Year: 2025
Type: article
Abstract: Forward contracts are an important risk management tool in the grain market of Ukraine, allowing agricultural producers to fix the price of the future harvest, forecast income and attract financing. However, the effectiveness of these contracts largely depends on the marketing strategies of agricultural enterprises, which include market analysis, customer segmentation, use of digital technologies and logistics management. The article examines the role of agromarketing tools in the process of concluding and executing forward contracts, conducts a SWOT analysis of their interaction and identifies the main challenges, opportunities and risks for the agricultural sector of Ukraine. It was found that among the key advantages of forward contracts are the reduction of price risks, the possibility of access to financing and the expansion of sales markets, which contributes to the growth of the competitiveness of domestic producers. At the same time, there are threats associated with the possible non-fulfillment of contracts, dependence on weather conditions and the unstable economic situation in the country. The study confirms that the efficiency of using forward contracts can be significantly increased by applying digital technologies, such as Big Data analytical systems, CRM platforms, artificial intelligence and blockchain. The use of electronic platforms (AgriChain, SmartTender, GrainTrack) contributes to the automation of contract conclusion processes, increases their transparency and reduces risks. The article formulates recommendations for improving the marketing strategies of agricultural enterprises in the context of forward contracts. In particular, it is proposed to actively use stock market indicators, diversify sales channels, expand financing opportunities through lending secured by contracts, as well as implement educational programs to increase the financial literacy of farmers. The implementation of modern marketing strategies and digital tools will minimize risks and increase the efficiency of the agricultural sector of Ukraine.
Author: Yuriy Popov
Institution: National University "Kyiv Aviation Institute"
Language: English
Domain: Life Sciences
SDG: Zero hunger
Open Access status: bronze
OpenAlex ID: W4410405221