Marketing research of the world market situation milk and dairy products

Relevance of the research topic. Relevance of the research topic. The development of the dairy industry is under the influence of global economic, technological, political, value trends, which, in turn, shape the image of the future of the industry. The driver of the production of milk and dairy products in the world was the increase in demand for them in developing countries due to the increase in the population and the increase in the level of socio–economic development. At the same time, milk production in European countries is restrained by the low rate of growth of its consumption and the reorientation of demand to low–calorie products, as well as to its vegetable analogues. In the United States of America and the European Union, the increase in production is due to the increase in the productivity of cows, which turns into intensive production, and in India and China – mainly due to the increase in livestock (extensive production). EAEU countries have significant export potential for milk and dairy products, because their domestic markets are close to saturation. A distinctive feature is that the majority of the exports of these countries go to the post–Soviet space. Trade wars between the US and China open up new opportunities for Ukraine, Belarus, and Kazakhstan to export dairy products to China and other Southeast Asian countries if their own market is saturated. For this, countries need to increase the productivity of livestock and the profitability of production based on the best practices of foreign experience. The article is devoted to the analysis of the world market of milk and dairy products, the identification of key trends and features of the development of this industry in different countries. The purpose of the study is the conjunctural analysis of the world market of milk and dairy products, the development of trends and strategic directions for the development of the Ukrainian dairy business. Research methods. The article uses the dialectical method of scientific knowledge, the method of analysis and synthesis, comparison, the method of summarizing data, the research is based on a systematic approach to the considered problems, the study of their relationship and development. According to the results of the research, the markets of milk and dairy products in different countries are very diverse and differ in intensive or extensive production methods, technologies and consumer preferences. In Ukraine, there is a problem of low productivity of cows in most farms (with the exception of agricultural holdings), as well as an imbalance of purchase and market prices. At the same time, the domestic demand for milk and dairy products is not satisfied, part of the products are imported. The analysis of the experience of the development of dairy production in the leading countries of the world allowed us to identify the features that have the greatest impact on increasing the productivity of the industry and its profitability. Field of application of results. The research results can be a basis for further scientific and theoretical developments and used in the practice of modern enterprises related to the production and processing of dairy products Conclusions. The business environment is an essential part of the formation and development of the world commodity market. The study of short–term fluctuations and changes in commodity markets at the macro– and micro–level, necessary to take into account the economic activity of enterprises, industries and the entire national economy. Understanding the market situation is used to manage the strategy, the choice of the form and methods of competitive struggle in ensuring the external efficiency of trade and economic activity. Markets of milk and dairy products in different countries are very diverse and differ in the method of production (intensive or extensive), technologies and consumer preferences. The national milk market has the problem of low productivity of cows in most farms (with the exception of agricultural holdings), as well as an imbalance of purchase and market prices. At the same time, domestic demand for milk and dairy products is not satisfied, part of the products are imported