Positioning of Ukrainian Healthy Snacks Producers in the Italian market

Zakharchenko H. Positioning of Ukrainian Healthy Snacks Producers in the Italian market : master’s thesis : 075 Marketing / Zakharchenko Hanna. - Kyiv, 2023. - 110 р.

The thesis aims at developing comprehensive recommendations on building the best possible way to position Ukrainian manufacturers in the Italian healthy snacks market, by summarizing the theoretical background for the development of positioning tools in the international food markets, identifying the category shift concept in terms of food positioning, investigating Italian market (and healthy snacks market as its component) and its opportunities and threats to enter, and analyzing the current state of business of Roshen Corporation in terms of export expansion.