Стратегічний маркетинг експорту пшениці

Abstract

Проаналізовано й розкрито тенденції експорту пшениці за 1990–2015 рр. Отримано результати спектрального аналізу функції, що описує динаміку експортних продаж пшениці. Сформульовано стратегічну мету маркетингу експорту пшениці, що містить внутрішні протиріччя. Запропоновано першочергові завдання для формування маркетингової стратегії експорту пшениці. The article describes and analyzes the trends of wheat exports for the period 1990–2015 years. The results of spectral analysis of the function describing the dynamics of the export sales of wheat are described.The priorities for the formation of a marketing strategy of export of wheat are proposed. The proposed goal of strategic marketing contains an internal contradiction. This causes the use of both standard tools of economic analysis and non-typical ones to determine economic factors which influence the dynamics of wheat’s export. Thus, the strategic marketing goal of wheat’s export is based on the initial conditions which require to maintain, the existing market shares in African and Asian countries with a simultaneous increment of supply to the EU.It demands to identify the factors that shape the curves of the dynamics of wheat’s production and its export to other countries. Attainment of the mentioned goal is beyond the range of a direct impact on the economic system of grain production. Such impacts include an increase in wheat production and its cost reduce. It is necessary to analyze the indirect factors: changes in the structure of domestic demand, availability of advanced technologies, global trends of growing grains, and a structure of legal restrictions on the domestic markets – where our potential consumers of wheat operate. This calls for a complex study of operations within the strategic marketing of grain.