The importance of studying the factors of the marketing environment for white sea buckthorn producers

Abstract

Economic agents, as well as other organizations and institutions, carry out their activity and promote their interests in a complex and dynamic environment. Enterprises, for example, are entities that form open systems, connected to a given environment, that have system inputs (inputs), system outputs (outputs) and a specific mode of self-regulation. The entries in this system consider different categories of resources necessary for carrying out the activity, such as material, personnel, financial and informational resources. Outputs from the system can be goods, services, ideas or information. In general, the company's environment includes those components from outside an organization, which, directly or indirectly, influence, on the one hand, the process of acquiring inputs, and on the other hand, the process of obtaining and then sale of outputs. In the case of a white sea buckthorn producer, the marketing environment represents a form of manifestation of the environment thast designates the set of forces and factors from its exterior that, directly or indirectly, influence its activity and, in particular, the ability to promote and support effective exchanges on the markets in which they operate. The aim of this paper is to identify the factors of the marketing environment that influence the activity of white sea buckthorn producers and ways to avoid negative actions on these economic agents. To achieve the aim, the following tasks will be carried out: identification and analysis of internal environmental factors; identification and analysis of the external environment; identification and analysis of the linking environment.