REGULATION OF THE COMPETITIVENESS OF THE INDUSTRIES OF THE AGRICULTURAL SECTOR OF THE ECONOMY UNDER THE CONDITIONS OF APPLICATION OF DIGITAL MARKETING TOOLS
Authors: PEREHUDA YULIIA , KOROBOVA NATALIIA 
Published: August 2023

The purpose of the article is to identify features and develop applied solutions for regulating the competitiveness of livestock industries, in particular snail farming, fish farming, organic aquaculture, based on modern approaches to digitalized marketing management in the context of economic volatility. In order to achieve the objectives of the research and the set goal in the process of developing practical proposals in the modern conditions of exogenous and endogenous challenges for the livestock industry and in the formation of demand for self-produced products of snail farming, fish farming, and organic aquaculture, the problem of regulating its competitiveness is exacerbated. Additional complexity of the task is added by the need to take into account specific industry drivers within the framework of digitalized marketing management in these sectors of livestock production. Also, as part of the research, we applied synthesis methods, quantitative and graphic methods in the identification of specific elements of digitalized marketing of livestock products, theoretical methods in the analysis, generalization, as well as explanations in the generalized analytical processes of calculating the cost of livestock products, including the assessment of production costs and financing needs due to deep analytics. The methodological basis of the study is the method of strategic analysis within the framework of digitalized marketing management in the field of animal husbandry in the areas of cost, product knowledge, pricing, establishing a corridor of target prices, as well as effective management of contract conditions. Approaches to the study of the problems of formation and implementation of digitalized marketing of animal husbandry products, based on an in-depth assessment of a wide range of influencing factors, in the context of regulation of competitiveness, are proposed. Aspects of the formation and implementation of an effective process of digitalized marketing management and its impact on the fulfillment of business goals are highlighted. The similarities and differences of the digital marketing process in general and in the livestock industry are described. An analysis of the key factors influencing the digitalized marketing of livestock products in the context of ensuring competitiveness was carried out. Based on the analysis of the considered influencing factors, the key aspects of digitalized marketing management of livestock products are highlighted, which is intended to strengthen its competitiveness. The importance of taking into account specific industry factors in planning and implementation of digitalized marketing in the livestock industry in the light of competitiveness regulation is emphasized. The process of planning and implementation of digitized marketing of livestock products, consisting of seven mutually agreed stages, is proposed. The industry-specific factors influencing the digitalized marketing of products of the livestock industry in terms of cost, product understanding, pricing and management of contract conditions are separately considered. Prospects for future research are the competitive development of the process of digitized marketing of livestock products based on digitization tools, as well as an in-depth analysis of the infrastructure of digitized marketing management in livestock to ensure competitiveness in the face of economic challenges.