Economic analysis of marketing strategies to improve the competitiveness of food industry enterprises in the agro-industrial complex

Olena Petrova, Ruslan Trybrat, Natalia Shevchuk and Alla Ziuzko

Ekonomika, Journal for Economic Theory and Practice and Social Issues, 2025, vol. 32, issue 3

Abstract: The purpose of this study was to analyse the marketing strategies of food industry enterprises in the Mykolaiv region to increase their competitiveness. The study investigated the economic state of the region’s food industry, analysed current marketing practices, and assessed the competitive environment. The study employed a wide range of methods, including statistical analysis, SWOT analysis, benchmarking, and economic and mathematical modelling to forecast product demand. Based on official statistics, practical examples of local enterprises (Olkom, Chumak) and global marketing practices (Nestlé, Unilever, Coca-Cola, Danone), the strengths and weaknesses of enterprises in the region were identified, as well as opportunities for development. The study found that the key advantages include access to high-quality raw materials, regional brand recognition, and the potential for using digital technologies. The key challenges include limited marketing budgets, dependence on seasonality, and high competition from large national and international producers. Recommendations were developed for adapting marketing strategies to the specific characteristics of the region, including the use of local advantages (geographical location, access to resources), the introduction of modern marketing tools, improved interaction between farmers and food industry enterprises, and the creation of clusters to increase efficiency. It was proposed to use international practices to design sustainable development programmes, create unique local products, and introduce innovations in distribution and logistics. The findings of the study can be used by food industry enterprises in the Mykolaiv region to optimise marketing strategies, increase competitiveness, and strengthen their positions in internal and external markets

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