Marketing monitoring as a tool for assessing the competitiveness of food industry enterprises in the agro-industrial complex

Alla Chykurkova, Natalia Pokotylska, Ella Dobrovolska, Larysa Chornobai and Oleksiy Patsarniuk

Ekonomika, Journal for Economic Theory and Practice and Social Issues, 2025, vol. 32, issue 1

Abstract: The purpose of the study was to evaluate the effectiveness of using modern marketing tools to increase the competitiveness of food industry enterprises in the agro-industrial complex in Ukraine. The research methodology employed a SWOT analysis for Myronivsky Hliboproduct (MHP) Private Joint-Stock Company and Roshen Corporation, as well as a case study of the integration of the AgriChain Land mobile application in the Astarta-Kyiv agricultural holding. The key findings of the study demonstrated that the use of digital technologies, such as CRM systems, geo-analytics and mobile applications, enhances the competitiveness of enterprises. The introduction of geo-analytics at MHP has significantly improved land and logistics management. The company mapped a third of its land bank using 150 combines, 99% of which were equipped with Field View Drive systems. At Roshen Corporation, marketing monitoring has helped to adapt the product range to changes in consumer preferences, particularly through the development of new products aimed at premium market segments, and the company holds 47% of the sweets market as of 2025. Active analysis of the competitive environment and trends enabled the company to expand its export geography and strengthen its position in international markets. Astarta-Kyiv integrated the AgriChain Land mobile application to improve land management, enabling the company to reduce the time required for management decisions by 20%. The use of this tool has helped optimise resources and increase operational efficiency. The study results confirmed that the use of digital technologies in marketing and management processes enables enterprises to adapt to market changes, thereby improving their competitiveness. These results can be used to develop strategies for the implementation of modern marketing tools in other agricultural enterprises

Keywords: Marketing (search for similar items in EconPapers)
Date: 2025
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