STRATEGIES FOR ENHANCING THE COMPETITIVENESS OF FOOD INDUSTRY ENTERPRISES

Olena Dragan

doi:10.32999/ksu2307-8030/2025-55-1

Olena Dragan https://orcid.org/0000-0002-7606-2385

DOI: https://doi.org/10.32999/ksu2307-8030/2025-55-1

Keywords: food industry, competitiveness, confectionery industry, development strategy, innovation, martial law, business adaptation

Abstract

The article explores current strategies for enhancing the competitiveness of food industry enterprises amid the ongoing military conflict in Ukraine. The war has significantly transformed the economic environment, disrupted logistics chains, limited access to resources, and altered consumer priorities – all of which have directly affected the operations of food sector enterprises, particularly in the confectionery industry. The study substantiates the need to adapt traditional development strategies to the new realities. Theoretical aspects of the concept of competitiveness in the food industry are examined, and key factors shaping it under conditions of uncertainty and high risk are identified. An analysis of the current state of the confectionery industry in Ukraine is presented, highlighting key challenges, including reduced consumer purchasing power, destruction of production facilities, complications in export logistics, and threats to enterprises energy security. A comprehensive set of strategic directions to enhance competitiveness is proposed: implementation of innovative production and processing technologies, development of new products oriented toward shifting consumer preferences (particularly the demand for healthier food), optimization of production processes to minimize costs, digitalization of business operations, and intensified marketing efforts focused on both domestic and international markets. Particular emphasis is placed on flexibility and adaptability strategies that enable confectionery enterprises to respond quickly to external challenges. The article emphasizes that maintaining competitiveness in the current context requires a consolidated effort by businesses, the state, and international partners, as well as active investment in production modernization. As a result of the study, practical recommendations have been formulated for food industry enterprises to improve their resilience and ensure long-term competitive advantages during wartime and post-conflict recovery.

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