FORMATION OF THE PARTNERSHIP-MARKETING COMPLEX OF MEAT PROCESSING ENTERPRISES ON THE BASIS OF MARKET SEGMENTATION

The article considers the dynamics of meat and meat products consumption as an important component in ensuring food security of the Ukrainian population. The main factors influencing the achievement of the rational consumption level for basic food products, which form the largest share of household expenses, were determined. The consumption trends of the Ukrainian population for the next four years were analyzed, which include consumption of meat and meat products at between 49.5 kg and 51.5 kg per person for a year. The main objectives of market segmentation were formulated and the properties of target segments were characterized. The segmentation process and its main stages were considered. The market segmentation for Zhytomyr Meat Processing Plant LLC was conducted with consideration of such criteria as geographic, economic, socio-demographic, psychographic and behavioral. As a result of the analysis, two main target segments of consumers were identified and a strategy for the full market coverage by using the differentiated marketing was proposed. On the basis of the market segmentation, the development plan of the 5P partnership-marketing complex was formed as an important component in achieving enterprise competitiveness, sustainable development and obtaining additional value for the end user. Practical recommendations for improving each component separately are developed and the emphasis was placed on the importance of the People element in building strong business relationships with business partners and end users. Taking into account the proposals for implementation of the marketing partnerships concept in meat processing enterprises will allow taking the leading position in the meat products market and increasing the consumer loyalty. The construction of an effective interaction system in the "supplier-producer-intermediary-consumer" chain with the focus on the end user (his preferences, advantages, features when purchasing) will affect the performance of the subjects of relations, in particular, the creation of additional profits and increase of profitability.