DIRECTIONS OF INCREASING THE COMPETITIVENESS OF SILICATE INDUSTRY ENTERPRISES
Abstract
The article is devoted to the study of the peculiarities of the development of the silicate industry and the development of recommendations for increasing the competitiveness of enterprises in this field. The volumes of industrial products sold in Ukraine by sub-sectors of the silicate industry during 2019-2021 were studied.It was found that in 2021, sales volumes of silicate products increased by 21.26%, which can be explained as the recovery of the market after the relaxation of quarantine restrictions against COVID-19. The authors analyzed the volume of sales of silicate products in Ukraine by the largest producers. It was found that the six largest manufacturers in 2020 occupied only 13.71% of the share of the entire market of this industry. In 2021, the market share of these manufacturers decreased to 11.07% of the entire market of silicate products. This is due to the growth in demand for products in 2021 and the activation of competing manufacturers. In the future, ceramics are predicted to be used in the production of products such as tiles and sanitary ware, the demand for ceramic products will continue to grow due to the steady growth of residential construction around the world. Directions for increasing the competitiveness of enterprises in the silicate industry are outlined.It is proposed to introduce new technologies into the production process, reduce the cost of silicate products, develop the design of products (glass products, construction and sanitary ceramics), introduce the latest technologies to increase sales volumes, use creative marketing to differentiate and create new types of products, develop new methods in the promotion of goods on the market. To reduce the cost of production and save production materials, it is advisable for business entities to use waste from stone mining and stone processing, to introduce the use of biogas into the production process, to adjust and improve operational processes in the production of silicate products. Among the latest technologies for the promotion of products, it is advisable to use VR-technologies.A high-quality marketing policy, an emphasis on environmental friendliness, innovation, unique design and consumer orientation will increase the competitiveness of silicate industry products.
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