stimulate the demand for its products [6].
The purposes of the marketing mix of agricultural service cooperative are
ensuring its sustainable competitive advantage, gaining strong market positions,
achieving the cumulative result of cooperative marketing activities. Depending on the
goals pursued by the cooperative, their managers form marketing strategy (product,
pricing, marketing, communication) that can be determined, as a reasonable program
of action to achieve certain results. Further, the analyse of these components in the
studied agricultural service cooperative is presented.
Product. The product is the main element of the marketing mix that company
offers to the market. The product policy is a course of producer’s action or the presence
of pre-principles of deliberate behaviour. It ensures actions aimed at the formation of
products range and its management; the support of the competitiveness of products at
the required level; the finding the product segments; the development and
implementation of packaging labelling, service strategies, etc.
Successfully developed product policy can not only streamline the process of
updating the product lines, but also serves as an indicator of the general thrust of action
for managers able to correct the current situation [5].
Studied ASC provides services of collection, cooling, and marketing the milk,
produced by ASC members; services of artificial insemination and harvesting of
forages. It has its own laboratory determining the quality of milk, its composition, fat
content, as well as other laboratory studies of milk using modern equipment, which is
available at the cooperative. The calculation of milk price is carried out by specialists,
depending on the fat content.
Key economic indicators of milk sales are shown in the Table 1.
Table 1 Key economic indicators of milk sales at studied ASC
Indicators (UAH)
2016
2017
2018
2018 to 2016 in
%
Volume of sold milk
6985741
7687169
8173326
117,0
Cost of sold milk
4952178
5289550
5989604
120,9
Bonuses received
111456,9
121958,3
242159,1
217,3
Milk sales income
1922106,1
2275660
1941562,9
101,0
Cost of services rendered
1105483,5
1179589
1168948
105,7
Other income
8745,2
9497,23
60076,8
690
Other expenses
4352,9
5077,58
58388,0
1340
Financial result (incl. taxes)
820975,5
1100490,65
774303,7
94,3
Taxes
79253,6
83683,61
114060,7
143,9
Net profit
741721,9
1016807,04
660243,0
89,0
Source: compiled by authors based on statistical data of studied ASC
Despite the decline of certain economic indicators, it should be noted that the
cooperative operates effectively and there is a positive dynamics of cooperation of
agricultural producers.
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