FORMATION OF COMPETITIVE ADVANTAGES OF THE CONFECTIONERY INDUSTRY ENTERPRISE

Abstract

The article is devoted to the study of the main trends of the confectionery industry enterprises during the last years with the purpose of determining the peculiarities of the industry development and outlining the future prospects of domestic confectionery producers development. The study of confectionery products production dynamics revealed a drop in volumes in Ukraine. The main reasons for such a trend is the fall in incomes. The analysis of export-import operations showed a reorientation of domestic producers to the foreign market. It has been found that despite the systemic crisis, some confectionery producers have substantially increased their profits, indicating their own potential and potential of the industry. It has also been established that 3 Ukrainian confectionery companies are among the Global Top 100 Candy Companies in the World, it includes three Ukrainian companies – Roshen (25th position in 2018, 24 – in 2017), AVK (64 position in the rating of 2018, 67 – in 2017) and Konti Group (43 positions in the rating of 2017 and 2018). Also, the authors evaluated and analyzed the results of the activity of Mondeliz Ukraine, a member of Mondeliz International, one of the world leaders in the manufacture of confectionery products, according to the same rating. The authors calculated the indicators of the enterprise business activity, analyzed the external environment and possible projected changes in the activity of PJSC Mondeliz Ukraine using the STEEPLE model analysis, analyzed the characteristics of the target group of consumers, evaluated the main competitors and formed a map of the “competitive profile” of the enterprise, outlined the main global trends in the development of the confectionery market.