The article proves the practicability of producing wine from local grapes for Ukrainian wineries. Thesubstantiation is based on the construction of five levels of goods and consumer values. The fifth level is awine that has a unique style: its character, temperament, expresses the peculiarities of the area where it isproduced. It has directed therapeutic properties due to the maximum content of nutrients from certain varieties of grapes and innovative technology. A business model of wine production in the chateau format hasbeen proposed. The mission, goals and strategies for such production have been developed. The mission isthe production of unique wines and the revival of winemaking traditions and wine consumption culture inUkraine. Target audience of consumers and competitive advantages have been determined. It is advisableto determine a competitive strategy for focusing on the manufacture of local wines. The marketing strategy ofgrowth has been proposed - the strategy of developing a new product. Namely - the organization of a fullproduction cycle for the manufacture of dry white table wines from the grapes of the new breeding generation by author's blend schemes. Market research has shown that production of local wines may become acompetitive advantage of Ukrainian winemakers for a rather long period of time. The competitive advantagesof "Chateau", which produce local wines, allow us to work effectively on the national and international markets.
Ukraine is one of the biggest wine producing countries in Europe. The purpose of this chapter is toshow the dynamics of evolution of world wine making, comparing the categories of Old World wines and NewWorld wines. And, mainly, to determine place of Ukraine in this classification. The understanding of Ukraine’sclassification can help to develop marketing positioning of the country in wine world, to form the unique market advantages and ensure the competitiveness of Ukrainian wines in the European market.
For effective development, it is necessary to have information about the marketing environment. This will reduce risks and make marketing decisions more substantiated. For this purpose, experts use modern methods of marketing research. Based on the attitude to the marketing environment, the existing methods are classified in the article by levels: macroenvironment, microenvironment and the internal environment of the enterprise. Emphasis is put on the need to use modern methods implementing Internet technologies. The dynamics and state of the marketing research in Ukraine are studied. The market for marketing research is changing and the events of 2020 have significantly accelerated these changes. Most marketing researches examine the external microenvironment of enterprises, while the study of macroenvironmental factors is not given much attention. Nowadays, the food industry is the most dynamic in its development in Ukraine. There is significant competition in the market, which forces companies to improve constantly their products and methods of activity, which is impossible without the help of the latest methods of marketing research. According to the results of the analysis of marketing research modern methods, the algorithm of complex research for the enterprises of food industry is offered. Based on this algorithm, a comprehensive marketing study of “ARGO LTD” Ltd activities is provided. It is offered to apply PESTEL and SWOT analysis as the basic research methods of macroenvironment factors at the given enterprise, to investigate a commodity portfolio by means of matrix methods, to analyze consumer behavior, etc. The performed marketing research of “ARGO LTD” Ltd made it possible to determine the priority directions of further development of the enterprise, to set long-term, medium-term and short-term goals. Keywords: marketing activities, market, marketing research, macroenvironment, microenvironment, qualitative research, quantitative research, consumers.
top-200-ukrayina-2017-innovacijnist-i-suspilna-zatrebuvanist-holovni-kryteriyi-diyalnosti/ 20. Intehralnyi pokaznyk diialnosti VNZ Ukrainy za rezultatamy vyznachennia reitynhiv universytetiv Ukrainy III, IV rivniv akredytatsii «Top-200 Ukraina» u 2014 rotsi [Electronic resource] // HO Tsentr mizhnarodnykh proektiv «Yevroosvita».-May 30, 2014.-Available at: \www/URL: http://www.euroosvita.net/index.php/?category=1&id=3281 21. Intehralnyi pokaznyk diialnosti VNZ Ukrainy za rezultatamy vyznachennia reitynhiv universytetiv Ukrainy III, IV rivniv akredytatsii «Top-200 Ukraina» u 2015 rotsi [Electronic resource] // HO Tsentr mizhnarodnykh proektiv «Yevroosvita».-Available at: \www/URL: http://www.euroosvita.net/index. php/?category=42&id=4068 22. Lynovytska, O. Universytetski reitynhy, yak nevidiemna skladova intehratsiinykh protsesiv v ekonomitsi i suspilstvi rotsi [Electronic resource] / O. Lynovytska // HO Tsentr mizhnarodnykh proektiv «Yevroosvita».-May 27, 2016.-Available at: \www/URL: http://www.euroosvita.net/index.php/ ?category=1&id=4757 23. Peremishcheni VNZ: try roky na novomu mistsi [Electronic resource] / Vyshcha osvita.-December 19, 2016.-Available at: \www/URL: http://vnz.org.ua/statti/9793-peremischennivnz-try-roky-na-novomu-mistsi 24. Breus, S. V. Vykorystannia zbalansovanoi systemy pokaznykiv u diialnosti vyshchykh navchalnykh zakladiv [Text] / S. V. Breus, Ye. B. Khaustova // Aktualni problemy ekonomiky.-2016.-No. 9 (183).-P. 109-116.
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