STRATEGIC POSITIONING MODELS OF AGRICULTURAL ENTERPRISES PRODUCTS AND METHODICAL APPROACHES TO THEIR ANALYSIS

Abstract

The article has investigated the models of strategic positioning of products of the agricultural enterprises and proposed methodological approaches to their analysis. Based on a detailed analysis, the goals and possibilities of positioning have been clarified taking into consideration economic parameters, environmental safety indicators and a combination of “price-environmental safety” factors. The author has argued that “Price Challenge” model is the most acceptable and economically feasible in market positioning for large agricultural holdings, which unite a significant part of agricultural enterprises. However, the model forces agricultural enterprises to use high-intensity production technologies and, as a result, increase the level of state support for agricultural production.
The emphasis on environmental safety indicators allows producers to increase prices significantly, but requires technology without using fertilizers, pesticides, growth regulators, feed additives and more. Despite the fact that the natural soil fertility in Ukraine is high, the productivity of such technologies in terms of crop yields and animal productivity is lower compared to modern intensive production approaches, and therefore the segment needs high government support. The author has suggested that the strategic positioning based on the additional benefit from the combination of factors “price-environmental safety” could be a kind of compromise model for domestic agricultural enterprises. The model assumes that agricultural enterprises will optimize costs, use less intensive production technologies and focus on improved quality of agricultural products and, at the same time, their moderate price. 
The author has suggested methodical approaches to the analysis of strategic positioning models, which provide a comprehensive assessment of internal and external factors of the conditions of agricultural enterprises activity and proves the feasibility of their application in practice. In particular, the system of indicators for assessing stability of agricultural enterprises market positions in terms of costs is effective in competitive analysis and useful for international comparisons.