Marketing strategies for the development of agricultural exports of Kazakhstan in world markets: Interregional comparative analysis

Galiya S. Ukubassova, Aigul Mukhamejanova, B. Zhumatayeva, К. K. Primzharova, Alma H. Galiyeva

2025

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DOI 10.48077/scihor6.2025.193
Data confidence 70 medium
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Abstract

The present research was aimed at analysing the marketing strategies of agricultural exports and identifying effective approaches to the promotion in world markets. In the course of the work, the methods of comparative analysis of marketing strategies of leading exporting countries, research of official statistical data, assessment of the impact of international trade agreements and standards were used, as well as analysis of state export support programmes. The results of the study revealed key features of marketing approaches in different regions and the applicability to the Kazakhstan market, where wheat exports in 2023 amounted to 6.5 million tonnes, or 3.13% of the world volume of 208 million tonnes. Successful models of agro-product exports from countries such as the USA (19.8 million tonnes of wheat in 2023), Canada (22 million tonnes) and Australia (24.5 million tonnes) were studied to identify the most effective promotion tools, including branding and adaptation to market standards. The analysis showed that improving the competitiveness of Kazakhstani products required adapting strategies to the requirements of specific regions, taking into account consumer preferences and improving certification to international standards. It was noted that Kazakhstan's participation in the Eurasian Economic Union contributed to the doubling of mutual trade since 2015. The development of government export support programmes was also noted as an important factor, which also needed to be strengthened: financial and advisory assistance to exporters, modernisation of logistics (where wheat transportation costs were USD 80-100 per tonne versus USD 50-60 for competitors), and digitalisation of processes remained priorities. Based on the data obtained, recommendations were developed to improve Kazakhstan's marketing strategies for agrarian exports, aimed at optimising logistics, developing partnerships with international distributors, increasing brand awareness, and actively using digital technologies to promote products