Stets O. The strategy of value-based marketing in shaping of the competitiveness potential of the company at the dairy market

The object of the research is the process of formation of the strategy of value-based marketing in shaping of the competitiveness potential of the company at the dairy market. The research aims to the substantiation of theoretical and methodological and applied provisions concerning the formation of the strategy of value-based marketing in shaping of the competitiveness potential of the company at the dairy market. The author used such methods as: abilities, synthesis and comparison, isotopic method, economic, method of system analysis and programming, questioning. The theoretical value of the thesis refers to the study of the theoretical principles the formation of the strategy of value-based marketing in shaping of the competitiveness potential of the company at the dairy market. Scientific novelty of the results: for the first time the holistic structure of marketing of the value of the enterprise was substantiated by distinguishing components of the values of responsibility, client orientation, social orientation, tolerance, efficiency and profitability, the provision on quantification of the level of the competitive potential of the enterprise in the market of fast rotation goods, the model of implementation of the strategy of marketing the value of the enterprise in the market of goods of rapid rotation is improved, developed a method for assessing the competitiveness of commodities of daily demand (rapid rotation), identification tools for key factors of success, the mechanism of segmentation and promotion of products in the market. The subject of research refers to theoretical and methodological issues of formation of the strategy of value-based marketing in shaping of the competitiveness potential of the company at the dairy market. Author’s recommendations are used during the formation of the strategy of value-based marketing in shaping of the competitiveness potential of the company at the dairy market. The sphere for the use of author’s recommendations is revered to the company at the dairy market.