UDC 658.8:631.147
DOI: https://doi.org/10.46783/smart-scm/2025-32-2
JEL Classification: M31, Q13, D21.
JEL Classification: M31, Q13, D21.
Received: 8 July 2025
-
Lazebnyk V. V. PhD in Economics, Associate Professor, Associate Professor of the Department of Marketing and International Trade, National University of Life and Environmental Sciences of Ukraine
Ukraine - ORCID: 0000-0003-1581-5088
- Web of Science ResearcherID:
- Scopus author id: 59651303500
- E-Mail: Asvika28@yahoo.com
Anotation: In the modern competitive landscape of the agri-food sector, effective sales management has become a critical factor in ensuring the profitability and sustainability of enterprises, particularly those operating in the premium, organic, and functional food segments. With increasing consumer expectations, seasonal fluctuations in demand, rising resource costs, and rapid digitalization, businesses must rethink traditional sales models and adopt innovative tools to maintain market competitiveness. This paper explores the role of information and procedural support in enhancing the effectiveness of sales management for profitable food brands, with a special emphasis on the impact of digital technologies.
Information support encompasses the collection, analysis, and use of customer, product, and market data to improve demand forecasting, customize offerings, and mitigate risks. Procedural support, in turn, includes standardized algorithms, workflows, and regulations that coordinate actions across departments and improve customer service quality. The study presents a comprehensive review of recent research by Ukrainian and international scholars, confirming that the integration of CRM, ERP, BI systems, and other digital platforms contributes to operational efficiency, increased customer loyalty, and higher sales performance.
Through the case study of “HealthyChoice Foods,” a leading food brand, the article provides empirical evidence of the transformative impact of digitalization. After implementing CRM and ERP systems, the company achieved a 40% reduction in order processing time, a 25% increase in repeat purchases, and a growth in annual sales from $12 million to $58 million. Standardization of processes, automation of logistics, and real-time analytics helped improve the Net Promoter Score (NPS) from 52 to 78, reflecting greater customer satisfaction and loyalty.
The paper also presents a set of practical recommendations for enterprises in the food sector, aimed at optimizing sales management through digital integration. These include implementing scalable CRM and ERP solutions, applying AI for demand forecasting, automating warehouse operations, unifying business procedures, and improving staff digital literacy. Special attention is given to overcoming common challenges such as high implementation costs, employee resistance, technical limitations, and cybersecurity threats. A dedicated framework is provided to address these issues and ensure successful digital transformation.
The study concludes that information and procedural support systems are not only technical instruments but also strategic resources that drive growth, efficiency, and customer trust. In high-margin segments such as organic food, the ability to personalize communication, streamline distribution, and predict customer behavior becomes a key differentiator. Therefore, enterprises that adopt a systemic and adaptive approach to sales management will be better positioned to respond to market volatility, meet consumer needs, and achieve long-term profitability.
The results of this research offer valuable insights for food industry enterprises developing digital transformation strategies and serve as a foundation for future scientific exploration into the integration of intelligent systems in sales management processes.
Keywords: sales management, profitable brands, organic products, information support, procedural support, CRM systems, digital transformation, analytics, personalization, agribusiness
Анотація: У статті розглянуто актуальні аспекти інформаційного та процедурного забезпечення управління продажами як ключового чинника підвищення ефективності комерційної діяльності підприємств в умовах сучасного бізнес-середовища. Особливу увагу приділено аналізу ролі сучасних інформаційних технологій, таких як CRM-системи, ERP-рішення та цифрові платформи, які забезпечують інтеграцію та автоматизацію процесів управління продажами. Досліджено вплив стандартизації та автоматизації процедур на зниження операційних витрат і підвищення рівня задоволеності клієнтів.
На основі досвіду провідних компаній, зокрема Amazon, визначено ключові переваги впровадження інформаційних систем та аналітичних інструментів. Розроблено практичні рекомендації для підприємств щодо інтеграції сучасних технологій у бізнес-процеси, а також запропоновано шляхи подолання основних проблем і викликів, пов’язаних із впровадженням цих рішень.
Результати дослідження підкреслюють важливість адаптації до цифрових трансформацій, що дозволяє підприємствам підвищувати продуктивність, скорочувати витрати та забезпечувати конкурентоспроможність у швидко змінюваних умовах ринку.
Ключові слова: управління продажами, прибуткові бренди, органічні продукти, інформаційне забезпечення, процедурне забезпечення, CRM-системи, цифрова трансформація, аналітика, персоналізація, аграрний бізнес
List of references
- Kryzhko, O. V., & Darchuk, V. H. (2016). Information systems in marketing activities. Economics. Management. Business, (4), 113–120
- Berestetska, O., & Riznyk, N. (2023). Use of CRM systems in Ukraine under uncertainty. Bulletin of Sumy National Agrarian University, (4[96]), 26–31
- Volianyk, H. M., & Marushko, N. S. (2018). Features of commodity transaction accounting and optimization of internal control in trade enterprises. Scientific Bulletin of Lviv State University of Internal Affairs. Economic Series, (1), 165–173
- Pchelianska, H. O., & Holovchuk, Y. O. (2021). Features of food brand development. Editorial Board, 70
- Kotler, P. (2016). Marketing management (15th ed.). Prentice Hall
- Porter, M. E. (2015). Competitive advantage: Creating and sustaining superior performance. Free Press
- Aaker, D. A. (2012). Brand relevance: Making competitors irrelevant. Jossey-Bass
- Ross, A., & Tyler, M. (2019). Predictable revenue: Turn your business into a sales machine with the $100 million best practices of Salesforce.com. Hyperion
- Ptashchenko, O. V., Miroshnikova, Y. D., Ptashchenko, E. V., & Miroshnikova, E. D. (2016). Building a CRM system as a basis for forming communication policy between the organization and the end consumer
- Marusei, T. (2017). ERP systems as a modern tool for enterprise resource management. In Topical issues of agricultural economics: Theory, practice, strategy
- Vityk, V. Y. (2024). Analytical support for anti-crisis enterprise management (Doctoral dissertation, ZUNU, Ternopil, Ukraine
- Amazon. (2006). Amazon. Retrieved from https://aws.amazon.com/ec2/
- HealthyChoice Foods. (n.d.). Retrieved from https://healthychoice.ua
- Reznik, N., Lazebnyk, V., Dranus, L., Dranus, V., Lunkina, T., & Stoian, O. (2025). Innovative Aspects of Managing the Foreign Economic Activities of Enterprises in the Agro-Food Sector. In Green Finance and Energy Transition: Innovation, Legal Frameworks and Regulation (pp. 503-517). Cham: Springer Nature Switzerland
- Nikolaievska, V. (2020). Organic Products Market And Prospects Of Its Development In Ukraine. Bulletin of the Cherkasy Bohdan Khmelnytsky National University. Economic Sciences, (1).
- Lazebnyk, V. (2024). Ensuring social responsibility of business in the food market. Publishing House “Baltija Publishing”.
HOW TO QUOTE THIS ARTICLE:
Lazebnyk V. V. (2025) Information and Procedural Support for Sales Management in the Segment of Profitable Organic Product Brands. Intellectualization of logistics and Supply Chain Management. [Online], vol.32, pp.32-41, available at: https://smart-scm.org/en/journal-32-2025/information-and-procedural-support-for-sales-management-in-the-segment-of-profitable-organic-product-brands/ DOI: https://doi.org/10.46783/smart-scm/2025-32-2
