FORMATION OF A MARKETING MECHANISM FOR MANAGEMENT OF STRATEGIC CHANGES IN AGRICULTURAL ENTERPRISES WITH THE PURPOSE OF THEIR ADAPTATION TO THE MODERN CONDITIONS OF AGRIBUSINESS

Abstract

The article provides theoretical justification and develops practical recommendations for the formation of a marketing mechanism for managing strategic changes in agricultural enterprises in order to adapt them to modern conditions of agribusiness. In the process of theoretical research, it was established that in modern economic conditions, managing strategic changes in agricultural enterprises requires strengthening the marketing component. It is substantiated that marketing should act not only as a sales tool, but as an integrated element of strategic management, which ensures the coordination of the enterprise's production capabilities with market requirements and contributes to increasing its adaptability to changes in the external environment. The generalization of scientific approaches to change management made it possible to clarify the essence of the marketing mechanism for managing strategic changes as a system of interconnected analytical, strategic, instrumental, organizational and control elements aimed at achieving long-term development goals of an agricultural enterprise. The principles and tools for forming a marketing mechanism for managing strategic changes are systematized, among which the key principles are market orientation, adaptability, continuity, anti-crisis orientation and economic feasibility. It is determined that the implementation of these principles is ensured by using a complex of analytical, strategic, marketing and control tools, and the sequence of stages of implementing strategic changes is substantiated, possible options for their implementation are identified. It is established that the proposed marketing mechanism is systemic in nature and includes analytical, strategic, instrumental, organizational and control components. This approach ensures the coordination of the enterprise's production capabilities with market requirements, allows for timely response to changes in the competitive environment and reduces the impact of economic and military risks. Practical directions for implementing strategic changes have been developed, which include diversification of sales channels, improvement of pricing policy, strengthening of marketing communications, integration of marketing into the management system and adaptation of the enterprise's organizational structure to market conditions.