Modelling of consumption of meat products as basis for a formation of strategies and marketing complexes for meat processing enterprises

The purpose of the article is to carry out forecasting of consumption of meat products for a further formation of strategies and marketing complexes for meat processing enterprises. Research methods. In the research process have been used the following scientific methods: statistical methods for processing of secondary statistical data; methods of econometric analysis for forecasting of volumes of meat and meat products consumption per capita and per year; calculation for solving the assessment task of maximum calorific value of the basket of meat products in terms of budget constraints; tabular for construction of tables; graphical method for drawing of figures. Research results. In this article have been forecasted possible variants of growth of meat products consumption for the period up to 2020. Based on the time series of consumption of meat products in the period between 2000 and 2016, forecast of consumption up to 2020 has been constructed. In order to determine the level of consumption of meat products, depending on the level of income, the whole population of consumers was divided into three groups: low-income (26%), middle-income (37%), and secured (37%). For each group was solved the optimization problem on the maximum caloric value of the meat product basket in terms of budgetary and production constraints. As a result, optimal diet has been obtained, forecast consumption volumes have been determined, and the strategy of differentiated marketing has been selected for each population group. Elements of scientific novelty. The model for forecasting the level of consumption of meat products per capita until 2020, which considers an influence of gross domestic product per capita and determining of an optimal level of consumption of the main types of meat according to differentiation of household incomes, that will help to clarify boundaries of the target markets for the meat processing enterprises. Practical significance. The scientific approach has proposed for forecasting of consumption of meat products, which will allow choosing a strategy of differentiated marketing, clarifying boundaries of the target markets, and forming of effective marketing complexes for meat processing enterprises in the future. It will increase the efficiency of marketing and sales activities of such enterprises and increase their competitive status. Tabl.: 6. Figs.: 7. Refs.: 14.