СТРАТЕГІЧНІ РІШЕННЯ ПРОСУВАННЯ НА РИНОК ІННОВАЦІЙНОГО ПРОДУКТУ ЗІ ВТОРИННОЇ СИРОВИНИ ВИНОРОБСТВА

• Datum: 2018
• Hauptverfasser: Лагодієнко, В. В., Голодонюк, О. М., Мільчева, В. В.
• Format: Artikel
• Sprache: Ukrainisch
• Veröffentlicht: Odesa National University of Technology 2018
• Online Zugang: //journals.ontu.edu.ua/index.php/fie/article/view/1060
• Назва журналу: Food Industry Economics

This article discusses the process of forming strategic decisions to promote an innovative productfrom the secondary raw materials of winemaking to the market by the example of OdesaVinprom. Fourfunctional strategies have been developed in accordance with each element of the marketing complex at the enterprise, an example of a well-organized advertising campaign for promoting a new product of themanufacturer.The instability of the market environment, the rigidity and variability of its external and internal factorsrequire an accurate and prudent forecast of the results of the enterprise activity. Low indicators of innovationsphere development in Ukraine in comparison to the enterprises of other countries of the world are thereason of low level of competitiveness and, as a result, unsustainable economic development.The management of the innovative activity of the enterprise primarily involves the mandatorycontinuous improvement of the production process by searching, selecting, developing and implementinginnovative concepts, forming a bank of innovative ideas and methods of their effective implementation,identifying the most acute problems of innovative development and ways to overcome them, etc.Thus, the correctly chosen strategy is not only the result, but also an effective mechanism for fruitfulstrategic planning. It mobilizes the use of the scientific, technical, production-technological, financialeconomic, social and organizational potential of the enterprise in certain areas, which are the basis of itscompetitiveness.