THE ROLE OF PRODUCT POLICY IN MANAGING THE COMPETITIVENESS OF PRODUCTS OF A MODERN AGRICULTURAL ENTERPRISE

Abstract

Relevance. In the context of intensifying market competition, rising consumer expectations, and the growing importance of product quality and differentiation, the role of product policy in managing the competitiveness of agricultural enterprises has significantly increased. Effective product policy enables companies to adapt to market fluctuations, develop attractive product offerings, and ensure stable demand in both domestic and international markets.

Purpose of the Research. The purpose of this study is to investigate the impact of product policy on the competitiveness of agricultural products and to evaluate how the formation of an optimal product assortment, quality improvement measures, and branding strategies contribute to strengthening the market positions of modern agricultural enterprises. Special attention is given to assessing the effectiveness of product policy tools implemented by LLC “VESNA AGRO.”

Methods. The research applies methods of analysis and synthesis to generalize scientific approaches to the formation of product policy in agriculture. Statistical and comparative analyses are used to evaluate changes in production results, product assortment structure, and financial indicators of LLC “VESNA AGRO” for the period 2022–2024. Empirical data on crop yields, revenue dynamics, and assortment optimization were analyzed to determine the relationship between product policy improvements and the enterprise’s competitive performance.

Results. The study identifies the key components of product policy that influence competitiveness, including product quality, assortment diversification, market positioning, and the implementation of modern cultivation technologies. The main trends in product portfolio optimization were outlined, demonstrating that high-yield crop varieties, enhanced quality control, and the introduction of value-added products lead to increased demand and improved profitability. The case study of LLC “VESNA AGRO” shows that the development of a structured product policy resulted in higher yields, strengthened branding, expanded sales channels, and improved financial outcomes. The findings emphasize that even small agricultural enterprises can achieve sustainable competitive advantages through systematic improvements to their product offerings and marketing strategies.

Practical Value of the Study. The results of the research provide practical recommendations for agricultural managers and marketing professionals seeking to enhance product competitiveness. The proposed approaches support effective decision-making in product development, assortment management, quality improvement, and market positioning. They may be applied to different types of agricultural enterprises aiming to increase profitability and strengthen their competitive market status.

Conclusions. Product policy is becoming a strategic instrument in the management system of agricultural enterprises, influencing not only production structure and technological processes but also customer value creation, brand perception, and long-term competitive advantages. The successful implementation of an effective product policy enables agricultural enterprises to increase market resilience, expand product portfolios, and improve financial results. Continuous innovation, adaptation to market dynamics, and the development of strong branding strategies are essential for ensuring sustainable competitiveness in a rapidly changing agricultural market environment.