EVALUATION OF MARKETING ACTIVITIES OF GRAIN RECEIVING ENTERPRISE

The article discusses topical problems that are target indicators when analyzing the effectiveness of marketing activities of grain-receiving enterprise. Indicators for assessing its effectiveness in meeting effective demand with its own profit and the ability to resist competitors are systematized. The following general indicators are highlighted that economic unit can use when attracting buyers and strengthening its positions in product market - these are market and competitive efficiency, interaction with consumers, performing a full set of functions of the marketing division related to ensuring the supply of competitive products to market, supplemented by the system tools marketing. The necessity of using an integrated approach combining quantitative and qualitative methods has been proved. The results of the application of intensive technologies for the reception and storage of grain crops are presented. The matrix of distribution of responsibility of structural divisions of enterprise for the formation of commodity stocks of grain for the implementation of marketing activities has been compiled. The final criteria for the intensification of the work of grain receiving point and grain warehouse are shown: profit, profitability, competitive efficiency. The problems arising in marketing strategy of the enterprise for receiving, drying, storing and shipping grain crops are identified: organizational and functional. Practical recommendations have been developed to eliminate the identified reasons for the asymmetry of the technological process and deficiencies in the operation of equipment.