PLACE OF LESSOR OF LAND SHARE IN THE SYSTEM OF AGRICULTURAL MARKETING

Анотація

The Agricultural sector in Ukraine is developing at a fast pace. While providing solutions to issues of the agricultural industry, marketing should be paid a special attention to as a targeted management concept of modern agricultural business. One of the specific feature of the agricultural market is land limitations and how production depends on it. More than 80% of agricultural lands are leased to agricultural growers and producers. Under current conditions of agricultural activity of a business, there is an increase in competitiveness between lessors over reissue of land share lease agreements.

 Lessors, who are the owners of land shares, have to take their place in the market environment of agricultural businesses and in the system of agricultural marketing in general, since they both perform the functions of the key asset provider, i. e. the land bank and partially the consumer of products made by this business.In the article the value of land shares of agricultural companies stated their impact on economic and marketing activities of enterprises. In particular,  in the article explores that a significant interest in the Ukrainian arable lands show foreign companies and individuals who are willing to invest in the agricultural sector using advanced methods and marketing tools.