Strategy formation for the development of the confectionery industry enterprise (on the basis of PJSC AVК).

Abstract

The qualification work reveals the essence of the enterprise development strategy and substantiates the process of selection. The main types of concentrated growth strategy are identified and the place of marketing in it is clarified. The strategy of enterprise development -concentrated growth, namely the strategy of new product development is substantiated and formed. The implementation of the chosen strategy is ensured by outlining the main parameters of the novelty: type, distribution channels, consumers, price, packaging, positioning strategies and promotion methods. As a result of the implementation the recommended strategy and the proposed measures to ensure it, AVK will be able to obtain an additional amount of net profit.
The results of the qualification work can be used by confectionery companies, in particular the confectionery company «AVK».