Маркетингова товарна політика молокопереробних підприємств Черкаської області

Abstract

О.Г. Пенькова, А.А. Харенко, В.А. Лементовская. Маркетинговая товарная политика молокоперерабатывающих предприятий Черкасской области. В статье проанализированы возможности обеспечения молокоперерабатывающих предприятий молокосырьем, а также тенденции изменения ассортимента их продукции. Установлено, что конкуренция между молокоперерабатывающими предприятиями Черкасской области за качественное молокосырьё и постоянный рост себестоимости его производства приводит к повышению темпа роста закупочных цен на него, что в сочетании со снижением реальной покупательной способности населения уменьшает спрос на продукцию переработчиков. Определено, что большие молокоперерабатывающие предприятия области имеют определенную продуктовую специализацию и активно используют одно- и многомарочные товарные стратегии. Сделан вывод, что для дальнейшего расширения их товарного ассортимента целесообразно активнее использовать средства коммуникативного воздействия на потребителя с акцентом на качественных параметрах продукции.

Penkova Oksana, Kharenko Andrii, Lementovska Valentyna. Marketing commodity policy of milk-processing enterprises of Cherkassy region. Provision of the population with high-quality, safe dairy products depends on the state of development of milk-processing enterprises. Unlike households, at milk-processing enterprises the degree of control over compliance with production technology and quality parameters is higher at all stages. Milk-processing enterprises can compete with small private entrepreneurs owing to a balanced product policy that provides for the expansion of traditional stock. The aim of the article is to analyze the peculiarities of the commodity policy of milk-processing enterprises in Cherkassy region and to identify potential directions for its development. The theoretical and methodological basis of the research comprises the scientific works of national scientists and practitioners on the issues under study. The research was carried out by means of the following methods: monographic, system and statistical analysis, synthesis and comparison, scientific abstraction. It has been determined that in the formation of the commodity policy of milk-processing enterprises, the initial stage is provision with high-quality raw materials in sufficient quantities. The results of the analysis of the tendency of development of milk production by all categories of farms in Cherkassy region revealed that milk-processing enterprises are experiencing a shortage of highquality raw milk materials, which will increase in the medium-range term. It has been determined that competition among milk-processing enterprises of Cherkassy region for high-quality raw milk materials produced by agricultural enterprises, and a constant increase in the cost of their production, lead to an increase in the growth rate of purchase prices, which, in combination with a decrease in the real purchasing ability of the population, leads to a decrease in demand for the products of processors. The analysis of the stock of products revealed that large milk-processing enterprises of Cherkassy region have clearly defined product specialization and actively use single- and multi-brand product strategies. Competition for further expansion of the product stock of powerful milk-processing enterprises of the region in the segments of products with an insignificant degree of processing is made by small milk-processing companies, therefore, when planning the launch of new products or modifications of existing ones, it is advisable to use the means of communicative influence on the consumer more actively with an emphasis on the quality parameters of products.