FEATURES OF FORMING THE MARKETING STRATEGY OF FARM HOLDINGS

Abstract

The article examines the theoretical and applied principles of forming a marketing strategy for farms (FG) in Ukraine in the context of a deep transformation of the agricultural market, limited financial and technological capabilities of small and medium-sized producers, high market volatility and the impact of martial law. It is substantiated that the traditional raw material model of the development of the farming sector does not provide sustainable competitiveness, while the innovation-brand model, built on product differentiation, development of local brands, digitalization and cooperation, opens up new opportunities for increasing added value. Based on the analysis of scientific sources, statistics and PEST assessment of the macro environment, a comprehensive characteristic of the current state of farms has been formed, key barriers to marketing development have been identified, in particular, limited resources, low marketing capacity, asymmetry of access to sales channels and uneven access to technologies. An integrated model of farm marketing strategy is proposed, which synthesizes a number of theoretical approaches and is structured according to functional strategic directions: product, price, sales, communication, cooperative and digital strategies. Particular attention is paid to farm development tools, such as short supply chains, digital sales channels, creation of premium and niche products, implementation of CRM tools, data analytics and low-cost digital solutions adapted to the needs of small and medium-sized producers. The scientific novelty of the study lies in the development of a three-dimensional integrated matrix of differentiation of marketing strategies depending on the size of the farm, industry specialization and level of resource availability, which allows avoiding the universalization of approaches and ensuring the strategic relevance of tools to a specific type of farm production. The practical significance lies in the formation of realistic recommendations for the development of branding, digitalization, cooperation and optimization of sales channels in the conditions of war and post-war recovery. The implementation of the model will contribute to increasing the market sustainability of farms, expanding their access to premium segments, increasing the level of added value, and strengthening the country's food security.