Internationalization of Sales Marketing of Agricultural Enterprises in the Conditions of Developed Informatization

Abstract

The complexity and instability of the marketing environment in which domestic enterprises operate, threats and challenges associated with the complex geopolitical situation, and the variability of the world economy force entrepreneurs to seek new areas and promising areas of development not only in national but also in international markets using all available tools. The article aims to develop a recommendation for the internationalization of marketing sales of agricultural enterprises using information tools. Due to the peculiarities of the agricultural sector, the authors conducted a preliminary analysis, which showed that although the structure is dominated by small enterprises with an area of up to 100 hectares (from 50% to almost 80% of the structure), still the total production falls on medium and large enterprises. Thus, the recommendations are primarily designed for such agricultural enterprises. To achieve this goal, the authors analyzed the features of agricultural enterprises and their impact on marketing and informatization and explored the characteristics of modern business digitalization. The authors used both general and special research methods; the study is based on a system-logical approach. The primary materials of the study are the reporting of agricultural enterprises, industry reports and the official world and Ukrainian statistics. All of this allowed to propose a mechanism for internationalization of marketing of agricultural enterprises and highlight the features of the use of digitalization and digitization for it.