IMPLEMENTATION AND EFFICIENCY OF MARKETING STRATEGIES OF GREENING THE PRODUCTION AT AGRARIAN ENTERPRISES

Abstract

The article is devoted to substantiation of marketing strategies, their mission and goals for ecologically oriented management of  agrarian enterprises; carrying out a comprehensive analysis and assessment of environmental factors for low-, medium- and large-scale agricultural enterprises, identifying their strengths and weaknesses, opportunities and threats, and developing alternative development strategies for these enterprise groups. The article proposes the concept of formation of marketing strategies of agrarian enterprises that implement certified organic products in three product groups on the basis of preliminary estimation of the factors of the semantic differential of the external environment and the weighted assessment of the SWOT analysis of strengths and weaknesses, opportunities and threats at the stages of bankruptcy, stagnation, traditional and progressive development. As a result, it is proposed for low-value
enterprises to use WT-strategies, which are dominated by weaknesses and threats of further development of the agrarian enterprise, and for medium-sized enterprises − ST strategies under conditions of sufficient resource potential, but with expectations of significant threats for further development, for high-value enterprises − SO-strategies to further realize the potential of a powerful resource potential and effective development The principles of forming the marketing strategy of greening the production at agrarian enterprises, the conceptual provisions of environmental marketing, ways of promoting environmentally friendly products to the market, the position of effective use of marketing potential, optimal planning of the intra-industry structure of the ecologically oriented production of agrarian enterprises, the position regarding the formation of alternative marketing strategies for the portfolio of business from organic farming.