UK: У статті науково обґрунтовано засади маркетингової адаптації підприємств із переробки зерна в умовах
кризових трансформацій агропродовольчих ринків. Метою дослідження є розроблення типології моделей адаптивної поведінки лідерів борошномельної галузі на основі інтеграції показників фінансової стійкості, часток у
роздрібному товарообороті та параметрів цифрової присутності. Емпіричну базу сформовано за даними 2020-
2024 рр. для п’яти провідних підприємств України, відібраних за критерієм масштабу операційної діяльності.
Застосовано структурно-динамічний аналіз та розраховано показники рентабельності, оборотності активів і
продуктивності праці. Досліджено суттєвий розрив між ринковою вагою суб’єктів господарювання та рівнем
їхньої цифрової видимості. Запропоновано прикладні рекомендації щодо впровадження керованих цифрових каналів маркетингу як інструменту забезпечення збутової стійкості та мінімізації цінових ризиків у нестабільному середовищі.
EN: The study focuses on critical transformations in the Ukrainian grain processing sector during 2020-2024, a period
marked by unprecedented market turbulence driven by full-scale military aggression and structural economic changes.
Since flour and grain crops are the main categories of food products with low price elasticity, the adaptation of grain
processing enterprises becomes the basis of national food security. The study aims to develop a comprehensive typology
of marketing adaptation models that leverage synergies among financial performance indicators, retail market share,
and digital visibility parameters. This approach provides a deeper understanding of how industry leaders overcome
resource constraints and volatile consumer demand. The methodological framework is based on the systematic
integration of quantitative and qualitative research methods.
Comparative and structural-dynamic analyses were used to assess the transformation of market configurations and
to verify the financial condition of enterprises. The study uses a sample of the five most prominent players in the Ukrainian
flour milling industry, selected based on the number of employees as an indicator of operational scale and logistics
complexity. Financial analysis involves calculating fundamental ratios, including net profitability, asset turnover, and
labor productivity per employee. At the same time, digital presence is assessed using website metrics, behavioral
indicators, and traffic-acquisition methods, providing a comprehensive view of enterprises' marketing ecosystems.
Empirical results indicate high market concentration, with the five leading enterprises accounting for over 73% of retail
turnover. A key finding of the study is the significant gap between the physical weight of the market and brands' digital
visibility. While some companies maintain dominant positions in offline retail channels, their digital footprint remains
underdeveloped, relying almost entirely on organic and direct traffic and making little active advertising effort. The study
identifies four different adaptation models: expansive investment, profit-driven, adaptation under financial pressure, and
extensive with unstable profitability. It finds that financial architecture, particularly debt levels and profitability, is a
significant constraint on marketing budgeting and communication tool selection. The study shows that leadership in the physical market does not automatically translate into digital power, highlighting a strategic lag in implementing modern
marketing technologies. The article's practical value lies in the developed typology, which provides an analytical tool for
managerial decision-making in the agro-industrial complex. The proposed recommendations emphasize the
institutionalization of digital marketing as an integrated communication system that encompasses content management
and CRM logic. For companies under financial pressure, the study suggests focusing on conversion-oriented digital
scenarios and improving the accuracy of pricing and product information. Implementing these strategies enables
companies to strengthen market resilience, stabilize cash flows, and promote consumer confidence amid high uncertainty.
The findings provide a roadmap for agricultural businesses to transition from a passive market presence to active, datadriven adaptation strategies that integrate offline logistics with digital engagement.
