STRATEGIC MARKETING ANALYSIS OF BAKERY INDUSTRY ENTERPRISES BASED ON THE BCG MATRIX
Abstract
The article examines the advantages of applying the Boston Consulting Group (BCG) matrix as a tool for strategic marketing analysis. Special attention is given to the specifics of its use in the bakery industry, taking into account current market conditions and the sector’s distinctive characteristics. The study considers how industry-related factors influence the evaluation of key indicators, such as market growth rate and relative market share. The study is based on comparative analysis, market share assessment, and BCG matrix modelling. Based on these indicators, a comparative analysis of the competitive positions of selected bakery enterprises was carried out, including PJSC «Kyivkhlib», PJSC «Khlibprom Concern», and LLC «Kulinichi». The analysis revealed clear differences in revenue dynamics and market share among the enterprises. All companies operate in a growing market environment, which creates favorable conditions for their further sustainable development. At the same time, their ability to strengthen market positions and increase market share differs significantly. The BCG matrix was constructed to determine their strategic positions within the market environment. The results show that PJSC «Kyivkhlib» occupies a «star» position due to its high market share and stable growth, while the other enterprises belong to the «question marks» category, indicating growth potential but relatively low market share. The findings of the study confirm the relevance of using the BCG matrix in industry-specific analysis and made it possible to identify key directions for further development. In particular, maintaining strong market positions is essential for the leading enterprise, while companies with lower market shares should focus on strengthening their presence through more active marketing efforts, expanding distribution channels, and improving product offerings. The practical significance of the research lies in the possibility of applying the obtained results to improve managerial decision-making and enhance the competitiveness of bakery enterprises. The proposed approach can also be useful for further studies aimed at combining the BCG matrix with other strategic analysis tools.
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