TRANSFORMATION OF LOGISTICS PROCESSES AS A COMPONENT OF DIGITALIZATION OF MARKETING MANAGEMENT OF THE AGRO-INDUSTRIAL COMPLEX

Alla Humeniuk Uman National University, 2, Sadova Str., Uman, Cherkasy region, 20300, Ukraine https://orcid.org/0000-0002-4333-0478
Nataliia Biloshkurska Uman National University, 2, Sadova Str., Uman, Cherkasy region, 20300, Ukraine https://orcid.org/0000-0002-7617-7836

Keywords: Agro-Industrial Complex, Digital Competence, Digital Technologies, Precision Agriculture, Geographic Information Systems, Sensors and Gauges, Drones, Blockchain

Abstract

We examine the importance of effective organization of logistics processes as a key factor that ensures stable operations and competitiveness of agro-industrial enterprises, especially under military challenges in Ukraine. We emphasize logistics as an integrated system that connects production, storage, transportation, and distribution of agricultural products and we show how it supports timely delivery to domestic and external markets. We highlight the importance of uninterrupted functioning of the agricultural sector because it guarantees state food security, stabilizes regional economies, and ensures the supply of essential products and resources, including delivery to frontline and remote territories affected by instability.

We analyze the role of digital competence of employees in applying modern marketing management tools and in using online services and digital platforms. We argue that digital literacy directly influences managerial decision-making, communication with partners, and adaptability to rapidly changing market conditions. We define the main components of digital competence in agricultural production, including the ability to use specialized software, stable Internet access, cloud-based services, web resources, and mobile applications for farm management, monitoring, and market analysis.

We further examine modern digital technologies in the agricultural sector, including geographic information systems (GIS), sensors and measuring devices, unmanned aerial vehicles (drones), robotic systems, the Internet of Things (IoT), and blockchain technologies. We show how these tools improve management efficiency, optimize production processes, and support continuous monitoring of soil conditions and crop development. We also demonstrate that these technologies increase transparency and traceability across supply chains and strengthen trust between producers, suppliers, and consumers.

We conclude that we must implement innovative digital solutions as a necessary condition for improving productivity, reducing operational costs, and strengthening resilience of agricultural enterprises. We also find that digital transformation significantly enhances competitiveness of agro-industrial enterprises under modern economic changes and supports their integration into global markets.

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Author Biographies

Alla Humeniuk, Uman National University, 2, Sadova Str., Uman, Cherkasy region, 20300, Ukraine

PhD (Economics), Associate Professor

Nataliia Biloshkurska, Uman National University, 2, Sadova Str., Uman, Cherkasy region, 20300, Ukraine

PhD (Economics), Associate Professor

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