Impact of marketing tools on the security development of agribusiness enterprises

Abstract

The article establishes that the security development of an agribusiness enterprise depends on the comprehensive use of marketing tools that allow minimizing risks and enhancing competitiveness. It is determined that the competent application of marketing research, pricing and profitability management, branding and image formation, as well as customer-oriented loyalty programs, enables quicker adaptation to dynamic market conditions and global challenges related to changes in consumer preferences or price fluctuations. It is generalized that the effective combination of these tools fosters trust in the products, stimulates sales, and ensures stable development, not only protecting the agribusiness enterprise from destabilizing factors but also providing it with advantages in achieving long-term strategic goals. In the context of the study, the Analytic Hierarchy Process (AHP) methodology was characterized, which enabled the determination of the importance of each marketing tool according to four criteria: impact on security potential, implementation cost, operational efficiency, and long-term value. The involvement of experts and the conduct of pairwise comparisons demonstrated that branding and image formation are priority tools in the context of the security development of agribusiness enterprises. Customer-oriented loyalty programs and pricing and profitability management also make a significant contribution but must be applied in conjunction with leading tools. A conclusion was made about the necessity of a strategic approach to marketing activities, which presupposes the rational distribution of limited resources and the alignment of goals with long-term prospects. The obtained results confirm the relevance of a detailed analysis of marketing tools in the context of the security development of agribusiness enterprises and create a basis for further research aimed at forming models of optimal combination of marketing measures to expand the security potential.