STRATEGIES AND ROLE OF LOCAL GOVERNMENT IN IMPROVING THE COMPETITIVENESS OF TRADITIONAL FISHERMEN IN PANDEGLANG, BANTEN

The aims of study to explore in depth: a. strategies and role of local government supports the formation of fishermen groups and group performance in enhancing the competitiveness of traditional fishermen; b. Strategies undertaken by local governments to improve competitiveness so as to realize the prosperity of traditional fishermen, c. group communication model between local government, traditional fishermen group, and partners This study use qualitative research methods with a critical paradigm referring to the critical concepts of Marxist thought. The results showed that the government through the Ministry of Marine Affairs and Fisheries Republic of Indonesia has issued Government Regulation no. 50 Year 2015 on empowering small fishermen and small fish farmers. The Ministry of Marine Affairs and Fisheries has an agenda to improve the welfare of traditional fishermen and to optimize their potentials in groups, which are handed down to the provincial and district fisheries departments. Pandeglang District Government as the object of research through Fisheries Department has the authority to manage, utilize, and conserve marine and fishery resources for the welfare of Pandeglang community, especially fisherman community, cultivation, processing and marketing of fish, and to increase contribution for PAD (District Owned Revenue). Fisheries Department develop strategies for improving the welfare of traditional fishermen, among others, encourage the formation of fishermen cooperatives with legal status. Socialization of the use of fishing gear which is not prohibited by the government. This is because there are still many traditional fishermen in Pandeglang who use Cantrang that can threaten the sustainability of marine ecosystems. The local government through related offices has not been actively involved in providing assistance to traditional fishermen so that they have high competitiveness such as maintaining good quality fish quality, stable catch quantity, environment of fishery and marine areas that is maintained so as to ensure the sustainability of existence fish in the sea. The results of this study have implications on the preparation of roles and strategies of local governments in improving the competitiveness of traditional fishermen adapted to local elements so that traditional fishermen become prosperous.

MODERN TECHNOLOGY OF PRODUCTION AND STRATEGY OF PROMOTION OF NEW CEREAL PRODUCTS ON UKRAINIAN CONSUMER MARKET

In the article, based on analysis of the market of dry breakfasts in Ukraine and calculations of the assortment of instant and quick-cooked cereals, which are implemented in trading networks of Odessa and Odessa region, it was established that studied supermarkets can not provide stable, complete and wide assortment of products to fully meet needs of consumers. This means that it is necessary to carry out various measures in the field of forming domestic assortment of instant and quick-cooked cereals and improving its structure. Purpose of work was to develop strategy for launching a new product on the market, namely instant and quick-cooked cereals, on the basis of assortment analysis, mapping of strategic groups and construction of differentiation scale to enhance competition and create useful product advertising. With help of strategic group cards it was discovered that domestic products are poorly represented in such segments as a wide assortment at low prices and average latitude of assortment at low prices, therefore these segments can be considered as strategic for domestic instant and quick-cooked cereals producers. Based on construction of differentiation scale by trademarks of instant and quick-cooked cereals, it has been established that strategy of promotion in creating useful advertising to increase the competition of new products by means of differentiation can become emotional and social motives that are not used or very little used by competitors: originality, fashion, trendset, morality, sexual attractiveness, fear, revenge, status, socialization, self-realization, freedom, invovement, co-creation. Obtained results indicate that market for consumption of instant and quick-cooked cereals in Ukraine is sufficiently "young", demand for this kind of products is constantly growing, therefore the development and implementation into production of high-quality instant and quick-cooked cereals and expansion of its range is very relevant. The article also proposes and improves the technology of production of cereal extrudates with high nutritional value based on different kinds of cereal crops and vegetable raw materials. A substantial expansion of the range of products of instant and fast cereals in the form of flakes, muesli, granola, couscous based on a mixture of extruded flour and grains of extrudates has been proposed.