Strategic aspects of improving business processes of confectionery industry of Ukraine in competition conditions

Abstract

Introduction. Uncertainty of the current economic and political situation in Ukraine, the consequences of the long-lasting COVID-19 pandemic, military invasion of the country caused changes in market conditions, caused increased competition in all sectors of the economy, which in turn affected business processes and created difficult conditions for their development. The purpose of the paper is to assess the competitive environment of the confectionery industry of Ukraine and study the strategic aspects of business processes of its leaders. Results. The positions of Ukrainian confectionery enterprises in the world and Ukrainian rankings are analyzed, the volumes of their activity are analyzed; the leader of the confectionery industry among the main competitors - the company “Roshen” was selected, the analysis of the microenvironment of the enterprise was carried out, the main competitive advantages and problems of its activity were investigated; the comparison of business processes of the leading company (managerial, main and supporting) with the key factors of success of the enterprise, identified problematic business processes that need to be improved in the strategic perspective. Conclusion. The Ukrainian confectionery market is represented by a large number of entities that meet consumer requirements. ROSHEN has the greatest competitive advantage among foreign companies in the Ukrainian confectionery market, which has a competitive strategy of “Maintaining market share and maintaining a leading position”. Constant changes in the external environment, growing uncertainty and risk in the operation of enterprises force them to look for new tools and methods to improve business processes in the strategic perspective. The article analyzes and highlights the main business processes of the leader of the confectionery industry of Ukraine, which need to be improved in the strategic perspective. Further research will be devoted to the choice of methods and tools for improving business processes.