Вплив факторів мікросередовища на маркетингову діяльність підприємств хлібопекарської галузі

Abstract

UK: У статті розглянуто стан та проблеми розвитку хлібопекарської галузі України, наведено основні фактори мікросередовища, які впливають на діяльність підприємств галузі, проаналізовано сильні та слабкі сторони виробників хлібу та хлібобулочних виробів, сформовано альтернативні шляхи стратегічного розвитку хлібопекарських підприємств для забезпечення їх конкурентоспроможності. EN: The bakery market is one of the largest and most investment attractive industries not only in the food industry but also in Ukraine as a whole. However, in the last ten years, the dynamics of production and consumption of bread and bakery products in the country has been declined. The solution of these problems is possible only with the help of complex research of the market of bakery products, analysis of the marketing environment, forecasting prospects for further development, development of appropriate marketing strategies and the implementation of an effective marketing mix for the industry. The researches object is the market of the baking industry and the regional enterprise "Melitopol Bread Complex", located in Zaporizhia region. The analysis of the microenvironment of this enterprise was carried out according to A.O. Starostin's method. The main threats of the company were identified on the basis of the research: the presence of a large number of competitors, the general decline in demand for wheat flour products, the continuous increase in raw material prices, the need for modernization of production, as well as additional funds for the development and promotion of products. Among the opportunities of the enterprise can be distinguished: access to new markets, forming an image of the enterprise, expansion of assortment, wide range of consumers, affordability of prices for bread products, and the use of modern means of product promotion. All this made it possible to propose alternative ways of strategic development of the enterprise to ensure its competitiveness: developing an effective strategy of promotion and positioning in the market, increasing the range of products through the use of other types of flour, improving the quality of products compared with competitors for the maintenance of consumers and the possibility of expanding the system of promotion for account of the use of modern Internet technologies.