Development of a strategy for increasing the competitiveness of products of the industrial enterprise of PJSC «Zhytomyr Butter Plant»

Abstract

The article examines the essence and components of product competitiveness, considers the concept of "competitiveness" from the point of view of various prominent scientists, explores the problems in forming an effective competitive strategy of the organization and identifies factors to consider in forming a competitive strategy,the approaches to definition of the mechanism of formation of strategy of increase of competitiveness of production are substantiated, the key stages of realization of competitive strategy of the organization are considered.
It is established that competitive strategies have their own characteristics and should be applied carefully and thoughtfully. The rating of TOP-5 leaders of the ice cream market in Ukraine is also given and the comparative characteristics of the key competitors of PJSC "Zhytomyr Butter Plant" operating in the competitive market are presented. Measures to increase the competitiveness of PJSC "Zhytomyr Butter Plant" and promising competitive strategies of PJSC "Zhytomyr Butter Plant" based on the McKinsey matrix and the Hofer-Shendel matrix are identified.