СПОСОБИ ФОРМУВАННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ПРОДУКЦІЇ ТВАРИННИЦТВА: СУТНІСТЬ, ТЕОРЕТИЧНА ХАРАКТЕРИСТИКА ТА КОМПАРАТИВНА ОЦІНКА

Abstract

The scientific article has proven the importance of researching the methods of forming the competitiveness of products within the framework of ensuring the formation of the competitiveness of Ukrainian livestock products. The possibility of domestic animal husbandry increasing the volume of production and sales of Ukrainian livestock products on the national and international markets based on increasing the competitiveness of both producers and their products has been emphasized. Identification of reasons for a possible increase in the production volume and sales of Ukrainian livestock products on national and international markets was carried out. Four methods of forming product competitiveness have been defined: market; resourceful; innovative; and marketing. A theoretical description of specific methods of forming the competitiveness of livestock products according to some main parameters (features) has been provided. These features include resources, price, costs, quality, owners and management of the enterprise, counterparties, competitors, consumers, solvent demand, sales promotion, information, and innovations. Separately, a comparative assessment of the methods of forming the competitiveness of products has been carried out with the division of all defined parameters (features) into key and secondary parameters (features), as well as parameters (features) that are not taken into account for forming the competitiveness of products. For the owners and management of the enterprise, counterparties, competitors, and consumers, the type of behavior (impact) on the market, active or passive, have been determined within the framework of a comparative assessment of the methods of forming the competitiveness of products, according to each of the above methods (market, resource, innovation, and marketing). Also, the study has provided conclusions regarding the possibility of using methods of forming the competitiveness of products for Ukrainian livestock products. The article has identified insufficient options to implement the strategies of creating competitiveness of the products for livestock products in practice due to the presence of a significant number of restrictions, first of all, regarding the consideration of the impact parameters.