In the face of increased competition, one of the main means of promoting your business, strengthening competitive positions in the market is to demonstrate to consumers the advantages of the company, product or service and the benefits that they will receive as a result. It has been established that preferences are formed based on the characteristics of a product, service or company as a whole. The author believes that the benefits are derived from the benefits provided by the characteristic, they help the client solve their problem, make life easier, save time, money or whatever is relevant to the buyer at the moment. The mechanism of generating business benefits is defined, which includes researching the demand of the target customer, the formation of competitive advantages, highlighting the benefits on their basis and demonstrating them to your customer. It has been established that competitive advantages can be provided with the help of price, delivery time, experience, terms of cooperation, narrow specialization, business features, achievements, added value, responsibility for the goods (service), guarantees, demonstrations of offers, real customer reviews. Not all companies, especially young ones that are just entering the market, can compete with their competitors. To stay afloat, they have to inflate prices, extend the delivery time. In such cases, special techniques are used that help to make advantages with the disadvantages. These are facts that counterbalance weaknesses. So, newly created companies usually have a small set of goods and services. In contrast to this argument, one can offer a statement about narrow specialization on a particular brand and the possibility of providing detailed advice on the specifics of the product. That is, the disadvantages that can lead the company to failure can become powerful competitive advantages that even firms already established in the market cannot provide. Demonstration of competitive advantages is a fairly simple option to promote and position your name, does not require financial investments, but it is an effective tool for conducting competition.
The need to study the marketing potential of the enterprise has become an urgent scientific task, since understanding its main components and the level of its development in the dairy enterprise which determine the future directions of development of its marketing activity and allow to increase competitive positions in the dairy market. Systematization of scientific views on the problem under study shows that in most cases the marketing potential reflects the existing level of marketing resources of the dairy industry, without considering the possibility of their increase and transformation in different market conditions of the environment. The concept of marketing potential of dairy processing enterprise as the ability of its marketing system to provide constant competitiveness of milk processing is based on: general quality management and organization of marketing of the enterprise; efficient use of human capital; application of modern marketing tools; rational use of available resources. It is suggested to represent the marketing potential of a dairy processing plant as an integral characteristic of its components providing marketing activities, namely the sum of organizational, human, material and information resources, raw materials, marketing tools and budget-free marketing. Its deeply researched the basic components of the budget-free marketing of a dairy processing enterprise, among which phishing, new marketing tools; finalization of the sales system; exclusion of risks; the use of co-marketing. One of the most important factors in the growth of the competitive position of dairy enterprises under the current economic conditions is the strengthening of its marketing potential, as an important tool for economic development, and in the case of insufficient financing, priority is given to budget-free marketing.
The conducted research testifies to the significant influence of modern events on the dairy market development both in Ukraine and in the whole world. In the dairy industry of Ukraine, there is a significant crisis deepening: there is a tendency to reduce the number of cows and, consequently, reduce the raw milk production. Key indicators of the dairy industry continue to decline. The article covers the main modern market’s tendencies of dairy products development. The most important among them are: a significant increase in the weighted average price of raw materials for the dairy industry – raw milk; reduction of dairy products sales in general in small packages; increase in butter and hard cheeses consumption and gradual decrease in drinking milk consumption, fermented products, dairy drinks, as well as soft cheeses (cottage cheese); changing the range of desserts from drinking versions to versions of spoons, flavors, types of additives and forms of packaging; the use of cereal ingredients, crispy, muesli, which will play the role of a healthy snack; increasing consumption of healthy foods that increase resistance to disease; acquisition of lactose-free products’ new value; development of alternative plant-based products; growth of services via the Internet; increasing the role of "clean" label; introduction of new products and tastes that are especially appreciated by consumers; growing interest in long-ripening cheeses; sales growth in the "free from" segment; development of the natural yogurt market; special attention to the preferences of the elderly; the desire for more complex, interactive and green packaging of dairy products with additional features. Despite the deepening crisis in the dairy industry, the widespread introduction of various marketing tools, the introduction of innovations with an emphasis on organic dairy products, whose market is growing every year, will not only keep sales at the previous level, but while taking advantage of new dairy products’ consumer needs and new opportunities, redistribute income and expand the economic activity of dairy enterprises. And the adoption of Law № 6155 is a significant factor in improving the economic situation of food producers, establishing a fair distribution of value added in the producer-processor-consumer chain, ensuring food security and taking into account changes that comply with EU directives.
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