FACTORS OF INCREASING THE COMPETITIVENESS OF MARKETING STRATEGY FOR DEVELOPING INNOVATION ON FARM HOLDINGS

Аннотация

This article analyzes the factors that contribute to the formation of marketing strategies and increase the competitiveness of farms in the agricultural sector. The study examines key aspects such as the development of effective marketing strategies for farms, the use of digital technologies and innovative marketing tools, market segmentation, pricing policy, and branding. According to the results of the study, by properly formulating marketing strategies, farmers will have the opportunity to present their products to a wide audience, conquer new markets, and increase economic efficiency. At the same time, the use of digital marketing and online trading platforms will allow farmers to quickly and efficiently bring their products to the market. The study has developed a number of practical recommendations to increase the competitiveness of farms. Keywords: Farms, marketing strategy, competitiveness, market segmentation, digital marketing, branding, pricing policy, environmentally friendly products, digital technologies, innovative approaches, sales strategies, improving product quality, market analysis, marketing tools, economic efficiency. Introduction In the agricultural sector, the need to develop effective marketing strategies for the successful operation of farms, adaptation to market demands, and increased competitiveness is increasing day by day. Farms are mainly engaged in the production and marketing of agricultural products. However, today, increased competition, rapid changes in market conditions and diversification of consumer demands create the need for farmers to develop new marketing approaches. To increase the competitiveness of farms, it is important to correctly formulate marketing strategies, successfully launch products on the market, use branding and modern marketing tools. 151 ACADEMIC RESEARCH IN MODERN SCIENCE International scientific-online conference The introduction of modern marketing techniques in the agricultural sector not only helps to sell products, but also helps to deeply analyze farmers' market needs and consumer demands. In this process, the widespread use of new tools such as digital marketing and online shopping creates opportunities for farmers to successfully introduce their products to a wide audience and sell them. In addition, farmers can add value to their products through market segmentation, pricing policy, improving product quality and producing environmentally friendly products. The increase in product quality, their production without harming ecosystems, is highly appreciated by consumers. Such products, in turn, are successfully sold on the market and bring greater income to farmers. When forming marketing strategies for farms, it is necessary to conduct market analysis, study consumer needs, and analyze the activities of competitors. This will allow farmers to quickly adapt to changing market conditions and increase their competitiveness. Market analysis and effective use of marketing tools will create significant advantages for farmers in the process of selling products and creating a brand. At the same time, farmers need to form effective marketing strategies to successfully sell their products and meet market demands, and increase their competitiveness using digital technologies and innovative marketing methods. In turn, these approaches help to increase the economic efficiency of farms, bring them to a wider market, and ensure economic stability. Therefore, the study of factors that contribute to the formation of marketing strategies and increase competitiveness in farms is one of the important research areas in agriculture today. This article analyzes the main approaches and methods necessary for the formation of marketing strategies and increase competitiveness of farms. Research methodology. This study uses several methodological approaches to formulate a marketing strategy in farms and identify factors that increase competitiveness. The main goal of the study is to identify methods and strategies necessary for the effective organization of marketing activities of farms and increase competitiveness in market conditions. Results and discussion The first stage of the research is an analysis of existing scientific literature and studies. The works of Uzbek and foreign scientists on agricultural marketing, competitiveness improvement, market analysis and marketing strategies are studied. At this stage, the main attention is paid to the analysis of factors affecting the marketing strategies of farms, modern marketing tools and market demands. 152 ACADEMIC RESEARCH IN MODERN SCIENCE International scientific-online conference Questionnaires and interviews: The study will use questionnaires and interviews to identify marketing strategies of farms and practical skills to improve competitiveness. The questionnaires will be conducted among farmers, agricultural specialists, and marketing experts. This process will help identify marketing strategies used by farm