Development of Enterprise Export Potential in the European FMCG Market in Terms of Risks

Abstract

The article analyzes the basic concepts and principles of enterprises functioning in the FMCG market. Given that this market suggests quick return goods and consumer goods, which are characterized by high demand and frequency of purchase, the article presents the basic patterns of the market dynamic development. The principles of food industry enterprises activity have been considered, taking them as an integral part of the FMCG market. The peculiarities of dairy products export have been studied, taking into account modern economic processes in Ukraine and the reorientation of its export flows from the CIS to EU states. The authors have come to conclusion that carrying out export activity directly depends on the export potential. The article also analyzes the risks associated with the difference between international and domestic norms and regulations stated in the export legislation and legislation on the quality of perishable dairy products, which may be faced by companies already exporting dairy products to the EU market or just planning to enter this promising foreign market. We have assessed the attempt to increase the competitiveness of Ukrainian products through raising their quality and bringing it in accordance with international standards. The determinants dominating in the export activity of the FMCG businesses in the EU market have been identified, taking into account the potential risks. It has been proved that in order to increase the export potential of enterprises working in the FMCG-market in the conditions of systemic risks caused by business environment, a promising area of research may consist in improving the institutional framework in such spheres as standardization, conformity assessment and market surveillance by integrating Ukrainian institutions into European and international structures.

Keywords

• eu
• export
• export potential
• fmcg market
• foreign economic activity