Abstract

In the article the general tendency of the increase of volumes of production and export of sunflower oil, which is quite accurately described by linear trends, was shown, which confirms the absence of sharp fluctuations in the market of oil and its stabilization. It has been found that in the domestic market, oil producers use the strategy of price leadership and the strategy of differentiation through their individual image. It is justified that realization of the strategy of differentiation both on the domestic and on the foreign market can be ensured also by the production of unique goods: high-oleic oil, organic sunflower oil or produced using environmentally friendly technologies. This approach is consistent with the concept of sustainable development both at the level of world economy, and at the level of a separate industry and enterprise.

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