JUSTIFICATION OF THE SIGNS, COMPONENTS, PRINCIPLES OF MARKETING STRATEGY AND STRATEGIC ALTERNATIVES FOR ITS IMPLEMENTATION BY AGRICULTURAL ENTERPRISES

The article studies the features of marketing strategy, substantiates its features, components, principles and formulates recommendations in the form of strategic alternatives for its effective implementation in modern conditions by agricultural enterprises. It is established that the features and components of marketing strategy should take into account the unique features of agricultural production, and the principles should be based on flexibility and adaptability, diversification of production, sustainability, innovative approaches, collaboration and cooperation. Strategic alternatives are proposed that will help agricultural enterprises implement marketing strategy in modern conditions. Developing a comprehensive marketing strategy is a key factor for success in agricultural business. This strategy includes consistent actions aimed at studying market segments, analyzing their characteristics and adapting strategic decisions to the needs of each segment. This approach requires detailed analysis and caution in choosing areas of activity. Among the key components of marketing strategy, an important place is occupied by market analysis, the study of internal and external factors affecting agribusiness, the formation of effective plans and strategies for developing competitive advantages, as well as the selection of the optimal plan that meets the mission of the enterprise. It is no less important that the enterprise management understands the need for marketing and creates appropriate conditions for the effective implementation of the chosen strategy. The authors noted that the strategic approach in agribusiness is a synthesis of marketing and business strategies, which is crucial for achieving success in the agricultural sector. This strategy covers a wide range of business activities, ranging from interaction with customers and ending with the formation of competitive price offers aimed at attracting new buyers.