Pet food market marketing research and ways to increase the competitiveness substantiation “Kormotech” Ltd on it
Students Name: Shvets Oksana Oleksandrivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: part
Academic Year: 2023-2024 н.р.
Language of Defence: ukrainian
Abstract: There are different approaches of scientists to determining the essence of the competitiveness of an enterprise [1, p. 89-90; 2]. It is characterized by a number of properties [3]. It is also important to define the components of competitiveness. In [4, c. 108-109] it is proposed to determine the competitiveness potential of the enterprise by various objects in the competition. When assessing the competitiveness of an enterprise, you can use various methods and indicators, each of which has its advantages and disadvantages [5, p. 15-19; 6]. The main task in the field of managing the competitiveness of the enterprise is the formation of viability and ensuring the sustainable development of the enterprise in case of any changes in its marketing environment [7, p. 228]. In today’s complex operating conditions, many domestic enterprises already recognize the need to form adaptive marketing activities in the direction of increasing their competitiveness on the market [8, p. 91]. Study object – the study is the competitiveness of "Kormotech" Ltd on the pet food market of Ukraine, the role in its formation of the components of the marketing activity of this enterprise. Scope of research – the study is the theoretical and methodological principles of the formation of the competitiveness of the enterprise on the market and its individual components. Goal of research: analysis of the marketing activity of "Kormotech" Ltd on the pet food market of Ukraine from the point of view of ensuring the competitive advantages of this manufacturer, researching its competitiveness and substantiating directions for improvement. The research findings. "Kormotech" Ltd is a manufacturer of a wide range of feed for pets, which has been operating on the market for over 30 years, occupying a significant position on it. Separate assortment groups of "Kormotech" Ltd are dry and wet fodder of this enterprise, which are sold under different brands - Optimeal, Club 4 Paws, Hav!, Meow!, Private label in different packaging. The prices of feeds offered by "Kormotech" Ltd are lower than the prices of similar feeds of foreign producers, but slightly higher than the prices of feeds of domestic producers. Within the price strategy, this manufacturer uses a price differentiation strategy depending on the level of quality. "Kormotech" Ltd focuses on the use of omnichannel sales for the sale of its feed. This manufacturer sells its goods through direct marketing channels, as well as one-level and two-level distribution channels. To organize the direct sale of goods, "Kormotech" Ltd uses two official Internet stores - for TM Club 4 Paws and TM "Optimeal". This company implements both offline and online communications (through its website, brand websites and social networks). It actively develops social projects aimed at protecting and helping those animals affected by the war, implements other social projects, takes an active part in exhibitions, events, and uses sales promotion measures. Despite the increase in the capacity of the global pet food market in 2022, the Ukrainian market for these products showed a decline. However, in 2023, the situation on the pet food market improved. Currently, four manufacturers play a major role in it and have captured a significant market share, and their products are brands. We are talking about such companies as Purina and "Kormotech", Royal Canin and Mars, which actively implement socially responsible business measures, expand the range of offered products, use online communications and expand the sales network. The conducted survey of pet owners showed that more than 80.0% of respondents bought ready-made feed for their pets, which determines significant prospects for the development of the studied market. The conducted SWOT analysis made it possible to establish what marketing measures "Kormotech" Ltd can develop to increase its competitiveness through the use of its capabilities to strengthen the strengths of the operation and weaken the weak ones. The competitiveness of an enterprise on the market is largely determined by the competitiveness of its products. The work determined the competitiveness of products - wet food for cats of "Kormotech" Ltd and its main competitors based on the function of consumer utility. The conducted research made it possible to develop recommended measures to increase the competitiveness of this producer’s fodder. The development and use of intermediaries’ sales promotion measures is of particular importance for increasing the competitiveness of "Kormotech" Ltd. The work presents an algorithm for developing a sales promotion program for retail intermediaries and defines the content of the main stages for this enterprise. 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