ANALYSIS OF UKRAINE'S EXPORT POTENTIAL: CURRENT STATE, PROSPECTS AND CHALLENGES

The purpose of the study is to investigate the key areas of foreign trade in goods with foreign counterparties. By analyzing statistical data, it will be possible to make managerial decisions on the selection of potential partners when planning export and import operations. In particular, manufacturing companies planning to enter the international market will receive information on the demand for certain product groups among customers in different countries. For transport services market players, the availability of information on foreign trade volumes in the regions of the country allows them to form a customer base based on their needs for rolling stock and additional logistics services. Methodology. The analysis of statistics on the volume of Ukraine's foreign trade with foreign countries allows for a comprehensive study of the country's export and import potential in order to substantiate the strategic directions of public and private specialized organizations. Results. The study of the geographical and commodity structure of Ukraine's foreign trade can be used to identify the main market trends among foreign economic operators. The article analyzes the volumes of exports and imports of goods by regions of Ukraine, as well as the number of enterprises operating in the studied regions. The proposed research will allow to establish the existing directions of export and import of goods, to substantiate the demand for certain product groups and to formulate key recommendations for both potential exporters and intermediary organizations capable of providing customs and logistics services. Originality. For the first time, the influence of statistical indicators characterizing export-import operations of foreign economic entities on the value of the country's export potential is determined. Practical value. The results of the study can be used in planning the work of private and public organizations involved in foreign trade operations, their staffing and logistical support. The available number of foreign economic operators in a particular region and their performance indicators will allow to rationally organize the work of customs and logistics infrastructure facilities, determine their optimal number, area and territorial location. All subjects of foreign economic activity will be able to make organizational and managerial decisions to improve the delivery of goods in existing areas. For transport companies, this makes it possible to plan the rolling stock fleet taking into account the demand for transportation, the specifics of the cargo, and the volume of transportation.