Methodological approaches to the formation of sales strategy in the agroindustrial complex | Методологические подходы к формированию сбытовой стратегии в агропромышленном комплексе
2011
Kireenko, N.V., National Academy of Sciences, Minsk (Belarus). Institute of System Studies in Agro - Industrial Complex
It is reasonable to increase the efficiency of agricultural production in the Republic of Belarus on the basis of strategic sales management. Such approach allows providing complex research of internal and external market environment, increasing competitiveness of agricultural production, searching for potential customers and monitoring of price policy of rival enterprises. In the article the methodological approaches to the development of the sales strategy of an agricultural enterprise are generalized and systemized. The technology of forming the promotion policy of agricultural products which meets the requirements of stability, efficiency and economy is proposed. Factors, principles and criteria of the choice of goods sales techniques which determine the final results of an organization activity are substantiated. On the basis of the marketing concept the functional scheme of sales channels management that ensures the increase of income of an agricultural enterprise is proposed. In course of the study there was developed and presented a model of technology of formation of sales strategy in the agro-industrial complex.
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