INFLUENCE OF MICROENVIRONMENTAL FACTORS ON FORMATION MARKETING COMPLEX ON THE FRUIT AND BERRY MARKET

Abstract

World trends in the development of horticulture indicate a gradual increase in the production of fruit and berry products due not only to the expansion of areas, but also to the growth of the yield of fruits and berries. This became possible thanks to the introduction of new production technologies, the basis of which are intensive types of fruit plantations and the use of high-yielding varieties.Given the increased competition in the conditions of the open market associated with the association of the European Union and Ukraine, without additional measures on the part of the state, there is a great risk of losing the fruit and berry industry and making it completely dependent on imports. The purpose of the study is to determine the main aspects of the formation of the marketing complex on the fruit and berry market, taking as an example the enterprise for the cultivation of fruit and berry crops, taking into account microenvironmental factors. The object of the study is the process of forming a marketing complex on the fruit and berry market. The definition of the external immediate environment, namely the microenvironment, must first of all be identified as a production enterprise, which is an economic unit, designed to process the resources that come to it for a fee from the environment, create new products (services) and sell them to interested market subjects.