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THE URGENCITY OF IMPROVING MARKETING STRATEGY IN FARM
HOLDINGS IN THE REGIONS
Nazarova Gulruh Umarjonovna
Karshi engineering economics institute
E-mail: nazarovagulruh72@gmail.com
ORCID: https://orcid.org/0009-0007-6188-6844
https://doi.org/10.5281/zenodo.14963868
Abstract:
This article analyzes the relevance of improving marketing
strategies for farms in the regions. The need to increase competitiveness,
develop strategic approaches taking into account market supply and demand, is
justified. The importance of creating an effective marketing system in farms,
introducing innovative approaches and using digital marketing tools is
highlighted. Recommendations are also given on developing marketing
strategies that are appropriate for best practices, global practice and local
conditions.
Keywords:
Farms, marketing strategy, digital marketing, market analysis,
innovative approaches, competitiveness, strategic planning.
Introduction.
Today, the development of effective marketing strategies for
the sustainable development of agricultural sectors is one of the pressing issues.
Farms should not only produce products, but also perform tasks such as
marketing them, delivering them to consumers, and increasing competitiveness.
Therefore, the need to improve the marketing strategy of farms is increasing.
Farms should create a separate brand for their products and popularize it
among consumers. This will help increase the quality and reliability of products.
Marketing costs can be reduced by developing cooperative activities among
farmers and optimizing production processes. Farms are an important
component of the agricultural sector, and their effective operation plays an
important role in ensuring economic stability and food security. However, fierce
competition in global and local markets, changing consumer demand, and
insufficient development of the marketing system hinder the successful work of
farmers. Therefore, improving modern marketing strategies is one of the
pressing issues of today.
Literature analysis.
Many researchers have emphasized the importance of
marketing strategy in their scientific works. F. Kotler (2019) in his book
"Fundamentals of Marketing" emphasizes the importance of market analysis and
identifying consumer needs. According to him, an effective marketing strategy
should include the following. M. Porter (2020) emphasizes that farmers should
focus on innovative approaches when developing competitive strategies. In his
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opinion, local farmers should not only improve the quality of their products, but
also take into account current market demands and trends. There are various
strategies for agricultural marketing in world practice. According to reports
from the International Food and Agriculture Organization (FAO), the use of
digital marketing systems in farms plays an important role in increasing
production and reducing costs. For example, in the USA and European countries,
farmers have the opportunity to sell products directly to consumers via the
Internet. In Uzbekistan, state programs are being implemented to develop
marketing strategies on farms. The Strategy for the Development of Agriculture
of the President of the Republic of Uzbekistan for 2020-2030 sets out measures
to help farmers adapt to market conditions and increase their export potential.
Research methods.
The following research methods were used in this
article:
1. Literature review - Existing scientific articles, books, and official
documents were studied to justify the relevance of marketing strategies.
2. Comparative method - International and local experience of marketing
strategies on farms was compared and their effectiveness was assessed.
3. Statistical analysis – Existing marketing data from farms (prices, supply
and demand, sales volume) was analyzed.
4. Survey and Interview – Interviews were conducted with local farmers
and marketing professionals to learn about practical problems and needs.
5. Expert assessment – Strategies were formulated based on consultations
with industry experts and economic analysts.
Result and discussion
. The results of the study showed that many farms
do not adequately analyze the supply and demand in the market. This leads to
volatility in product prices and a decrease in sales volumes. The experience of
developed countries shows that market segmentation and preliminary analysis
of consumer needs help farmers create an effective marketing strategy. The
results of interviews with local farmers show that most farmers are ready to use
social networks and e-commerce platforms, but they lack the relevant
knowledge and technical support. The widespread use of digital marketing tools
allows farmers to find new customers and increase their income. Subsidies and
grants provided by the state in the agricultural sector are a good opportunity to
improve their marketing strategy. However, most farmers are not sufficiently
aware of these opportunities. Therefore, it is necessary to develop additional
training programs on financial literacy for farmers. Establishing cooperation
between farms and organizing cooperatives increases the possibility of effective
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sales of products. International experience shows that cooperation for small
farmers is an important factor in increasing their competitiveness in the market.
The results of the study showed that the majority of farms do not have a clear
marketing strategy for marketing their products. They often rely on
intermediaries, which leads to a decrease in profits. Farmers' advance analysis
of market demand and supply helps to increase the competitiveness of their
products. For example, in some regions, there have been cases of product prices
falling due to overproduction. Such problems can be prevented through market
analysis.
In developed countries, farmers prepare a planting plan in advance based
on market demands, while in our country the planning mechanism in this regard
is poorly developed. Most farmers lack knowledge of marketing and market
analysis. They need to be trained through special courses and training. During
the study, it was found that more than 70% of farms do not use social networks
and Internet marketing tools. However, using digital marketing opportunities is
an important tool for marketing farm products to domestic and foreign markets.
Farmers' adaptation to online trading will help diversify their sources of income.
The state needs to create special e-commerce platforms for farmers and
introduce digital marketing training programs for them. The state has
introduced various subsidies and credit programs to support agriculture.
However, the study showed that most farmers are not fully aware of these
opportunities or do not have sufficient legal and financial knowledge to use
them. It is necessary to simplify and explain the processes for obtaining
subsidies and loans for farmers. It is important to combine state financial
support programs with marketing strategies. Developing cooperatives among
farmers is one of the important ways to effectively market products. In
developed countries, farmers are able to enter the market through cooperatives
and sell their products at higher prices. In the conditions of Uzbekistan, it is
important for small and medium-sized farmers to organize cooperatives, which
will help reduce marketing costs. Farmers working on a cooperative basis will
have the opportunity to export products in large quantities.
Conclusion and suggestions.
Improving the marketing strategy of farms in
the regions is an important factor for adapting to market conditions and
operating effectively. Farmers should increase their competitiveness by applying
modern marketing approaches, conducting market analysis, using digital
marketing tools, and effectively using state support. Effective use of digital
marketing and online trading platforms will help increase farmers' income.
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Financial assistance and subsidy programs provided by the state should be
made available to farmers. It is important to strengthen cooperation and
partnerships between farmers.
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Obidov, O., Eraliyev, S., & Yuldasheva, S. (2022). Fermer xoʻjaliklarida
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