Marketing-Oriented Sales Management of Agri-Food Enterprises in a Transforming Market Environment

Abstract

The article examines the theoretical and methodological foundations of the marketing orientation of sales activities of agri-food enterprises under conditions of market environment transformation. A comprehensive analysis of the current state of the agri-food market in Ukraine is carried out, and key trends and patterns of its development under global challenges, wartime instability, and active digitalization of the economy are identified. The essential characteristics of the marketing orientation of sales activities are defined as a systemic approach to managing the market behavior of an enterprise, based on prioritizing customer needs, forming sustainable competitive advantages, and ensuring rapid response to changes in the external environment. Methodological approaches to assessing the level of marketing orientation of sales systems of agri-food enterprises are substantiated using both quantitative and qualitative indicators. A classification of marketing sales strategies is proposed depending on the characteristics of the target segment, the specifics of the product portfolio, and the competitive position of the enterprise. A structural and functional model for managing sales activities of agri-food enterprises based on marketing orientation is developed, including analytical, strategic, operational, and control components. The main barriers to the implementation of marketing orientation in the sales practices of domestic agri-food enterprises are identified, including insufficient digital maturity, limited financial resources for marketing research, a shortage of qualified personnel in agri-marketing, and underdeveloped logistics infrastructure. The international experience of forming marketing-oriented sales systems in EU countries is analyzed, and the possibilities of its adaptation to domestic conditions are determined. It is substantiated that an effective marketing orientation of sales activities ensures increased profitability of agri-food enterprises, expansion of market share, strengthening of customer loyalty, and improved resilience to market fluctuations. Practical recommendations for the formation of a marketing-oriented sales system for agri-food products under conditions of market transformation are proposed, aimed at enhancing the competitiveness of domestic producers in both domestic and foreign markets.