MARKETING OF SEED OF INTERNATIONAL AND UKRAINIAN COMPANIES

Abstract

The article examines the peculiarities of marketing activities of Ukrainian and international seed companies in the seed market under modern conditions of agricultural sector development. The main trends in the functioning of the seed market in Ukraine are analyzed, which is characterized by a high level of competition, active participation of international corporations, and the gradual development of domestic producers. The role of marketing as an important tool for forming competitive advantages of seed companies, ensuring effective product promotion, and developing production and distribution chains is determined. The main marketing strategies used by international seed companies are analyzed, in particular their focus on innovation, development of breeding programs, formation of strong brands, use of digital communication channels, and provision of comprehensive agronomic support to agricultural producers. It is established that international companies actively apply modern marketing tools, including demonstration fields, field days, agricultural exhibitions, specialized online platforms, and digital services for farmers. The study also investigates the specific features of marketing activities of Ukrainian seed companies, which mainly focus on price competitiveness, adaptation of varieties to the soil and climatic conditions of Ukraine, and the development of partnership relations with agricultural enterprises. It is determined that an important direction for the development of domestic producers is their integration into international production and distribution chains and cooperation with global seed corporations. A comparative analysis of the marketing approaches of Ukrainian and international companies is carried out, which makes it possible to identify their key advantages and limitations. The study substantiates promising directions for improving marketing activities in the seed market, including the introduction of innovative technologies, the development of digital marketing, increasing the level of product traceability in production and distribution chains, and strengthening the integration of Ukrainian producers into the international agricultural market.