COMPETITIVENESS OF DOMESTIC CONFECTIONERY ENTERPRISES ON THE EUROPEAN MARKET

Abstract

This article is devoted to the study of the competitiveness of baked confectionery companies on the European market. The relevance of the research lies in the fact that today most enterprises are thinking about expanding their production not only in the region, but beyond. Businesses are constantly in search of new markets, providing a single way to increase their income, expand production, and also direct them to government development. This will help them improve their competitiveness and take leading positions in the commodity and light markets. However, in the business of doing business outside the borders of the country, success is not always expected, they will recognize the restrictions and may be able to claim their activities beyond the borders of the country, and one of the reasons is the impossibility of business. actively evaluate their competitive position, since they did not conduct a comprehensive analysis of the establishment new markets and have not adopted the right strategy for business development. That is why there was a need for investigators, so that they could minimize the threat of unpleasant situations. The article analyzed the growth of the confectionery plant market in Europe, and based on this, it reinforced the importance of confectionery producers expanding their production activity across the region. For the investigation, we recruited the Roshen enterprise, which is one of the leaders in the ham confectionery industry, on the basis of which we analyzed the strengths and weaknesses of Ukrainian commodity manufacturers. The article uses the matrix approach of GE McKinsey, on the basis of which it was possible to create a comprehensive assessment of the competitiveness of bakery confectionery enterprises by comparing their strengths and capabilities. on the European market. Based on the research, optimal strategies for developing their activities were selected for both great enterprises and those that have not yet reached the level of "leaders" of the Ukrainian confectionery industry. The results of the research can be used as the basis for a future scientific analysis of the competitiveness of baked goods enterprises, when developing strategies for the development of confectionery goods manufacturers and when they select new markets.