Marketing analysis of the competitiveness of subfirst industries on the market of organic products in the conditions ecologization

Panchenko, Mariia
Ilchenko, Hanna

Odesa Polytechnic National University ave. Shevchenko, 1, Odessa, 65044, Ukraine

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

Scientific Journal "Socio-Economic Problems and the State"

2(29)

Dec-2023

Oct-2023

29-Dec-2023

Ternopil Ivan Puluj National Technical University

UA

Ternopil

https://orcid.org/0000-0002-7713-6139
https://orcid.org/0000-0001-6010-8476

https://doi.org/10.33108/sepd2023.02.070

339.138

M12
M14
M16

marketing
competitiveness
organic products
demand
marketing strategy
greening

70-89

70

89

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.

The authors received no direct funding for this research.

http://elartu.tntu.edu.ua/handle/lib/43195

2223-3822

Scientific Journal "Socio-Economic Problems and the State"

http://sepd.tntu.edu.ua/images/stories/pdf/2023/23pmovue.pdf
https://doi.org/10.23939/semi2021.02.072
https://doi.org/10.32782/ 2224-6282/159-7
http://elar.tsatu.edu.ua/handle/123456789/7412

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Article

Scientific Journal "Socio-Economic Problems and the State", Vol.29, No.2