دورية أكاديمية
Approaches to agricultural enterprises positioning
| العنوان: | Approaches to agricultural enterprises positioning |
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| المؤلفون: | Subotina, Julia, Serhienko, Oleksandr, Суботіна, Юлія Олегівна, Сергієнко, Олександр Анатолійович |
| بيانات النشر: | Three Seas Economic Journal |
| سنة النشر: | 2021 |
| المجموعة: | ChSTU repository (Cherkasy State Technological University) / Репозиторій ЧДТУ (Черкаський державний технологічний університет) |
| مصطلحات موضوعية: | positioning, positioning of agricultural products, marketing strategy, positioning factors, positions of enterprises |
| الوصف: | With the development of market economic relations and the intensification of competition in Ukraine, the problem of adequate positioning of enterprises among competitors, as well as in the consumers` minds becomes relevant. The author summarizes scientific approaches of foreign and domestic scientists to the interpretation of the concept of "positioning", which are reflected in the following: F. Kotler (positioning as a way of identifying goods), J. Trout, E. Reiss (as a certain position of the enterprise among competing goods), Belyaeva N.S. (as an element of the enterprise strategic management system). Three basic components to understanding the essence of positioning are generalized and allocated: positioning as a concept that defines the ideological aspect in its definition (ideas and views), which are the basis of the enterprise product proposal; positioning as a strategy that involves the development of a competitive position of the enterprise product and the relevant marketing complex; positioning as a set of actions that characterizes a set of measures, specific ways to convey the position to the target segment in the implementation of marketing programs; so it is a set of tools to help forming a brand image that should strongly differ from competitors. Due to the fact that the agricultural component is important to the Ukrainian economy development, it is necessary to ensure the effective positioning of agricultural enterprises in foreign markets, which is the source of their sustainable competitive advantage. The opinions of Ukrainian scientists on the agricultural enterprises products positioning were summarized: Kozak L.V., who proposes strategies for the agricultural enterprises development; Kosharna P.S., who offers strategic tools for the agricultural enterprises; Artyukhova K.V. and Bondarenko V.V., who substantiate the necessary market position of agricultural enterprises. Approaches and factors for positioning of agricultural products that should be taken into account in the foreign economic ... |
| نوع الوثيقة: | article in journal/newspaper |
| وصف الملف: | application/pdf |
| اللغة: | English |
| العلاقة: | 2661-5150(print); 2661-5290(online); https://er.chdtu.edu.ua/handle/ChSTU/2278Test |
| DOI: | 10.30525/2661-5150/2021-1-14 |
| الإتاحة: | https://doi.org/10.30525/2661-5150/2021-1-14Test https://er.chdtu.edu.ua/handle/ChSTU/2278Test |
| رقم الانضمام: | edsbas.58B9336D |
| قاعدة البيانات: | BASE |
| DOI: | 10.30525/2661-5150/2021-1-14 |
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