MARKETING RESEARCH OF MILK AND DAIRY PRODUCTS EXPORT BY UKRAINIAN MARKET OPERATORS

Abstract

The Ukraine’s positions in the conditions of globalization are determined primarily by its ability and opportunity to create conditions for the constant capacity-building of national export. Its implementation depends on many objective sircumstances and subjective factors where effective interaction is carried out through engagement in international economic integration. The advantages export benefits compared to domestic sales include increased sales volumes, increased profitability, economies of scale, reduced volatility of key macroeconomic indicators, and improved image of market operators in dealing with counterparties. Access to foreign markets will allow not only to improve the image of domestic operators but also to ensure the economic well-being of the state. Nowadays, the domestic exports of milk and dairy products are experiencing a transitional period in their history. After the loss of traditional markets for milk and dairy products (the Russian Federation, the Crimea, temporarily uncontrolled territories), domestic market operators were faced with the issue of finding alternative markets. At the same time, the domestic market of milk and dairy products in Ukraine is characterized by low purchasing power of the population that does not allow increasing volumes of sales of finished dairy products within the country. This in turn spurs commodity producers to go out with their products to new markets, adapting the goods to the requirements and consumer preferences of the country to which delivery is planned. Therefore, within the framework of the implementation of the Export Strategy 2017-2021, the list of new promising markets was approved, that could replace the traditional export markets, access which is difficult due to the political situation. As the most promising regions for the export of milk and dairy products there are countries in Asia, Africa and the Middle East due to their fast-growing and relatively unpretentious demand. The fundamental factor of entering the external markets of food including dairy products is diversification of export markets of Ukraine, prevention of currency risks, reduction of negative influence of external factors. For further work with selected markets it is expedient to carry out an extended analysis, to determine the possibility and form of optimal presence of Ukraine in these markets, as well as to develop strategic programs for entering these markets.