ORGANIZATIONAL AND MARKETING APPROACH TO THE PROCESS OF SELECTION OF NEW VARIETIES OF MACHINE CROPS IN THE SOUTHERN REGION OF UKRAINE

  • O. S. Shablya Southern State Agricultural Experimental Station Institute of Water Problems and Land Reclamation National Academy Agricultural Sciences of Ukraine
  • O. G. Kholodnyak Southern State Agricultural Experimental Station Institute of Water Problems and Land Reclamation National Academy Agricultural Sciences of Ukraine
Keywords: selection, variety, seed production, competitiveness, marketing

Abstract

The aim of the research. To develop an effective organizational and marketing mechanism for the process of selection of new varieties of melons and to determine the competitiveness of domestic varieties in the domestic fruit and vegetable market of Ukraine. Methods. Methods used: dialectical method of cognition for the analysis of scientific works of scientists on the problems of organizational and economic mechanism; calculation method for determining the main indicators of competitiveness of individual varieties of watermelon, graphical for the construction of diagrams of the structure of production of melons, determining consumer preferences for varieties of watermelon of domestic selection. Results. The characteristics of the components of the organizational and marketing process of production and promotion of new varieties of melons of domestic selection by scientific institutions in the domestic market of Ukraine are given. It is determined that the selection process always has three interrelated components: the study of plant morphology, biochemical composition of fruits, resistance to biotic and abiotic environmental factors. It is established that the competitiveness of melons is directly determined in the market and is a major factor in production efficiency. It is substantiated that when growing melons it is necessary to take into account the properties of different varieties as a market commodity, as well as the interests of producers, traders and consumers, taking into account technological and marketable qualities and organoleptic properties of each variety. It is proposed to determine the competitiveness of domestic varieties of watermelon for the producer, trader and consumer, to determine through the coefficient of competitiveness which is a comparative assessment of the studied variety in relation to the control and its competitor. Conclusions. It is substantiated that the perfect organizational and marketing mechanism in the selection of melons is one of the main elements of adaptation of the scientific institution to modern conditions of the economic environment, which will ensure its successful operation and sustainable development in times of insufficient state funding.

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Published
2021-07-26
How to Cite
Shablya, O., & Kholodnyak, O. (2021). ORGANIZATIONAL AND MARKETING APPROACH TO THE PROCESS OF SELECTION OF NEW VARIETIES OF MACHINE CROPS IN THE SOUTHERN REGION OF UKRAINE. Vegetable and Melon Growing, (69), 131-139. https://doi.org/10.32717/0131-0062-2021-69-131-139