The analysis of the competitive environment of PJSC «Tera»

Abstract

Today, the production of confectionery is one of the most developed sectors of the food industry in Ukraine. Confectionery market in Ukraine is highly competitive and saturated. It employs about 800 companies. Apart from that, the domestic market of confectionery is fairly consolidated. Much of confectionery products (60%) are produced and sold by about ten confectionery companies. The main participants in Ukrainian confectionery market are «Roshen», «Korona», «Svitoch», «Conti», «Lyubimov», «AVK» and others. The largest share of the confectionery market in Ukraine is taken by the domestic products. In total, the sales they represent are about 95%. During the last 8 years the market leader in confectionery is a corporation «Roshen», which in 2018 ranked seventh in the overall ranking of the top 100 brands and Ukraine confidently holds first place among brands confectionery industry. The main struggle for the leading position in the ranking of the top 100 brands in the confectionery field of Ukraine carried out six such brands as «Roshen» «Korona», «Svitoch», «Conti», «AVK» and «Lyubimov». First place in this list surely hold «Roshen», «Korona» and «Svitoch». In a highly competitive market of confectionery creation of products under a particular brand is a prime example of the prevailing competitive advantage that is focused on the consumer. From this perspective, the brand as a competitive advantage of the enterprise allows consumers to identify products and create attractive image of it. From the point of view of the enterprise, the brand is its competitive advantage, which allows the formation of groups of regular consumers, and, therefore, becomes a precious asset of the enterprise. Today PJSC «Tera» continues to increase production and expanding the existing sales network as well as working to create the brand «Tera». The main priorities of the company are quality products, which is the main competitive advantage of the company. The main markets of PJSC «Terra» are Ternopil region, Kyiv region and the Western Ukrainian region. The company cooperates with all categories of customers: stores, private entities, companies that sell products in the following cities: Lutsk, Khmelnytsky, Ivano-Frankivsk, Lviv, Vinnytsia, Mukachevo, Uzhgorod, Kyiv, Kalush, Rivne, Alexandria. The confectionery products of PJSC «Tera» are made by modern technology. The operation of modern equipment, strict observance of technology and sales emphasis on using only high-quality raw materials, original recipes, which are used in the manufacture of confectionery products, environmental products – these are the main competitive advantages of the company «Tera».