Ukrainian biofuels positioning in the context of international fuel market restructuring

Research Subject: Theoretical and practical aspects of developing a positioning strategy for fuel pellets produced by Ukrainian manufacturers for the European market.Research Objective: To develop recommendations for enhancing export potential of fuel pellets produced by Ukrainian manufacturers for the European market to increase the competitiveness of Ukrainian products.Research Methodology: The study is based on the use of several methods, including a systematic approach, dialectical method, theoretical generalization, comparison, and cause–and–effect analysis.Results: The study provides recommendations for improving the positioning of fuel pellets produced by Ukrainian manufacturers for the European market to enhance their competitiveness. The positioning of Ukrainian wood fuel pellets can be improved using the following positioning strategy tools that emphasize product benefits: high–quality products at an affordable price (cost savings); after–sales service (additional benefit – consultations with heating equipment specialists); a complementary product with boilers (discount on heating equipment when purchasing fuel from a Ukrainian manufacturer); fuel packaging in any container convenient for the customer; quality assurance.Application of Results: Economic sector – company management, marketing, product and service positioning, improving export efficiency, increasing the competitiveness of Ukrainian producers.Conclusions: Increasing the competitiveness of Ukrainian producers of alternative fuels requires the development of a flexible and effective mechanism for positioning these products in international markets. There are several tools that emphasize the benefits of using the product, which can improve the positioning strategy of modern domestic producers in the European biofuel market. Future research directions include exploring the emergence of new innovative types of alternative fuels, testing, and applying other analysis methods to improve the marketing strategy of Ukrainian biofuel producers in international markets.