ШЛЯХИ ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ КОМПАНІЇ «КОКА КОЛА БЕВЕРІДЖИС УКРАЇНА ЛІМІТЕД»

Abstract

The article provides a detailed analysis of the competitiveness of the Ukrainian company “Coca Cola Beverages Ukraine Limited” and suggests the main ways to increase its competitive position. To begin with, we were able to study the concept of competitiveness and determined that a competitive company is a company that achieves its goal and successfully operates in the market with a large number of competitors. We have found that it is competition that forces manufacturers to introduce new innovative manufacturing processes and new technologies that should reduce production costs and production costs. So, by improving the quality of its products, the company attracts the attention of new potential customers, which means it increases its own profit. Next, we analyzed the market where Coca Cola Beverages Ukraine Limited operates and determined that it occupies a leading position. Competitive analysis of company Coca Cola Beverages Ukraine Limited showed that the company is a powerful player in the Ukrainian soft drinks market. Today the Coca Cola Beverages Ukraine Company is the leader in its segment. The main competitor of the Coca Cola Beverages Ukraine Limited both in the domestic and an export market is PepsiCo Ukraine. We have proposed the following ways to increase the competitiveness of our company as expanding the range of products and diversifying the main business of the company. To expand the range, we propose to focus on increasing the range of juices, since the trend of healthy eating is becoming popular among Ukrainian and this will allow the company Coca Cola Beverages Ukraine Limited to conquer a new niche in the market. In terms of diversification, we suggest Coca Cola Beverages Ukraine Limited to deal with the processing of plastic bottles with their subsequent use. This will allow not only to reduce the cost of final products, but also to create a positive image of an environmentally friendly company that cares about the environment and ecology. These measures should help company Coca Cola Beverages Ukraine Limited to increase its market share and compete in the soft drinks market not only in Ukraine, but also abroad.