Marketing strategy of ornamental crops growing in Ukraine at the present stage

Abstract

Goal. To determine the main components of the marketing strategy for the development of ornamental crops plant growing in Ukraine. Methods. Historical-scientific, problem-chronological, logical. Materials of statistical observations in Ukraine and the EU as well as price lists of ornamental plant producers were used and analyzed. Results. The analysis is made of the main components of the market of ornamental crops in Ukraine — production, assortment, pricing policy, sales channels, export and import of products, total capacity. It is established that the domestic market of ornamental plants has changed dramatically over the past 20 years and despite two economic crises continues to develop. That is confirmed by the increase over the last 4 years of its production by 14%, the volume of retail trade twice, the total market capacity by 51.4%, and the revival since 2016 of exports. Along with the positive changes, this segment of the agricultural complex has weaknesses — limited range, too long sales logistics, excessive concentration of production in the capital region, unreasonable increase in prices for some products, small volumes, and limited export geography. Based on the analysis, the main elements of the marketing strategy of ornamental crops at the present stage are proposed: expanding the range, optimizing sales channels, equalizing its volumes in the regions, regulating prices based on new products, increasing the share of domestic retail sales and increasing exports. Conclusions. The analysis of the main components of the market of ornamental plants in Ukraine is carried out, its positive and negative sides are established. Based on the analysis, a marketing model of the development strategy of this segment of agricultural production is proposed.