THE STATE OF THE MARKETING ENVIRONMENT OF THE MARKET OF AGRICULTURAL MACHINERY FOR PLANT GROUPING IN RUSSIA

Issue № 3, 2023, article № 3, pages 40-47

Section: Material and technical base of the agro-industrial complex

Language: Russian

Original language title: СОСТОЯНИЕ МАРКЕТИНГОВОЙ СРЕДЫ РЫНКА СЕЛЬСКОХОЗЯЙСТВЕННОЙ ТЕХНИКИ ДЛЯ РАСТЕНИЕВОДСТВА В РОССИИ

Keywords: MARKETING, MARKETING ENVIRONMENT, MARKET, AGRICULTURE, CROP PRODUCTION, AGRICULTURAL MACHINERY, MARKETING COOPERATIVE, MACHINE-TECHNOLOGICAL STATION

Abstract: Agricultural machinery is an important capital item for many agricultural producers, requiring significant costs, upfront and current costs. Demand for it is cyclical and depends on the income generated from agricultural activities, which, in turn, is driven by the prices of commodities and agricultural products produced. The study of the state of the marketing environment of the agricultural machinery market for crop production in Russia is necessary, since over the past three years, the agricultural machinery market has felt pressure associated with the closure of their borders by countries in the context of the fight against the Covid-19 pandemic, as well as CBOs, which broke the global chains supplies of heavy engineering. Self-propelled vehicles require particularly large investments. At the same time, it can be difficult for small and medium-sized farms to decide not only on the type of equipment they need, but also to find funds to purchase it. Various marketing tools help to understand market offers. And marketing cooperatives or machine-technological stations as structural subdivisions within the cooperative provide an opportunity to purchase a larger range of machinery and equipment to perform all the required technological work.

Authors: Ryzhkova Svetlana Mitrofanovna, Kruchinina Valentina Mitrofanovna