Tokar K. The use of marketing tools to increase the competitiveness of the enterprise

The dissertation conducts a marketing research of the viticulture market in Ukraine, which allows us to assert the extremely high potential of viticulture efficiency in a variety of conditions of industrial and post-industrial economies, which determines the prospects of the modern Ukrainian industry. The research has identified challenges, problems and prospects of marketing content in the domestic market of viticulture products. It is established that the viticulture market and the prospects of the industry in Ukraine should be assessed as a result of the combinatorial influence of such determining trends as: historical experience, gradual decline of the industry over the past more than 30 years against the background of a decrease in its efficiency and dynamic growth in certain markets for certain groups of producers. The results of the author’s methodological research are summarized in the form of a substantiation of the conceptual possibility to identify the state of the market and enterprises, including the competitiveness of the latter, by marketing tools. Accordingly, the dissertation proposes a «marketing concept of market identification» in the context of other approaches to market analysis and structuring, which allowed to more correctly identify both problematic aspects and growth opportunities. The author substantiates the expediency of using new algorithms for collecting, deciphering, summarizing and interpreting incomplete (limited) information about markets beyond the monitoring of official statistics, which will constantly become relevant in the context of deepening market relations in the country. The marketing prospects of the market of viticulture products in Ukraine, which are determined by the existing imbalances, are determined. The current market for viticulture products in Ukraine is a version of traditional, large-scale production focused on winemaking and production of other alcohol-containing products. Hence the more than significant deformation between the demand for socially important viticultural products (table grapes and drying products in the first place) and supply. Ignoring the needs of real demand in the 90s and later, as market relations were established, can rightly be attributed to the effects of «market failure». Hence, the development of table grape culture in Ukraine as a new strategy for the market is socially and economically justified, while the demand and, hence, the market prospects are more than significant. In fact, the industry has just come to the point of being able to focus on real social demand and a sustainable growth model. That is why the emergence of alternative market forms since the early 2000s can be defined as a natural market reaction to this imbalance. The study found that the business model of domestic viticulture in the 2020s actually consists of two markets, respectively, production models and economies. The first (regulated sector) belongs to the sphere of activity of large enterprises mainly in the field of winemaking, which are subject to regulatory influence; for enterprises in this sector, the main trend of recent decades has been a depressed model of functioning, according to which conceptually, business marketing activities perform the functions of ensuring competitiveness only as episodic phenomena. The second (unregulated sector) consists of numerous small forms of exceptionally active entrepreneurship that emerged in the early 2000s and is virtually beyond the influence of the regulator. This sector is formed by a cluster of numerous, small and relatively small enterprises that have demonstrated steady growth. The unregulated sector is characterized by a special information field (e.g., social networks and related communications, which are the main source of tracking changes and building relationship marketing) that is not covered by official statistics. This market is based on sole proprietorships, often of the family type, with no alternative, extremely rigid hierarchy of ownership, possession, management systems and decision-making. This fundamentally distinguishes this business from the functioning of large corporatized enterprises. Such a market was actively promoted (on demand) to atypical areas, covering essentially the entire territory of the country. At the same time, this sector has become an example of how new libertarian markets are formed on the basis of branding business alone and on the realization of post- industrial growth factors. Hence, a separate analysis of the regulated and unregulated sectoral markets should be considered reasonable, given that such markets differed radically in almost all criteria and indicators, and it is virtually impossible to generalize their data into a single model. It is substantiated that the phenomenon of the dualism of the two economies and markets of Ukrainian viticulture necessitates a differentiated assessment of efficiency models and forecast scenarios.