Implementation of projects in the field of product diversification as a factor of increasing the economic potential of an industrial enterprise

Abstract

The modern business market has such properties as: high competition, volatility, dynamism, instability, unpredictability, high determinism. Based on this, each player must build an adequate strategy of behavior and development of the appropriate niche to ensure a steady increase in sales of their products. In the market segment of meat products there is a large number of participants and there is a fairly wide range of products. Based on this, the most promising companies use modern tools to promote their products and win consumer preferences. One of these tools is product diversification. This is the incentive that can not only strengthen the economic potential of the enterprise, but also increase the overall level of its competitiveness in the relevant market segment. The object of the study was the industrial production and the market of meat products. Applied research and author’s recommendations were tested and implemented on the basis of Saguny Meat Processing Plant LLC. A feasibility study was carried out on the project of introducing functional products into the production of Saguny Meat Processing Plant LLC, namely, the use of a complex functional system (CFS) of food paste and products based on it in the production process. Calculations have proved that the production of paste based on CFS and products with their inclusion will allow the enterprise to receive additional income in the amount of 2,680.20 thousand rubles for the annual period, while labor productivity will increase by 37.16 thousand rubles per person, the profitability of products and sales by 0.081 p.p. and 0.058 p.p., respectively, the costs per 1 rub. of commodity products will decrease by 0.0006 rub. The project to increase the efficiency of using the economic potential of Saguny Meat Processing Plant LLC, as well as its competitiveness in the industry market, is effective and economically feasible.