STRATEGIC SUPPORT OF ECONOMIC BEHAVIOUR OF BREAD AND BAKERY PRODUCERS IN UKRAINE
Journal Title: Інфраструктура ринку - Year 2018, Vol 20, Issue
Abstract
The article describes the peculiarities of the economic behavior of bread and bakery producers in Ukraine in the context of continuous agriculture growth. The official statistics proves the production volume decreases; considerable share of the production of bread and bakery products remains “in the shadows” that has negative impact on the competition in bakery production and the quality of shadow products bought by consumers. The paper determines the strategy dimensions of the main bread and bakery producers: the biggest manufacturers of eastern parts of Ukraine apply protection technologies to hold the market share focused on the profitable market segments; companies focused on business growth and presence at the local and foreign markets apply the strategies to skyrocket business growth and to sustain their market dominance due to variability in product lines, continuous improvement and innovative growth strategies; small manufacturers use protection technologies to stay in market; the sole proprietors use strategies oriented towards minimum expenditures. The author offers some practical guidelines to apply behavioral economics to business strategies that in the conditions of the market uncertainty demand consumer-generated content.
Authors and Affiliations
O. V. Zybareva, L. V. Verbivska, O. B. Ratsa
Keywords
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- EP ID EP668214
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