Management of competitive advantages of confectionery industry enterprises (case of Slovakia and Ukraine)

Abstract

The aim of this research is to substantiate the choice of a competitive strategy by monitoring the competitive advantages of enterprises in the confectionery industry, using Ukraine and Slovakia as case studies. The research materials include statistical data on the development of the confectionery industry in Ukraine and Slovakia from Ukrstat and Eurostat. To compare the competitive advantages of confectionery enterprises in both countries, methods such as diagnostic analysis, statistical data analysis, and case studies were employed. Expert evaluations from the confectionery industry in Ukraine and Slovakia were used to monitor and assess competitive advantages. The monitoring procedure followed a structured sequence of actions: (1) identifying development trends in the confectionery industry, (2) determining key competitive advantages, and (3) conducting an expert assessment of these advantages. Based on this assessment, priorities were established, and a competitive strategy was defined. The competitive advantages evaluated by experts included the dynamics of confectionery production, revenue growth, digitalization of sales, average product prices, operational efficiency, brand development, product innovation, ingredient safety, and export potential. The results of the expert assessment indicate that the confectionery enterprises of Ukraine and Slovakia have significant potential for growth and strengthening their competitive position. Ukrainian enterprises, in particular, benefit from larger production volumes, a more innovative product assortment, and higher product quality. To further enhance their competitive advantages, Ukrainian enterprises should focus on digitalizing sales and expanding into new markets to boost exports. For Slovak enterprises, increasing production volumes, digitizing sales, refining product policy to expand assortments, and diagnosing export potential are recommended strategies for gaining competitive advantages.