The research examines the nature and characteristics of the "blue ocean" strategy application in ahighly competitive environment, the theoretically grounded the necessity and sequence of the implementtion of the Blue Ocean Strategy in the wine industry of UkraineThe paper proposes a new strategic channel for the wine industry in Ukraine based on a survey of50 potential consumers of wine products, divided into 3 target groups. We have built the strategic outline forthe winemaking market of Ukraine, identified key competitive factors and their significance. Based on theanalysis, the directions for the implementation of the “blue ocean” strategy for wine producers were prposed: creation of a new innovative value for consumers, for whfactors of competition and to strengthen only those that are of importance to the consumer: the localization ofproduction and its naturalness; ease of choice; ease of perception of products.Proposals for the creation of the “blue ocean” in the winemaking industry of Ukraine were presented:producers should discard the factors “oenological terminology” and “expenses for indirect marketing”, weken the factors “breadth of the assortment”, “prestige of the wineryThe research presents an assessment of the effectiveness of the “blue ocean” strategy implementtion using the example of the “Shabo” winemaking company based on the assessment of the attractivenessof the wine market and the assessment of the company competitiveness.It is shown that the "blue ocean" strategy implementation will increase the level of the companycompetitiveness, and this strategy can be effective in the current market conditions.

The purpose of the article is to determine the role and place of domestic agricultural holdings in the food security system of the country as its its subject , to reveal the potential for inclusive development of these integrated formations in the context of decentralization and management. To achieve it, systematic and synergetic approaches, general scientific and special research methods were used. The main scientific provisions, conclusions and recommendations of the study are based on scientific achievements of foreign and domestic economists, statistics, materials from the Internet, the author's observations of socio-economic processes occurring in the agri-food industry. The study defines the conceptual construct of "food security system", which made it possible to comprehensively assess the contribution of agricultural holdings in ensuring food security of Ukraine. An extended description of food safety actors, levels, dimensions and parameters of food safety is given. The positioning of agroholdings in the food security system as the main producers and suppliers of food products is accompanied by a critical analysis of their management practices, which has negative consequences for the further development of the agri-food industry. In order to involve agroholdings not only in the performance of their traditional socio-economic function to ensure food security, the provisions regarding their active participation in the formation of the socio-spatial environment of inclusive welfare are substantiated. To fulfill such a mission, agricultural holdings have sufficient potential, which should be used on an inclusive basis. This is facilitated by the spread of the principles of social responsibility and social partnership in the corporate environment. The practical significance of the results of the study is that they can be used by businesses to achieve inclusive development goals. The directions defined in the article concerning the use of the potential of inclusive development of agricultural holdings and the ways of their implementation in social practice are the basis for further research on this issue. Key words: agro-food products, agroholdings, decentralization of power and management, united territorial communities, inclusive development, potential of inclusive development of agro-holdings, food security system, social responsibility of agro-holdings, food security entities.

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The article analyzes the socio-economic context of the implementation of an inclusive system of agri-food development. The strategic goals of inclusive development at the macro level have been identified, according to which the ultimate goal is to create a society of common prosperity and well-being. It is shown that the implementation of the principles of inclusiveness involves overcoming certain disparities in development and inequality in their various manifestations. It is substantiated that for the modern agri-food sector of Ukraine the most important task is to form the sphere of employment of the rural population. The strategic directions of inclusive transformation of Ukraine are determined: social, infrastructural, economic and security. The components of the economic aspect of inclusive development are analyzed in detail, which are to create opportunities for effective business activities regardless of place of residence, which is primarily to create and maintain business infrastructure (logistics, banking, Internet). It is shown that the key role in the implementation of an inclusive development system is played by the availability of an optimal legal and regulatory framework for doing business by small businesses. The optimal mechanism of interaction of subjects of agro-food sphere concerning development of inclusive economy is defined. It is substantiated that in the conditions of institutional weakness of the state the functions on introduction of inclusive principles should be distributed between the state, community and private capital. On the basis of the conducted analysis the model of inclusive transformation of subjects of agro-food sphere is carried out. Prospects for further research are to substantiate the applied tools for the implementation of an inclusive system of agri-food development with the distribution of areas of responsibility between public authorities and private entities of different forms of ownership and scale of activity.

The aim of the article is to substantiate the synergetic relationship between the consequences of decentralization of authorities and governance constituting the formation of united territorial communities (UTCs) and new districts and the role of agricultural holdings in creating an inclusive environment within these socio-spatial formations. The methodological basis of the study consists of systemic, synergetic, geographical, socio-economic approaches, which together form an interdisciplinary research paradigm. The methods of analysis and synthesis, deduction and induction, SWOT-analysis, methods of comparison, statistics, and sociology are used to examine the processes occurring in rural areas as a result of reforming the basic and district levels of the administrative-territorial organization and their transition to the principles of inclusiveness with the active participation of agricultural holdings. The analysis of socio-economic and political processes occurring within the UTCs and districts has contributed to the identification of their orientation in the following directions: forming the rural-urban agglomerations of the convergent-continuum type; revealing the complementary relationship between agricultural, rural, and inclusive development, which forms the preconditions for the creation of welfare inclusion within the specified space; determining the dimensions of inclusive development of UTCs and districts; disclosing the priority role of agricultural holdings as activators of the process of creating inclusion, provided that they increase their social responsibility for the results of their own economic activities and establish a harmonious partnership between government, business, and society. The originality and novelty of the study lie in the use of the synergies effect in the analysis of interconnected phenomena consolidated by a single focus on the formation of the rural and inclusive environment as decent living conditions for local people, socially-oriented business, and the establishment of efficient rural self-government with the participation of large agri-food companies of the holding type. The article substantiates the conditions, directions, and ways to transform the agricultural holdings into activators of inclusive development of UTCs and districts, which can be used in the process of practical activity of local governments and business entities.