УДК 338.001.36

Olena Mykolayivna PAVLOVA
Doctor of Economic Sciences, Full Professor, Head of the Chair of Analytical Economics and Natural Resources Management, Lesya Ukrainka Eastern European National University, (Lutsk, Ukraine)

JEL classification: M 39; L 10

Abstract

Introduction. In modern conditions companies fully understand all potential opportunities and ways to realize their behavior on the market, create favorable conditions for achieving successful decisions. They in order to obtain the most profitable market positions often come to the use of various modern tools to assess future strategic solutions for long-term planning. After all, it is from the qualitative characteristics and indicators of the analytical study on the situation, which takes place on the market depends on the potential choice and possibility of success in the implementation of strategic decisions of the enterprise, because it is based on a clear definition the future path of its development.

The Purpose of this study is to set up a comprehensive study of financial and economic indicators, as well as strategies for the operation of one of the largest coffee makers in the state.

Results. In-depth survey of the coffee market in Ukraine has allowed to substantiate the high level of popularity among consumers namely the soluble type of coffee drinks, because of the reasons: habit of consumption; low level of provision among the population of special electrical equipment for making coffee drinks; aggressive type of advertising companies to promote coffee products among consumers; convenience of cooking and consumption. In the process of studying this problem, it was also determined that the share of instant coffee today accounts for more than half of the domestic market of coffee products.

Conclusions. Marketing research of financial-economic indicators, competitive positions and strategies for the producers of coffee products is one of the key concepts of modern marketing. It can be defined as a set of marketing tools that are used collectively to determine the financial and economic indicators and strategic positions of coffee producers with the ultimate goal of obtaining the desired reaction of the target market. The proposed complex of researches includes everything that forces to make society, with the ultimate goal of increasing the level of demand for its products.

Keywords: marketing research, financial result, economic index, strategy, coffee market, coffee products.

References

  1. Lagodiyenko, V. V. (2014). Organizaciya markety`ngovoyi diyal`nosti v agrarny`x pidpry`yemstvax. [Organization of marketing activity in agrarian enterprises]. Ekonomichny`j analiz: zb. nauk. pracz`. Ternopil`s`ky`j nacional`ny`j ekonomichny`j universy`tet; In Derij, V. A. (ed.) and other.: Vy`davny`cho-poligrafichny`j centr Ternopil`s`kogo nacional`nogo ekonomichnogo universy`tetu «Ekonomichna dumka». Ternopil. Ukraine. vol. 18. no. 3. pp. 56-60.
  2. The official website of Nestlé Ltd. Available at: https://www.Nestlé.com.
  3. Ansoff, I. (2009). Strategicheskij menedzhment. Klassicheskoe izdanie. [Strategic management. Classical edition]. Moscow. Russia.
  4. Condition – cheerful: analysis of the coffee market in Ukraine. Pro Capital Group. 2018. Available at: https://pro-consulting.ua/ua/pressroom/sostoyanie-bodroe-analiz-rynka-kofe-v-ukraine.
  5. Lagodiyenko, V. V., Golodonyuk, O. M., Mil`cheva, V. V. (2018). «Marketing strategy for the launch of the innovative product». Ekonomika xarchovoyi promy`slovosti. vol.10, Issue. 2. pp. 40-50.
  6. Azoev, G. L. (1996). Konkurencija: analiz, strategija i praktika. [Competition: analysis, strategy and practice]. Centr Jekonomiki i marketinga. Moscow. Russia.
  7. All about coffee. Official website «First Coffee Union». Available at: http://pks.com.ua/general.html.
  8. Pavlov, V. I. and Trofimchuk, M. O. (2015). Konkurenciya na ry`nku cinny`x paperiv: zagrozy` ta regulyuvannya. [Competition in the securities market: threats and regulation]. [In. Pavlov, V. I. ed.]. Spilka ekonomistiv Ukrayiny` [ta in.]. NUVGP. Rivne. Ukraine.
  9. Pavlov, K. V. (2018). Ocinka konkurentospromozhnosti regional`ny`x ry`nkiv zhy`tlovoyi neruxomosti Ukrayiny`. [Assessment of competitiveness of regional markets of residential real estate in Ukraine]. PrAT «Voly`ns`ka oblasna drukarnya». Lutsk. Ukraine.
  10. Strishenecz`, O. M. (2018). Anality`chny`j oglyad finansovoyi stijkosti pidpry`yemstva. [Analytical review of financial stability of the enterprise]. Ekonomichny`j chasopy`s Sxidnoyevropejs`kogo nacional`nogo universy`tetu imeni Lesi Ukrayinky`. In Lipy`ch, L. G., Kuly`ny`ch, M. B. Vezha-Druk ed. Lutsk. Ukraine. no. 3(15). pp. 58-66.
  11. Strishenecz`, O. M. (2018). Anality`chni pidxody` do upravlinnya pry`butkom na pidpry`yemstvi. [Analytical approaches to profit management at the enterprise]. Ekonomichny`j chasopy`s Sxidnoyevropejs`kogo nacional`nogo universy`tetu imeni Lesi Ukrayinky`. In Lipy`ch, L. G., Kuly`ny`ch, M. B. Vezha-Druk ed. Lutsk. Ukraine. no. 2 (14). pp. 18-26.
  12. Strishenecz`, O. M. (2012). Do py`tannya pro majbutnye teoriyi ry`nkovogo fundamentalizmu. [o the question of the future of the theory of market fundamentalism]. Naukovy`j visny`k. Seriya : Ekonomichni nauky`. Bukovy`ns`ky`j derzh. finans. un-t. Vy`d-vo BDFU. Chernivci. Ukraine. Issue 1. pp. 386-391.
  13. Strishenecz`, O. M. and Yelissyeyeva, L. V., Lishhuk, V. U. (2014). Ekonomichna teoriya. [Economic theory].: SNU im. Lesi Ukrayinky`. Lutsk. Ukraine.
  14. Troyan, A. V. (2013). Klasy`fikaciya ta mozhly`vosti dosyagnennya konkurentny`x perevag pidpry`yemstvom. [Classification and possibilities of achieving competitive advantages of the enterprise]. Efekty`vna ekonomika. [Effective economy]. (electronic journal). no. 11. Available at: http://www.economy.nayka.com.ua/?op=1&z=2498.
  15. Ukrainian coffee market – situation and trends. Nielsen Holdings plc (NYSE: NLSN). 2017. Available at: https://www.nielsen.com/ua/uk/insights/news/2017/ ukrainian- coffee-market-situation-and-trends.html.

The article was received 18.07.2018