Innovation and Sustainability

The article analyzes the volume of sales of goods and services of PJSC "Kyivstar" and its main competitors in the telecommunications industry of Ukraine. The matrix of the Boston Consulting Group was built. According to the matrix strategy, all sales volume indicators were divided into four categories. With the help of the constructed matrix, the development prospects of enterprises in the telecommunications industry of Ukraine and the level of their competition are determined. In accordance with the Law of Ukraine "On Telecommunications", the main principles of activity in the field of telecommunications are revealed. It was determined what shares of the mobile communications market in Ukraine are made up of Lifecell, Vodafone and Kyivstar. Assessing the state of the communications industry in Ukraine, numerous problems with the development of the mobile communications market were identified, the main ones of which can be called: the inability to develop the market, low consumer confidence, the deterioration of the stability of telecommunication networks, inefficient network management, the presence of a large number of rural, mountainous or economically depressed areas that have limited access to telecommunications services, and concerns about the ability of telecommunications providers and providers to use infrastructure without prejudice, excluding electricity, transport and building elements. It is recorded that almost all indicators of PJSC "Kyivstar" exceed the indicators of its main competitors over the last year, namely "Lifecell" and "Vodafone". The Boston Consulting Group (BCG) matrix based on the relative market share of Kyivstar PJSC from Lifecell and Vodafone showed that Kyivstar completely dominates its competitors. A development strategy has been formulated for competing companies, namely: the "Milk Cow" strategy will be appropriate for the leader of the telecommunications industry of Ukraine - Kyivstar PJSC, the "Difficult Children" strategy has been offered to Vodafone, but the "Dog" strategy is more suitable for the company "Lifecell", which is mostly inferior to its competitors in terms of sales. The main problems and ways to solve them are revealed

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