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Liburkina L. M.

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Strategic Marketing Audit as a Tool for Long-Term Competitiveness of Agrarian Businesses
Kryukova I. O., Potyshnіak O. M., Voloshchuk M. V., Sherstiuk O. V.

Kryukova, Irina O. et al. (2026) “Strategic Marketing Audit as a Tool for Long-Term Competitiveness of Agrarian Businesses.” Business Inform 2:456–463.
https://doi.org/10.32983/2222-4459-2026-2-456-463

Section: Management and Marketing

Article is written in Ukrainian
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UDC 336.22

Abstract:
The article examines the essence, role, and significance of marketing audit in the context of forming strategic competitive advantages for business entities in the agrarian sector. It is determined that marketing audit provides business entities with market development guidelines and creates prerequisites for maximizing consideration of market trends and demands. A set of qualitative features of strategic marketing audit is presented, through which long-term competitive advantages for agrarian enterprises can be created. Among them, the following are highlighted: comprehensiveness and systematicity, orientation towards strategic management, export orientation, institutionally-oriented approach, and integrative nature. New paradigms of agromanagement, related to achieving sustainable development goals and the ecological orientation of business, enhance the importance of strategic marketing audit, which appears as an adaptive tool for adjusting the development strategies of agro-formations. An authorial definition of the conceptual content of strategic marketing audit of agrarian formations in the context of considering the principles of sustainable development in management has been provided. It has been proved that marketing audit should be regarded as a tool for diagnosing the external environment, reducing reputational risks, adjusting marketing strategies, increasing the flexibility of marketing management, and integrating environmental factors and principles of sustainable development into strategic plans and business objectives. A local analysis of the current state of development of the audit services market in Ukraine has been conducted, particularly concerning marketing services for businesses. The analysis results confirmed that the audit services market in Ukraine is competitive, with the dominance of the Big Four companies. The national market for marketing audit services is also actively developing and has significant prospects due to the use of digital marketing tools. The list of potential benefits and advantages provided by the application of strategic marketing audit in the practical activities of agrarian formations is substantiated in the context of creating long-term sustainable competitive advantages. Among the main ones are: strengthening long-term competitiveness, optimizing resources and increasing the efficiency of marketing expenditures, adapting to changes in the market environment, increasing transparency and trust from stakeholders, and additional opportunities to enter target markets.

Keywords: marketing activities, agromanagement, sustainable development, competitive advantages, agrarian business, market environment.

Fig.: 1. Bibl.: 16.

Kryukova Irina O. – Doctor of Sciences (Engineering), Professor, Chief Officer, Department of Geoinformation Technologies, Management and Economic Research, Institute of Climate-Oriented Agriculture of the National Academy of Sciences of Ukraine (24 Maiatska Road, Khlibodarske settlement, Odesa district, Odesa region, 67667, Ukraine)
Email: [email protected]
Potyshnіak Olena M. – Doctor of Sciences (Economics), Professor, Senior Research Fellow, Laboratory of Economics and Marketing of Innovations, Livestock Farming Institute of National Academy of Agrarian Sciences of Ukraine (1a Tvarynnykiv Str., Kharkiv, 61026, Ukraine)
Email: [email protected]
Voloshchuk Maksym V. – Candidate of Sciences (Agriculture), Candidate on Doctor Degree, Livestock Farming Institute of National Academy of Agrarian Sciences of Ukraine (1a Tvarynnykiv Str., Kharkiv, 61026, Ukraine)
Email: [email protected]
Sherstiuk Oleksandr V. – Candidate of Sciences (Engineering), Candidate on Doctor Degree, Livestock Farming Institute of National Academy of Agrarian Sciences of Ukraine (1a Tvarynnykiv Str., Kharkiv, 61026, Ukraine)
Email: [email protected]

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