LONG-RANGE DIRECTIONS FOR STRENGTHENING THE COMPETITIVENESS OF CONFECTIONERY ENTERPRISES IN UKRAINE
DOI:
https://doi.org/10.37659/2663-5070-2019-2-61-69Keywords:
competitiveness of products, confectionery enterprises, competitive potential, market of food products, consumer value, level of incomes, quality, price.Abstract
The article defines the essence of the competitiveness of food products from the point of view of both the manufacturer and the consumer, and also focuses on the main factors influencing the competitiveness of products. The level of perception of food products by consumers is analyzed and the main groups of domestic products by the level of competitiveness are distinguished – a group of competitive products, a group of products of long-range competitiveness, and a group of products with a low prospect of competitiveness.
The domestic market of confectionery products was investigated by volume of production and consumption, and the main factors of demand reduction were revealed. The structure of exports of confectionery products by commodity groups is considered and the share of export regions is determined.
The rating has been analyzed and the position of the leading Ukrainian confectionery enterprises on the world market is determined, the consumer preferences and main factors of influence when consumers make a purchase decision are outlined.
The growth factors of the world market of confectionery products, which are rather closely interconnected and cause each other, and new trends of the world market that need to be taken into account by domestic enterprises are determined.
The internal market of confectionery products and factors hindering its development are analyzed.
It is grounded that an effective system of distribution in the aspect of developing new formats and expanding the network of branded stores will promote the increase of the competitiveness of domestic products on the domestic market.
The directions of the state policy concerning protection of interests of domestic commodity producers for improving the competitiveness of manufactured products are determined.
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