THE URGENCITY OF IMPROVING MARKETING STRATEGY IN FARM HOLDINGS IN THE REGIONS

Аннотация

This article analyzes the relevance of improving marketing strategies for farms in the regions. The need to increase competitiveness, develop strategic approaches taking into account market supply and demand, is justified. The importance of creating an effective marketing system in farms, introducing innovative approaches and using digital marketing tools is highlighted. Recommendations are also given on developing marketing strategies that are appropriate for best practices, global practice and local conditions. Keywords: Farms, marketing strategy, digital marketing, market analysis, innovative approaches, competitiveness, strategic planning. Introduction. Today, the development of effective marketing strategies for the sustainable development of agricultural sectors is one of the pressing issues. Farms should not only produce products, but also perform tasks such as marketing them, delivering them to consumers, and increasing competitiveness. Therefore, the need to improve the marketing strategy of farms is increasing. Farms should create a separate brand for their products and popularize it among consumers. This will help increase the quality and reliability of products. Marketing costs can be reduced by developing cooperative activities among farmers and optimizing production processes. Farms are an important component of the agricultural sector, and their effective operation plays an important role in ensuring economic stability and food security. However, fierce competition in global and local markets, changing consumer demand, and insufficient development of the marketing system hinder the successful work of farmers. Therefore, improving modern marketing strategies is one of the pressing issues of today. Literature analysis. Many researchers have emphasized the importance of marketing strategy in their scientific works. F. Kotler (2019) in his book "Fundamentals of Marketing" emphasizes the importance of market analysis and identifying consumer needs. According to him, an effective marketing strategy should include the following. M. Porter (2020) emphasizes that farmers should focus on innovative approaches when developing competitive strategies. In his 68 DEVELOPMENT AND INNOVATIONS IN SCIENCE International scientific-online conference opinion, local farmers should not only improve the quality of their products, but also take into account current market demands and trends. There are various strategies for agricultural marketing in world practice. According to reports from the International Food and Agriculture Organization (FAO), the use of digital marketing systems in farms plays an important role in increasing production and reducing costs. For example, in the USA and European countries, farmers have the opportunity to sell products directly to consumers via the Internet. In Uzbekistan, state programs are being implemented to develop marketing strategies on farms. The Strategy for the Development of Agriculture of the President of the Republic of Uzbekistan for 2020-2030 sets out measures to help farmers adapt to market conditions and increase their export potential. Research methods. The following research methods were used in this article: 1. Literature review - Existing scientific articles, books, and official documents were studied to justify the relevance of marketing strategies. 2. Comparative method - International and local experience of marketing strategies on farms was compared and their effectiveness was assessed. 3. Statistical analysis – Existing marketing data from farms (prices, supply and demand, sales volume) was analyzed. 4. Survey and Interview – Interviews were conducted with local farmers and marketing professionals to learn about practical problems and needs. 5. Expert assessment – Strategies were formulated based on consultations with industry experts and economic analysts. Result and discussion. The results of the study showed that many farms do not adequately analyze the supply and demand in the market. This leads to volatility in product prices and a decrease in sales volumes. The experience of developed countries shows that market segmentation and preliminary analysis of consumer needs help farmers create an effective marketing strategy. The results of interviews with local farmers show that most farmers are ready to use social networks and e-commerce platforms, but they lack the relevant knowledge and technical support. The widespread use of digital marketing tools allows farmers to find new customers and increase their income. Subsidies and grants provided by the state in the agricultural sector are a good opportunity to improve their marketing strategy. However, most farmers are not sufficiently aware of these opportunities. Therefore, it is necessary to develop additional training programs on financial literacy for farmers. Establishing cooperation between farms and organizing cooperatives increases the possibility of effective 69 DEVELOPMENT AND INNOVATIONS IN SCIEN