THEORETICAL AND PRACTICAL FOUNDATIONS FOR THE DEVELOPMENT OF MARKETING PRODUCT POLICY IN AGRICULTURAL FORMATIONS

Abstract

Introduction. Modern development of the agricultural sector occurs in an environment of intensifying competition, market globalization, digital economic transformation, and growing consumer demand for product quality, safety, and environmental friendliness. Under such conditions, marketing product policy gains strategic importance as a tool for ensuring the competitiveness of agricultural enterprises and adapting businesses to dynamic market changes. Re-evaluating traditional approaches to product portfolio management and substantiating promising directions for developing marketing product policy based on innovative, digital, and ESG-oriented approaches has become particularly relevant.

Aim of the study. The aim of the study is to substantiate the theoretical and practical foundations for developing the marketing product policy of agricultural enterprises and to identify strategic directions for its improvement under modern market conditions.

Materials and methods. The information base of the study comprises scientific works of domestic and foreign scholars on marketing, strategic management, digital transformation of agribusiness, and sustainable development. The methods of theoretical generalization and systematization, analysis and synthesis, abstract-logical method, and comparative analysis were applied in the research process.

Results. Theoretical approaches to interpreting the essence of marketing product policy were investigated, and its role in ensuring the market stability of agricultural enterprises was determined. It is noted that modern product policy should be viewed as a comprehensive system of strategic and tactical decisions regarding the management of assortment, product quality, product innovations, branding, and consumer value creation. A conceptual model for developing the marketing product policy of agricultural enterprises is presented. It is substantiated that a vital factor in product policy transformation is the digitalization of marketing processes, which ensures enhanced efficiency in assortment management, product quality control, supply chain traceability, and the development of customer-centric interaction models. Combining innovative, digital, and ESG-oriented approaches creates prerequisites for forming long-term competitive advantages for agricultural enterprises and increasing their adaptability to modern market challenges.

Future prospects. Further research lies in deepening the digital transformation of the agricultural sector, expanding the implementation of product innovations, and strengthening the role of sustainable development as a core foundation for building the competitiveness of agricultural enterprises.