Макаренко П.М. д.е.н., професор, завідувач кафедри економіки та міжнародних економічних відносин Полтавська державна аграрна академія; член-кореспондент Національна академія аграрних наук України Пілявський В.І. к.е.н., докторант Міжнародний університет бізнесу і права Процюк Н.Ю. здобувач Полтавська державна аграрна академія

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The article examines the special conditions for the development of the competitive potential branding model of subjects of agro-food sector of economy of Ukraine. It is proven that the branding model in the system of subjects competitive potential of the agri-food sector of the economy ensures the value and effectiveness of the agricultural raw materials supply chain in the market with a low degree of processing, and also regulates the interindustry interaction of its participants. It is substantiated that the methodological basis of the competitive potential branding model of subjects of the agro-industrial sector of the economy is the calculation of the additional value of products in the supply chain of agricultural raw materials on the market with a low degree of processing, by combining global and national "Input-Output" indicators of a certain country, in the flow of bilateral trade The method of evaluating the competitive positioning of subjects of the agro-food sector of the economy on the market is presented. A collection of brand evaluation methods is grouped according to the factor indicator of the development of competitive branding of agro-food products. The economic activity of the dairy industry and the dairy production structure in the priority regions of Ukraine were analyzed. World and Ukrainian leaders of dairy companies on the market have been identified. Moreover, it has been proven that the competitive branding of subjects of the agro-industrial sector of the economy of Ukraine in the integration interaction with the EU countries contributes to the acceleration of investment activities for the modernization of the dairy production technology and their quality. An assessment of market attractiveness and competitive potential of the leaders of branded dairy products in Ukraine was carried out. The "McKinsey" matrix was built and the positions of dairy product leaders on the market were determined. Proposed measures to increase the competitive potential of dairy companies of the agro-food sector of the Ukrainian economy according to the composite scoring index Market Score, which determines the market opportunities and branding capabilities of the studied entities on the market. The difficulties faced by dairy companies of the agro-food sector of the economy of Ukraine during the war and the ways to solve them are analyzed as well.

The article substantiates the methodological tools for the formation of the mechanism for implementing the strategy of sustainable economic development of the hotel and restaurant industry. To ensure the operation of the mechanism, a system of indicators and criteria for assessing the process of sustainable economic development, based on accelerating the growth of efficiency and reducing operating costs through reserve and progressive development of resource potential of the enterprise. The paper identifies the stages of sustainable economic development of the enterprise, which include: identification, grouping and analysis of factors of progressive and reserve development, their classification and determining the degree of influence on the growth of operational (production and administrative and marketing) activities, progressive development of resource potentials; development of regression models and indicators of progressive, reserve and sustainable (static and dynamic) economic development, which explain the patterns of influence of factors on performance indicators; forecasting the parameters of efficiency and cost of production and commercial activities; formation of the volume and structure of investments by types of capital investments that ensure the progressive development of resource potentials, economic growth and sustainability of the enterprise. A methodology for creating regression models and indicators was developed, which provided an opportunity to assess and predict the ratio of resource costs and the level of operational efficiency, as well as change the performance indicator by changing the values of factor parameters or their total value in different combinations. The algorithm of the organizational and economic mechanism of realization of strategy of management of steady economic development of the enterprise of hotel and restaurant sphere is constructed. This algorithm provided the ability to determine the reserves of available resources, as well as to establish the required size and structure of capital investments that reduce costs and increase the efficiency of production and administrative activities.