ECONOMIC ASPECTS OF SUBSTANTIATION FOR BAKERY PRODUCTION TECHNOLOGY ON THE BASIS OF CHOOSING AN ADEQUATE VECTOR IN THE INNOVATIVE DEVELOPMENT STRATEGY

Abstract

The study is devoted to economic aspects in substantiation of production technology for bakery products through adequate choice of strategy vector in innovative development with correctly outlined management tasks of its implementation. The key ideas of the study were: diagnostics for factors that influence the implementation of strategy at a food enterprise in its innovative development; improvements for the implementation of strategy in innovative development based on the feasibility of introducing new products in the assortment policy at the enterprise. During the study, an analysis of the external and internal environment at a food enterprise producing bakery products was conducted and the main factors that designate the strategic vector of its innovative development were established. The influencing factors were diagnosed using a SWOT- analysis. Additional parameters were introduced to assess the achievement of goals in the innovative development strategy. A list of factors has been compiled, all factors have been included in positively or negatively acting ones - opportunities and threats in relation to the external environment, strengths and weaknesses of the enterprise's activities in relation to the internal environment. "Attractiveness" and "Competitive advantages" are complex expert indicators, their calculation is carried out using the weight coefficients (D), assigned by experts to each individual indicator of the attractiveness assessment (i) and competitive advantages assessment (j). The first stage of the analysis covered the internal environment, and the second - the external environment of the food enterprise. The matrix of attractiveness for the implementation of the strategy through innovative development is presented. For the practical implementation of the innovative development strategy, which is based on the feasibility of introducing new products, the following was done: the enterprise's product range was studied and a graph was built that illustrates the links between ranks in output and the profitability of the product range; the matrix of "Product specifications with the deployment of the quality function" was developed, on its basis a positioning map was built before and after the specification.