STUDY OF THE COMPETITIVENESS OF THE ENTERPRISE ON THE PASTA PRODUCTS MARKET

Abstract

The article highlights the competitiveness of the pasta market in Ukraine. It represents the influence of flour production on the pasta market. The impact of the war has been taken into account and has a crucial influence on the Ukrainian national economy. The impact of COVID on the pasta market is taken into account. It analyses trends in the pasta market. This research examines the basic factors that shape it – price and demand. The main types of products are identified. Modern changes are formed in the pasta market. Major players in the market of pasta products in Ukraine have been identified. A study of competitiveness in the pasta market is carried out on the model of a separate enterprise private enterprise "VILIS". The company sells its products on the foreign and national markets. Enterprise’s activities provided a general description of the company in the foreign and national markets. It is determined that PE ‘VILIS’ is a manufacturer of a consumer product in a highly competitive market. To determine the competitive position of the researched enterprise in the pasta market, a comparison of price and quality characteristics of several types of products sold by the enterprise with similar characteristics of products of its immediate competitors is carried out. There were identified the range of distance of the outsider from the leader, the step of transition from one zone to the next and the boundaries of competitive zones. The position of competing enterprises in the leadership area determines the zone of waiting for an attack, the zone of untapped opportunities and the zone of outsiders. According to the research it is calculated as the average integral indicator of competitiveness of the examined enterprise. The information obtained allows the enterprise to justify the marketing strategy of using rational tools for obtaining competitive advantages in the market of pasta products.