OF STRATEGIC MANAGEMENT OF

one of the most important, influencing the development of the production process and the level of competitiveness of economic entities. The analysis of the balance of milk production and consumption also shows that the obtained milk production and consumption volumes are gradually decreasing. A decrease in purchasing power among the country's population, a reduction in the geographic size of the market by losing control over the corresponding part of the country's territory in a certain way affect the decrease in the total capacity of the presented domestic food market.


Problem statement and its connection with important scientific and practical tasks.
The relevance of the article lies in the fact that the research is caused by the need to provide food for the population in the post-war period of the formation of the economy of Ukraine, which is an extremely important problem.
The current crisis not only in agricultural production, but also in the economy in general cannot be resolved only by the management system. Therefore, when it comes to reducing the effectiveness of management primarily in its applied sense, then at the empirical level it primarily concerns the process of organizing activities and its management. The dairy industry is a branch of the food industry that comprehensively combines enterprises involved in the production of various dairy products. The dairy industry includes enterprises engaged in the production of whole milk products, various canned milk products, cheese, dry milk, butter, cottage cheese, casein, ice cream, and other dairy products (Wikipedia, 2021). Thus, the milk market is one of the leading ones in the food and processing industry. The share of the population's expenditure on dairy products is 15% of food expenditure (it ranks fourth after expenditure on bakery, meat, and flour products) (State Statistics Service of Ukraine, 2021). Not only the wellbeing of the population depends on the effectiveness of the development of the dairy market, but also the gradual reduction of social tensions. In Ukraine, almost 200 enterprises specialize in milk processing. With the gradual development of the milk market, competition arose directly between its participants, who invest funds for the modernization of production, respond in a timely manner to the emerging changes in the market situation, while simultaneously increasing their assortment.

79
But as it turned out, this is not enough, as the implemented measures, as a rule, affect only one link of the whole chain of the milk market (for example, processing) and do not affect others (for example, raw material -providing fodder or increasing the size of the dairy herd). But only comprehensive measures can generally contribute to the development of the entire market with its multifaceted needs.
Analysis of recent publications on the problem. The scientific works of domestic researchers S. Azizov, V. Boyk, O. Mazurenko, V. Mesel-Veselyak, I. Tronchuk and others are devoted to the study of problems of the development and functioning of the milk market in Ukraine. O. Borodina, H. Mostovy, M. Latynin, O. Salamin, G. Cherevko, and others were among the first to address the issues of analysis of the peculiarities of the development of the milk market in Ukraine. M. Ruthurak, V. Ivchenko and others made a significant contribution to the substantiation of the conceptual basis for improving the management mechanism for the development of the milk market. In turn, repeated attempts in the field of organizational and management transformations in the production of milk and dairy products, as is known, practically did not justify themselves. Among the most reasons for this is the implementation of improvements that are rather limited in nature and forms, mainly by conducting organizational and structural transformations, which are the easiest to implement.
Allocation of previously unsolved parts of the general problem. In addition, the studies of the above-mentioned authors were mostly devoted to individual sectors of the dairy market, and rather little attention was paid to the comprehensive solution of the entire problemsatisfaction, providing all citizens of the country with high-quality dairy products of their own domestic production. The research described in the article is devoted to this problem.
Formulation of research objectives (problem statement). The purpose of the article is to consider methodological approaches to the development of an effective complex mechanism of strategic management of the development of the milk market in Ukraine.
An outline of the main results and their justification. The current mechanism restrains the development of the milk market, has a rather costly nature, does not stimulate the current structural transformation and increase in productivity, does not interest producers in ensuring the development of the milk market, and processing enterprises -in waste-free, comprehensive processing of milk raw materials (Rutkhurak M. V., 2005). First of all, the reasons for this state of affairs are: practical lack of common socioeconomic interests of partners in production and delivery of the final product to the consumer, nonequivalence of inter-industry exchange, practical lack of civilized competition, failure to take into account the provisions of the basic law of functioning of the market economy in accordance with demand and supply, imperfection of the current mechanism of organizational and economic stimulation, functioning of the financial and credit system, optimal pricing.
Milk is one of the most important products for human nutrition. After all, milk contains various useful substances necessary for the human body. The composition of milk primarily depends on a significant number of factors (stage of lactation, breed of animals, content of feed rations) and is primarily not constant, but in general it is characterized by the following nutrients, in %: 87,5 water Demand is an important factor in the formation and development of the milk market, which is represented by the level of consumption of this type of product and is one of the most important, influencing the development of the production process and the level of competitiveness of business entities. Thus, the level of consumption of milk and dairy products varies significantly in different countries of the world. It is also related to the established level of development of the livestock industry, as well as to historical traditions in the field of human nutrition. So, the highest per capita consumption of milk and dairy products in The established annual rational rate of consumption of milk and dairy products in Ukraine per person per year is 350-380 kg. The data presented in Table 1 show that over the past 20 years in all regions of Ukraine, the actual consumption of milk per person is significantly lower than the rational norm and ranges from 199.1 to 201,7 kg per person per year. A significant level of milk consumption was 225,6 kg in 2005. In 2020, milk consumption in Ukraine amounted to almost 201,7 kg per year, which is 1.8 times less than the established consumption norm.
Also, the level of milk consumption is primarily influenced by the development of the entire agricultural dairy sector, including animal husbandry and its provision of fodder, technological equipment, veterinary services, etc. In addition, this sector needs constant renewal of livestock. It is worth noting that the dairy industry is characterized by an annual decrease in the number of cows. Thus, in 2019, a decrease in the number of cattle was observed for the entire history of independent Ukraine. Thus, the number of dairy cows in 2019 was 1,9 million (Ivchenko V. M. Mytchenok O.O. and Soloshonok A.L, 2021).
Thus, the decrease in the number of dairy cows also affected the decrease in the amount of milk produced. Milk produced in 2020 compared to 2015 is 5.7% less. In 2019-2020, the level of milk production was at the level of 10 million tons by increasing livestock in agricultural enterprises (Table 2). Export of dairy products (in terms of milk) The problem of establishing socioeconomic relationships includes a system of various forms for establishing relationships, which are focused on the implementation of economic methods of management, thereby ensuring that each business entity has the necessary socioeconomic interest in more effective production of dairy products. Therefore, socio-economic relations between various agricultural and processing enterprises should also lead to obtaining a higher final result on the basis of ensuring the balanced development of a certain dairy product sub-complex (Karasova N.A., 2008).
As a result of the imperfection of socioeconomic relations, as well as due to certain shortcomings in the organization of procurement, transportation and storage of raw materials, the low technical level of most processing enterprises, significant losses in the production of dairy products are also allowed, and the existing resource potential is not used to a large extent ( The identified situation is caused by various inflationary processes in the national economy, non-equivalence of established prices for dairy products (wholesale prices are higher than purchase prices for dairy raw materials by almost twice), non-payments for dairy products (Shcherbata M.I., 2014).
However, the main drawback that restrained the growth of the dairy market in the country in the previous pre-war years and cannot be categorically accepted in the post-war years is the lack of a single, comprehensive and consistent state policy regarding the development of the entire market of milk and dairy products. Such a policy should be based on a number of interrelated state programs, each of which would provide for the development of a separate sector of the dairy market, starting with: breeding and increasing the number of dairy herds, its fodder supply, improving processing technologies and equipment, balancing relations between all sub objects of the logistics chain of the dairy market. Such a policy should be based on its own resources, including raw materials, for the development of each sector.
This prompted the development of a comprehensive mechanism for strategic management of the development of the milk market (Fig. 1).
In the given scheme, first of all, the concept of the economic mechanism in general is reflected with a new understanding of strategic management, planning and their interaction, because the object of management is precisely the final dairy product, factors are defined as intermediate objects of the management system, which also act as means for effective management, and planning is presented in the form of two spheres. That is, it is a complex model of using the existing resource potential.
The first area of planning is the planned 82 ECONOMIC INNOVATIONS Vol. 24, Issue 3 (84) 2022 organization of production. Its tasks include streamlining the production process, obtaining a high level of its practical organization, which also generates additional productivity and socioeconomic efficiency. The second area of planning is intended to determine certain public needs for dairy products and to stimulate their production at the national level. Such a sphere determines the principles in which the management system should transfer the level of production of dairy products.
The fact that such areas of planning are considered as key links of an integral system of a complex mechanism for managing dairy products, makes it possible to present the importance of each of the presented areas and the impact of their interaction on the obtained final results, and therefore, with greater knowledge of the matter, to effectively manage them.
Of course, in the presented scheme, all factors are not sufficiently revealed, they are interpreted in the form of individual groups. However, only technology has a set of factors, several factors and laws of dairy production management have separate technological methods. On the basis of the presented scheme of the mechanism, it is possible to see different groups of factors together, also in a relationship, and therefore, when learning certain laws, it is advisable to consciously control their final result. 83 of milk and dairy products, they were not focused on the socio-economic interests of the villagers and therefore did not benefit directly from his support. The received socio-economic consequences regarding the implementation of the presented approaches are fast and negative.
2. The priority of certain alternative approaches to management organization. The entire history of the organization of the milk market management system is an example of such commitment to uniformity that for a long time excluded the initiative in finding the necessary organizational forms for management and management.
3. Neutralization of the mass transition to innovative organizational forms of management without a wider industrial inspection. Effective are those forms of management that have been developed from below and are finally formed as they are ready to be mastered. In this regard, in the matter of management, it is necessary to approach the spread of new organizational forms with caution. Experience also shows that very often a positive opinion about some world experience spreads, and its implementation immediately begins, in turn, without a proper assessment of its acceptability under specific conditions, without conducting an analysis of the business and psychological readiness of managerial staff for its effective development.
4. Moving away from the fetishization of the organizational and structural factor in the management system. The organizational-structural factor cannot be underestimated, nor can it be wrongly considered normal, when organizational structures and corresponding management bodies are constantly changing. The priority of the form (organizational structure) in relation to the essence (functions) of the management system is deeply rooted. The practice prevails when a management body is created first, and only then its functions are determined. This is the inverted pyramid principle. The formation of any system and management body should be preceded by a comprehensive justification of their functions. This basically happened during the transition to modern organizational forms of management (Mytiai O.V., 2014).
5. Guaranteeing enterprises a real right to membership in a territorial economic formation. Business practice, including in the organization of management, clearly indicates that any integration is vital only if its participants take part in it with interest, deliberation and voluntarily. In this regard, the mechanisms of cross-link integration look quite promising. Thus, the activator in these processes should be milk processing enterprises that can unite dairy and breeding farms in an integrated structure. In this way, the mechanism of mutual interest in increasing the herd and, accordingly, the volume of production of both raw milk and final products is included.
6. Overcoming the stereotype of thinking about the purpose of the regulatory bodies and apparatus. It is possible to transform the system of regulation and management of the milk market into a better one only with a deep transformation of the practice of subordination in the management process.
7. Optimal ratio of rights, duties and responsibilities of managing subsystems.
8. Organization of milk market management on the basis of comprehensively developed strategies for its development, longterm alternative forecasts. Among the main shortcomings in the field of development of dairy production, including its management, was and remains the desire to immediately achieve results at any cost without a concrete idea of the reality of the final plans and directions of their implementation.
9. Functional designation of the dairy production management body. State management assumes only a functional character for purposeful regulation, taking into account the functions defined by the state. 10. Social orientation of management. It was the backwardness of the social base of the village, its practical neglect, that became the key reason that led to this state, and therefore to the unsatisfactory level of efficiency of the milk market. Without overcoming such an extremely unfavorable situation, a practical way out of the crisis is impossible. Therefore, the responsibility of the entire management system is to accelerate the social development of the village in its innovative sense. The implementation of such a requirement is possible only under the condition of strict compliance with the current normative acts and regulations.
11. Development of an effective management system that would ensure the sustainable development of multi-system, civilized market of milk and dairy products.
The authors repeatedly addressed the solution of these problems in previous publications, but they remain relevant and relevant (Nikishyna O Conclusions and perspectives of further research. A complex mechanism requires a consistent transformation of the institutional and organizational structure of dairy production based on the combination and cooperation of business entities (formation of associations, combines, agricultural firms, etc.).
Under these conditions, the assessment of the effectiveness of the complex mechanism will primarily be related to the fact that the implementation of the structural policy can also lead to the forced development of more efficient production branches instead of less efficient ones or, on the contrary, to the intensive development of the relevant processing enterprises and the stabilization of the production of those dairy products, which due to lack of capacity is currently not processed and will be lost in the future. In turn, the focus on the most efficient branches of animal husbandry cannot be limited only to the needs of the domestic market -it is necessary to take into account world standards, the level of competitiveness of products and the possible foreign economic effect. It is under such conditions that the milk market will be able to independently make balanced decisions regarding the formation of the structure of dairy production. Such initial provisions should be represented in the functions of the management bodies for the production of milk and dairy products, which will also determine other elements of the organization of the management system.
The mechanism should also ensure high stability of the milk market development management system. Excessively frequent and far from always sufficiently regulated reforms are not justified. Stability is the main guarantee of reliability and efficiency of strategic management of the development of the milk market in Ukraine.
The solutions to the problems mentioned in the article become much more important in the post-war period and probably require a more principled and strict approach to the implementation of the strategic state tasks of providing the population with food products.