Popko O. Export-oriented marketing of domestic dairy market operators

The primary vectors revealed development of export of food and processing industry of Ukraine, established the place of Ukraine in maintenance of world trade in foodstuff, formed conceptual bases of export-oriented marketing for the enterprises of food and processing industry of Ukraine. It is established that the main problems of Ukrainian exports of food and processing products include: the exit of domestic market operators from regional production networks with Russian companies; slow pace of integration of domestic operators into global value chains; deepening and expanding the policy of neo-protectionism of domestic producers by governments of other countries, which creates certain barriers for Ukrainian exporters. Based on the above, the conceptual principles of export-oriented marketing for food and processing industries in terms of marketing mix are proposed. This structuring allowed to form the recommended measures of export-oriented marketing in the context of the concept of ‘4P’. They are product - expanding the product range of exports; price - harmonization of national legislation in terms of international requirements for quality, safety, environmental friendliness; place - formation of a system for assessing the potential attractiveness of markets in order to diversify them; promotion - introduction of a set of measures to promote domestic food products on world markets. It is carried out the analysis of the state and forecasting of the development of the domestic dairy market, the world dairy markets are monitored and the place of Ukraine on them is established, the classification of dairy market operators is formed according to the value chain of dairy products. In the process of research of the domestic and world dairy markets the existence of export commodity supply of the domestic dairy market and import commodity demand of the world dairy markets is established. This led to the conclusion that Ukraine is one of the leading players in the world dairy market in terms of sales of such exchange products as butter, technical casein, whey. According to these product groups Ukrainian exports are mainly for the B2B segment and are characterized by low added value which confirms the urgent need to develop export-oriented marketing of high-margin dairy products, including products of deep processing of raw milk. This investigation identifies peculiarities of functioning of domestic dairy market operators. There were formed methodological bases of complex estimation of the level of market concentration on the domestic dairy market; the procedure of distribution of market shares of dairy market operators is substantiated. It was formal approach to the decommodization strategy for domestic dairy market operators in the context of marketing-mix and developed ecological and economic expediency of introduction of modern membrane technologies of deep processing of whey. Analytical tools of estimation of potential attractiveness of foreign markets of high-margin dairy products are developed. Formal aspect of decomoditization strategy for domestic dairy market operators in terms of marketing mix is characterized by: optimization of marketing product policy, focusing on production and supply of high-margin functional products that can be widely used in the production of baby, medical, sports nutrition, nutrition for the elderly. nutrition, pharmacy and cosmetology, etc .; changing the marketing pricing strategy; diversification of markets and filling market niches with high demand for innovative functional products in new geographical segments.