Cooperation of farmers in marketing activities

Abstract

The article substantiates the need to revitalize its products the marketing activities of farms for the development of their activities on the regional and national market of agricultural products. It is noted that in the conditions of martial law and increased competition in the market of agricultural products among its producers, there is a need to unite the efforts of farms to conduct effective marketing activities and promotion of its products. It is emphasized that in connection with the globalization processes, the dominance of the buyer's market,strengtheningthe processes of concentration and competition, the viability and development of farms in the modern market economy requires significant changes in the strategy and tactics of their activities, primarily for changing the orientation from production to marketing. The need to orient the enterprise's activities to the needs of the market and consumers is emphasized, i.e. both production and sale of goods and provision of services, as wellas farm management in the short, medium and long term must bedsrekted to satisfaction of customer needs. The creation of a service cooperative, which will provide various services to farms, including in relation to marketing activities, is justified. Cost reduction can be achieved by distributing some marketing elements and costs through joint financing of the service cooperative's activities. It is proposed to create a service cooperative that can provide services to farmers and private peasant farms on the territory of the united territorial community and be part of the association of farmers service cooperatives that will provide marketing services at the regional level and represent their interests on the market. The creation of a marketing hub, thatwill include all cooperative associations of the regions, will allow providing marketing services and representing the interests of all farmers and privatehouseholds of Ukraine. The conditions of effective, market-oriented economic activity of farming enterprises have been examined within the framework of relationship marketing concept. It is noted that current challenges and opportunities serve as a stimulusfor the formation of a joint marketing strategy by farming enterprises at both the local and national levels.