BUXORO VILOYATI MISOLIDA MEVA SABZAVOT MAHSULOTLARINING EKSPORT SALOHIYATINI OSHIRISHDA MARKETING MEXANIZMLARINI TAKOMILLASHTIRISH

Abstract

This article examines the issue of enhancing the export potential of fruit and
vegetable products, which represent a promising direction of Uzbekistan’s agricultural exports,
through the prism of marketing mechanisms. The purpose of the study is to identify market and
infrastructure factors determining export potential using the case of the Bukhara region, to
diagnose existing constraints based on export marketing instruments, and to develop practical
recommendations. The methodology employs dynamic and structural analysis based on official
statistics, assessment of market concentration, a value chain approach, and expert analysis of the
marketing mix and digital marketing instruments. The results show that Uzbekistan’s fruit and
vegetable exports amounted to approximately 2 million tons and USD 1.5 billion in 2024, while
in January–November 2025 they reached 2,022.2 thousand tons and USD 1,942.8 million. Under
conditions of such rapid growth, the full realization of export potential is shown to be directly
dependent on logistics, standardization, cold chain development, the share of processed products,
branding, and market diversification. The discussion proposes the development of agro-logistics
centers, phytosanitary infrastructure, market information systems, and a marketing management
module for export-oriented clusters.