MANAGEMENT ASPECTS OF THE ENTERPRISES OF AGRI-FOOD MARKET DEVELOPMENT IN A COMPETITIVE ENVIRONMENT

The main tendencies of development of the Ukrainian beer market are considered in the article. In particular, the most powerful brewery in Poltava region — PJSC «Firm «Poltavpivo» was singled out and the main types of its activity were substantiated: production of beer, soft drinks, kvass (sold only in summer), mineral waters and other waters, retail sale of beverages in specialized stores. The volumes of sales of the company's products during 2017–2019 and the main privileges are studied: affordable prices, high quality products and a wide range: 10 types of beer, 14 types of soft drinks and bread kvass. The main competitors of the company have been identified, namely such manufacturers as: «AV InVev Ukraine» (its trademarks («Chernihivske», «Rogan», «Yantar», «Rogan», «Staropramen», «Bud»), «Carlsberg Ukraine» (Trademarks «Lvivske», «Baltika»), «Obolon» (trademarks «Obolon», «Nike», «BeerMix»), Alliance «Efes and SABMiller» (trademarks Sarmat, «Zhiguli», «Good Shubin»), Alliance PPB and Oasis CIS» (TM «First Private Brewery», «Galician Crown», «Zhiguli and Barne», «Transcarpathian», Stare Misto). The main factors influencing the effective development of the brewing industry are identified: ban on advertising of beer products, purchasing power of the population, seasonality of production, introduction of licensing for trade in beer drinks, rising raw material prices, the state of the economy. The main prospects for the development of the industry are outlined: strengthening communication activities through active advertising policy, new outlets, development of the craft beer market segment, introduction of new resourceand energy-saving technologies in production, which will reduce the cost of finished beer and expand the product portfolio.