THE ROLE OF COMPETITIVE ADVANTAGES IN ASSESSING THE COMPETITIVENESS OF DAIRY ENTERPRISES AT THE CURRENT STAGE OF DEVELOPMENT

Анотація

The article deals with the interpretation of the concepts of competitive advantages and core competencies. The author's vision of categorical apparatus  is  based on the generalization of existing viewpoints and approaches to their definition. The main competitive advantages are  determined as the important factor for the development of the company.

It  is very  important for  the  dairy  enterprises  to  have  as many  competitive  advantages  as  possible  because they  give  them  an  opportunity  to  survive  and  to  develop  their  activities  on  domestic  and  international  markets. According  to  the  author's  point of view, the competitive advantages  are the collection of  some strong prevailing characteristics  of the company that clearly distinguish it from the competitors, providing further development through the production of high quality products  and satisfying the growing needs of the consumers.

The main competitive advantages are: excellent  quality  of  products, flexible  pricing, business  integration, logistics, innovations, exclusive products, on-line  technologies.

Analyzing  the  dairy  industry, it  is  important  to  say  that  we  have  several  problems, such  as  the  rapid  decline  in  production  of  raw  milk, the  reducing  number  of  cows, low  prices  for  raw  materials  and  the  quality  of  dairy  products. The  next  important  question  is  the  decrease in  purchasing  power. People  can't  afford  to  buy  the  required  amount  of  products.

So  the   question  of  competitiveness  of  dairy  enterprises  is  vital  if  we  want  to  join  the  European  Union  and  to  be  competitive  on  international  market. The  European  standards   of  raw  materials  as  well  as  to  products are  more  demanding   than the ones  in  Ukraine. 

So,  we  need  to  concentrate  our  attention  to the importance of  meeting the  European  standards, better interaction of milk producers and processors in  order  to achieve high performance quality of  raw materials and production of competitive products that can be supplied on international  markets.

We  also  must  implement  the  resources  and  energy-saving  technologies, modern  equipments  and  use  the  international  quality  management  systems. All  these  measures  give  us  an  opportunity  to  be  competitive  and  offer  high-quality  dairy  products  to  the customers.