Competitive positioning of agribusiness in the world food markets

Abstract

The activation of globalization processes opens the access of agrarian business to world food markets. Taking into account the need to adapt to rapidly changing external markets, the justification of the system of strategic directions for the formation of competitiveness must meet the criteria of innovation, minimal riskiness, and maximum business efficiency, which allow increasing the competitive potential of agribusiness. The purpose of the research is to develop a methodological tool for developing a competitive positioning strategy for an agricultural enterprise in world food market. The research methods used are the process approach, expert and integral assessment methods, and the matrix method. The article analyzes the peculiarities and innovative aspects of the competitive positioning of agrarian business enterprises. As a result of the study, the characteristics of the main types of competitive positioning are determined. To obtain information about the indicators of the positioning of agricultural enterprises, a survey was conducted and the main indicators of competitive positioning in the agrarian business were identified. The matrix of competitive positioning strategies, taking into account the influence of the main indicators of competitiveness, was formed to select a competitive positioning strategy. The scientific novelty and originality of the research consists in identifying innovative aspects of competitive positioning for an agrarian business enterprise. The results of the study can be useful for the development of a strategy for positioning and marketing management of enterprises in the agricultural sector.