MANAGEMENT OF INTERNATIONAL COMPETITIVENESS OF THE UKRAINIAN AGRICULTURAL ENTERPRISES IN TERMS OF MARTIAL LAW (ON THE EXAMPLE OF «NIBULON» LLC)

Abstract

The article is devoted to the study of key aspects of managing the international competitiveness of agricultural enterprises using the example of LLC JV "NIBULON" under martial law in Ukraine. The challenges and threats to the realization of domestic export potential in the agricultural sector as a result of the full-scale invasion of the Russian Federation into the territory of Ukraine are summarized. The export potential and changes in the dynamics of agricultural exports of one of the leaders of the domestic agricultural market - LLC JV "NIBULON" are considered. The commodity and geographical structure of exports of the studied enterprise is analyzed. Using the Boston Consulting Group's Matrix "growth-share", the actual competitive advantages of LLC JV "NIBULON" in terms of strategic business areas were identified, a conclusion was made about the level of balance of the business portfolio and investment directions were proposed to increase the overall degree of international competitiveness of the enterprise. Moreover, the strategic business areas of the company were identified that could potentially act as an investment donor and that could have the prospect of development or liquidation. Due to the application of methodology of B.Balassa for assessing the international competitiveness of products, which is based on the identified comparative advantages (RCA), the presence and magnitude of the competitive advantages of LLC JV "NIBULON" and LLC "KERNEL" for certain types of agricultural products was established. The use of the strategic management method - SWOT analysis made it possible to select and substantiate the necessary type of business strategy for the company's development in the international market, based on the actual strong and weak competitive positions of LLC JV "NIBULON" and the current opportunities and threats for the company, caused primarily by the process of European integration and the military situation in the country. Using the method of assessing the comparative advantages of products (RCA), the actual competitive position of Ukraine in the global wheat flour market was identified, and the prospects of domestic enterprises in the market of EU member states that will specialize in the production and export of this type of food were also clarified.