Тенденции развития и условия проникновения на мировой рынок минеральных удобрений
Аннотация
The study of the development trends of the world market of mineral fertilizers, both from the side of changes in demand and supply of products in this market, and from the side of the possibility of new manufacturers appearing on the market, is an extremely important task in a modern economy. Mineral fertilizers occupy an extremely important place in the formation of the agro-industrial complex, its stable growth and sustainable development. The conditions for such a development of the agro-industry are necessary for solving urgent problems of world food security and a thrifty attitude to the ecological environment. The purpose of the study is to develop a set of recommendations for InvestChemAgro LLC on effective penetration of the world mineral fertilizers market. Achieving this goal required solving the following interrelated tasks: analyzing the state of the world mineral fertilizers market in dynamics, identifying the main trends in the market development, identifying a potential model for effective positioning in the world market for InvestChemAgro LLC, proposing ways to improve marketing positioning.
The object of the research is the world market of mineral fertilizers. The subject of the research is the conditions for penetration into the world market of mineral fertilizers by the example of LLC "InvestChimAgro". The practical significance of this study lies in the formation of a set of recommendations for the implementation of effective activities for an enterprise in the real sector of the economy.
As an empirical basis for the study, we used the official statistics of the International Association of Fertilizer Producers, the food and agricultural organization of the United Nations.
In the course of the study, it was revealed that the mineral fertilizers market has been demonstrating stable growth since its inception, developing both in terms of production volumes and in terms of product diversity. The demand for fertilizers from the nitrogen group continues to prevail on the market. Ammonium sulphate, as the main product of the company under consideration in the study, occupies an insignificant market share, but shows more outstanding growth rates in comparison with other types of nitrogen fertilizers. The main development trend in the market at the moment is the increasing demand for complex mineral fertilizers, in view of the growing attention to the issue of rational application of fertilizers to soils. The market also shows a positive dependence on the volume of demand for ammonium sulfate on the part of the volume of demand for ammonium nitrate, uncommon fertilizers of the potash group, as well as superphosphates with a basic element content of more than 35%, which determines the potential efficiency in the combination of these fertilizers within complex fertilizers. For the Russian enterprise for the production of mineral fertilizers, considered in the framework of the analysis, the most effective strategic decisions in terms of positioning in the world market were determined. The primary task for LLC InvestChemAgro, as an enterprise that is not at the operational stage of its activity, is to capture market share in the national market by means of geographic advantage, in order to consolidate a stable operational state. Another important task is to expand and capture potential raw material bases to ensure uninterrupted sales of products to foreign markets. The company needs to establish differentiated distribution channels to the Asia-Pacific markets through the eastern logistics routes, as well as to the markets of Western and Central Europe through the Western ones. For LLC InvestChemAgro, promising directions of marketing development in the world mineral fertilizers market were also identified, consisting in choosing a strategy for entering the market by determining a strategy using the I. Ansof matrix. The formation of this strategy for LLC InvestChimAgro is not exclusive, but should be a synthesis of key factors to ensure a successful entry from each applicable strategy in terms of priority. It was determined that the strategy of diversification and product development is the most preferable and for their successful application it is necessary to cover the primary demand for complex mineral fertilizers and develop a new brand of balanced mineral fertilizers. As an accompanying strategy, the company needs to develop within the framework of a penetration strategy through dumping sales of ammonium sulfate.
The object of the research is the world market of mineral fertilizers. The subject of the research is the conditions for penetration into the world market of mineral fertilizers by the example of LLC "InvestChimAgro". The practical significance of this study lies in the formation of a set of recommendations for the implementation of effective activities for an enterprise in the real sector of the economy.
As an empirical basis for the study, we used the official statistics of the International Association of Fertilizer Producers, the food and agricultural organization of the United Nations.
In the course of the study, it was revealed that the mineral fertilizers market has been demonstrating stable growth since its inception, developing both in terms of production volumes and in terms of product diversity. The demand for fertilizers from the nitrogen group continues to prevail on the market. Ammonium sulphate, as the main product of the company under consideration in the study, occupies an insignificant market share, but shows more outstanding growth rates in comparison with other types of nitrogen fertilizers. The main development trend in the market at the moment is the increasing demand for complex mineral fertilizers, in view of the growing attention to the issue of rational application of fertilizers to soils. The market also shows a positive dependence on the volume of demand for ammonium sulfate on the part of the volume of demand for ammonium nitrate, uncommon fertilizers of the potash group, as well as superphosphates with a basic element content of more than 35%, which determines the potential efficiency in the combination of these fertilizers within complex fertilizers. For the Russian enterprise for the production of mineral fertilizers, considered in the framework of the analysis, the most effective strategic decisions in terms of positioning in the world market were determined. The primary task for LLC InvestChemAgro, as an enterprise that is not at the operational stage of its activity, is to capture market share in the national market by means of geographic advantage, in order to consolidate a stable operational state. Another important task is to expand and capture potential raw material bases to ensure uninterrupted sales of products to foreign markets. The company needs to establish differentiated distribution channels to the Asia-Pacific markets through the eastern logistics routes, as well as to the markets of Western and Central Europe through the Western ones. For LLC InvestChemAgro, promising directions of marketing development in the world mineral fertilizers market were also identified, consisting in choosing a strategy for entering the market by determining a strategy using the I. Ansof matrix. The formation of this strategy for LLC InvestChimAgro is not exclusive, but should be a synthesis of key factors to ensure a successful entry from each applicable strategy in terms of priority. It was determined that the strategy of diversification and product development is the most preferable and for their successful application it is necessary to cover the primary demand for complex mineral fertilizers and develop a new brand of balanced mineral fertilizers. As an accompanying strategy, the company needs to develop within the framework of a penetration strategy through dumping sales of ammonium sulfate.