences in the results of sales activities, the inconsistency of the formation of the pricing policy of commodity producers with the modern challenges of ensuring the necessary level of financial independence reduces their economic efficiency indicators. All the identified areas fully affect the possibilities and prospects of forming an appropriate level of marketing management by the production and sales concept and its impact on the formation of the business strategy of an agricultural enterprise. That is why researching this problem is relevant. Research methods. The following methods were used in the study: theoretical analysis of scientific literature, scientific abstraction, logical generalization, generalization methods, computational and analytical, systemic approach, marketing analysis methods. One of the key management tools that contributes to increasing the competitiveness of agricultural enterprises both in the domestic and foreign markets is marketing activities. Modern economic conditions, in particular the impact of the global economic crisis, have significantly transformed the internal processes of the functioning of enterprises. In Ukraine, in order to achieve a high level of economic development, it is necessary to overcome a number of crisis phenomena, among which the main ones are the mismatch of the structure and volumes of exports to the needs and capabilities of the state. The dynamic development of agricultural enterprises in the pre-crisis period led to their emergence into important positions in the domestic and foreign markets. However, in modern conditions, instead of focusing on quantitative growth, the emphasis should be on ensuring qualitative development. One of the ways to achieve this is to improve the management of the marketing, sales and logistics concept of the enterprise. Marketing as a management function allows enterprises to stabilize internal processes, which in turn contributes to improving their positions in sales markets. Marketing activities in modern conditions should contribute to the creation and formation of a business strategy, especially in conditions of instability and variability of the external environment. The effectiveness of marketing and sales management directly affects the effectiveness of the enterprise's development and the formation of its business strategy, since marketing itself is becoming an important component of an integrated management system. Thus, the management of the marketing, sales and logistics concept and the formation of the enterprise's business strategy become not only a tool for stabilizing the activities of agricultural enterprises, but also a key factor in their competitiveness and sustainable development. For the effective implementation of marketing strategies, enterprises need to create flexible management systems that are able to adapt to changes in the external environment