OPTIMIZATION OF PRODUCTION AND SALES MANAGEMENT AS A FACTOR OF INCREASING THE COMPETITIVENESS OF AGRICULTURAL ENTERPRISES

In conditions of military aggression and disruption of logistics chains, the problem of competitiveness becomes particularly acute, as enterprises are forced to quickly reorient to new markets, seek alternative sales channels, and optimize costs. Agricultural enterprises play a key role in ensuring the country's food security. Production and marketing activities are a key factor in shaping their competitiveness, since it is through the effective combination of production and marketing that the stable availability of products on the market and their compliance with consumer needs is ensured.The article examines the impact of production and marketing activities on the level of competitiveness of an agricultural enterprise. The following research methods were used: analysis and synthesis; statistical and dynamic analysis; generalization; abstract-logical.It is noted that despite significant difficulties associated with the war, Ukraine ranks second among European countries in terms of grain production. Also, agri-food products are the leader in terms of export volumes.Traditional methods of organizing production and sales processes in the agricultural sector are increasingly failing to meet modern challenges and market requirements. Modern logistics technologies (Transport Management System, Warehouse Management System, IoT systems) play a key role in ensuring the efficiency of agricultural enterprises' economic activities and contribute to increasing their competitiveness. Marketplaces and digital platforms are a strategic tool for diversifying sales markets, providing transparent pricing, access to a larger number of buyers, and analytics to improve the effectiveness of management decisions.To increase competitiveness, managers should consider processing products and producing value-added goods. This will allow them to control quality, expand markets, and reduce their dependence on fluctuating raw material prices, which directly strengthens their competitiveness.For Ukrainian farmers, the strategy of crop diversification and cultivation of little-known but economically promising crops is relevant. For the livestock sector, a possible direction of diversification is the combination of several areas of work, the transition to organic production standards, deepening processing and the production of craft products.