THE IMPACT OF DIGITALIZATION ON THE FORMATION OF THE MARKETING ENVIRONMENT OF FRUIT AND BERRY INDUSTRY ENTERPRISES

The article explores the impact of digitalization processes on forming enterprises' marketing environments in Ukraine's fruit and berry industry. In the context of the rapid development of information technologies and the global digital transformation of the economy, digitalization becomes a key factor determining the effectiveness of marketing strategies and the competitiveness of enterprises in the agricultural sector. The author analyzes current trends in implementing digital tools in companies' marketing activities, including using digital platforms, social media, e-commerce, and big data analytics systems to optimize product distribution, enhance customer interaction, and adapt to changes in the market environment. Special attention is given to the specifics of the fruit and berry industry, which is characterized by seasonal production, high sensitivity to logistical challenges, and the need for prompt response to demand fluctuations. The study is based on analyzing practical cases from domestic enterprises and comparisons with international digital marketing practices in the agribusiness sector. Key advantages of digitalization for the marketing environment are identified, including increased communication efficiency, precise market segmentation, reduced promotion costs, and expanded distribution channels. Challenges related to the need for investment in technology, personnel training, and integration of new digital solutions into traditional business processes are also discussed. The article offers recommendations for strategically implementing digital technologies in the marketing activities of fruit and berry industry enterprises to enhance their adaptability and resilience in a dynamic market environment. The findings underscore the importance of integrating innovation-driven approaches to ensure sustainable growth, improve productivity, and foster long-term competitiveness. The study results may be helpful for agricultural enterprise managers, marketers, researchers, and practitioners working in agribusiness, as well as policymakers developing digital transformation strategies for the farm sector.