Issue: № 11, 2025
Doi: https://doi.org/10.37634/efp.2025.11.9
Given that the hostilities have led to severe losses and a profound restructuring of the seed market, there is an urgent need for emergency optimization measures aimed at stabilizing production and distribution chains. The paper provides a detailed analysis of the methodological marketing toolkit that can be effective under extreme conditions – both during active military operations and in the post-war period. In this context, the paper characterizes the functional load of marketing through its organizational, informational, communicative, and anti-crisis functions, all directed toward ensuring the recovery and stabilization of seed production and distribution chains. Based on the conducted research, the study outlines the key features of an adaptive and anti-crisis marketing model for wartime. This model encompasses strategies for rapid response, recovery, preservation, and positive advancement of market positions in the production and distribution of seed material. Particular emphasis is placed on a personalized approach in marketing activities, which demonstrates care and social responsibility. This is reflected in organizing the participation of seed producers in volunteer programs, providing targeted support to farms most affected by military actions, and establishing partnerships with international initiatives aimed at supporting the agricultural sector. The prospects for the development of marketing instruments within seed production and distribution chains are delineated across several directions. These include deepened digitalization of production and distribution processes through the introduction of digital platforms for demand planning and order formation; the use of CRM and ERP systems to synchronize production, warehousing, and sales; and the integration of geo-analytics to forecast demand and ensure regional variety adaptation. Such marketing approaches in the seed sector optimize response time, reduce uncertainty, and simultaneously enhance planning accuracy.
Keywords : marketing, production and distribution chain, seed material, wartime and post-war period, agricultural sector
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