MARKETING SYSTEMS IN THE MARKET OF BEET SUGAR PRODUCTION OF RUSSIA

Issue № 9, 2015, article № 9, pages 48-56

Section: Agrofood market

Language: Russian

Original language title: МАРКЕТИНГОВЫЕ СИСТЕМЫ НА РЫНКЕ СВЕКЛОСАХАРНОЙ ПРОДУКЦИИ РОССИИ

Keywords: MARKETING, AGRARIAN POLICY, GLOBALIZATION PROCESSES, MARKETING SYSTEMS, MARKET OF BEET SUGAR PRODUCTION

Abstract: Creation of the integrated structures on the principles of merge provides the synergy effect arising thanks to economy at activity scales, to a combination of complementary resources and the works uniting all cycle: from production of beet before sale of finished goods. In total sugar assets about thirty companies and agro holdings own. Accurate marketing strategy of development became a distinctive sign of their work: Prodimeks Group applies strategy of maximum efficiency; Rusagro Group forms the system which is vertically integrated marketing and diversifies production. With deepening of integration processes in sugar branch concentration of capacities and branch infrastructure in hands of the large sugar companies, further formation of the vertically integrated marketing systems, public-private partnership development will proceed.

Authors: SHanin Sergei Alekseevich, Rozanova Tatiana Pavlovna, ZHuravskaia Anastasiia Valerevna, SHanina Elena Nikolaevna