THE ROLE OF UKRAINIAN RETAILERS IN THE SALE OF POULTRY PRODUCTS IN REGIONAL MARKETS
Abstract
The article examines the peculiarities of the sale of poultry products on regional markets. Taking into account the specific conditions for the storage and transportation of poultry products, a comparative description of compliance with these conditions during the sale of products through various sales channels is given. The problem of choosing the type of density of distribution channels (intensive, selective, exclusive) has been defined and characterized, and it has been clarified that it is for poultry products that a selective approach to maximum coverage of trade enterprises is used. It was determined that three types of retail stores are used to sell poultry products: "modern retail", "traditional retail" and franchise outlets. The dynamics of the opening of new retail outlets included in the TOP-10 were analyzed and it was found that all enterprises from the TOP-10 rating showed stable growth until 2021 inclusive, and the strongest competitor is "ATB-market" LLC, which in terms of number of retail outlets is almost twice as high as the nearest competitor, Fozzy Group. During the period of military aggression, the presence and number of grocery retailers in the regions of Ukraine changed compared to February 24, 2022. and February 1, 2023: both the total number of supermarket chain stores and individual regions decreased. In the Northern, Southern and Eastern regions, in the Western and Central regions, on the contrary, there is an increase in the quantitative presence. During this period, a structural redistribution of the quantitative presence of retailers by region took place: the total number of stores decreased by 134 stores, or by 5.8%, and significantly increased the presence of stores in the Central and Western regions. On the basis of the monitoring of the operation of retail enterprises, a model for ensuring the effective sale of poultry products on regional markets was proposed, which not only describes regulated and unregulated factors influencing the process of sale of poultry products, but also specifies the conditions for effective sale that must be fulfilled by both product manufacturers, as well as trade enterprises engaged in its implementation.
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