EXPERIENCE OF AUSTRIAN COMPANIES IN OPERATIONAL MANAGEMENT AND MARKETING OF PUMPKIN SEEDS

Abstract

Attention was paid to the peculiarities of growing seeds of gymnosperm varieties of pumpkin. A number of scientific works and own research were conducted to study the experience of pumpkin seed production in Ukraine and foreign countries, which enabled the formulation of a vision on this problem. It is recommended to follow a few simple but effective rules for growing pumpkin seeds. The reasons for the rapid development of the sales promotion sector are identified. The attention of pumpkin seed producers is focused on adopting the experience of advanced enterprises to stimulate the use of invested funds, attract consumers, and enhance trade. The purpose of this study is to summarize the experience of Austrian companies, which will enable us to deepen the theoretical basis and develop the applied aspects of pumpkin seed production and its processing products. On this basis, we aim to contribute to increasing the efficiency of economic activities in pumpkin–growing entities. The need for systematic, in–depth market research is becoming increasingly apparent, and producers are becoming active participants in the market, requiring reliable and comprehensive information about the market. For producers of gourds, as the most commodity–oriented industry, the time has come to adopt a more modern marketing concept focused on the buyer’s market. A characteristic feature of the activities of producers of gymnosperm seeds is that only a small portion of it remains for use in Ukraine – almost the entire seed harvest is sold abroad, mainly to Austria, for the production of pumpkin oil. And there is another important factor that must be taken into account (if not the first priority) when taking on this business: no matter how economically profitable the product is, the main thing is to find a client who will pay the expected price for it. The process of forming the pumpkin seed and oil market should be considered as a complex integrated category, with functional features regarding production, distribution, exchange, and promotion of products to the end consumer. Since the pumpkin market is segmented by nature, shape, end user, and distribution channel, a detailed review of these segments will help the marketer analyze market information and make strategic decisions to identify key market offerings.