STRATEGIC ANALYSIS OF INCREASING COMPETITIVENESS OF UKRAINIAN GRAIN ON THE WORLD MARKET

The article develops strategic alternatives of the behavior of grain market actors based on a strategic analysis of Ukrainian grain competitiveness, the realization of which will enable them to form long-term sustainable competitive advantages. The method of SWOT analysis provides a comprehensive assessment of competitive position of Ukrainian grain industry on the world market and the influence of internal and external factors on its formation. Using the SWOT analysis model with nine active fields allowed to identify ways to increase factors at the expense of each other (opportunities and strengths), or leveling out the negative effects some at the expense of others (weaknesses and threats - due to strengths and opportunities), or to identify actions that can reduce the negative impact of threats and reinforce weaknesses. As a result of the application of this method, perspective directions of increasing the competitiveness of grain in the world market have been substantiated. To determine the alternative of a competitive strategy it is used multifactorial model (matrix) "Relative Comparative Advantage Index - relative market share" based on quantitative (country share in world exports) and qualitative (RCA index) indicators with simultaneous justification of optimal competitive strategy for each zone of management. Aggregate indicators of Relative Comparative Advantage Index and aggregate share of wheat, barley and maize market determined for Ukraine, Russia and the European Union serve as analysis objects. As a result of using this technique, it is determined the competitive position of Ukraine and its main competitors on the world grain market and it is substantiated the optimal competitive strategy for each of the subjects. The strategic directions of Ukrainian grain industry development from the point of view of strengthening its competitive advantages, which involve development of new markets, strengthening of positions on existing markets, formation of new market segments within an aggressive marketing strategy are developed.