MANAGEMENT MODEL FOR DEVELOPING A MARKETING STRATEGY

The aim of the article is to propose a model for developing a marketing strategy for an agricultural farm. The agricultural products market is characterized by a number of features, which is why it is very close to the conditions of ideal competition. This in turn determines that management decisions related to the realization of production relate to the type, place, time and form of production to be offered. Making justified management decisions is a process involving a set of activities. The quality of their implementation can be increased through the planning system in the farm and in particular the development of a marketing strategy. The proposed model is developed on the basis of the basic methodology, taking into account the specific features of the agricultural products market. The main criterion for distinguishing stages and sub-stages of the model is the relative completeness of the procedures that constitute them. It is also subject to the criterion of the presence of a logical connection between successive activities. The preparation and use of a marketing plan expresses to the highest degree compliance with the external business environment, i.e. application of a market-oriented approach to farm management. In this sense, the marketing strategy can be considered as a way to establish strategic correspondence between the internal environment of the farm and the dynamic changes in the environment, i.e., through it, the farm converts the impacts of the environment into actions adequate to them.