Formation of marketing competitive strategies of the enterprise and their peculiarities in agribusiness

One of the most effective tools for increasing the productivity of agri-food production at both the regional and national levels is the introduction of a system of strategic management of marketing activities, the basis of which is the availability of a properly formed and selected marketing strategy that takes into account the strengths and weaknesses of the enterprise, defines long-term and tactical goals for the future, and will contribute to the stabilization of production processes and sustainable development of the agrarian sector of the economy. The purpose of this study is to generalize and develop theoretical and methodological approaches for enhancing the tools used in formulating marketing strategies for enterprises in the modern agribusiness sector. It is established that the agrarian sector of the economy is characterized by significant transformational changes in the market environment, and its efficiency is achieved by focusing on the agricultural products produced, which do not meet the principles of modern marketing. This leads to consumer demand through marketing research before production. The basic postulates of the development of the marketing doctrine in the agro-food sector of the economy, as well as the main differences between agricultural marketing and other types of marketing, are substantiated. A conceptual model of formation of the marketing strategy of enterprises in the field of agribusiness is proposed, which includes the following basic blocks that determine the functional vector of the strategy itself: marketing goals (which are interconnected with the actual production capabilities of the enterprise and the needs and requirements of consumers); specific features of agromarketing – needs and requirements of consumers, use of weak positions of the competitor, realization of the strengths of the subject, capabilities of the enterprise (available) (the main product – agri-food products (primary need), the Factors influencing the development and implementation of a marketing strategy (external, internal, risk, favorable, etc.). A set of widely used methods of strategic analysis is identified, including PEST analysis (for studying remote external factors), SWOT analysis (for assessing both internal and external aspects), Michael Porter’s model of competitive forces, and a methodology for creating a map of strategic groups that helps to analyze the competitive environment. The development and effective implementation of marketing competitive strategies of enterprises in the field of agribusiness is an essential means of maintaining/conquering market positions, optimizing limited resources and increasing profits from economic activity in the long term through the diagnosis of market demand, supply, price level and competition, and determining the vector of prospective production development. In addition, marketing communication involves influencing the market to maximize consumer satisfaction and, for the producer, protecting their interests. Keywords: marketing, competitive marketing strategy, agribusiness, marketing tools, competitive advantages, agricultural enterprise, food market, methods of strategic analysis.