FORMATION OF STRATEGIC DIRECTIONS FOR OPTIMIZING THE SALES ACTIVITIES OF AN AGRICULTURAL ENTERPRISE: DIGITALIZATION, DIVERSIFICATION AND CUSTOMER ORIENTATION

Abstract

The article is devoted to the study of theoretical and practical aspects of developing strategic directions for optimizing the sales activities of an agricultural enterprise in an unstable market environment. The relevance of the topic is determined by the growing role of effective sales management in ensuring the competitiveness of agricultural enterprises, increasing logistical constraints, the high volatility of prices for agricultural products, and the need to adapt to modern economic challenges. The paper summarizes theoretical approaches to interpreting the essence of sales and sales activities, defining their place in the enterprise management system, and their role in transforming produced goods into economic results. The evolution of sales management concepts in the agro-industrial complex is analyzed—from the traditional product realization model to marketing, customer-oriented, and integrated concepts that combine marketing, logistics, and digital technologies. The necessity of esteblishing a systematic approach to sales management, taking into account the sectoral characteristics of agricultural production, is substantiated. Using the example of the agricultural enterprise PE “Ukraina-Agro-2S”, a comprehensive analysis of external environmental factors was carried out using PEST analysis, Porter’s Five Forces model, and SWOT analysis. The key problems in the functioning of the enterprise’s sales system were identified, including high dependence on wholesale intermediaries, limited sales channels, and an insufficient level of digitalization of sales processes. Based on the research results, strategic directions for improving the efficiency of sales activities are substantiated, including diversification of sales channels, development of direct contractual relations with buyers, implementation of digital management tools, and an increased focus on consumer needs.