Marketing substantiation of the strategic positioning of a product on the market (the example of wineries in ATU Gagauzia). Summary of doctoral thesis in economic sciences.

Abstract

Relevance and significance of the topic. Effective marketing activity allows you to conquer new markets, create demand for your products, retain consumers, form a stable position on the market, which affects the financial well-being of the enterprise and the ways of obtaining opportunities for its further development. The solution to these problems is carried out using appropriate marketing tools, among which positioning should be highlighted. Strong competition, a wide range of products on the market, and the rapid renewal of their range raise the question of how the consumer will accept the products the enterprise has made. The priority of analysing this task is also determined by the growing pricing policy for the creation of new products, and the highest risk associated with their development. Taking into account the latest achievements in positioning theory, the company management should orientate their efforts towards ensuring a stable competitive position with relatively small financial investments. All this makes manufacturers carry out a careful research and analyse the market positioning of the products offered. Having analysed the state of modern theory and practice of product positioning, it can be noted that, on the one hand, there is a unique opportunity to learn from the experience tested on consumer markets with higher competition, and thus avoid repeating a number of marketing mistakes. On the other hand, the analysis shows that for the full-fledged positioning of the product, the existing theoretical base is not enough, which would take into account the particular specifics of the market. Despite the attempts made to develop sound product positioning decisions, the end results are often insignificant, which can largely be explained by theoretical difficulties in developing product positioning methods suitable for a particular market. The methods used in selecting positioning attribute include an unreasonably large, often not perceived by consumers, set of product features that do not significantly affect purchase decisions. Thus, starting to take active steps to gain a stable competitive position on the market, company managers must have a systematic approach to the problem of product positioning, as well as a scientifically based methodology for the formation of a marketing positioning system. This circumstance, combined with the relevance of the topic, determined the goal, objectives, and working hypothesis of the dissertation.