СТРАТЕГІЧНИЙ АНАЛІЗ КОНКУРЕНТНОГО СЕРЕДОВИЩА НА РИНКУ ОРГАНІЧНОЇ ПРОДУКЦІЇ УКРАЇНИ

Abstract

In the context of exacerbation of environmental consequences caused by human economic activity, the importance of reorientation of economic entities in organic production, which is becoming a mandatory component of the economy of every developed country. The behavior of the modern consumer is undergoing transformations too. The tendency to lead a healthy lifestyle and a conscious attitude to the environment is growing. The natural fertility of Ukrainian soils and a favorable climate allow domestic producers to get high yields without the use of chemical fertilizers and also sell products at an affordable price for the consumer. With the steady growth of demand for organic products, the issue of conducting a strategic analysis of the competitive environment in the market of organic products in Ukraine is relevant. Aim of the article is to determine the features of the competitive environment in the consumer market of organic products of Ukraine using the tools of strategic analysis on the example of economic activity of the company "Fruktona-VN", which specializes in organic berry production. Methodology. In the process of achieving the goal, general scientific research methods were used. Methods of synthesis, analysis, abstraction and scientific generalizations provided an opportunity to systematize the factors of the market environment that affect the development of the organic market in Ukraine. Among the strategic tools for analyzing the competitive state of the industry the five-factor model of M. Porter's competitive forces, Mc Kinsey matrix models and SWOT analysis, a map of strategic groups of competitors, a polygon of competitiveness and method of expert assessments to determine the level of competitiveness of a company were used. The factors of the market environment influencing the development of the organic market in Ukraine have been analyzed and systematized, factors of negative impact on the activities of producers of organic products have been identified. The competitive state of the organic production industry and barriers to entry to it have been studied using the tools of strategic analysis. The enterprises that occupy close positions in the market and compete with each other on the basis of equal competitive advantages have been identified using a map of strategic groups of competitors.