FORMATION OF COMPETITIVE PERFORMANCE OF MANUFACTURERS OF HORSE WINES

Abstract

The article is devoted to the problems of forming the competitive advantages of sparkling wine producers. The main generators of the formation of competitive advantages of business entities are consumers. They want to get higher quality goods and / or at an affordable price. The evaluation of competitive advantages can be carried out according to the criteria. It is expedient to divide them into external and internal ones. External competitive advantages are determined by the endogenous aspects of the enterprise's activity. Internal competitive advantages are based on the ability to create the necessary values for consumers. It is not possible to conduct an effective pricing policy in order to obtain competitive advantage from enterprises in the wine-growing sector through state regulation of wholesale and retail prices for alcoholic beverages. Domestic producers had to adapt to the current situation, to seek new approaches to competitive struggle for a potential consumer. The most valuable competitive advantage of manufacturers of sparkling wines is the organization of work with distributors. They can best position product producers. Competitive advantage is not an abstract concept and is an advantage over competitors. It can be measured by economic indicators. An enterprise can benefit from economic benefits if the market is expanding and presence on the market. The real sector of the economy is in a phase of stagnation. Therefore, there is a need to expand the external markets. To increase sales and profits, you need to choose a promising segment of the market. They can be divided into 3 types: enterprises engaged in the processing of grapes on wine materials, followed by export to neighboring countries; enterprises that carry out the bottling of imported wine into bottles for further realization in Ukraine; enterprises of the local market. For the formation of competitive advantages it is expedient to carefully investigate the needs of consumers, segment the products by the standard of living of the population. Enterprises in the wine industry through a rigorous brand struggle will gain competitive advantage through competent consumer-oriented policies.