MARKETING ENVIRONMENT ANALYSIS AND COMPETITIVENESS ASSESSMENT OF NEW PRODUCTS OF HIGH NUTRITIONAL VALUE

In this area there is the fact that the manufacturing industry is the most diverse of those represented and those that exist in the world of agro-industrial complex of Ukraine. The consumer market uses a competitive product that tries to create its own product and improve its product and methods that cannot be used without new methods of marketing needs. The article considers the main trends in the development of the Ukrainian market of breakfast cereals, in particular the problems of this market, features and prospects of development. There were found market leaders producing breakfast cereals. The considered tendencies of condition and development of breakfast cereals market in Ukraine in comparison with the corresponding world market allowed to draw conclusions about existence of potential of realization on it of new production, namely, porridge of instant preparation by the increased food value. The article considers the basic concepts of determining the competitiveness indicator. It is noted that the product competitiveness reflects its ability to more fully meet customer demand compared to similar products on the market. It is determined by the competitive advantages of the product: quality, technical level, consumer properties, price, advertising, image of the manufacturer, as well as the market situation, fluctuations in demand. The high level of goods competitiveness indicates the feasibility of its production and the possibility of profitable sales. In this regard, the calculation of competitiveness by organoleptic and physical indicators, indicators of nutritional value, indicators of innovation and marketing research, price and safety. On the basis of this algorithm, a comprehensive study of instant porridge competitiveness was conducted, which made it possible to determine the priority areas for further product improvement. The indicator of competitiveness of developed products was 78.82 and the analogue product was 0. The competitive advantages of new products are established: ecological safety of consumption, high production quality, wide introduction of innovative developments, use of non-traditional raw materials. The obtained data indicate that the new products will be competitive in the Ukrainian market compared to the existing traditional analogues.