types of analyses (internal and external) and included the following stages: analysis of
the existing situation; analysis of the external environment; formation and selection of
the optimal development strategy; implementation of the selected strategy; monitoring
over the process of implementing the strategy. Novelty is determined by the
implementation of the process of greening the agricultural production in the context of
applying alternative management systems, in which agrarian enterprises are considered
as the economic-ecological system, which is based on rational and ecologically
grounded methods of production, by providing the quality of the produce and raw
material, production efficiency as well as the minimal impact on the environment and
production efficiency.
The seventh section “THE FORMATION OF THE MARKETING MIX OF
AGRICULTURAL SERVICE COOPERATIVES”. It is determined that agricultural
enterprises operate in unstable conditions due to the imperfect economic mechanism,
a lack of market infrastructure, limited information on the situation on the agrarian
markets, and a lack of practical experience in competitive conditions. In addition, the
producers have no practical experience to be fully engaged in all of these at the same
time: production, market research, development of marketing strategies, searching for
potential buyers, suppliers, and looking for services at affordable prices. It is revealed
that the issues of using the basic marketing tools could be solved by establishing
agricultural service cooperatives that are the most effective and appropriate form of
economic relations today. The analysis of the current state of the marketing mix of the
agricultural service cooperative was carried out and the promising directions of
marketing mix development at agricultural service cooperatives were determined.
The eighth section “TRANSFORMATION OF THE MEDIA MARKET AND
NEW DEVEIOPMENT OPPORTUNITIES IN 2019”. The article summarizes the
main results of the study of media channels in Ukraine in 2018 and predicts trends in
their development in 2019. The main problem of the telecommunication industry in
Ukraine is established. The main directions of development of the world media
community in 2018 are noted. The pace of growth is calculated and the essence of
contextual advertising is determined. It is noted the importance for the media channels
to adjust to the mood of a particular person. Live streaming and Video on demand are
among the most promising. Alternative ways to use Live streaming for business are
suggested. It was established that last year radio in Ukraine demonstrated a weekly
coverage at the EU-level. It is noted that Ukraine is an important strategic media center
for many world brands due to relatively small media costs and the coverage of
neighboring countries in Eastern Europe. Volumes of investment in the main channels
of advertising communications in 2019 are estimated.
The ninth section “TRENDS AND PECULIARITIES OF DEVELOPMENT OF
SMALL ENTERPRISES IN UKRAINE”. Small enterprise is considered as the main
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