Strategic management of Ukraine's competitive position in the world wheat market in the context of covid-19 and active marketing

Abstract

Based on the strategic analysis of Ukraine's competitive position in the world wheat market, a comprehensive assessment of this market was carried out in the context of COVID-19 and active marketing. The competitive strategies of the main participants are studied, the directions for strengthening the position of Ukraine are substantiated, strategic alternatives for the behavior of domestic subjects of the world wheat market are developed, the implementation of which will allow forming long-term stable competitive advantages. Proposals to strengthen Ukraine's competitive position in the world wheat market are substantiated, in particular: development of territorially new markets; increasing market share; formation of new market segments by improving the quality of grain and deepening its processing. These measures are recommended to be implemented within the aggressive marketing strategy of the leader, which involves the search for objects in the market for the acquisition and decentralization of management.