Zghurska O. Formation the Marketing Strategy of the Greenhouse Enterprises

The dissertation focuses on the theoretical, methodological and practical aspects of strategic marketing management of competitive ability of milk processing plants. The interpretation of the category of competitive ability in the system of strategic marketing management of enterprise is improved as the result of aggregation of existing approaches and views on content of this category.The forming factors of competitive ability of milk processing industry are identified and the methods of evaluation of competitive ability of milk processing plants as well as the methods of identification of competitive advantages in the system of strategic marketing management of enterprises are improved. The validated evaluation of competitive ability of milk processing plants is made with help of the methods, which are based on consideration of the competition marketing strategy. The content and meaning of the quality of milk products is defined as the key factor of ensuring of competitive ability of milk processing plants. The system of management with competitive advantages of milk processing plants is formed on the basis of the strategic marketing. The activity of manufacturing and processing plants is parametrically optimized on the basis of cluster approach with the purpose of realization of the marketing strategies of development and increase of the competitive ratio of the enterprises of sub-complex of milk products.