The Current Trends in the Stationery Market in Ukraine, Marketing Opportunities and Threats to the Development of Domestic Manufacturers in this Market

Анотація

The article defines the main trends in the development of the stationery market in Ukraine, which indicate increased competition on the part of foreign manufacturers of stationery and substitute goods, as such can be considered computers, laptops and tablets. It is also determined that along with this, in recent years, the demand for stationery from consumer organizations has been growing in Ukraine due to the opening of new offices. The competitive advantage of stationery manufacturers is provided primarily by modern equipment and the involvement of professional specialists, a wide range of products offered, its original design and a wide sales network. Based on the analysis of the environment of functioning of domestic stationery manufacturers, it is determined that the main opportunities for their further development are the growth of unemployment and restrictions on consumers regarding the purchase of expensive gifts, the emergence of new consumer needs, the growing importance of service in servicing consumer organizations; threats – rising costs for food products and housing-communal services, reducing consumer incomes, increasing the cost of raw materials and energy carriers. The comparison of opportunities and threats of manufacturers of stationery products allowed to determine the feasibility of using intensive and diversification growth strategies by them. In terms of the implementation of the latter, stationery manufacturers need to constantly develop new products, looking for attractive target segments using the algorithm presented in the article.

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