АНАЛІЗУВАННЯ РИНКУ КОНДИТЕРСЬКИХ ВИРОБІВ УКРАЇНИ В ПЕРІОД ПАНДЕМІЇ

Abstract

The research is devoted to the study of Ukraine’s confectionary market during the pandemic period. The work describes dynamics of the amount of sold products by the main kinds of confectionary production in Ukraine. It is confirmed that the output of the main kinds of products in the confectionary industry of Ukraine has recently increased. In 2019, the figures reached UAH 58.733 billion, including 38.26% taken by production of the confectionary products made of cacao, chocolate and sugar. The article gives a list of Ukrainian companies, which are enlisted in the Global Top 100 Candy Industry. The SWOT-analysis of PJSC Roshen Confectionary Company is made. The main strategic goals of the SE Roshen Confectionary Corporation suggest establishment and strengthening of the company’s positions both as a number one producer and seller of food products in Ukraine; rise of profitability by managing the range of products and improving products quality; increase of the number of serviced regional markets and markets of neighboring countries. It is substantiated that the main competitors of Roshen TM are the companies producing similar products in Ukraine, namely Svitoch, AVK, Craft Foods Ukraine, MILLENNIUM, Konti, Zhytomyr sweets. It is marked that ROSHEN produces above 320 items of high-quality products. The range of products, produced by the corporation, including chocolate bars, biscuits, waffles, biscuit rolls, pastries, and cakes, is analyzed. It is confirmed that segmentation of the products market with specification of the groups of main consumers, particularly children, youth, middle-aged people, elderly, is an important aspect in production and sale. The author has conducted a marketing research on the assortment policy of the confectionary market consumer. It is determined that the largest share of consumers prefer MILLENNIUM TM products. It is studied that most consumers will recommend products of Roshen TM. It will secure growth of the number of consumers, brand recognition and extension of sales markets. The work names advantages of the trade mark, which are revealed in its optimal pricing policy, as almost all consumers are satisfied with the prices and quality of its products.