THEORETICAL AND METHODOLOGICAL APPROACHES TO THE FORMATION OF A STRATEGIC VISION AND AIMS OF AGRICULTURAL ENTERPRISE PRODUCT POSITIONING

Abstract

The purpose of investigation has been to substantiate the organizational and methodological approaches to the formation of a strategic vision and aims of agricultural enterprise product positioning. The author has defined elements of the mechanism of the strategic vision formation, grounded the system of indicators that represents the efficiency of positioning, determines the place and role of a certain good on the market and at the same time in the commercial portfolio of enterprise. As a result the author has concluded that economic conditions of the agricultural enterprise performance significantly affect
the mechanism of their strategic priority formation. Scientific novelty of the research has consisted in the integrated and systematic analysis of the mentioned issues, taking into account the sectoral features of agriculture. Proposed methodological approaches could be applied by agricultural enterprises during formation of their market positioning strategies, which presents a practical value of investigation.