Стратегія диференціації продукції на ринку соняшника

Abstract

UK: Стаття присвячена дослідженню впливу стратегії диференціації продукції на ринку соняшника на рівень конкурентоспроможності підприємства. З’ясовано, що конкурентна перевага з'являється, коли досить велика кількість покупців зацікавиться пропонованими диференційованими атрибутами та характеристиками товару. Чим сильніша зацікавленість покупців характеристиками пропонованої продукції, тим сильніша конкурентна перевага компанії. EN: The article investigates the impact of the strategy of product differentiation in the market of sunflower on the competitiveness of enterprises. Differentiation strategy is the orientation of the company generate unique in any aspect of the products. It was found that competitive advantage appears when a sufficiently large number of buyers interested in the proposed differentiation attributes and characteristics of the goods. The stronger interest buyers characteristics of the products offered, the greater the competitive advantage of the company. For agricultural enterprises producing identical products, it is essential differentiation in the production or sale of products for the loyalty market and create competitive advantage. To improve the marketing activity of enterprise and competitiveness asked to expand the product range by introducing a new product that is applied differentiation strategy based on a wide range of products. Analysis of efficiency after the introduction of line processing sunflower seeds roasted proved that produce better seeds than just sell sunflower. So possible increase of the share on the market of sunflower due to new products and to penetrate the consumer market.