INTERNATIONAL MARKETING IN THE AGRICULTURAL SECTOR: STRATEGIC PLANNING AND AGRIBUSINESS MANAGEMENT

The article is devoted to the study of international marketing in the agricultural sector, particularly strategic planning and agribusiness management in the context of globalization and increasing competition. The relevance of the research topic is driven by the need to enhance the competitiveness of Ukrainian agricultural products in the global market, adapt to changes in the economic environment, and implement innovative approaches to marketing activities. The research is based on the analysis of modern trends in international marketing in the agricultural sector, assessment of key challenges and opportunities for Ukrainian agribusinesses. A comprehensive approach is applied, including market condition analysis, research of factors affecting product competitiveness, and evaluation of the effectiveness of various marketing strategies. It has been established that the effective use of marketing strategies contributes to market expansion, increased product recognition, and the formation of a positive image of domestic producers. The study examines key aspects of strategic planning, such as market segmentation, selection of optimal distribution channels, and the implementation of innovative marketing approaches. Particular attention is given to the impact of military actions on Ukraine's export potential. It is noted that disruptions in logistics chains, currency market instability, and rising production costs create additional barriers for Ukrainian agribusinesses to enter international markets. At the same time, crisis conditions stimulate the search for new marketing solutions, including market diversification, the development of e-commerce, and the active use of digital marketing tools. The practical value of the study lies in determining effective strategic marketing planning approaches in the agricultural sector. These approaches can help Ukrainian enterprises expand their presence in international markets, attract foreign investments, enhance the global competitiveness of Ukrainian products, strengthen trade partnerships, and contribute to international food security by ensuring stable and sustainable agricultural production.