Fedorova N. Adaptation of the marketing mix communication component of the food enterprises to the current market conditions

The essence of the marketing mix communication component of the enterprise is investigated. The essence and features of the adaptation of the marketing mix communication component of the enterprise to current market conditions are revealed. The scientific-methodical approach to assessing the level of adaptation of the marketing mix communication component of the enterprise to the current market conditions has been developed. The structural determinants of the current competitive environment of the Ukrainian wine market are characterized. The most effective determinants of the external environment in the context of adaptation of the marketing mix communication component of the winery are ascertained. The influence of the system of determinants of the internal environment on the level of adaptation of the marketing mix communication component of the winery is evaluated. The character of the influence of consumers' tastes and preferences on the level of adaptation of the marketing mix communication component of the winery is determined. The actual level of adaptation of the marketing mix communication component of wineries of Kherson region is determined. The directions of improvement of the set of means of communication influence for increasing of the level of adaptation of the marketing mix communication component of the enterprise are substantiated.