Marketing analysis of the competitiveness of subfirst industries on the market of organic products in the conditions ecologization
Title: |
Marketing analysis of the competitiveness of subfirst industries on the market of organic products in the conditions ecologization |
Authors: |
Panchenko, Mariia |
Affiliation: |
Odesa Polytechnic National University ave. Shevchenko, 1, Odessa, 65044, Ukraine |
Bibliographic description (International): |
Panchenko, M. & Ilchenko, H. (2023) Marketing analysis of the competitiveness of subfirst industries on the market of organic products in the conditions ecologization. Socio-Economic Problems and the State (electronic journal), Vol. 29, no. 2, pp. 70-89. URL: http://sepd.tntu.edu.ua/images/stories/pdf/2023/23pmovue.pdf |
Journal/Collection: |
Scientific Journal "Socio-Economic Problems and the State" |
Issue: |
2(29) |
Issue Date: |
Dec-2023 |
Submitted date: |
Oct-2023 |
Date of entry: |
29-Dec-2023 |
Publisher: |
Ternopil Ivan Puluj National Technical University |
Country (code): |
UA |
Place of the edition/event: |
Ternopil |
ORCID Id: |
https://orcid.org/0000-0002-7713-6139 |
DOI: |
https://doi.org/10.33108/sepd2023.02.070 |
UDC: |
339.138 |
JEL: |
M12 |
Keywords: |
marketing |
Page range: |
70-89 |
Start page: |
70 |
End page: |
89 |
Abstract: |
The article examines the theoretical and practical aspects of the formation and development of a marketing resource, as a powerful means of increasing the competitiveness of enterprises on the market of organic products in the conditions of environmentalization. The content of the terms «competition» and «competitiveness», theoretical and methodological principles of marketing, as one of the foundations of increasing the competitiveness of enterprises, have been clarified. The factors of competitiveness of Ukrainian sushi restaurants were determined based on the results of the survey. The ability to use the potential and resources provided by the surrounding marketing environment to achieve a relatively higher degree of satisfaction of the needs of consumers of the target market is analyzed. Advantages, disadvantages, threats and opportunities are identified, approaches to improving the development strategy of enterprises in the market of organic products are determined. One of the main reasons for this situation (along with the imperfect legal framework, the low level of purchasing power of the population, the imperfect development of the market infrastructure) is the insufficient level of development and implementation of marketing strategies for the commercial production of organic products both on the domestic and foreign markets, research of the demand, needs and characteristics of the behavior of consumers of organic products, situational analysis of the marketing environment and market conditions and, accordingly, the development of an effective concept of ecological marketing. Measures for the formation of marketing strategies, improvement of service, which will help to strengthen competitive positions on the market, are proposed. Recommendations for the development of the marketing potential of enterprises in the market of organic products in the conditions of environmentalization are offered. The study contains an analysis of effective strategies that help businesses meet the needs and demands of consumers using marketing approaches and methods. Greening should become the main element of the marketing strategy of enterprises and help in solving many problems related to providing the population with high-quality products. |
Sponsorship: |
The authors received no direct funding for this research. |
URI: |
http://elartu.tntu.edu.ua/handle/lib/43195 |
ISSN: |
2223-3822 |
Copyright owner: |
Scientific Journal "Socio-Economic Problems and the State" |
URL for reference material: |
http://sepd.tntu.edu.ua/images/stories/pdf/2023/23pmovue.pdf |
References (International): |
1. Karpiy, O. P., Struk, N. R. (2021) Doslidzhennya povedinky spozhyvachiv na rynku orhanichnoyi produktsiyi v Ukrayini [Research of consumer behavior on the market of organic products in Ukraine]. Bulletin of the Lviv Polytechnic National University. Series «Problems of economics and management», no. 2 (8), pp. 72–83. https://doi.org/10.23939/semi2021.02.072 |
Content type: |
Article |
Appears in Collections: |
Scientific Journal "Socio-Economic Problems and the State", Vol.29, No.2 |