Medvedenko E. Substantiation of the basic directions of the children's nutrition enterprises' development in the Ukraine on the basis of marketing research.

In the dissertation the basic theoretical principles of carrying out of marketing researches are analyzed, the author's technique of forecasting of the basic tendencies of development of the children's nutrition enterprises in the Ukraine are developed. Research makro- and the micromarketing environment has allowed to generalize the basic obstacles, tendencies and prospects of development of the children's nutrition enterprises, to develop possible ways of decrease of threats and uses of opportunities of the Ukrainian manufacturers. A substantiation of requirement for products of a children's nutrition of different kinds and revealing of groups of production, requirement in which it is satisfied badly, than in the others, have allowed to generalize directions of satisfaction of requirement domestic manufacturers and to develop the concept of deducing on the children's nutrition market the products of new generation. The offered organizational - economic model of development of the children's nutritionmarket proves the basic parameters of development of the researched market on segments and is directed on execution of positions of the Law of Ukraine "About children's nutrition". The basic purpose of model - occupation by the Ukrainian manufacturers the leading positions in branches of children's nutrition products and improvement of health of the Ukrainian nation.