FORMATION OF DIRECTIONS FOR ADAPTATION OF AGRICULTURAL ENTERPRISES BASED ON MARKETING ENVIRONMENT RESEARCH

The article reviews marketing research methods in the context of the information system of the environment, presents the procedure for analyzing the marketing environment of agricultural enterprises and identifies strategies for adapting to changes in the marketing environment for the agricultural sector. The role, criteria and methods of conducting its research and determining the benefits of research for agricultural enterprises are determined. The main methods of marketing research based on data analysis and forecasting are presented. Based on the information presented in the article, it can be argued that marketing research includes the development of theoretical and analytical foundations for analyzing market needs in competitive conditions. It covers the study of competitor and consumer behavior, optimization of costs in the process of doing business, as well as making and adjusting management decisions to predict and adapt to changes in the market environment. In addition, an important aspect is the analysis of marketing factors that affect the activities of the enterprise, their identification, ranking, diagnosis, detailed and situational study. Understanding the various components of the marketing environment is important for any enterprise that seeks to optimize its marketing efforts. The main goal of market research is to identify opportunities that will allow a company to take a competitive position in the market, reduce risks and uncertainty, thereby increasing the chances of success of marketing activities. The need for adaptation of agricultural enterprises to dynamic changes in the socio-economic environment has been identified, with an emphasis on specific measures for organizing sales, as well as adaptation to changes in the marketing environment. In this case, it is important to take into account the life cycle of goods and markets, since each stage of the cycle may require specific changes in strategy, to which management must respond promptly. Adaptation of agricultural enterprises to external influences should be based on a flexible pricing policy, improving the material and technical base, improving the quality of agricultural products and measures to stimulate sales, which will create the basis for gaining competitive advantages in the market.