MARKETING ENVIRONMENT OF THE BREAKFAST CEREAL ENTER-PRICES IN UKRAINE
DOI:
https://doi.org/10.15673/2073-8684.29/2014.33524Keywords:
marketing environment, breakfast cereal, SWOT analysis, marketAbstract
This article presents the marketing environment analysis of the breakfast cereal enterprises inUkraine. SWOT-analysis which was conducted for the purpose of more depth analysis of breakfast cereal producers and importers marketing environment has identified the environmental factors which have a favorable and adverse effects, as well as internal strengths and weaknesses. Taking into consideration the difference in work conditions and the marketing position, we have identified two sites for the analysis: domestic and foreign manufacturers importing their products to the Ukrainian market.
Considered factors of the enterprises’ marketing environment of the breakfast cereal market allowed us to define the development priorities for domestic manufactures and consequently in future will form the appropriate development programs, improve the competitiveness of domestic producers.
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