Marketing strategies for the development of regional poultry markets

Abstract

The article considers the main characteristics of the attractiveness of regional markets for enterprises such as product manufacturers and trade enterprises, namely: intensity of competition; availability of local producers of products in the region; availability of solvent population in the region; population density; the presence of a developed trade network for the sale of poultry products; growth rates of market capacity. The proposed model for determining marketing strategies for the development of regional markets is given, which is based on the construction of a «three by three» matrix, the cells of which are located within a five-point system, drawing the distribution limit at intervals of 1.0; 3.0 and 5.0 points according to the results of the study of product consumption. To build the matrix, the results of the consumption of poultry products in different regions of Ukraine were used: vertically «attractiveness of the regional market» (growth rates of consumption of poultry products over the last 2 years in the regions); horizontally «competitiveness of the regional market» (the share of the total consumption of poultry products on the territory of Ukraine that is consumed in this region). When assessing the competitiveness and attractiveness of the regional market, the conversion of quantitative indicators into a normalized score was used. Based on the results of the study, the following marketing development strategies were proposed for the Ukrainian regional markets of poultry products: the strategy of protecting positions is recommended for enterprises that sell poultry meat in the Dnipropetrovsk and Donetsk oblasts; development strategy for enterprises selling poultry meat in the Kharkiv oblast and the city of Kyiv; selective development strategy for enterprises selling poultry meat in Vinnytsia, Kyiv, Kirovohrad, Luhansk, Lviv, Mykolaiv, Odesa, Zhytomyr and Sumy oblasts; harvest strategy for enterprises selling poultry meat in Volyn, Zaporizhzhia, Poltava, Rivne, Ternopil, Kherson, Khmelnytskyi and Chernihiv oblasts; harvest elimination strategy for enterprises selling poultry meat in Zakarpattia, Ivano-Frankivsk, Cherkasy and Chernivtsi oblasts. Keywords: marketing strategies of development, regional markets of poultry products, matrix, competitiveness of the regional market, attractiveness of the regional market, enterprises, trade intermediaries, consumers of products, normalized assessment.