CONCEPTUAL PRINCIPLES OF FORMATION MARKETING STRATEGY OF AGRICULTURAL ENTERPRISES IN THE CONDITIONS OF WARTIME
Authors:   Livestock Farming Institute of National Academy of Agrarian Sciences of Ukraine, Krasnorutskyy Oleksiy 
Published: December 2024

The article is devoted to the characteristics and justification of improving the mechanism of formation of the marketing strategy of agrarian enterprises in wartime conditions. It was determined that the marketing strategy acquires the status
of a priority in the system of enterprise strategies and should be organically combined with the overall corporate strategy.
It was found that there are different approaches to revealing the essence of the terms "marketing", "marketing management", and "marketing strategy", which require their author's definition. In the article, marketing is understood as a complex of the enterprise's current organizational and management actions, aimed at using the exchange to meet the real needs,
requirements, and wishes of consumers and achieve the goals of the manufacturer (seller) with an orientation to social ethics.
It has been proven that marketing strategy is a separate concept with its own goals and tools for achievement, which is
focused on creating an appropriate system of relationships with consumers. At the same time, the marketing strategy of an
enterprise is defined in a broad sense as a set of ideas regarding general, non-detailed ways of creating or changing consumer
perceptions of a product over a specified period using available marketing tools and available resources in certain competitive
conditions, which allows the enterprise to achieve commercial success and general goals. It is advisable to form the marketing
strategy of an agricultural enterprise based on the basic concept of its development and consider resources and opportunities,
the state and features of competition, demand trends, external environmental conditions, and internal factors in the relationship. It was concluded that when developing a clear and understandable marketing strategy, it is crucial to set achievable
and measurable development goals, use only verified data when analyzing the current state of the market and one's own
capabilities, find alternatives, and approach solving problems creatively and creatively. Each aspect of the agribusiness
marketing strategy is suggested to be viewed digitally. It was determined that the primary goal of the marketing strategy
in a "peaceful" time is to obtain the maximum profit to achieve a sustainable competitive advantage due to the understanding of consumer needs and market realities. In wartime - continuity, and profitability of production, preservation of jobs,
payment of wages, provision of logistics, and building relationships of trust, support, and care with buyers and customers.
It is well-founded that marketing underwent significant transformations during the war, and accordingly, the principles of
developing its strategy also changed. The principles of marketing strategy formation in agricultural enterprises in wartime
conditions include the following: social orientation; justified riskiness; flexibility and maneuverability (adaptability); concentration of efforts on current areas of marketing activity; focus on obtaining results in the short term; relationship and
interdependence of strategy and tactics.
Keywords: marketing, marketing strategy, marketing management, marketing tools, principles of marketing strategy formation, marketing plan, agricultural enterprises.