BEEKEEPING MARKETING: DEVELOPMENT STRATEGIES AND MARKET OPPORTUNITIES

Аннотация

The article presents the opinions of expert scientists on the main functions of strategy and marketing, the author's approaches to this issue. Also, market opportunities in beekeeping are classified. In addition, based on theoretical knowledge, marketing strategies for beekeeping products are developed in accordance with the basic principles of marketing. Keywords: strategy, honey, beekeeping, beekeeping market, analysis, marketing principles. Introduction. Beekeeping is an industry that has been valued by mankind for centuries and is still of great importance today. Products such as pollen and propolis are widely used not only in the food industry, but also in the pharmaceutical and cosmetic industries. Therefore, it is important to effectively market beekeeping products, meet market demand and ensure competitiveness. In this regard, it is advisable to first fully understand the concept of strategy. The concept of strategy is the main determinant in the strategic management system of an enterprise, as it is a connecting link between goals, development opportunities (potential) and the conditions of the marketing environment. Based on the general goals of the business, it determines the means by which the enterprise can turn strategic directions into competitive advantages, taking into account the factors affecting the business environment. A clearly formulated strategy helps a business entity choose the most optimal path of development and form the most important competitive advantages in the process of entering the market and establishing itself in it. It also prepares the enterprise for changes in the external environment, connects available resources with changes in this environment, identifies problems in market activity and coordinates the work of structural units, and improves the control system. Taking into account the above, in order to achieve the highest possible level of activity of enterprises, there is a need to scientifically substantiate their market development strategy. Analysis of the literature on the topic In the 70s and 80s of the last century, K.R. Andrews and A. Thompson defined strategy as a management plan aimed at achieving set goals[1]. - P. Dale described strategy as a set of decisions made by managers to achieve competitive advantages[2]. B. Karloff[3], R.A. Fathutdinov[4], V. Kolpakov[5], V.F. Oberemchuk considered the strategy as a program of actions that determines the development of the enterprise and, accordingly, the construction of a management system, as well as a set of promising directions of activity, as well as a set of potential opportunities for assessing and forecasting the development of the external environment[6]. According to the definition of J. Trout, strategy is what makes you unique and is a great opportunity to gain your uniqueness in the conditions of your customers, present and future[7]. page 613 INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE ISSN: 2692-5206, Impact Factor: 12,23 American Academic publishers, volume 05, issue 04, 2025 Journal: https://www.academicpublishers.org/journals/index.php/ijai A.Soliyev and S.Buzrukhonov define “Marketing strategy is the main program of a company's marketing activities in the target market, which includes the processes of achieving the intended goal through the development and implementation of its long-term marketing complex (marketing mix)”[8]. Research methodology This article uses traditional methods of economic analysis, such as analysis and synthesis, abstract- logical thinking, and comparison, as research methodology. The scientific and practical views of economists were analyzed and conclusions were drawn based on the results. Analysis and results Enterprises choose a strategy depending on which competitive advantage they will rely on during their activities. Marketing strategy is long-term and medium-term. For long-term periods, it is important to initially justify the overall strategy, which, depending on the resources and capabilities of the enterprise, can be divided into three main types: growth, stabilization, reduction, and a fourth option - a mixed type. These are generally accepted basic strategies, within which marketing strategies determine market success[9]. It is necessary to form a general idea of the beekeeping products market, its structure and market segments. The current state of the market, growth rates, main trends and consumer preferences should be analyzed. It is advisable to approach this issue through the basic principles of marketing. (Table 1). Table 1: Basic principles of marketing1 Basic principles of marketing Market research: Identifying consumer needs and demands. Identifying the target audience: Determine who needs to be served. Product Strategy: How to develop and offer a product. Pricing strategy: Methods of setting product prices. Distribution channels: Ways to deliver the product to the consumer. Advertising: Product promotion methods. Branding: Creating a market i