STRATEGIC MANAGEMENT OF SALES ACTIVITIES OF AGRICULTURAL ENTERPRISES

Introduction. Sales activities are one of the key elements of the agricultural enterprise management system, since it is it that ensures the transformation of production resources into financial resources and creates the prerequisites for maintaining the competitiveness of business entities. At the same time, traditional approaches to sales organization are increasingly losing their effectiveness due to the instability of the market environment, logistical constraints, changing demand structures and increased requirements for product quality and safety. In these conditions, strategic sales management becomes an important tool for adapting agricultural enterprises to modern economic challenges. Methods. In the research process, a complex of general scientific and special methods was used, in particular, the methods of system analysis, scientific abstraction, comparison and theoretical generalization to substantiate the essence of strategic management of sales activities of agricultural enterprises. To assess the impact of digitalization, logistics risks and transformation of the market environment on the effectiveness of sales activities, monographic, statistical-economic and analytical methods were used. The method of the system approach was used to determine the priority areas for improving strategic sales management on the basis of digitalization, diversification of product sales channels and risk-oriented management. Results. The study found that strategic management of sales activities of agricultural enterprises in the conditions of a war economy should be based on the principles of adaptability, diversification of product sales channels, digitalization and risk-oriented management. It is substantiated that the integration of CRM and ERP systems, digital e-commerce platforms, Big Data analytics and modern logistics services contributes to reducing transaction costs, increasing the speed of goods movement and strengthening the competitive positions of agricultural enterprises. It was determined that promising areas for improving strategic sales management are the development of integrated value-added chains, cooperative product sales models, digital logistics and strategic risk monitoring systems. Discussion. Перспективи подальших досліджень полягають у розробленні адаптивних моделей стратегічного управління збутовою діяльністю сільськогосподарських підприємств з урахуванням воєнних ризиків, цифровізації аграрного ринку та євроінтеграційних процесів. Особливої актуальності набувають дослідження ефективності використання CRM- та ERP-систем, електронної комерції, Big Data-аналітики й цифрової логістики у формуванні конкурентних переваг аграрних підприємств. Keywords: strategic management, marketing activities, agricultural enterprises, logistics, sales channels, e-commerce, value chains.