Scientific Journal of KubSAU

The objectives of the study were: studying of the theoretical aspects of marketing activities and their role in the organization's production and economic activities, carrying out of analysis of its financial and economic activities, substantiating of the directions for improving the marketing activities of the organization in order to improve its efficiency and sustainability. The object of our study is the agricultural enterprise of FSUE "Pravoberezhny" in Temryuk district. The main activity of the company is the cultivation of cereals and milk production. In general, having analyzed the relative indicators of financial stability of FSUE "Pravoberezhny", we can make a conclusion about financial independence of the enterprise. We have made a proposal to process the milk produced by the farm for baby food in order to increase its sales along with the revenue and profit of the farm. The calculation of the effectiveness indicators of the proposed activity illustrates its feasibility and high efficiency. The payback period amounts to 1 year and 1 month, the net present value of the project is more than 6.6 million rubles. The article provides an optimal and real distribution of the organization's budget for advertising. The opening of the marketing department at FSUE "Pravoberezhny" could lead to the increasing of the revenue of the enterprise and the calculations prove the feasibility of the project for its creation. The modernization of the logo of FSUE "Pravoberezhny" is suggested

Forecasting the state of external and internal industry environment by assessing the impact of factors variety and analysis is the basis of the grain subcomplex purposeful development. It is necessary to take into account the integration of the industry into particular region environment, which requires additional consideration of natural factors in the forecast. Theoretical and methodological guidelines which define characteristics of the forecasting in the particular area, are designed to provide justification for that choice. Best results are obtained predicted values found by rapid and short-term models, as in a short period the trend rarely changes its direction and thus changes the value by several times. Forecasting methods can be divided into two major groups: intuitive and formal. As a dynamic system, the market (in particular the grain market) requires the usage of complex methods for forecasting time series of key market indicators. According to our opinion, the optimum method of forecasting the regional grain market conditions is based on the following principles: reliability, systematic analysis, taking into account factors that may have an impact in the long term; validity of the scientific justification i.e. obtaining a similar result when re-modeling of the experimental data; the adequacy of the results obtained after forecasting the experimental data; reliability and accuracy of the forecast assessment for its possible adjustments; cleariness of language, which should be understandable for the decision-makers; planned nature of the forecast

Import substitution - a process at the level of the national economy, which is provided at the release of the necessary domestic consumer goods manufacturers forces, leading activities in the country. At present, Russian farmers have an incentive to carry out a largescale import substitution because of the food embargo on the West European suppliers of agricultural products. An important problem that accompanies the processes of import substitution in Russia is the lack of qualified personnel in a number of industries, as a prerequisite for the growth of agricultural production in Russia is full staffing agriculture. The article has identified the causes of insufficient practical training of graduates of agricultural universities. The role of Kuban State Agrarian University in the personnel matters of the village. Grounded following directions of improvement of training: the formation of the federal and regional forecasts provide human resources for the future of the village; the creation of organizations and municipalities comfortable social environment for young professionals; promotion of public – private partnership for the training of personnel for rural areas; improving infrastructure to support the system of financing higher education institutions; protection of the region's interest in defending the rights of agrarian university on training for other sectors of the economy in rural areas, except for agricultural commodity production; empowerment of the target form of training specialists; allocation of resources (possibly in the form of grants) to prepare doctors to foreign training, access to foreign sources of scientific information, cooperation of universities to gain access to the Web of Science and Scopus' resources

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

Industrial policy is a set of organizational and economic regulators to improve the technological, organizational and institutional infrastructure level, allowing stimulating industrial activity. There are economic instruments that focus on creating a favorable economic environment for the industry; information and communication tools based on the provision of information and advice to industry on the basis of regular monitoring of production, market–tactical, legal and regulatory processes; institutionally–in–law measures that are aimed at creating an effective and adequate regulatory framework and effective legal protection. We have highlighted a group of preselected based on the analysis and systematization of scientific sources of positive («catalyst») and negative (respectively – «inhibitors») factors, which are structured by us on several subgroups: the factors nature of globalization; macro factors; organizational and economic factors; territorial and sectoral factors (factors of specialization); social factors; technical and technological factors. We have attempted to outline the most important elements of the environment factor, the totality of which determines the level and nature of the development of the industrial sector of the economy, as well as the specifics of the required content of the relevant industrial policies. Consideration of the above factors has allowed us to identify some of the contradictions in the process of industrial development. Their understanding of the formulation and in the context of the resolution of an opportunistic nature of processes of formation and development of industrial potential, industrial production may be the conceptual basis for the development of proposals for improving the incentives for industrial growth mechanisms, including the use of information tools

Economic and political conditions have a significant impact on the participants of Russian dairy market, which leads to a rise in the cost of attracting loans, a decrease in their investment activity as well as the efficiency of production and processing of milk. Special economic measures against a number of countries made it possible to relieve a niche in the domestic market by reducing the volume of imports of dairy products and should help in the building of its domestic production. The research results indicate the need to increase domestic production of milk and dairy products capable of equally competing with imports on quality and price with the support of the state. Our studies confirm the effectiveness of the implementation of investment project on organization of production of dairy products in Briukhovetsky district’s Ltd. "Harvest XXI Century". Through these measures, it will be possible to overcome the crisis in the shortest possible time and to ensure financial stability by boosting and expansion of existing production. As a result, the value of fixed assets of the enterprise will increase by 51 to 800 million. rub., the production facilities will be equipped with modern technological equipment, which has unique innovative features allowing to reduce the consumption of raw materials and automate the manufacturing process

One of the main criteria of efficiency technologies in livestock production is the level of the negative impact on the environment per unit of time, or volume of production. Intensification and specialization can significantly improve efficiency, but at the same time can increases the impact on agro-ecosystem. An important condition for the preservation of ecosystems is to find ways of using animal waste as a raw resource. The ecological balance can ensure the production of meat and dairy products for industrial technology in family farms of 50-200 cows and up to 10 thousand pigs. Economically advantageous to carry out the raw manure to a distance of no more than 10-15 km, which is achieved with a small population, when fully formed wastes are used to improve soil fertility. For large mega-complexes advisable to equip their facilities for the production of biogas and the use of covered manure storage. In its turn, to prevent infection of livestock production, bentonite clay should be used as sorbents. This technology content of the stomach-governmental and poultry should be humane with respect to them, environmentally safe for the ecosystem, cost-effective and competitiveness for producers, safe for consumer

The ensuring of high rates of development and growth of competitiveness of tourism organizations in the long term, especially in the context of economic sanctions is predetermined by the level of investment activity. In a competitive environment, the most important factor of profit maximization is investing in business diversification. The object of our research was Sochi Seasons LLC, Sochi. The main activity of the organization is reservation services in the sphere of tourism, transport travels in the Kuban and Abkhazia and various excursion programs. The analysis shows that the unstable growth of profitability indicators of economic activity does not contribute to ensuring the competitiveness and investment attractiveness of the organization, it is a brake on investment processes. The results of SWOT-analysis in the organization testify to the difficulties of the firm's position in the market. In Sochi Seasons LLC, in order to increase the efficiency of investment activities are proposed: business diversification; improvement of commercial activities. The creation of a tourist cafe in the Krasnaya Polyana area along the route of tourist routes is a profitable business with great potential for development. Evaluation of economic efficiency indicates the feasibility of investing in a project that is characterized by an average degree of risk. The system of commercial, organizational and financial functions aimed at the most complete and rapid satisfaction of the demand of tourism services consumers should provide for: a comprehensive study of the state of the tourism market and the prospects for its development; perfection of forms, methods of realization of services; improvement of pricing policy; organization of advertising activities; forming of a strategic marketing plan