ОСОБЛИВОСТІ ВИБОРУ СТРАТЕГІЙ ПОЗИЦІОНУВАННЯ МАЛИХ ФЕРМЕРСЬКИХ ГОСПОДАРСТВ-ВИРОБНИКІВ ЯБЛУК
Authors: Бурдяк Олег Мирославович 
Published: October 2024

For a long time, small farms were left out of marketing strategies, focusing on cultivation and traditional schemes for the sale of their products. Marketing entered agricultural industries later than industrial and consumer markets, which creates gaps in the use of marketing tools. Modern challenges actualize the mechanisms of selection, development and implementation of positioning strategies for small farms. The purpose of the article is to research and analyze the features of the market and marketing environment in which small apple farms operate and, accordingly, research the impact of the identified features on the choice of positioning strategies of these enterprises. The object of the study is positioning strategies of small farms producing apples. Methods used in the research: desk analysis, clustering method, target audience segmentation method, methods of analysis, synthesis and logical generalization, method of generalization of national experience, etc. The hypothesis of the study was the assumption that relationship marketing at the level of the B2B segment imposes its specificity on all areas of marketing activity of small farms producing apples, including on the processes of their positioning. Main Content. Classical strategies are not always applicable in the field of agricultural production, where success often depends on the ability to establish connections and cooperation with intermediaries, distribution partners, service organizations, local authorities, the labor market, and others. This necessitates the more active use of positioning strategies by agricultural producers. Apple farming in Ukraine is a strong sector of horticulture and agricultural production as a whole. It ensures the country's food security, creates significant export flows, supplies raw materials to the food industry, is a major consumer of machinery and chemicals, and provides substantial employment. Currently, a significant number of agricultural enterprises in the Chernivtsi region are engaged in apple farming. It has been established that all apple producers in this region can be categorized as small farms. It is noted that widely accepted positioning strategies need to be adapted to meet the needs of small-scale agricultural producers. The article emphasizes that among all possible positioning strategies, only a limited number are suitable for them—those focusing on the quality of the product, the "quality" of the supplier, the "quality" of the partner, and the "quality" of the employer. Given that positioning strategies require targeting a specific audience, the author identifies the following target audiences for small farms: 1) Wholesale intermediaries and buyers, 2) Local competitors, 3) Permanent and seasonal workers, 4) The local community. Originality and Practical Significance of the Study. The research analyzes practical experience and takes into account the current realities of the agricultural sector to develop effective recommendations for its application in the strategic planning of the mentioned enterprises. Conclusions and prospects for further research. The research on the characteristics of the highly competitive apple agrimarket justifies the need for small farms to develop a comprehensive positioning strategy, which includes the following components: positioning the farm as a reliable partner for wholesalers and intermediaries; positioning the farm as a trustworthy partner for cooperation and collaboration; positioning the farm as a dependable employer; and positioning the farm as a producer and supplier of high-quality products.