RISKS AND OPPORTUNITIES OF UKRAINIAN COMPANIES ENTERING EU MARKETS

In the context of Ukraine’s strengthening of its European integration course and the growing role of the European Union as a key trading partner, the issue of Ukrainian companies entering EU markets is gaining particular importance. Given the challenges posed by military actions, changes in logistics routes, increased requirements for quality standards and regulatory conditions, Ukrainian enterprises are faced with the need to adapt to new competitive conditions. The relevance of the study is due to the need for a comprehensive analysis of the risks and opportunities of European economic integration for Ukrainian business, as well as the development of practical recommendations for the formation of effective strategies for international expansion. The purpose of the article is to identify the main risks, analyze potential opportunities and formulate strategic recommendations to minimize threats and increase the competitiveness of Ukrainian companies in the markets of the European Union. The research used systemic and structural-functional approaches, methods of content analysis, comparative analysis, statistical generalization, as well as SWOT analysis to identify the strengths and weaknesses of Ukrainian enterprises in the context of entering the EU markets. As a result of the study, the main risks accompanying the entry of Ukrainian companies into European markets were classified: regulatory, financial, institutional and competitive. It was found that despite the existing difficulties, Ukrainian business has significant potential to expand its presence in the EU due to competitive advantages, in particular in the field of agricultural products, IT services, light industry and green energy. A number of strategic recommendations were proposed, covering the modernization of production in accordance with European standards, strengthening institutional support for exporters, improving financing mechanisms, increasing participation in European technical assistance programs, building the Made in Ukraine brand and forming an adaptive model of entering target EU markets.