IMPROVING THE COMPETITIVENESS OF DAIRY ENTERPRISES

The article identifies the current state and main problems of competitiveness of domestic dairy companies, which they work in conditions of limited raw materials, technical and financial resources, low purchasing power of the population in the formation of high prices for milk and dairy products, low use of modern strategic management tools. As a consequence, the low competitiveness of products of most enterprises in the industry in domestic and foreign markets. The object of the study was the enterprise of SE “Aromat” Branch “Sumy Dairy”, which specializes in milk processing, production of butter, cheese and dairy products under the brand name “Dobryana”. A set of factors that determine the level of competitiveness of the dairy enterprise in the market, namely the general indicators of efficiency: return on capital, return on turnover, time, duration of operating and financial cycles, financial stability, solvency and liquidity. The assessment of the competitiveness of the company's dairy products is formed by its quality, environmental friendliness, brand and packaging. In Sumy region, there are the necessary prerequisites for the creation of new production systems — clusters, in particular: the presence of scientific institutes and universities of agricultural orientation, favorable environmental conditions, fodder base and the availability of premises in the field of dairy farming. The regional cluster for milk production and processing will provide for the operation of three technological subclusters: for the cultivation of dairy cows; from milk production and procurement; from milk processing and production of finished products. The cluster will be managed by a coordination council consisting of representatives of all cluster members. In order to increase competitiveness, it is proposed to ensure effective integration links with the supply of equipment needed for milk procurement and storage, processing plants, enterprises, quality control laboratories, research institutions, and wholesale markets, regional and state authorities. Proper establishment of such relations will ensure the integration of dairy producers at all levels and the creation of a dairy cluster through the strategy of establishing integration relations between existing enterprises, households and the population working with dairy products, will create a large agro-industrial association as the main form of supporting economic interests and dairy products.