Issues of the formation and development of the marketing potential of the agroindustrial complex of the Sverdlovsk Region are discussed herein. It contains a brief characteristic of the agroindustrial complex of the region, its key aspects taking into account both positive and negative trends. According to the results of the analysis, the authors have developed a series of recommendations aimed at improving the agroindustrial complex of the Sverdlovsk Region. In particular, problems of the integration of innovative technologies in the production process of agroindustrial companies have been identified and modern trends supporting the innovative development of the agroindustrial complex providing for a significant reduction of the cost of products and subsequent enhancement of their competitiveness in the market, the demand for these products, and profits of enterprises of the agroindustrial complex have been discussed. The financial aspect of the agricultural sector, as well as activities of the authorities aimed at the development of the sector, reflected in municipal and federal programs of financing the agroindustrial complex of the Sverdlovsk Region, have been discussed. The authors have assessed the region’s ability to produce agricultural products in quantities sufficient to meet the needs of the consumers, as well as highlighted the leading enterprises and their programs aimed at increasing the output volume of the products with the greatest demand in the regional market. In the course of the analysis, the authors have reviewed various approaches to the marketing potential category, which helped to open up the concept of the marketing potential of the region and its role in the agricultural sector. As one of the improvement focuses, the authors propose to upgrade the existing approach to training marketing professionals for the agroindustrial complex, namely to ensure the development of professional competences taking into account the specifics of this sector due to the increased competition and enhanced role of the agromarketing for the further development of the agroindustrial complex of the region.
agromarketing, agricultural production, strategic planning, innovations, agricultural organizations, marketing tools