NEW COMPETITIVE MOVES OF «SANDORA»: POTENTIALLY SUCCESSFUL INVESTMENT BUSINESS SOLUTIONS SUBSTANTIATION

This article discusses the problem of developing and assessing the expected feasibility of implementing new competitive moves by «Sandora» LLC, a diversified giant that is today the representative of PepsiCo in Ukraine. These moves are presented in the form of innovative investment proposals, and their scale in terms of covering certain areas of business and thoroughness in the choice of ideas, resources, assessment of the reaction of the environment causes the need to consider them as ready-made business solutions. There are many obstacles in the way of solving the problem. Firstly, it is a high level of Sandora's activities diversification, in the economic portfolio of which have been combined today: the previous segments widely known to the domestic consumer (juices and juice-containing drinks), acquired segments (carbonated and non-carbonated waters and drinks), caused by the entry of Sandora into PepsiCo, as well as completely new segments (snacks), associated with PepsiCo's struggle with its main competitor Coca-Cola, actively engaged in the selection and capture of new areas in the global Food & Beverages market. Secondly, it is PepsiCo's directive leadership style, which limits Sandora's innovative and organizational initiative in terms of developing and implementing new business solutions. In the absence of the above restrictions in the development of creative proposals, the authors of the article developed and justified innovative business proposals in the form of investment projects, than they were combined into a integrated proposal, justified from different positions: the implementation of the market needs of the competitive struggle of both PepsiCo and Sandora (as its representative in Ukraine) with Coca-Cola in a new segment (snacks); awareness of the resource advantages of working in the Ukrainian market, as well as innovative and technological opportunities for the implementation of such project. A integrated project proposal has been developed and justified for the feasibility of implementation, as well as the possibility of obtaining additional competitive advantages for both Sandora and PepsiCo, provided that such business solution is implemented.