Kanishchenko, O.

Khan, O.

English

eLibrary National Mining University

61The store has a mixed portfolio, which is a set of different groups, speciesnames that a great variety of functionality. Sales are mainly consumer goods (mostoften purchased and even daily population) and periodic demand (purchase which isdone periodically). The product range is very wide and deep within the individualproduct items.By competitors to the shop «Svitlana» there are food a shop in the settlement ofNekhvoroscha it is a shop «Orchid» 18%, «Luck» 27% and also four food stallstogether 33%. Main competitors are two shops - «Orchid » that «Luck».Capacity of the potential market in the town - 27,378,000 UAH. The marketshare of the store "Svetlana" 22%. Market saturation is 12.5%, which means that themarket is very attractive for the firm.It can be concluded that the market for food in the village of artemisia evolvingand is promising. Need to apply marketing policy in the enterprise, in order to adaptto rapid changes associated with changing the environment.Khan O.Kaniсshenko O., research supervisorTaras Shevchenko National University of KyivTHE COMPETITIVE ADVANTAGES OF FOREIGN COMPANY INUKRAINE CAFÉ MARKETDuring the late years the cafes in Ukraine have managed to turn intosociocultural phenomenon. The coffee is no more utilitarian morning stimulator andmoreover it has become the significant place of the time spending of absoluteEuropean type. However, the cafes are not only the successful business but also atremendous development potential.The following features contributed to the changes in consumers’ style of living:−the special population layer, solvent enough to cover café visit expenses;−the perception of consumer services has changed, i.e. from treatment café aspremium class establishment to its vision as a comfortable place to have snack andgood time;−the house chores share has reduced within the general amount of personal timeand as a result people started to dine and supper out-of-home more often;−the level of inflow differentiation of society has increased.The special features of Ukrainian café market are follows: the café market is replenished with new investment annually (up to $200-300mln) the cafes occupy 20-30% of Ukrainian coffee market; the number of café market members rise approximately by 7-8%; the income from additional  product points sales makes up from 10% to 45%of overall revenue;62 the average revenue per user amounts $15-20.Some peculiarities of cafes market entrance in Ukraine are suggested to consideron the basis of Starbucks Corporation. It is the leading world coffee retailer and thetop company in industrial coffee bans roasting. The international marketing strategyof Starbucks includes the original positioning as “third place”, besides home andoffice for spare time spending.The strategy of this company comprises the range of definite specific featuresforming company’s image, namely:− the non-smoking is established in coffee house so that a view does not todistort the coffee aroma;− the same tune is on in all the Starbucks cafés in the world;− the doors and windows are facing the sun sides to prevent direct sunraysfrom customers’ eyes;− the personal approach, e.g. “Frappuccino for Anna”, as the specialtreatment of each client, forming the basis of company’s cultural image.On the one hand, these characteristics lead to additional costs, but on the otherhand Starbucks is loyal to its brand, ensuring primary demand for the goods.Singularity of coffee market situation in Ukraine consists of the existence ofseveral network operators, which are constantly expanding their activities. Somecoffee companies networks activities by launching aggressive expansion.  Thefollowing coffee houses and networks are worth mentioning as potential competitors:Coffee Life, Coffee Time, Shokoladnytsia and McCafe.There are two categories of café market member in Ukraine: expensive  café, where the average revenue per user is$15-20; café with middle price, where the average profit per user amounts $8-15.Starbucks refers to expensive group and has uniform pricing policy in all cafes.While market entrance the café, primarily focuses on high- and middle-incomecustomers, requiring quality service of such market segment.  The potentialconsumers can be divided into the following groups:−students;−office workers.During the implementing process different risks may appear. They willinfluence on economic efficiency of the project later. The effectiveness of the projectis influenced by such risks as seasonality, dependence on price proposal and welfareof population, profiency of the staff and competition.The main competitive advantages of Starbucks are brand loyalty and existingdemand for the product.  Target audience includes high- and middle-incomecostumers. The aim of the project is organization of effective business and networkexpansion of Starbucks. Therefore the project is fully financed with own funds ofStarbucks.

THE COMPETITIVE ADVANTAGES OF FOREIGN COMPANY IN UKRAINE CAFÉ MARKET

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THE COMPETITIVE ADVANTAGES OF FOREIGN COMPANY IN UKRAINE CAFÉ MARKET

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