Abstract
<jats:p>The article is devoted to the substantiation of a comprehensive methodology for assessing the competitive and conjuncture factors of marketing and logistical activities of agricultural enterprises under conditions of high uncertainty in 2024–2026. The study proceeds from the premise that the synergy between marketing, which forms the value proposition, and logistics, which ensures physical accessibility, is a fundamental prerequisite for the strategic survival of Ukrainian agribusiness in global markets. The author systematizes classical and modern approaches to measuring marketing efficiency, including the methods of Shepherd, Acharya, and the innovative Abad method, which allows for the identification of value-added distribution across the entire supply chain. A significant part of the research is dedicated to the integration of mathematical modeling tools. Specifically, the use of a two-stage network DEA (Data Envelopment Analysis) model based on non-radial measures (SBM) is proposed to separate operational efficiency into production and sales stages. This approach enables managers to pinpoint "bottlenecks" in the distribution network. Special attention is paid to the evaluation of brand competitiveness using the DEMATEL-ISM model, which classifies factors into surface, intermediate, and deep levels, revealing the dominant influence of technological innovation on long-term customer loyalty. The article highlights the transformation of logistical routes in Ukraine, emphasizing the transition to multimodal solutions (Danube ports and rail corridors to the EU) as a response to geopolitical shocks. The scientific novelty lies in the development of an integrated index of competitiveness that combines normative, technical, and economic parameters, and the inclusion of a "digital maturity" indicator in the evaluation system. It is concluded that the implementation of AI-driven demand forecasting and blockchain-based traceability systems is no longer an option but a necessity for ensuring food security and maintaining Ukraine's leadership in the global agri-food arena.</jats:p>