Gavrilenko Olya Scientific supervisor: Zadoya A.A. Language supervisor: Kramarenko T.V.

1. Competitive strategy formation on the world market for Ukrainian exporter Gavrilenko Olya Scientific supervisor: Zadoya A.A. Language supervisor: Kramarenko T.V.

2. Structure • Theoretical basis of the company competitive strategy formation and realization • Competitive strategy analysis in both domestic and foreign markets at corporation “ROSHEN” • Practical recommendations for competitiveness strategy optimizing and getting access to new market for corporation “ROSHEN”

3. Subject and object of the research • Subject of research: competitive strategy improvement for export-oriented enterprise "ROSHEN" on the foreign market • Object of research: corporation "ROSHEN“ business activities

4. Objectives & Task Objectives: • study and analyze the existing methods of company competitive strategy formation; • assess the corporation "ROSHEN" competitive environment and the position; • analyze the current management of corporation "ROSHEN“ competitive strategies and identify its problems and prospects Task: • develop a set of measures to improve corporation "ROSHEN" existing competitive strategy; • project a penetration to new sales market and assess its attractiveness for the corporation "ROSHEN"

5. definition • Competitive strategy is a company striving to occupy a competitive market position in the industry, on the main stage, where the competitive struggle is performed • Each of the competitive strategies is a fundamentally unique approach for obtaining competitive advantage and all of them are able to keep for a longer period of time

6. Competitive strategy The main differences between the competitive strategies of enterprises-exporters are taking into account the following factors:

7. Corporation “ROSHEN” • Was founded in 1996 • Market share – 25% • Main foreign markets: CIS countries, European countries, USA

8. Corporation “ROSHEN” Competitive strategy • On the domestic market: follows the strategy of the leader corporation has the strongest market position, has a major influence on the market and has the opportunity of strategic directions independent choice • On the foreign market: not characterized by features of breakthrough or offensive, corporation gradually increase its sales corporation has a risk of being displaced by more initiative and active producers

9. Corporation “ROSHEN” current problems • The weak point of corporation is the lack of conceptually new products on the European market, which would be manufactured on the basis of special recipes using Ukrainian ecological ingredients and simultaneously with the famous confectionery company brand in Europe

10. My recommendations To optimize existing competitive strategy of the corporation "ROSHEN" in the domestic market were selected following measures:

11. My recommendations • To improve its competitive position in foreign markets «ROSHEN» must create a joint venture with the Polish company "Colian“

12. Economic efficiency calculation • NPV is $ 364,317 and it shows the necessary conditions implementation of project efficiency (NPV0); • the payback period is 2 years, which is quite small in a constantly changing environment; • however, the most important indicator serves a high index of the project profitability, which is 83%

13. Thank you for attention