The confectionery market research and the marketing sales policy improvement at TD Boychak Ltd
Students Name: Halak Nataliia-Anastasiia Maksymivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: part
Academic Year: 2024-2025 н.р.
Language of Defence: ukrainian
Abstract: In today’s business environment, companies are compelled to adapt their sales strategies to effectively meet consumer needs, enhance competitiveness, and increase market share. Modern consumers are becoming more demanding, forcing companies to adjust their sales channels and communication approaches. For instance, the growing popularity of e-commerce necessitates the optimization of online sales. High competition requires continuous improvement of sales strategies. Companies must find unique ways to promote their products that ensure a sustainable competitive position. Optimizing sales policies in the confectionery market helps rationally allocate financial, material, and human resources, reducing costs and increasing profitability. The implementation of digital tools (CRM systems, process automation, big data analytics) enables companies to better forecast demand and manage their sales channels. Expanding into international markets requires adapting sales policies to different regional characteristics, considering cultural, economic, and legal factors. Researching sales policies allows companies not only to improve their efficiency in existing markets but also to prepare better for future challenges by expanding their presence and influence in the market. The subject of the master’s thesis research is the marketing sales policy of LLC TD "Boichuk" in the confectionery market. The object of the research is the theoretical and methodological foundations of forming the marketing sales policy of LLC TD "Boichuk" in the confectionery market. The aim of the master’s thesis is to analyze and improve the marketing sales policy of LLC TD "Boichuk" in the confectionery market. Research Results. The study includes an analysis of the economic, marketing, and sales activities of LLC TD "Boichuk," focusing on the company’s sales channels and promotion systems. The company’s product range comprises approximately 1,500 items across various categories. With an extensive network of 22 branches equipped with their own warehouses, the company collaborates with over 35,000 retail outlets across Ukraine, including 4,500 in Lviv and its region. In recent years, LLC TD "Boichuk" has actively responded to the growing demand for healthy and organic products by reducing sugar content and offering new seasonal items. It has been substantiated that LLC TD "Boychak" actively adapts its product range to market changes, taking into account trends in healthy products, reduced sugar content, and organic sweets. The company also introduces new products in line with seasonal trends and demand. LLC TD "Boychak" organizes contests and other events to attract customers. It has been established that the main market players are companies such as Roshen, Mondelez, Svitoch, AVK, and Conti, which occupy a significant share of both domestic and international markets. LLC TD "Boychak" employs effective sales promotion methods by organizing promotions, contests, and product tastings in supermarkets. These activities increase brand awareness, attract new customers, and enhance the loyalty of existing ones. At the end of holiday seasons, the company offers discounts on seasonal products, contributing to sales growth. Participation in specialized exhibitions and fairs allows the company to receive direct feedback from customers and expand its client base. This is especially important in the competitive environment dominated by key players like Roshen, Mondelez, Svitoch, AVK, and Conti. An analysis of confectionery products and consumer needs in the confectionery market has been conducted. Strategic sales perspectives for confectionery products have been proposed based on the capabilities of LLC TD "Boychak," along with recommendations for developing a loyalty program as a key element of the sales promotion system. 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