FACTORS OF INCREASING THE COMPETITIVENESS OF MARKETING STRATEGY FOR DEVELOPING INNOVATION ON FARM HOLDINGS

This article analyzes the factors that contribute to the formation of marketing strategies and increase the competitiveness of farms in the agricultural sector. The study examines key aspects such as the development of effective marketing strategies for farms, the use of digital technologies and innovative marketing tools, market segmentation, pricing policy, and branding. According to the results of the study, by properly formulating marketing strategies, farmers will have the opportunity to present their products to a wide audience, conquer new markets, and increase economic efficiency. At the same time, the use of digital marketing and online trading platforms will allow farmers to quickly and efficiently bring their products to the market. The study has developed a number of practical recommendations to increase the competitiveness of farms.