Market opportunities and threats milk processing enterprises Ukraine


  • N. Kosar Lviv National Polytechnic University «Lviv Polytechnic»
  • N. Kubrak Lviv national university of veterinary medicine and biotechnologies
Keywords: opportunities of dairy enterprises, threats of dairy enterprises, home enterprises and farms, exports of dairy products, imports of dairy products, the promotion of dairy products on the market

Abstract

The reducing of population incomes of Ukraine, the increase of prices for products of industrial production caused by increasing of demand for milk and other dairy products, which offer home enterprises and farms on the market. This negatively affects on the magnitude of demand for the products of dairy enterprises, which should enhance their communication activities with an emphasis on the quality of the offered products on the market and their compliance with existing standards, adherence of proper sanitary and hygienic conditions in their production, constantly carry out research customer needs, offering them new products and looking for new markets. The purpose of this study is to analyse the opportunities and threats of the manufacturers on the market of milk and dairy products of Ukraine, determine perspective directions of activization of their marketing activities. Lately the functioning of dairy enterprises accompanied by the existence of significant threats for their activities. The significant reduction of manufacturing in Ukraine caused by a significant reduction in the supply of the products in Russia, by the crisis in the global dairy market, by a decrease in the volume of domestic raw materials and its low quality. As a result of decrease in the profitability of production in recent years, dairy enterprises are experiencing a deficit of financial resources. In 2017 compared to 2016 in Ukraine forecasted decrease of milk production due to the dwindling number of cows in all kinds of farms and increase the value of its imports. The increase in sales of products dairy enterprises can be due to the increase in supplies of products for export. Significant prospects for growth in the export of dairy products are for Ukrainian producers to the markets of the countries of the Middle East and North Africa, but it requires the appropriate adaptation of commodity assortment of dairy enterprises through the study of consumer preferences in their respective markets. To retain the existing and increasing the share of the Ukrainian market great attention of dairy enterprises should pay on publicity and sales promotion, combining their actions within the framework of the implementation of the main measures. It is about promoting the consumption of just products of industrial production through their tasting in educational institutions, organization of excursions for schoolchildren and students on dairy enterprises with explaining the benefits of their products compared with «bazarnoû» , conduct independent assessment of the quality of such products and similar private farms with the spread of the results in the press, on radio and television, in the Internet.

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Published
2017-03-04
How to Cite
Kosar, N., & Kubrak, N. (2017). Market opportunities and threats milk processing enterprises Ukraine. Scientific Messenger of LNU of Veterinary Medicine and Biotechnologies. Series "Economical Sciences", 19(76), 72-76. https://doi.org/10.15421/nvlvet7614
Section
Economic efficiency of production and agricultural products alteration