Issue № 1, 2017, article № 6, pages 31-41

Section: Problems of agroeconomic researches

Language: Russian

Original language title: РАЗВИТИЕ МЕТОДИЧЕСКИХ ПОДХОДОВ К АНАЛИЗУ РЫНОЧНОГО ОКРУЖЕНИЯ ОРГАНИЗАЦИИ

Keywords: ASSESSMENT METHODS, ANALYSIS, MARKET MACRO-ENVIRONMENT

Abstract: Level approach in assessment of a market environment of the organization is applied. As the general conditions of the environment of finding of the organization in branch in most cases have no specific character in relation to separately taken organization therefore approbation a technique of assessment and the analysis of a market environment of the organizations is executed by authors at the branch level. Further development of methodical approaches to the analysis of a market environment of the organization assumes use of both traditional and innovative receptions that increases validity of adoption of administrative decisions. For the analysis of a market environment of the organization at the branch level the following methods are used: factorial analysis, BKG matrix, model of five forces of M. Porter, assessment of level of the competition, life cycle of the organizations of branch. Agricultural development is characterized by the increasing rates of changes in the external environment of activity of the organizations, rather high growth rates of branch (0.198) in comparison with other types of economic activity, presence of very large players, moderate concentration of the market of agricultural production, growth of intensity of the competition, transformation of the existing legal forms mainly in limited liability companies, high threat of emergence in the market of products substitutes, including food without agricultural production. The conclusion is drawn that in the existing macro environment the largest companies can mainly survive and succeed in agriculture, further decrease in volumes of demand in the consumer market because of the low income of the population will lead to reduction of the outputs, and orientation of branch development to agrarian export will be followed by extremely low level of food of citizens.

Authors: Suglobov Aleksandr Evgenevich, Semenova Elena Ivanovna