Influence of advanced technologies on the development and implementation of marketing strategies in agribusiness

The purpose of this study was to assess the impact of advanced technologies on the effectiveness of marketing strategies of agricultural enterprises, in particular, on the processes of developing and implementing innovative approaches in marketing. The research methodology included analysis to identify the strengths and weaknesses, opportunities and threats of implementing technologies in agribusiness, and the analysis of political, economic, social, and technological factors on the process of introducing the latest technologies in agriculture. In particular, it was found that the introduction of precision farming reduced the cost of fertilisers by 10-15%, and drip irrigation reduces water consumption by 30-50%, which helped to increase the efficiency of resource use and reduces the ecological footprint of agricultural production. Based on precision farming, agricultural enterprises were able to optimise the processes of growing crops, ensuring an even distribution of fertilisers and pesticides, which also helped to reduce their consumption and the cost of soil treatment. Financial indicators of Myronivsky Hliboproduct showed a significant increase in the company’s revenue and export revenue, which amounted to 1.8 billion USD in 2023, which accounted for 60% of its revenue. Another important result was the discovery that digital platforms such as Kernel’s “Open Agribusiness” and Astarta-Kyiv’s “Agrichain” significantly reduced operating costs by automating most business processes, allowing agribusinesses to focus on strategic development issues. The use of such platforms has helped to reduce the time spent on production and sales management, while ensuring accuracy and transparency of all stages of the production process, which, in turn, increases the competitiveness of enterprises. Special attention was paid to the impact of digital tools on the sales and marketing activities of agricultural enterprises. The results of the study showed that the integration of the latest technologies is a key factor for improving the competitiveness of agricultural enterprises. The practical significance of the study lies in the fact that its results can be used by agricultural enterprises to implement effective digital solutions in marketing activities to reduce costs and increase profitability