gavrilenko olya scientific supervisor: zadoya a.a. language supervisor: kramarenko t.v

Gavrilenko Olya

Scientific supervisor: Zadoya A.A.

Language supervisor: Kramarenko T.V.

Theoretical basis of the company competitive strategy formation and realization

Competitive strategy analysis in both domestic and foreign markets at corporation “ROSHEN”

Practical recommendations for competitiveness strategy optimizing and getting access to new market for corporation “ROSHEN”

Subject of research: competitive strategy improvement for export-oriented enterprise "ROSHEN" on the foreign market

Object of research: corporation "ROSHEN“ business activities

Objectives: study and analyze the existing methods of company competitive strategy formation;assess the corporation "ROSHEN" competitive environment and the position;analyze the current management of corporation "ROSHEN“ competitive strategies and identify its problems and prospects

Task:develop a set of measures to improve corporation "ROSHEN" existing competitive strategy;project a penetration to new sales market and assess its attractiveness for the corporation "ROSHEN"

Competitive strategy is a company striving to occupy a competitive market position in the industry, on the main stage, where the competitive struggle is performed

Each of the competitive strategies is a fundamentally unique approach for obtaining competitive advantage and all of them are able to keep for a longer period of time

The main differences between the competitive strategies of enterprises-exporters are taking into account the following factors:

Was founded in 1996 Market share – 25% Main foreign markets: CIS countries, European

countries, USA

On the domestic market: follows the strategy of the leader

corporation has the strongest market position, has a major influence on the market and has the

opportunity of strategic directions independent choice

On the foreign market: not characterized by features of breakthrough or offensive, corporation gradually increase its sales

corporation has a risk of being displaced by more initiative and active producers

The weak point of corporation is the lack of conceptually new products on the European

market, which would be manufactured on the basis of special recipes using Ukrainian

ecological ingredients and simultaneously with the famous confectionery company

brand in Europe

To optimize existing competitive strategy of the corporation "ROSHEN" in the domestic market were selected following measures:

To improve its competitive position in foreign markets «ROSHEN» must create a joint venture with the Polish company "Colian“

NPV is $ 364,317 and it shows the necessary conditions implementation of project efficiency (NPV 0);

the payback period is 2 years, which is quite small in a constantly changing environment;

however, the most important indicator serves a high index of the project profitability, which is 83%