In the article, based on analysis of the market of dry breakfasts in Ukraine and calculations of the assortment of instant and quick-cooked cereals, which are implemented in trading networks of Odessa and Odessa region, it was established that studied supermarkets can not provide stable, complete and wide assortment of products to fully meet needs of consumers. This means that it is necessary to carry out various measures in the field of forming domestic assortment of instant and quick-cooked cereals and improving its structure. Purpose of work was to develop strategy for launching a new product on the market, namely instant and quick-cooked cereals, on the basis of assortment analysis, mapping of strategic groups and construction of differentiation scale to enhance competition and create useful product advertising. With help of strategic group cards it was discovered that domestic products are poorly represented in such segments as a wide assortment at low prices and average latitude of assortment at low prices, therefore these segments can be considered as strategic for domestic instant and quick-cooked cereals producers. Based on construction of differentiation scale by trademarks of instant and quick-cooked cereals, it has been established that strategy of promotion in creating useful advertising to increase the competition of new products by means of differentiation can become emotional and social motives that are not used or very little used by competitors: originality, fashion, trendset, morality, sexual attractiveness, fear, revenge, status, socialization, self-realization, freedom, invovement, co-creation.  Obtained results indicate that market for consumption of instant and quick-cooked cereals in Ukraine is sufficiently "young", demand for this kind of products is constantly growing, therefore the development and implementation into production of high-quality instant and quick-cooked cereals and expansion of its range is very relevant. The article also proposes and improves the technology of production of cereal extrudates with high nutritional value based on different kinds of cereal crops and vegetable raw materials. A substantial expansion of the range of products of instant and fast cereals in the form of flakes, muesli, granola, couscous based on a mixture of extruded flour and grains of extrudates has been proposed.

The paper presents the results of the study of changes in the microbiological parameters of instant cereals for military personnel during storage. The purpose of the microbiological studies of instant cereals was assessing whether the products were safe for human health immediately after manufacturing and during their further storage at a certain temperature and in various packaging. Special attention was paid to detecting certain microorganisms: pathogenic (including Salmonella), opportunistic pathogenic, sanitary indicator microorganisms (coliform bacteria), some microbial spoilage agents (yeast and mould fungi). Various types of packaging materials having been analysed, it has been studied how flexible packaging, foil-sealed plastic cups, and metallised packages of biaxially oriented propylene film (BOPF), GM-200, change the consumer properties of new instant cereals during storage. The studies have helped establish that natural enriching supplements of plant and animal origin in the composition of new instant cereals prolong the storage of finished products. It has been established that enriching supplements prevent the development of microbiota due to a bactericidal effect of supplements on microorganisms. Studying how packaging changes the consumer properties of new instant cereals during storage has shown that bacteria decreased in number in all samples during storage, regardless of the type of packaging. However, the most significant decrease (by an average of 1.5 times) was observed when metallised BOPF bags were used. Based on the experimental studies, it has been found that instant cereals packed in metallised BOPF bags belong to long-term storage products and can be stored for 12 months at room temperature and the relative humidity 60–75%.

No abstract

Abstract. The article proposes a business model for the development of small business in the regional market of services in Ukraine on a generalized methodological approach; the main aspects and parameters of development of hotel services are revealed. The main purpose of the research is to develop a methodological approach to marketing substantiation, organizational and economic characteristics and management of a small business to provide hotel services on the example of a hostel. Systematization of literature sources and approaches to solving the problem of using strategic management for local small businesses indicates the need to develop a universal business model for the development of hospitality services, taking into account the characteristics of the regional market and other important factors. After all, thanks to a well-chosen for a specific time and a specific market environment, the business models of the company achieve a stable competitive advantage. The rapidity of market changes in the economy of Ukraine and the spread of entrepreneurship actualize the creation of effective algorithms and methods of approach to marketing justification and strategic management of small businesses. The object of research is the business model of future business in terms of implementing a business idea for the local market. The research was carried out using modern general scientific and special methods: business idea map, PEST-analysis, Osterwalder’s business model, determination of business value by cost, income and market approaches, sensitivity analysis to determine the degree of business risk. The information base of research consisted of statistical and organizational, financial reporting of small businesses for the provision of hotel services. As a result of the research, an algorithm for opening and analyzing the work of small businesses to provide hotel services on the example of a hostel was developed. The methodical approach consists of stages: development of a map of a commercial idea; analysis of a potential commercial idea and problems that can be solved in the case of implementation of this commercial idea; consolidated PEST analysis; description of the model of consumer service behavior of hotel services; analysis of project business competitors; drafting a practical philosophy of small business; drawing up a business model of a small project enterprise; resource substantiation; project risk assessment. The proposed methodological approach can be applied to develop a business plan for small business opening a hostel for the development of the regional market of services. Keywords: business plan, marketing plan, card of the business idea, degree of risk of business, hostel, outline of Osterwalder’s business model, PEST analysis. JEL Classification M31, М21, R15, R30 Formulas: 0; fig.: 1; tabl.: 6; bibl.: 23.

У статті розглядається дослідження розвитку продуктового ритейлу, яке передба-чає аналіз ситуації конкурентного середовища та визначення позицій основних гравців ринку. У процесі вивчення провели стратегічний аналіз діяльності роздрібних торговель-них мереж-конкурентів та конкретної групи харчової продукції, яка представлена в одно-му з супермаркетів. Для удосконалення маркетингової стратегії продуктової торговельної мережі зро-били стратегічний аналіз її діяльності на прикладі молочної продукції. Для цього запропо-нували такі методи, як карта стратегічних груп, позиціонування торгових марок, АВС-XYZ-аналіз, модель п'яти сил конкуренції М. Портера, матриця "товар-ринки" за І. Ансо-ффом. При дослідженні значну увагу приділили практичним аспектам використання ме-тодів стратегічного аналізу, які містять аналітичні таблиці і матриці, котрі не тільки поле-гшують процес розуміння суті і змісту стратегічного аналізу, але і дозволяють розробляти, впроваджувати та удосконалювати маркетингові стратегії на ринку роздрібних продукто-вих ритейлів. Розробили проект маркетингової стратегії для удосконалення діяльності та зрос-тання прибутку торговельної мережі ТОВ "Сільпо-Фуд". Уніфікованої стратегії для всіх компаній та на всі часи не існує. Стратегія розвитку підприємства являє собою комплекс його довгострокових дій, реалізація яких спрямована на досягнення поставлених стратегі-чних цілей. Для подальшого успішного розвитку існування на ринку продуктового ритейлу ТОВ "Сільпо-Фуд" на основі зробленого стратегічного аналізу зробили висновок, що не-обхідно розвиватися на старому ринку з новою продукцією, а отже обрали стратегію роз-витку товару. Відповідно до поставлених цілей та обраної маркетингової стратегії запропонували стратегію для кожного з елементів комплексу маркетингу. А саме, введення у продаж питних йогуртів з рослинного молока без цукру (горіхове, соєве, бананове, вівсяне та ін.); проведення event-проекту "Стань обличчям бренду "Сільпо"" (крос-медійний про-ект). The article examines the study of the development of food retail, which involves the analysis of the competitive environment and the determination of the positions of the main mar-ket players. Product retail is a huge sector of business in the world economy, it involves an in-credible amount of labor resources of the planet. In the course of the study, a strategic analysis of the activity of retail trade networks and a specific group of food products, which is presented in one of the supermarkets, was conducted.