Зниження маркетингових ризиків у аграрних підприємствах

Abstract

Досліджено маркетингові ризики аграрних підприємств. Обґрунтовано основні види ризиків у маркетинговій діяльності та надано характеристику кожному з них. Подано методику оцінювання та етапність визначення маркетингових ризиків у сучасних умовах. Запропоновано групування маркетингових ризиків за напрямами: фінансові та управлінські. Виявлено ймовірність настання маркетингових ризиків аграрних підприємств. Обґрунтовано напрями зменшення маркетингових ризиків на аграрних підприємствах. Marketing risks of agrarian enterprises are investigated. In modern business environment an enterprise operates in conditions of increased risks. The enterprise must take into account the changes in internal and external environment, the effect of different factors on its activities. The research is relevant due to the emerging multiple marketing risks, uncertainty of the economic situation, and lack of timely and reliable information. The detailed study of marketing risks in the agrarian sector gives an opportunity of their grouping into financial risks that affect the level of profits or the result obtained, and administrative risks that influence the process of timely and operative decision-making. The financial marketing risks include the risks referring to communication, sales, price and investments-innovations, while the administrative risks embrace the risks concerning commodity, personnel and organization. One of main issues in the analysis of marketing risks is the analysis of losses that takes into account the level of losses depending on the kinds and sources of risks; determination of the total amount of losses from marketing risks in a reporting period; dynamics of losses in the recent years; sources of covering losses from risks in marketing activities. As a result of the research done the probability of occurrence of a certain type of marketing risk in an agrarian sector is discovered. 50 respondents - experts in the agrarian sector participated in questioning. It was found that marketing financial risks have the highest probability of occurrence (more than 60%). The ways of reducing the level of financial marketing risks are to discover the increased risk area and try to decrease its effect; to maintain the risk; to transfer the risk; to reduce the risk level. As to marketing administrative risks, the most common ways of their reduction are obtaining additional marketing information on the results of the research of a marketing object (a commodity, a market, a segment etc.) and motivating workers.