Name
Kalitko Svetlana Alekseevna
Scholastic degree
•
Academic rank
associated professor
Honorary rank
—
Organization, job position
Kuban State Agrarian University
Web site url
—
Articles count: 13
The article presents the results of the marketing
research of consumers and consumer preferences
that affect the formation of the market of poultry
products in the Krasnodar region. We have shown a
composition of market participants of poultry
products: agricultural organizations, private
households, small farms; trade and procurement
enterprises and their associations, consumers'
organizations; processing plants; enterprises and
organizations of industrial infrastructure
(production and technical, combined feed, transport,
construction, and others); organization of the
market infrastructure (credit, marketing audit,
insurance, wholesale and retail, information and
commercial centers, exchanges, wholesale markets,
other forming distribution and logistics system).
Using the results of market segmentation,
companies can choose the strategy of marketing to
different segments of the market (the choice
between a differentiated approach to the segment
and to the adaptation of products to each of them
and one for global sales, taking into account the
needs of all segments), or focus only on any
particular segment. Segment structure of the market
of poultry products is a division of the demand
segment of the domestic market; at the same time,
the sectors of the market dictate poultry enterprises
how to prioritize areas of their activities.
Competitive advantages of poultry organizations
appear in the case of presenting customers high
requirements for poultry products. We characterize
the approaches to the choice for the producers on
their own market niche
The article reviews possibilities of application of information technologies to assess the risks. It also presents the results of a software module for the assessment of business risks