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Impact of Marketing Communications on the Competitiveness of Agribusiness in Ukraine

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  • Kuzyk Oleg

    (Assoc. Prof., Ivan Franko National University of Lviv, Lviv, Ukraine)

Abstract

This study explores the impact of marketing communications on the competitiveness of agribusinesses in Ukraine, focusing on two key companies: MHP SE and Agroliga Group. It examines how strategies like branding, customer loyalty programs, and digital marketing influence financial performance and market competitiveness. Using secondary data from 2018 to 2023, including company reports and industry publications, the research employs comparative analysis, descriptive statistics, and correlation analysis to evaluate the relationship between marketing investments and key performance indicators (KPIs), such as revenue growth, profit margins, and export growth. The findings reveal a positive correlation between higher marketing communication investments and competitiveness. MHP SE demonstrates superior results through its integrated digital marketing strategy, outperforming Agroliga Group’s more traditional branding approach. The study underscores the significance of brand perception, customer loyalty, and digital engagement in enhancing market position and competitiveness.

Suggested Citation

  • Kuzyk Oleg, 2025. "Impact of Marketing Communications on the Competitiveness of Agribusiness in Ukraine," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 47(3), pages 429-443.
    • Handle: RePEc:vrs:mtrbid:v:47:y:2025:i:3:p:429-443:n:1010
    DOI: 10.15544/mts.2025.35
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • F14 - International Economics - - Trade - - - Empirical Studies of Trade
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products

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