The analysis of methods for developing the marketing strategies in agribusiness

International Scientific Conference «AGRITECH-2019: Agribusiness, Environmental Engineering and Biotechnologies»

农业科学;生态环境科学;生物科学

Kukartsev, V.V.^1^2 ; Fedorova, N.V.^1^2 ; Tynchenko, V.S.^1^2 ; Danilchenko, Yu. V.^1^2 ; Eremeev, D.V.^1 ; Boyko, A.A.^1^2

Reshetnev Siberian State University of Science and Technology, Krasnoyarsky Rabochy Av. 31, Krasnoyarsk

660037, Russia^1

Siberian Federal University, Svobodny pr. 79, Krasnoyarsk

660041, Russia^2

关键词: Business development;    Diversification strategies;    Expansion strategies;    Market development;    Market penetration;    Marketing strategy;    Product development strategy;    Resources and capabilities;   

Others  :  https://iopscience.iop.org/article/10.1088/1755-1315/315/2/022107/pdf
DOI  :  10.1088/1755-1315/315/2/022107

来源: IOP

【 摘 要 】

The article deals with the development of marketing strategies. There is set out the methods for developing a marketing strategy for the agrarian enterprise. The formation of a competitive developmental strategy has been considered, as well as formal and informal marketing strategies have been identified: BCG matrix, Ansoff matrix, Porter matrix, and development of author's methods. The matrix of the Boston Consultative Group allows to identify the most promising and, on the contrary, the "weakest" products or divisions of the enterprise, which are divided into 4 types: stars, cash cows, difficult children, dogs. Ansoff Matrix systematizes the available information about the market and the company's products, helps to choose the right direction of business development, taking into account the available resources and capabilities of the enterprise. In addition, the article describes the structure and construction of the Ansoff matrix, which consists of four marketing strategies: market penetration strategy; market development strategy or expansion strategy; product development strategy, product development strategy or product expansion; diversification strategy.