Keywords
confectionery market of Ukraine
diversification growth strategy
new products
intensive growth strategy
Categories
How to Cite
Abstract
In a changing marketing environment, each enterprise should predict strategies for its further development, the implementation of which often involves the development of new products. At the same time, this allows the company to increase its competitiveness in the market. The purpose of this article is to study the confectionery industry of Ukraine, the needs of consumers in them, and justify proposals for a new product within the framework of the strategy for the further development of the confectionery enterprise (on the example of JSC "LCF "Svitoch"). When writing this work, methods of generalization of theoretical sources in the field of formation of strategies for the development of the enterprise in the market, comparison, statistical analysis, surveys, SWOT analysis, and expert evaluations were used. The results of the survey show that JSC "LCF "Svitoch" successfully carries out activities in the domestic confectionery market. The conducted swot analysis allows us to conclude that this confectionery manufacturer should focus on the use of an intensive and diversifying growth strategy in the future. To implement the strategy of intensive development of JSC "LCF "Svitoch", significant marketing efforts should be made in improving certain components of its marketing complex. The strategy of diversification growth is aimed at expanding the product range of this enterprise with new products, such as dried fruits or sweets for children, other goods. The results of the consumer survey and expert survey indicate that JSC "LCF "Svitoch" should expand its range due to sweets with a low sugar content, namely sweets with fruit fillers.
References
Herasymchuk, V.H. (2000). Strategic management of the enterprise. Graphical modeling. Kyiv: KNEU;
Krykavsjkyj, Je.V., Tretjjakova, L.I., Kosar, N.S. (2013). Strategic marketing. Lviv: Lviv Politechnic Publishing House;
Kudenko, N.V. (2012). Strategic marketing. Kyiv: KNEU;
Oklander, M. A., Zamlynsjka, O. V. (2013). Marketing strategies of growth: classical and modern approaches. Economist, 3(317), pp. 20-24;
Sajenko, M.Gh. (2006). The strategy of an enterprise. Ternopil: Economic thought;
Klimenko, S. M. (2013). Formation of the Strategy of Enterprise Development with Consideration of Risks. Business Inform, 8, pp. 343-347;
Mamchyn, M., Kuzo, N., Kosar, N. (2021). Marketing opportunities for the development of the domestic producers of household appliances. Effective economy, 2. Retrieved from: http://www.economy.nayka.com.ua/?op=1&z=8632;
Kilnitska, O.S., Kravchuk, N.I., Kutsmus, N.M. (2018). The confectionery market in Ukraine: trends and development prospects. The Economy of Agro-Industrial Complex, 11, pp. 29–43;
Trofymenko, O. O., Zolotoper, M. A. (2019). Economic and organizational fundamentals of confectionery market enterprise development in Ukraine. Modern problems of economy and entrepreneurship, 24, pp. 165–171;
Smahliuk, A. A., Nadtochii, A. O. (2020). Analysis of the confectionery goods market in Ukraine and the perspectives of its development. Internauka. Series: Economic Sciences. Retrieved from: https://www.inter-nauka.com/uploads/public/15823961346397.pdf;
Yermak, S. O., Plotnitskaya, V. V. (2016). The Innovation Aspects of Development of the Confectionery Market of Ukraine. Business Inform, 11, pp. 398–403;
Koliadenko, I.I., Kavtish, O.P. (2017). Analysis of crisis phenomena in the confectionery industry in modern conditions. Modern problems of economy and entrepreneurship, 20, pp. 203–210;
Taranenko, I. V., Jaremenko, S. S., Radynsjkyj, E. Ju. (2014). Development of enterprise marketing strategy according to the results of competitive analysis. European vector of economic development, 2(17), pp. 211–222;
Ibragimov, E.E. (2013). The influence of consumer capital on the formation of corporate strategic planning system of confectionery enterprises. Marketing and management of innovations, 1, pp. 218–228;
Kryskova, L. (2019). The market of confectionery production in Ukraine. Retrieved from: http://elartu.tntu.edu.ua/bіtstream/lіb/28194/2/XXІ_NK_2019_Kryskova_L-Market_of_confectіonary_141-142.pdf;
Kuzo, N., Kosar, N., Oprysk, O. (2020). Argumentation of the strategic decisions of confectionary producers basing on market research. Journal of Lviv Polytechnic National University. Series of Economics and Management Issues, 2(6), pp. 153–164;
Bizrating (2018). Trends in the confectionery market of Ukraine. Retrieved from: http://bіzratіng.com.ua/20/artіcles/1310/іndex.html;
Illiashenko, S.M. (2005). Marketing commodity policy. Sumy: VTD "University book
The papers published in the ASEJ Journal (alternate title: Zeszyty Naukowe Wyższej Szkoły Finansów i Prawa w Bielsku-Białej) - published by the University of Applied Sciences in Bielsko-Biała, are online open access distributed (Creative Commons Attribution CC-BY-NC 4.0 license). The Publisher cannot be held liable for the graphic material supplied. The printed version is the original version of the issued Journal. Responsibility for the content rests with the authors and not upon the Scientific Journal or Bielsko-Biala School of Finance and Law.