Exhibition Activities of Market Participants in agrarian Machinery in the Context of the Global Environment

The article analyzes the current state and trends in the development of the agrarian machinery market in Ukraine, in particular the decline in sales of domestic machinery, the increase in imports, and the gradual loss of positions of Ukrainian machine engineering in favor of foreign manufacturers. One effective tool for restoring the competitiveness of market participants is identified as participation in international exhibition and fair events. The authors regard exhibition activities as a component of the marketing and communication strategy of enterprises, which allows not only to present products but also to strengthen business connections, study consumer demand, conduct equipment testing, obtain direct feedback, and enhance brand recognition. The study systematizes the main types of exhibition events, their features in the agrarian sector (seasonality, the need for equipment functionality demonstration, internationalization, and technical complexity of exhibits). Special attention is paid to the example of the participation of the Ukrainian manufacturer Elvorti in the Agromek 2024 exhibition, which demonstrated the successful experience of promoting Ukrainian equipment at the international level. The role of digital tools in enhancing the efficiency of exhibition activities is analyzed, particularly online stands, CRM systems, virtual presentations, and analytics. The significance of cluster initiatives and technological ecosystems for collective participation in exhibitions is revealed. Key metrics are proposed for assessing the efficiency of participation in exhibitions: lead generation, CAC, ROI, brand awareness level, which allows for integrating exhibition activities into the strategic management of the company amidst global competition.