ACADEMIC RESEARCH IN MODERN SCIENCE
International scientific-online conference
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FACTORS OF INCREASING THE COMPETITIVENESS OF
MARKETING STRATEGY FOR DEVELOPING INNOVATION ON FARM
HOLDINGS
Baxtiyor Negmatovich Navruz-zoda
Bukhara State University
Professor of the Department of Marketing and Management
0000-0002-3870-8165 Bu ORCI
Nazarova Gulruh Umarjonovna
Teacher at Karshi State Technical University
E-mail: nazarovagulruh72@gmail.com
ORCID: https://orcid.org/0009-0007-6188-6844
https://doi.org/10.5281/zenodo.15575201
Abstract:
This article analyzes the factors that contribute to the formation
of marketing strategies and increase the competitiveness of farms in the
agricultural sector. The study examines key aspects such as the development of
effective marketing strategies for farms, the use of digital technologies and
innovative marketing tools, market segmentation, pricing policy, and branding.
According to the results of the study, by properly formulating marketing
strategies, farmers will have the opportunity to present their products to a wide
audience, conquer new markets, and increase economic efficiency. At the same
time, the use of digital marketing and online trading platforms will allow
farmers to quickly and efficiently bring their products to the market. The study
has developed a number of practical recommendations to increase the
competitiveness of farms.
Keywords:
Farms, marketing strategy, competitiveness, market
segmentation, digital marketing, branding, pricing policy, environmentally
friendly products, digital technologies, innovative approaches, sales strategies,
improving product quality, market analysis, marketing tools, economic
efficiency.
Introduction
In the agricultural sector, the need to develop effective
marketing strategies for the successful operation of farms, adaptation to market
demands, and increased competitiveness is increasing day by day. Farms are
mainly engaged in the production and marketing of agricultural products.
However, today, increased competition, rapid changes in market conditions and
diversification of consumer demands create the need for farmers to develop new
marketing approaches. To increase the competitiveness of farms, it is important
to correctly formulate marketing strategies, successfully launch products on the
market, use branding and modern marketing tools.
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The introduction of modern marketing techniques in the agricultural sector
not only helps to sell products, but also helps to deeply analyze farmers' market
needs and consumer demands. In this process, the widespread use of new tools
such as digital marketing and online shopping creates opportunities for farmers
to successfully introduce their products to a wide audience and sell them. In
addition, farmers can add value to their products through market segmentation,
pricing policy, improving product quality and producing environmentally
friendly products. The increase in product quality, their production without
harming ecosystems, is highly appreciated by consumers.
Such products, in turn, are successfully sold on the market and bring
greater income to farmers. When forming marketing strategies for farms, it is
necessary to conduct market analysis, study consumer needs, and analyze the
activities of competitors. This will allow farmers to quickly adapt to changing
market conditions and increase their competitiveness. Market analysis and
effective use of marketing tools will create significant advantages for farmers in
the process of selling products and creating a brand. At the same time, farmers
need to form effective marketing strategies to successfully sell their products
and meet market demands, and increase their competitiveness using digital
technologies and innovative marketing methods.
In turn, these approaches help to increase the economic efficiency of farms,
bring them to a wider market, and ensure economic stability. Therefore, the
study of factors that contribute to the formation of marketing strategies and
increase competitiveness in farms is one of the important research areas in
agriculture today. This article analyzes the main approaches and methods
necessary for the formation of marketing strategies and increase
competitiveness of farms.
Research methodology
. This study uses several methodological
approaches to formulate a marketing strategy in farms and identify factors that
increase competitiveness. The main goal of the study is to identify methods and
strategies necessary for the effective organization of marketing activities of
farms and increase competitiveness in market conditions.
Results and discussion
The first stage of the research is an analysis of existing
scientific literature and studies. The works of Uzbek and foreign scientists on
agricultural marketing, competitiveness improvement, market analysis and
marketing strategies are studied. At this stage, the main attention is paid to the
analysis of factors affecting the marketing strategies of farms, modern marketing
tools and market demands.
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Questionnaires and interviews:
The study will use questionnaires and interviews to identify marketing
strategies of farms and practical skills to improve competitiveness. The
questionnaires will be conducted among farmers, agricultural specialists, and
marketing experts. This process will help identify marketing strategies used by
farmers and challenges in improving competitiveness in the market. The
interviews will also provide detailed information about the problems
encountered in practice and their solutions.
Market analysis:
The study uses the main methodological approaches to market analysis.
Market segmentation, consumer needs and competitor activities are studied. In
order for farms to be successful in selling their products, it is necessary to
analyze market conditions that will help increase competitiveness. The study
provides an in-depth analysis of current market conditions, changes in supply
and demand, pricing policy and the importance of branding.
Qualitative and quantitative analysis:
The study uses a combination of qualitative and quantitative methods.
Qualitative methods are used to study the problems that arise in the correct
formulation of marketing strategies of farms and in increasing their
competitiveness. Quantitative methods are used to measure the effectiveness of
marketing strategies, the economic impact of increasing competitiveness, and
the level of success in adapting to changing market conditions. This
methodology allows for practical results to be obtained in terms of increasing
the effectiveness of marketing strategies and competitiveness.
Expert assessment:
At the final stages of the research, an expert assessment will be conducted
by marketing specialists and agricultural experts. With the help of experts, the
results obtained will be analyzed and practical recommendations will be
developed to form effective marketing strategies and increase competitiveness
in the agricultural products market.
Developing practical recommendations and strategies:
Based on the results of the study, practical recommendations will be
developed for the formation of marketing strategies and increasing
competitiveness in farms. These recommendations will help to overcome the
difficulties encountered in implementing marketing strategies and help farmers
successfully operate in market conditions. Thus, the study will deeply study the
methodological approaches to the formation of marketing strategies and
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increasing competitiveness in farms, the tools used in practice, and the
effectiveness of market analysis. The results of the study will provide farmers
with practical recommendations for the correct formation of marketing and
increasing competitiveness.
The results of the study show that effective implementation of marketing
strategies plays a major role in increasing the competitiveness of farms. Farmers
have realized that in order to successfully sell their products in the market,
marketing should be used not only by advertising products, but also by
implementing market segmentation, developing pricing policies, and studying
consumer needs. In addition, innovative approaches to marketing strategies,
including the use of digital marketing and online trading platforms, help farmers
strengthen their position in the market.
Conclusion and suggestions.
This study examined the factors that influence
the formation of marketing strategies and increase competitiveness in farms.
The results of the study showed that there are a number of key factors for the
effective organization of marketing activities of farms, strengthening their
position in the market and increasing competitiveness. Proper market
segmentation, improving product quality, production of environmentally
friendly products, use of digital marketing and online trading platforms play an
important role in the successful operation of farms.
The results of the study showed that effective implementation of marketing
strategies allows farmers to quickly adapt to market conditions, reach a wider
audience, and increase competitiveness. Market analysis, consumer demand
research, and the correct use of marketing tools are essential for farms to
capture the market and create demand for their products.
Farmers can add value to their products by implementing branding and
digital technologies to increase competitiveness, as well as improving market
segmentation and optimizing pricing policies. The key areas identified in the
study include important methodologies that farmers should use when
formulating marketing strategies.
Strengthen market segmentation and analysis:
Farmers need to market their products to their target audience through
proper market segmentation. This requires developing appropriate marketing
strategies for each market segment, analyzing consumer needs, and creating
products based on their requirements.
Digital marketing and online sales development:
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The wider use of digital marketing and online sales platforms can be an
important strategic tool for farmers. Further expanding online sales
opportunities, conducting marketing activities through social media and
websites can help expand the market. Digital marketing also allows for effective
advertising and product information dissemination, and allows for closer
contact with consumers.
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