Holubiev Andrii, Postgraduate Student, Department of Economics of Enterprise and Management, Academy of Labor, Social Relations and Tourism, Кyiv, Ukraine

Marketing Approaches to Choose the Optimal Trade Channel of Farm Products

Abstract. Introduction. Economic results of farm activities depend on efficient distribution of agricultural products. Marketing strategies help private farms to sell their products and gain some benefits. Marketing researches include comparative analysis of competitors and substantiate a right choice of distribution channels.

Purpose. The purpose of the article is to research and substantiate marketing approaches to choose the optimal distribution channel for farm agricultural produce.

Results. Distribution problems of agricultural produce are connected with private farms as well as distribution channels.  SWOT-analysis shows strong and weak sides of selling farm produce and reveal their opportunities and threats. On the other hands, current trade channels have different advantages and disadvantages. Nowadays private farmers choose the distribution channels basing on their own experience. Basing on this method, farmers can compare different channels and choose the most competitive one. For example, our research has shown that processing enterprises are the most competitive to sell fresh farm vegetables, whereas markets are the least competitive.

Conclusion. Thus, successful development of farm commercial activities need new marketing approaches as a new modern tool of economic competition which gives a great opportunity for private farms to improve their distribution policy.

Keywords: marketing; farms; agricultural produce; distribution policy; distribution channels; competitiveness; hierarchy method.

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