Abstract
The purpose of this paper is to carry out a marketing research of the state and structure of the poultry meat market in Ukraine; to identify the factors that hold back and stimulate the development of the poultry market and potential opportunities for growth. The competitive advantages of producers are determined and the main trends in the poultry meat market are characterized. The balance of supply and demand for meat and meat products in Ukraine has been studied. The Herfindahl-Hirschman index was used to determine the level of competition in the chicken meat market, which showed the disadvantages of competition in the market. The market is monopolistic, which poses a threat to the development of competition. The constraining factors of poultry meat market development are determined. Based on the conducted research, potential opportunities for the development of the industry and the competitiveness of the Ukrainian poultry meat producer in the external and internal market are identified.
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