Strategic planning of agribusiness activities as a basis for the organization competitiveness

Abstract

In the current conditions of economic development for many organizations operating in the field of agriculture, there are a number of uncertainties due to the lack of strategic planning of activities. On the other hand, it is the long-term goal setting that allows organizations to conduct highly effective activities and be competitive in the market. The main areas of the strategic planning of activities that ensure competitiveness include: branding (creating mental structures in the consumer ’s mind), the development of a model of marketing relations with consumers and the management of distribution channels. However, strategic planning in the organization is possible only on the basis of high-quality situational analysis, which is a difficult task for many enterprises due to the significant financial and labor costs. An equally important aspect is the unwillingness of managers of organizations to invest in marketing assets, primarily due to their unability to determine the effectiveness of these investments, as well as the lack of resources themselves. The authors believe it is necessary to provide significant support to organizations of small and medium-size forms of ownership in order to increase their competitiveness, which can be carried out by establishing regional marketing centers, the main task of which is to provide assistance in conducting a situational analysis of the organization ’s activities, in particular the macro - and micro-environment of the organization, and determining strategic areas of activity. Equally important is the assistance in the preparation of business plans, in particular, the possibility of obtaining funding for the implementation of state program activities, training in the aspects of conducting effective activities, organizing contests, exhibitions and other events.