ANALYSIS OF MARKET POWERS AS ONE OF THE COMPONENT ASSESSMENTS OF BRAND EQUITY OF COFFEE PRODUCERS IN UKRAINE
Abstract
The article is devoted to one of the aspects of brand capital assessment based on the market capacity of coffee producers in Ukraine by means of financial and market scoring. The main players on the coffee market in Ukraine were identified for the study: Jacobs Dow Egberts Ukraine LLC, Strauss Ukraine LLC, Nestle Ukraine LLC, Galka LTD JV, Viennese Coffee LLC, Coffee from Lviv LLC , Alta Plus LLC, 25 Coffee Roasters LLC, Coffee Group LLC. Based on the data of the Ukrainian service for the analysis of YouControl enterprises, the revenue volumes of the studied enterprises from coffee production for 2016-2020 were analyzed. The indicators of the current and absolute liquidity of the enterprises were analyzed, as well as their solvency was analyzed with the help of the autonomy coefficient in 2016-2020. Analysis of the level of profitability of the studied enterprises in 2016-2020 was carried out according to the indicators return on assets, return on current assets, net margin and return on total assets. Indicators of turnover of assets, turnover of own working capital and turnover of receivables for 2016-2020 were used in the analysis of the business activity of the studied enterprises. As a summary of the results of the analysis of the financial indicators of coffee production enterprises, the dynamics of the scoring indices of the financial strength of the studied enterprises, which has the maximum predictability for calculating the probability of the company's bankruptcy, was presented. Also, the shares of the researched coffee production enterprises in the sector, market and submarket in Ukraine for 2016-2020 ranking has been made were analyzed, and ranked the researched enterprises by revenue in the sector, market and submarket in Ukraine for a similar period of time. The indicators of absolute and relative revenue growth, as well as the average revenue growth and CAGR of revenue of coffee production enterprises for three years in the period from 2016 to 2020, were analyzed. As a summary of the market scoring results, the dynamics of the market power scoring indices of the investigated enterprises are presented, according to the data presented in YouControl, as well as MarketScore, which comprehensively reflects the company's market share, its place in the industry and growth dynamics in comparison with competitors. Based on the obtained indicators, the market capacities of the main coffee producers in Ukraine were determined, conclusions were drawn, and promising directions for further scientific research in this field were determined.
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