Abstract

Product competitiveness is the ability of products to be attractive in comparison with other products of similar type and purpose due to better compliance of their characteristics to the requirements of the market and consumer evaluations.

Characteristics of the goods, its production process determine its consumer properties, which, in turn, include a number of indicators of quality of this product. Product competitiveness depends on the selected indicators and their aggregate. In addition, there are many other factors as price, marketing policy, product differentiation etc.

There’s analysis of global dairy market, government’s role in increasing product competitiveness and basic approaches of competitiveness of agricultural enterprises.

Аннотация

Конкурентоспособность продукции — это способность продукции быть привлекательной по сравнению с другими изделиями аналогичного вида и назначения благодаря лучшему соответствию своих характеристик требованиям данного рынка и потребительским оценкам.

Характеристики товара, технология его изготовления определяют его потребительские свойства, которые, в свою очередь, включают ряд показателей качества этого товара. Конкурентоспособность продукта зависит как от отдельного показателя, так и их совокупности. Кроме того, существует много других факторов, таких как цена, маркетинговая стратегия, дифференциация продукции и т.д.

В исследовании представлен анализ мирового рынка молочной продукции, роли правительства в повышении конкурентоспособности товара и основные подходы к конкурентоспособности агрохолдингов.

Анатацыя

Канкурэнтаздольнасць прадукцыі гэта яе здольнасць быць прывабнай у параўнанні з іншымі вырабамі аналагічнага выгляду і прызначэння дзякуючы лепшай адпаведнасці сваіх характарыстык патрабаванням дадзенага рынку і спажывецкім адзнакам.

Характарыстыкі тавару, тэхналогія яго вырабу вызначаюць яго спажывецкія ўласцівасці, якія, у сваю чаргу, уключаюць шэраг паказчыкаў якасці гэтага тавару. Канкурэнтаздольнасць прадукту залежыць як ад асобнага паказчыка, так і іх сукупнасці. Акрамятаго, існуе шмат іншых фактараў, такіх як кошт, маркетынгавая стратэгія, дыферэнцыя прадукцы і г.д.

У даследаванні прадстаўлены аналіз сусветнага рынку малочнай прадукцыі, ролі ўрадаў павышэнні канкурэнтаздольнасці тавару і асноўныя падыходы да канкурэнтаздольнасці аграхолдынгаў.

Contents list

Introduction…………………………………………………………………………...5

1Analysis of trends in global dairy market…………………………………………...6

2Government’s role in increasing product competitiveness……………..………….12

3 Vertical holdings integration as a factor of competitiveness of agriculture……. 17

3.1The need for vertical coordination in dynamic agrifood markets…………………………………………………………………………...………17

3.2Approaches competitiveness of agricultural enterprises …………...……………17

Conclusion………………………………………………………………………..….21

References………………………………………………..………………………….22

Vocabulary………………………………………………………………….………..23

Introduction

Vertical integration within agro-food complex is one of decisive factors influencing market structure and competitiveness of agriculture. Both forward and backward integration may be considered. Forward integration means expansion of agricultural production towards product finalization and distribution. Backward integration is directed to the preceding phases to engage inputs from the preceding subjects within the product vertical. The level of vertical integration differs not only between individual industries, but also within each industry. Vertical integration opens a question wheter agricultural company should try to internalise transactions to undertake coordination role of the market with the aim to increase competitiveness of the agricultural company both on domestic and foreign markets.

In the modern context, production activity of any enterprise, including the agricultural industries, depends on how successfully it solves the problems associated with the competitiveness of its products. Only by solving this problem the company can operate effectively and grow in the market environment. It persuades the relevance of the chosen topic.

The Republic of Belarus forms a significant part of their gross domestic product (GDP) by exports of goods and services. A considerable share of the export takes dairy products. This kind of products can be delivered not only to neighboring countries, but also to foreign ones due to the fact that certain types of products made from milk (e.g. powdered milk), are easy to transport and have a relatively long shelf life.This allows increasing number of supply channels to foreign markets, which corresponds to one of the principles of the Belarusian state - a multi-vector foreign policy. Every agricultural company, expanding its export activity, may contribute to the general welfare of the country, which is also provided by foreign trade.

The goal of the project is to find effective tools for improving the competitiveness of goods, including on the foreign markets. To achieve this goal following research areas are identified:

1.analysis of trends of the dairy market for understanding of the potential of decisions’ making;

2. research on the role of government in increasingproduct competitiveness;

3. search for competitiveness factors and advantages of agro holdings integration.

During preparing the reportweb articles, analytics of famous publishers, and other internet sources were used.