The analysis of methods for developing the marketing strategies in agribusiness. Issue 2 (August 2019)

• Record Type: Journal Article
• Authors: Kukartsev, V V; Fedorova, N V; Tynchenko, V S; Danilchenko, Yu V; Eremeev, D V; Boyko, A A
• Is Part Of: IOP conference series. Volume 315:Issue 2(2019)
• Publication Date: 2019-08
• Subjects: Earth sciences -- Periodicals; Environmental sciences -- Congresses; Environmental sciences -- Periodicals; 550.5
• DOI: 10.1088/1755-1315/315/2/022107
• Languages: English
• ISSNs: 1755-1307

Abstract

Abstract: The article deals with the development of marketing strategies. There is set out the methods for developing a marketing strategy for the agrarian enterprise. The formation of a competitive developmental strategy has been considered, as well as formal and informal marketing strategies have been identified: BCG matrix, Ansoff matrix, Porter matrix, and development of author's methods. The matrix of the Boston Consultative Group allows to identify the most promising and, on the contrary, the "weakest" products or divisions of the enterprise, which are divided into 4 types: stars, cash cows, difficult children, dogs. Ansoff Matrix systematizes the available information about the market and the company's products, helps to choose the right direction of business development, taking into account the available resources and capabilities of the enterprise. In addition, the article describes the structure and construction of the Ansoff matrix, which consists of four marketing strategies: market penetration strategy; market development strategy or expansion strategy; product development strategy, product development strategy or product expansion; diversification strategy.