Antoniuk K. Marketing positioning at the ice-cream market of Ukraine

Processes of marketing activity efficiency providing in the modern management terms are research objects. To make the scientific ground of theoretic-methodical and practical principles of marketing positioning development at the enterprises ice-cream producers of Ukraine is the purpose of dissertation. Methods are dialectical logic, systems approach, logical generalization and comparison, expert estimations, consumers questioning, statistical analysis, information grouping and generalization. The algorithms of construction and analysis as well as mathematical interpretation of positioning strategy development model are offered at first. The method of market or its segment capacity calculation according to the specific of demand on the seasonal commodity has got the further development. Methodical principles that has been given the introduction are: marketing process at enterprise, consumers and competitors research, market capacity estimation with consideration of seasonal commodity demand specific, quality function development in positioning process. The field of use is food industry enterprises of Ukraine and educational process.