Oil and Fat Business of Ukraine: Marketing Orientation for Achieving Competitive Advantages

Abstract

The article examines theoretical approaches to achieving the competitive advantages of Ukrainian oil and fat enterprises in modern market conditions. Special attention is paid to the peculiarities of the use in business management of marketing concepts of business organization, which are oriented at the market, needs of consumers, society and other stakeholders. The most effective results for the enterprises are provided by the implementation of marketing management concepts that are oriented at identifying and meeting consumer demand as well as consideration of the interests of all other stakeholders in the supply chain of oil and fat products, the individual, community and society, i.e. concepts of marketing interaction and holistic marketing.
 The supply chain of oil and fat products includes the economic interests of business entities that develop varieties of oil and fat seeds, machinery and technology, supply of resources, production of raw materials, processing, storage and transportation, etc. A key position in the supply chain is occupied by the consumer. The success of the marketing strategy of the enterprise depends on the degree of consideration of the interests of the individual, communities, society and the state.
 It is concluded that oil and fat companies in the food industry can gain sustainable competitive advantages due to integration efforts aimed to form agricultural and food clusters in local geographical areas from all stakeholders and relationships in the supply chain of oil and fat products including suppliers, manufacturers, intermediaries, consumers, government and other organizations, etc.
 Keywords: oil and fat business, marketing orientation, competitive advantages, supply chain, stakeholders, interests, oil and fat cluster.

Використання Досвіду ЄС У Застосуванні Маркетингових Інструментів При Торгівлі Продуктами Харчування

“…На підприємствах харчової промисловості рекомендовано використовувати такі інструменти цифрового маркетингу: контекстну рекламу, технології Big Date (опрацювання масивів даних великих обсягів, ретаргетинг); мобільний маркетинг; електронну пошту; вірусний маркетинг; торги в реальному часі (RTB), соціальний медіа маркетинг (SMM); оптимізацію для соціальних мереж (SMO); оптимізацію сайту в пошукових системах (SEO) тощо [18]. Пізніше цей перелік інструментів доповнено, додаючи до нього партнерський маркетинг (Affiliate Marketing), рекламу з оплатою за клік (Pay-Per-Click Advertising, PPC), маркетинг в пошукових системах (Search Engine Marketing, SEM) [1].…”

Vertical Price Transmission in the Ukrainian Sunflower Oil Supply Chain

“…Vioil Group, Kernel Group, Cargill Group, Bunge Group, Myronivsky Hliboproduct Group etc. (Gonchar et al, 2020)).…”

“…When Ukraine became a member of the World Trade Organization in 2008, the export duty for sunflower oil was reduced to 10% in 2013 (Hamulczuk et al, 2021). Moreover, sunflower oil export is likely to grow further due to the decrease in export tax for sunflower oil from 5.5% in 2020 to 0% in 2026, which is related to the international obligations of Ukraine agreed within the context of free trade agreements with the EU and Canada (Gonchar et al, 2020).…”

Resources and Technologies of the Enterprise Marketing Management

“…According to researches [2][3][4][5], the main approaches to understanding the essence and content of the category "marketing management", a key feature of which is identified as the implementation of marketing concepts, ideas and approaches in all functional areas of business and enterprise management. The degree of implementation of the marketing management concept depends on the understanding and perception of the marketing enterprise by the top management at the following levels [6]:…”