ISSUES OF MARKETING DEVELOPMENT IN FOOD PRODUCTION ENTERPRISES OF ANDIJAN REGION

This article examines how marketing can be developed in food production enterprises of Andijan Region, Uzbekistan, where output has grown rapidly but many firms still compete through volume, price and informal relationships rather than systematic market intelligence, branding and digital channels. Design/methodology/approach. The study uses a desk-based applied research design. Official statistics, government policy documents and international business environment sources are combined with market-orientation and customer-experience theories. Trend ratios are calculated for regional food production, and the main marketing bottlenecks are diagnosed through a value-chain lens. Findings. Andijan’s food production value rose from 2.6 trillion UZS in 2023 to 9.6 trillion UZS in 2025, while the share of food products in regional industrial output increased from 3.5% to 8.9%. This growth creates a strong platform for market expansion, yet marketing capabilities lag behind production capacity. The central issues are weak customer and competitor intelligence, limited product differentiation, insufficient packaging and cold-chain integration, low use of e-commerce for food products, fragmented regional branding and a shortage of digital marketing skills. Originality/value. The article proposes an Andijan Food Marketing Development Framework that connects market intelligence, value-added product strategy, omnichannel distribution, regional brand architecture and performance dashboards. The framework is intended for enterprise managers, regional development bodies and researchers studying food-industry competitiveness in emerging regional markets.