Adaptation of Ukraine’s Agricultural Export Marketing Strategies to EU and Global Markets

Abstract

The article is devoted to the study of the adaptation of Ukraine’s agricultural export marketing strategies to the markets of the European Union and global markets under current economic and geopolitical challenges. The requirements of external markets regarding product quality, safety, environmental sustainability, and identification are analyzed. Key factors in shaping export-oriented marketing strategies are identified, including intensified competition, transformation of consumer preferences, regulatory constraints, and the implementation of sustainable development and ESG principles. The main tools for adapting the marketing strategies of agricultural enterprises are examined, including product differentiation, international certification, brand development, and the digitalization of marketing activities. The impact of integrating sustainable development principles on enhancing the competitiveness of Ukrainian agricultural products in foreign markets is outlined. The scientific novelty lies in the development of a conceptual model for adapting export marketing strategies, which involves the integration of ESG principles, green marketing tools, and digital solutions into the export management system, as well as the improvement of the approach to external market segmentation based on regulatory and behavioral criteria. A set of measures is proposed to enhance the effectiveness of export marketing strategies of agricultural enterprises under the conditions of European integration and globalization.

Keywords: agricultural products, export, marketing strategies, EU markets, sustainable development, ESG, competitiveness, green marketing, Ukraine