Modern world globalization processes, a highly competitive environment and meeting the requirements of national interests, place new demands on the strategy of development of the horticultural industry in Ukraine, which should be aimed at increasing the competitiveness of fruit and berry products, its quality and environmental safety. Issues of competitiveness, quality and safety of agricultural productsare the most important among research of scientists, especially in developing countries. Improving the quality and safety of agricultural products is one of the main strategies for the development of agriculture in Ukraine; therefore, economic indicators are depreciated on the secondary plan: profit, profitability level, and the indicators of biological and social value of products become priority. That is why the main purpose of writing the article is to clarify and improve the indicators of assessing the competitiveness of horticultural products as a precondition for the development of the industry, its competitiveness. To achieve the research purpose the state of the industry, its competitive advantages was analyzed; an expert evaluation of the main parameters of the competitiveness of fruit and berry products was carried out, a survey was carried out by both producers and consumers of products on the importance of individual indicators in assessing the overall competitiveness of products. As a result of the conducted research, the methodology of evaluating the competitiveness of fruit and berry products with the account of biological, ecological, production and economic parameters was specified and the main technological stages of the formation of these indicators in horticulture were determined.
The object of research is the market for Ukrainian table eggs. Having analysed the domestic market for table eggs, the main trends are found there. The dynamics of the consumption of table eggs in our country over the last few years and the factors that have the greatest impact are studied. The aim of the article. The research is to analyse and assess the condition of the table eggs market. Methodology. The study was conducted using a systematic approach, using methods of economic-statistical, logical, and functional analysis. The factors that influence the level of competition of domestic enterprises in the market for eating eggs are determined. Established market concentration indicators and calculated the concentration coefficients and the Herfindahl-Hirschman index, which indicate a significant degree of concentration in the market of the four largest egg production companies and the tendency to reduce the share of giant companies in this market. Value/originality. It is established that the domestic market for table eggs is oligopoly with undeveloped competition, which negatively affects its development, updating of assortment and consumer prices. One of the leaders in the market of food eggs is AVANGARDCO IPL, which offers the market its rather diverse branded products. The peculiarities of the activity of the agroindustrial company “AVANGARDCO IPL” as the leading producer of eating eggs in the market for poultry products with a high technological level, quality of products, and supply stability are investigated. In the future, such enterprises will gradually eliminate products produced at enterprises with less technological production, and therefore, more expensive and less qualitative. The features that are inherent in organic products and have their specifics in the context of the poultry product subcomplex are determined. On the basis of the conducted researches, the peculiarities of the demand for organic eggs produced by AVANGARDCO IPL were determined, which allowed substantiating the priority of the development of organic production for this enterprise in the market of our state and the EU countries.
In the article there is done an economic analysis of functioning of private joint stock company "Cagma". The external and internal environment of the company is evaluated with the help of SWOT analyses. Quality level of functioning of the company is monitored and there are made some suggestions as for the implementation of quality management system of milk processing. For definition of quality level of activity of private joint stock company "Cagma" it is used the method of self-evaluation that is developed by the author and based on conceptional regulations of European Foundation for Quality Management (EFQM). The key instruments of the model for agricultural enterprise are: description of perfect organization, its principles and results (criteria and sub-criteria of the model) and the method of comparison of the real enterprise with perfection (it is based on expert evaluation). The method was used for the evaluation of quality level of activity of milk processing company.These businesses adopt experience of modern, efficient production, implement and successfully use a quality management system in accordance with the requirements of ISO 9001 and ISO 22000 (risk analysis and critical control points in food HACCP ) Most of milkstuff factories systems of quality management and safety products are involved. On most dairy companies implemented quality management system and product safety and, consequently, they have a much higher level of quality control than farms.
The features of the marketing complex of enterprises of the domestic market of food eggs are analyzed. It is proposed to conduct marketing research in the following sequence: packaging, transportation, the study of resellers, the study of retail, promotion and information support of marketing activities, pricing. According to a certain algorithm, the features of the marketing complex of egg producers 4 P, certain features that are inherent in the domestic market of eggs and its main participants are investigated. Based on the analysis, general conclusions were made and recommendations for improving the marketing mix for domestic enterprises were determined.
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