MARKETING ANALYSIS OF LIVESTOCK DEVELOPMENT EFFICIENCY IN MODERN ECONOMY CONDITIONS
The current state of domestic animal husbandry is analyzed and the impact of market mechanisms on the industry efficiency is estimated. Economic and statistical research methods and SWOT analysis are used for complex research of animal husbandry state. The official data provided by the Federal State Statistics Service of the Russian Federation, by the Ministry of Agriculture, by the Federal Customs Service of the Russian Federation and the materials of trade unions form the empirical basis of the study. The industry has unstable, fragmented development over the past few years. The increase in the volume of pig and poultry products is associated with negative trends in functioning of cattle and sheep breeding. Along with the growth of pork and poultry meat production by 34.4% and 46.5% during 2011-2016, the reduction of milk production by 2.8% and beef by 3.4% is also stated, that led to the price increase in the domestic market and reduction of these products consumption. The analysis of the retail price structure shows that the average annual share of the agricultural enterprises sale price in the final consumer price was 28.8% for beef, 35.4% for pork and 43.1% for milk in 2013-2015. At the same period, the share of circulation sphere in retail price was 20.2%, 30.1% and 20.2%, accordingly. In the course of the SWOT-efficiency analysis, the opportunities and threats for industry development and domestic market of livestock products were identified. Based on obtained results, the directions for industry and domestic agro-food market development are proposed, which could ensure increasing physical and economic public accessibility of socially significant livestock products.