The company "UKRPLASTIC XXI CENTURY" Ltd., known as the manufacturer of plastic furniture, began active expansion of assortment at the expense of an exit on the market of household products from plastic. The company already has begun production of the flower pots of various types and sizes and plans in present year to start manufacture of containers for foodstuff. In the near future it is going to organize manufacture of plastic products for kitchen, household and writing products, and according to the strategic plans should occupy the leading positions in the home market (by the end of 2004) and entrance on the markets of the countries of CIS and Europe. Within five years it is planned to invest in manufacture about $ 20 mln.

Before organization of own manufacture "UKRPLASTIC XXI CENTURY" Ltd. imported plastic production. But after study of the home plastic product market it has seen an opportunity for organization of own manufacture. "The Ukrainian factories make inexpensive, but not enough qualitative production, whereas a choice of the ultimate user influence as the price, so the quality and design of products, - states the director of the factory "Ukrplastic" Nikolay Leschenko. - Therefore now "UKRPLASTIC XXI CENTURY" Ltd. has no competitors among the Ukrainian manufacturers in terms of price and quality".

The company already has thought over the plan of the competition. "We are not going to dump, to absorb the competitors", - tells Mr. Leschenko. "The profitability of our business makes about 10-12%. The given parameters can be raised only at the expense of the selling price. But just the availability of production for the buyer with an average and low level of the income allows to keep strong positions in the market". Thus, the basic task of "UKRPLASTIC XXI CENTURY" Ltd. consists in precise positioning of production as "qualitative, intended for satisfaction of needs of various layers of the population and having democratic price".

In the company the department of design is already created. Its first work - own design for manufacture of food containers, recognized by the form and precisely appropriate to the requirements and preferences of the home user.

Up to the present moment in the promotion of production "UKRPLASTIC XXI CENTURY" mainly used direct-marketing. But since the next year the large advertising campaign will be started. Each group of the goods will be introduced under the separate trade mark, some of them are passing registration now.