Дослідження макросередовища ринку молока та молочних продуктів

Abstract

UK: Необхідність дослідження факторів макросередовища ринку молока та молочних продуктів викликана мінливими умовами ринкової кон’юнктури. Мета дослідження полягає в оцінці впливу факторів макросередовища на ринок молока та молочних продуктів та визначення альтернатив розвитку підприємств на даному ринку. Результати дослідження дозволяють визначити альтернати розвитку підприємств на ринку молока та молочних продуктів, що сприятимуть налагодженню безперебійного виробництва якісної продукції, покращенню іміджу та збільшенню прибутковості підприємств. EN: The dairy market is a major component of the agrifood market. The activities of the dairy market are influenced by the factors of the macro environment. As the market situation in the dairy market is constantly changing, there is a need to periodically analyze the current situation and its prospects. The purpose of the study is to investigate the influence of environmental factors on the dairy and identify alterna-tives to the development of enterprises in this market. Objectives of the study: to reveal the relevance of the study of the macro-environment of the dairy market; assess the impact of the macromarketing environment factors on the dairy market; to identify alternatives for the enterprise’s development in the dairy market. Research results. Macro environment consists of factors that indirectly affect the enterprises activities and create a favorable or unfavorable environment for its functioning. In determining alternatives to the development of enterprises in the market, it is advisable to take into account the influence of the following factors of the macro environment: economic, political, socio-cultural, demographic, natural and environmental; scientific and technical. Using the expert method, the coefficients of the factors influence on the dairy market were determined. The most significant impact on the functioning of the dairy market has economic factors and political. Analyzing the factors of the macro environment of the dairy market, we determined that there are more threats than opportunities in the market, so companies need to implement identified measures to overcome the threats and effectively realize the opportunities. Conclusions. The main alternatives to the development of the dairy market are the expansion of the dairy range, the intensification of communication activities, integration with agricultural enterprises, the expansion of product markets, the establishment of a stable marketing system for government agencies, the development of corporate trade. It will help to establish uninterrupted production of quality products, improve the image and increase the profitability of en-terprises.