ASSESSMENT OF PROSPECTS FOR OBTAINING COMPETITIVE ADVANTAGES BY OIL AND FAT INDUSTRY ENTERPRISES OF UKRAINE

Abstract

The article is devoted to the study of theoretical and methodological aspects of ensuring the competitiveness of enterprises in the oil and fat industry of Ukraine. The peculiarities of the market of oil and fat products, problems and prospects of its development are analyzed. It is determined that the main factors that will determine the movement of the global market and regional markets (including Ukraine) are uncertainty of political decisions and uncertainty in the prospects of economic development; reduction of consumption growth rates; falling global economic growth. Ways to increase the competitiveness of products by restructuring the raw materials and technical base of the industry, reviving the production of traditional domestic oilseeds, the use of innovative technologies, intensifying work to strengthen and expand Ukraine's position in world markets. The peculiarities of the production of organic high-oleic sunflower oil, which is becoming more and more popular in the world, are analyzed due to the awareness of its usefulness for human health and positive impact on the environment. In addition, the advantages of organic production over traditional have a number of economic, environmental and social aspects: economic are related to the prospect of increasing the profitability of organic production and its competitiveness; environmental is to preserve the environment in the production process; social in saturated consumer market with quality products. Another important area of maintaining high export performance of enterprises in the oil and fat industry of Ukraine is to increase the competitiveness of products through quality assurance. In order to gain competitive advantages, oil and fat enterprises need to take into account the following global trends: changes in the structure of nutrition and significant demand for vegetable oils, organic production and healthy eating; search for new markets that open as a result of trade wars; taking into account changes in tax legislation, introduction of quotas and export restrictions; investing in the processing and expansion of production facilities; change of modification and reorganization of oil production in the premium segment. Measures for further effective and competitive development of this market in the long run are identified.