Вплив факторів мікросередовища ринку молока на діяльність аграрних підприємств

Abstract

UK: У статті розглянуто та проаналізовано мікромаркетингове середовище аграрних підприємств на ринку молока, проведено аналізсильних та слабких сторін підприємства у порівнянні з основними конкурентами, визначено загрози та можливості мікромаркетингового середовища, визначення альтернатив розвитку ринка молока. EN: The article reviewed and analyzed microenvironment agricultural enterprises on the milk market , analyzes the strengths and weaknesses of the company compared to major competitors , threats and opportunities identified microenvironments , determination of alternatives to the milk market. The article is to analyze the impact of micro- marketing the efficiency of agricultural enterprises and to identify opportunities for the fullest realization of their resource potential. After analyzing the strengths and weaknesses of the agricultural enterprise can provide the following description of the company. The strength of the company is a wide range of products , availability of channels, image, extensive experience with customers , packing. Weaknesses are poor quality promotion, focus on small motifs consumers, high price , low competitive advantage. The biggest threats to micro marketing environment the company is the high cost of production affects the price of products , short term storage , reducing cattle - reducing the resource base , high cost of feed. Significant features include a constant demand for milk and dairy products through advertising its own brand to increase market share, the existence of guaranteed sales channels, kindergartens, schools, restaurant complex, dining universities - will enable to increase sales, favoring certain dairy products according to the season - diversification of production depending on the season, the degree of standardization of products - improving the quality of products by using the latest technology, highly qualified employees and compliance standards. The most favorable for our company is an alternative implementation of a new production line producing a new product. This will help increase market share , diversify market , increase the interest of consumers to manufactured products. This alternative is very competitive and profitable , as demand for products will increase significantly , as consumers will buy cheese desserts to the table for the whole family.