Ivanova L. Strategies of improving competitive advantages of milk processing enterprises

Theoretical backgrounds, methodological, scientific and practical recommendations regarding forming the strategies of improving competitive advantages of milk processing enterprises in the target markets have been generalized. The essence of the following categories: competition, competitive advantages, competitiveness of an enterprise has been discovered. It has been proved that the main constituents of the model of management of competitive advantages of the enterprise are determining, analysis and assessment of the factors forming them. The peculiarities of competitive environment of functioning milk processing enterprises in the regional market, milk and dairy products consuming by the population have been identified. Grouping of milk processing enterprises according to the competitive advantages of the products has been conducted. It allowed to identify the leaders, followers and outsiders. The trends of improving competitive advantages of outsiders group on the basis of considering the internal potential and the external environment of their functioning have been substantiated. Practical recommendations regarding improving competitive advantages at the enterprises via forming the brand culture have been developed.