ВИЗНАЧЕННЯ РІВНЯ АДАПТАЦІЇ КОМУНІКАТИВНОЇ СКЛАДОВОЇ КОМПЛЕКСУ МАРКЕТИНГУ ВИНОРОБНОГО ПІДПРИЄМСТВА (НА ПРИКЛАДІ ПРАТ «КНЯЗЯ ТРУБЕЦЬКОГО»)

• Datum: 2018
• Hauptverfasser: Фомішина, В. М., Федорова, Н. Є.
• Format: Artikel
• Sprache: Ukrainisch
• Veröffentlicht: Odesa National University of Technology 2018
• Online Zugang: //journals.ontu.edu.ua/index.php/fie/article/view/1061
• Назва журналу: Food Industry Economics

Modern wine industry market conditions can be characterized as inconstant and highly competitive.They compel enterprises to adjust all spheres of their activity, especially marketing mix and its components,with the help of adaptation mechanisms. The adaptation gives to the enterprise an opportunity to avoid crises, compete effectively and widen the range of its market opportunities. The aim of the research is to determine the dynamics of the level of adaptation of communication component of marketing mix of a winery, finding reserves of its growth for future development of the recommendations for enterprise’s economic effectiveness increase. In the article the determination of the term “the adaptation of the communication compo nent of marketing mix” of the enterprise has been given. The method of determination of the level of adaptation of the communication component of marketing mix of the winery has been described. The most important elements of the external environment of wineries in Kherson region in 2013-201 7 years have been presented. They are divided into opportunities and threats. The most important elements of the internal environment of wineries have been presented (by the example of PrJSC “Kniazia Trubetskoho”). They are divided into strengths and weaknesses. Matrixes of determination of the ways of realization of means of communication component of marketing mix of the studied winery in 201 3-2017 years have been built. The activities realized by the enterprise in the context of existing communication mix have been described. Thepresent level of adaptation of communication component of marketing mix of winery has been determined.The link between the level of adaptation of the communication component of marketing mix and the grossprofit of the enterprise has been discovered using the correlative-regression model. The unused opportunities to increase the economic effectiveness of the enterprise with the help of the level of adaptation of thecommunication component of marketing mix growth have been determined.