Natorina A. The formation of marketing product strategy of an enterprise in the refined sunflower oil market

The object - the formation of marketing product strategy of an enterprise; purpose - to substantiate the theoretical and methodological foundations and to develop the practical recommendations on the formation of marketing product strategy of an enterprise in the refined sunflower oil market; methods - general scientific and special; results - theoretical approaches are justified and practical and applied marketing tools for the formation of marketing product strategy of an enterprise in the refined sunflower oil market are developed; novelty - scientific and methodical approach to determine the direct and indirect competitors in the market; systematization of the properties of the goods that form the parameter “quality” of the product and influence its market acceptance; methodological toolkit for choosing enterprise business strategy; conceptual and terminological apparatus of strategic marketing to clarify the definition of the “marketing product strategy of an enterprise”; the conceptual model of decision-making for choosing the marketing product strategy of an enterprise; scientific and methodical approach to determine the marketing product strategy of an enterprise.