STRATEGIC MANAGEMENT OF DIVERSIFICATION IN MARKETING ACTIVITIES OF AGRICULTURAL ENTERPRISES IN RISK CONDITIONS

The article indicates that in modern conditions, agricultural enterprises operate in an environment of increased uncertainty and multifactorial risks, which necessitates a rethinking of approaches to strategic management of marketing activities. It is emphasized that one of the key tools for adapting to changing external conditions is strategic diversification – both in production and sales dimensions. The study reveals the essence and types of diversification in the agricultural sector, substantiates its role in ensuring income stability, reducing market concentration risks and increasing the flexibility of agricultural enterprises. The main risk factors affecting the marketing activity of agricultural business entities are analyzed, in particular, fluctuations in the market situation, changes in climatic conditions, logistical barriers, as well as geopolitical and economic instability. Based on the study of domestic and foreign practice, approaches to strategic management of diversification processes have been formed with an emphasis on the use of analytical tools, scenario planning and digital technologies. Special attention is paid to the development of an adaptive model of a marketing strategy for diversification, which allows agricultural enterprises to increase competitiveness, effectively respond to environmental challenges and ensure long-term economic sustainability. The presented practical recommendations for the implementation of diversification strategies take into account the specifics of agriculture and the potential for its transformation in conditions of risk. It is concluded that the implementation of diversification strategies in marketing activities contributes to the expansion of target markets, increased adaptability of enterprises, as well as the creation of unique competitive advantages through innovations in the product range and sales channels. Risk management through diversification requires a systematic approach, which includes the analysis of market conditions, forecasting of possible threats and the development of flexible marketing strategies.