The analysis of marketing macro-environment of enterprises-manufacturers of meat and meat products of Almaty and Almaty region

This article analyzes the marketing macro-environment of the meat and meat products market in Almaty and Almaty region. The macro-environment of marketing is global and therefore affects both the activities of enterprises and the market situation as a whole. Therefore, it is necessary to begin the analysis of the market with an assessment of the impact of the macro-environment. These factors include social and economic factors, factors of political and legal, information environment, scientific and technological progress, natural and climatic conditions, as well as the cultural factor of the population of the Republic of Kazakhstan. By their nature, these forces are not subject to control by market structures, they can only be adapted. Each enterprise of agro-industrial complex independently solves a problem of adaptation, trying to strengthen positive impact and to neutralize or at least to reduce consequences of negative influence. But in order to create a barrier to the forces and adverse factors of the macro-environment, it is necessary to identify the mechanism of their impact, to analyze the consequences of their influence. In the process of research the factors of marketing macro-environment are analyzed and the problems of this market are defined. As a result of the analysis of the marketing macro-environment of the meat and meat products market in Almaty and Almaty region, recommendations for its improvement are suggested.

маркетинг, талдау, макроорта, нарық, ет және ет өнімдері, агроөнеркәсіп кешені, marketing, analysis, macro-environment, market, meat and meat products, agro-industrial complex, маркетинг, анализ, макросреда, рынок, мясо и мясные продукты, агропромышленный комплекс

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