Improving Food-Producing Entrepreneurial Entities Through Strategic Competitiveness Based on Marketing 4.0 and Digital Technologies

Abstract

In the era of digital transformation, enhancing the strategic competitiveness of food-producing enterprises is essential for ensuring food security, economic resilience, and sustainable growth. Despite notable progress in digitalization globally, food-producing entrepreneurial entities in Uzbekistan remain in the early stages of adopting Marketing 4.0 and digital technologies, limiting their market reach and operational efficiency. Current literature lacks an integrated framework that addresses how Marketing 4.0 principles and digital tools can be strategically implemented in the Uzbek food sector to drive competitiveness. This study aims to assess the level of digital adoption in Uzbekistan’s food industry and propose strategic solutions grounded in SWOT analysis and international best practices to improve competitiveness through Marketing 4.0. Based on comparative, statistical, and expert analysis, the study found that CRM adoption grew from 12% to 33% and digital advertising investments tripled between 2021 and 2024. However, Uzbekistan still lags behind countries like China and the USA in digital responsiveness and sales personalization. Key barriers include limited financial resources, a shortage of IT specialists, and inadequate infrastructure. The study introduces an STR-model (Strength–Threat–Response) and a Balanced Scorecard-based strategic map customized for food-producing enterprises in Uzbekistan, offering actionable pathways for phased digital integration. The findings provide a roadmap for policymakers and entrepreneurs to foster digital transformation through targeted investments, training, and cross-sector collaboration, thus unlocking export potential, improving customer engagement, and enhancing overall market competitiveness.