with the main results of the business activity of the enterprise and economy of the
resources. To apply the system of punishing workers for violating the work or
technological discipline;
‒ constant control over the terms of storing and transportation of the market
produce;
‒ search for new distribution channels, research of the market and intensification
of connections with regular buyers;
‒ direct the company at researching innovations and their practical
implementation.
Table 1 Alternative marketing strategies of ecologization the activity, based on the
analysis of the matrix GE/McKinsey, 2017
Name of
the produce
Characteristics of the
item
Alternative marketing strategies
Milk
Most profitable position
of the business. The
produce works at a
prospective sales market
and has strong
competitive positions.
Strategy of maintaining competitive advantages: decrease
in prices and application of the system of discounts for
wholesale buyers, development of the distribution system,
maximization of investments, extension of production.
Sunflower,
meat of
pigs
High attraction of the
market and middle
competitiveness of the
produce.
Strategy of growth (increased share of the market):
intensification of marketing efforts on promotion and
search for new distribution channels, improvement in
quality and in the process of production, flexibility of the
price policy, maintaining competitiveness of the produce.
Fervent
barley, soy
Includes middle by the
level of competitiveness
and middle by the level
of attractiveness at the
markets of distribution.
Strategy of stabilization: maintaining and improvement of
positions, increase in competitiveness of the produce by
carrying out marketing research, improvement in the
quality of the produce, establishing distribution channels,
sales through a set of personal shops, organization of
advertising campaigns.
Winter
wheat
Middle attractiveness of
the market and low
competitiveness of the
produce.
Strategy of development: estimation of the potential with
the purpose of improving the production process for
decreasing the self-cost and enhancement in the quality of
the distribution services, reconsideration of the distribution
policy, study the market and main competitors.
Source: own development
Provision of the conditions for transiting the agrarian model on the steady
development will make possible to increase the competitiveness, to strengthen the
positions on the global markets; it will create the base for increasing the strength of the
country, solving ecological and social problems.
CONCLUSION
The innovative model of developing the agrarian production should be based on
the overall consideration of ecological factors, requirements to the ecological safety of
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