Relevance of research. Optimization of logistics solutions taking into account the competitiveness of agricultural enterprises actualizes the provision of strategic management of their development. The purpose of the study: to study the methodological approaches to the formation of effective strategies for managing the logistics activities of enterprises and to determine the relationship between the formation and evaluation of the effectiveness of the logistics development strategy as elements of competitive advantage. Methodology and scientific methods: dialectical, abstract-logical, factorial, economic-statistical, monographic methods are used. Research results: the article considers the essence of logistics management and the problems of ensuring strategic management of agricultural enterprises through the development of optimal logistics strategies. The expediency of using a logistical approach in the management of strategic development of enterprises, which allows you to clearly and quickly respond to the level of consumer demand and meet it with minimal costs and stocks. Therefore, it significantly depends on a certain set of factors. The factors on the application of which the efficiency of the implementation of the logistics management strategy depends are stated. It is proposed for agricultural enterprises to focus strategic logistics management on the strategy "Ensuring the competitive advantages of the enterprise" on the principles of the logistics strategy "Maximization of income and profits", which allows using a marketing approach to increase the competitiveness of the enterprise in the agricultural market. Strategies of logistics management as ways of systematization of logistics tasks within the limits of improvement of a logistic component of economic activity and strengthening of a strategic position of each enterprise, based on the corresponding concepts of logistics, construction of integrated structure of logistic systems and orientation of all links of logistic chains on final results. The results of the solution of the proposed logistics project allow to compare in the system of optimized and actual results of distribution of products through sales channels and to identify patterns in certain periods of entry of farms into the market of agricultural products. It is determined that the most promising and practically important direction of development of research of efficiency of strategic logistic management of the enterprise is the account in system of estimation not only of indicators of performance of logistic operations, but also indicators of efficiency of administrative logistic processes. Research framework / possibility of using the results: the proposed method of substantiation of the choice of logistics strategic alternatives depending on: ensuring the competitive advantages of the enterprise and maximizing income and profits allows using a marketing approach to increase the competitiveness of the enterprise in the agricultural market. Practical significance: the project of the logistic decision in the field of stimulation of sale and distribution policy for the agrarian enterprise is offered, the estimation of efficiency of strategic logistic management of the enterprise on indicators of logistic flows is carried out, conclusions concerning prospects of introduction of competitive strategies of management of logistic activity in agrarian sphere are made. Social consequences: the results of this assessment affect the adoption of optimal logistics decisions by the management of agricultural enterprises to ensure their own competitive advantages in the market.
Dairy cattle breeding is the leading animal husbandry sector that takes an essential share in the structure of gross agricultural output, provides access to nutritious food, and secures the continuous flow of funds for economic entities throughout a year. Meanwhile, a stable trend towards the reduction of cow number at agricultural enterprises and households, reduction of milk production and processing, and growing counterfeiting of dairy products has been observed lately. Therefore, the population tends to consume less milk and dairy products. Thus, there is a need to conduct research to determine the factors impacting the regional milk and dairy products market and the perspectives of its further development. The paper aims to determine the perspectives for further development of the regional milk and dairy products market. It stipulates the need to solve the following tasks: to analyze the production and sales of milk by agricultural enterprises and households and production and sales of dairy products; to determine the factors impacting the regional milk and dairy products market; to determine the ways for further development of the regional milk and dairy products market in Sumska oblast. The paper examines the actual condition of the milk and dairy products market in Sumska oblast. In particular, the production and sales of milk by agricultural enterprises and households and production and sales of dairy products are analyzed; the factors impacting the regional milk and dairy products market are determined; the perspectives for further development of the regional milk and dairy products market in Sumska oblast are suggested.
Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage.The hypothesis of scientific research is that for the formation of an effective brand it is necessary to use the tools of strategic marketing.The aim is to study the theoretical and methodological foundations of brand formation in educational institutions using modern competitive marketing strategies.The research methodology is a comparative analysis to reflect trends in the development of the brand of education; systematization and classification – for the classification of structural elements of the object of study; system approach – for the formation of theoretical foundations of regulation of brand management processes.Results. Based on the law on higher education and reliance on the mechanism and legislation of the market, this article examines brand management and argues that university brands should be optimized, coordinated and integrated to take full advantage of internal and external resources. It is necessary to strengthen the concept of brand management, explain the position of the university brand, create a strong university brand, strengthen the dominant university brand, create a crisis management system for university brands, increase the basic competitiveness of universities and gain greater benefits.Conclusions. University brand management should be based on the marketing strategy of enterprise brands, make full use of their own resources, strengthen the concept of brand management, determine the position of the university brand and create a strong university brand. universities, the university brand is undoubtedly a dazzling edge of the sword.
Introduction. Today there is an urgent need for the development of the domestic dairy industry, which is based on domestic enterprises that produce high quality products from domestic raw materials at affordable prices. Identifying and studying stable casual relationships between the use of competitive potential and the level of competitiveness of the enterprise should be considered one of the most promising and priority areas in modern economic research, the implementation of which will ensure sustainable economic development of the domestic economy. The purpose of the article is to substantiate the strategic directions of formation and development of the competitive potential of enterprises in the dairy industry in the context of ensuring their sustainable economic development. Results. The strategic directions of formation and development of competitive potential of the studied dairy enterprises on the basis of their configuration and reconfiguration, definition of the enterprise-type representative on each of four received clusters are defined that allowed to develop structure of configuration of competitive potential for each of four groups of enterprises. It is established that in the current period of economic development the most appropriate approach is to assess the formation of competitive potential based on a system of indicators to identify key sources of competitive potential in four areas: "finance"; "clients"; "internal business processes, including technological"; "personnel". Four clusters were obtained on the basis of low, below average, medium and high level of competitive potential development in the period 2015-2019. The practical implementation of strategic directions of formation and development of key skills in the studied enterprises within the selected clusters allowed to substantiate the logics of changing their abilities, which are significantly important for the formation of competitive potential. Key words: competitive potential, potential formation, strategies, cluster analysis, enterprises of dairy industry.
Introduction. Sustainable development as a global phenomenon contributes to and determines the interdependence of factors in all functional areas of activity. The urgency of organizing and managing the market activities of agricultural enterprises and other subjects of the agrarian economy is growing due to the intensification of competition in the agricultural market by both domestic and foreign producers. The process of agricultural production lasts for months, so at the stage of determining the production program of an agricultural enterprise it is very difficult to respond in time to changes in consumer demand and increase the competitiveness of goods within the already established production schemes in the markets. The purpose of the article is to identify key determinants of ensuring the competitiveness of agricultural enterprises and other agricultural entities on the basis of sustainable development. Results. It is substantiated that the concept of sustainable development has a significant impact on the methodology of identifying problems and their development, considering them from the standpoint of interconnection, interaction and interdependence of individual components that ensure economic growth, environmental protection and social progress. It is also substantiated that the formation of mechanisms for managing the competitiveness of agricultural enterprises on the basis of sustainable development should take into account two essential principles: firstly, it is the formation of a balanced relationship in the triad – economy, ecology and social sphere, which means optimal use of human and nature resources provided by economic development; secondly, the solution of production problems based on the introduction of responsible innovations related to development not only at the present stage, but also taking into account the interests of future generations. Key words: sustainable development, competitive development, factors of sustainable develop-ment, factors of competitiveness, competitiveness management.
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