ANALYSIS OF THE CONFECTIONERY GOODS MARKET IN UKRAINE AND THE PERSPECTIVES OF ITS DEVELOPMENT

The article explores the main trends in the development of the confectionery market in Ukraine. The capacity, saturation, breadth of the market, its export-import capabilities and the main causes of the problem situation of this industry are determined. The dynamics and structure of production volumes of confectionery products, which showed the unevenness and imbalance of its development, are analyzed. An analysis of the business entities of the confectionery industry using the main indicators of their activity, made it possible to establish the basic laws and prospects for the development of this industry — attractive in the domestic food industry. The study built a competitive map of the market, with the help of which sixteen typical positions of enterprises are distinguished, which differ in the degree of use of competitive advantages and the potential ability to withstand the pressure of competitors. The level of competitiveness of the seven largest enterprises of the confectionery industry of Ukraine by the assessment methodology based on the simultaneous use of several methods for assessing the competitiveness of the enterprise is investigated. The main barriers to entry into the confectionery market are analyzed, the study of which made it possible to simulate the future prospects of the emergence of new players. The authors also grouped enterprises on several factor grounds, which made it possible to propose competitive strategies for the confectionery industry enterprises taking into account their level of competitiveness, market share and determine the development reserves of the domestic confectionery market.