Strategic management of marketing and logistics activities of agricultural enterprises in the context of increasing the price competitiveness of their products

<jats:p>The article substantiates the theoretical and methodological foundations. It provides practical recommendations for developing an adaptive strategic management system for the marketing and logistics activities of agricultural enterprises, aimed at enhancing their overall price competitiveness amid ongoing global supply chain shifts, structural market imbalances, geopolitical instability, and severe wartime conditions. The study proves the conceptual inefficiency and financial risk of managing marketing and logistics operations as autonomous, disconnected functions, demonstrating how uncoordinated workflows lead to significant margin erosion and operational bottlenecks. It confirms the strategic imperative of transitioning from a traditional product push strategy (“Push”) to a flexible, customer-centric, and market-driven demand pull strategy (“Pull”). A comprehensive, multi-criteria mathematical model for minimizing total supply chain costs is proposed, accounting for direct production expenditures, multimodal transportation tariffs, specialized warehousing, transaction friction, financial risks, and long-term brand equity. The strategic role of Industry 4.0 digital technologies—including predictive artificial intelligence for precision yield forecasting, Internet of Things sensors for real-time grain quality monitoring, smart contract blockchain systems for secure trade execution, and integrated SCM cloud platforms—in drastically reducing operational losses, accelerating asset turnover, and optimizing final farm-gate prices is thoroughly identified. Innovative, multi-tier models of marketing and logistics management systems are systematized across local, institutional, and global operational levels. Furthermore, the strategic necessity of diversifying export transportation corridors, expanding domestic deep processing capacity for agricultural raw materials, actively promoting the national “Ukraine Grain” umbrella brand, and embedding European ESG sustainability standards is fully substantiated to guarantee long-term economic resilience, high operational flexibility, sustainable corporate development, and unhindered, competitive access to high-margin global agrarian markets. Keywords: marketing logistics, agricultural enterprises, price competitiveness, supply chains, “Pull” strategy, Industry 4.0, farm-gate prices, ESG standards, “Ukraine Grain” brand, export corridors.</jats:p>