Innovative marketing as a component of the development strategy for agricultural enterprises

The aim of this study was to substantiate the impact of digital technologies and marketing solutions on improving the performance, competitiveness, and adaptability of agricultural enterprises in Ukraine amidst the transformation of the economy, using two leading companies – Myronivsky Hliboproduct and Kernel – as examples. The methodology was based on a combination of quantitative analysis of financial and production indicators and qualitative analysis of the digital marketing tools employed by these enterprises, to identify the relationship between the level of digitalisation and business performance. In the case of Myronivsky Hliboproduct, revenue increased from USD 1.41 billion to USD 2.26 billion, while net profit grew from USD 302 million to USD 437 million. The average selling price of products rose by 50%, from USD 1.34 to USD 2.01 per kilogram, while the share of digital tools in the marketing budget increased from 25% to over 65%. Kernel showed a similar positive trend: revenue rose to USD 4.12 billion (+15%), net profit reached USD 466 million (+22%), and the margin strengthened to 11.3%. Additionally, the company increased social investments by 21% and reduced carbon emissions by 32%. The results obtained demonstrated that digitalisation of marketing, business process automation, and the development of online communication channels have become key factors in enhancing the profitability, financial stability, and international competitiveness of Ukrainian agricultural companies. The practical significance of the study lies in the fact that its findings can be used by agricultural enterprise managers, marketing consultants, and government institutions when developing strategies for digital transformation, optimising marketing processes, and boosting the export potential of Ukraine’s agricultural sector