Petryniak A. Marketing concept of the enterprises’ development management

Trends in the development of enterprises-producers of mineral waters in Ukraine are identified. Determinants of influence on the formation of consumer demand are characterized. The characteristic of factors of the mineral waters market development is given. The analysis of production and marketing activity on the example of individual enterprises-producers of mineral waters and management of their development is conducted. Indicators of production and sale of mineral waters in Ukraine are investigated. The ranking of the consumer preferences in the segment of mineral waters on the market in Ukraine is determined. The assessment of the marketing efficiency in the development management of the enterprises-producers of mineral waters is calculated. Marketing tools to improve the management development of the enterprises-producers of mineral waters are studied. A generalized algorithm for developing the marketing concept for enterprise development management are suggested based on the identification of "weak signals" and the nature of their impact on activity performance. Economic and mathematic modeling of marketing concepts of the management of enterprises-producers of mineral waters development is conducted. Modern trends of marketing management development concept are outlined and the influence of the marketing management concept onto the development of the enterprises-producers of mineral waters is determined. In the context of the built model, on the basis of the marketing concept, the new market-oriented management structure of the enterprises-producers was created and suggested on an example of PJSC "Morshyn plant of mineral waters "Oscar".