MARKETING EVALUATION OF THE SYSTEM OF EXTERNAL ENVIRONMENTAL COMPONENTS INFLUENCE ON THE LEVEL OF ADAPTATION OF THE MARKETING MIX COMMUNICATION COMPONENT OF WINE ENTERPRISES
Journal Title: Проблеми системного підходу в економіці - Year 2018, Vol 4, Issue 66
Abstract
The external environment is a system of factors uncontrollable by the enterprise that have a global impact on the wine market in general and its individual participants. Uncontrolled nature of the environment makes winemaking enterprises adapt to its effect through the adaptation of the marketing complex, in particular, its communicative component. The constituents of the environment that influence the level of adaptation of the communicative component of the wine marketing complex are political and legal (ПП), natural geographic and climatic (ПГК), socio-demographic (СД), and economic (E). The scientific and technological component will not be considered as a significant factor of influence because of the fact that in the production of still ordinary wines, which form the bulk of the Ukrainian market, standard technologies that have no influence on the research subject are used. The factors of each component are divided into the possibilities and threats in view of the impact on the level of adaptation of the communicative component of the marketing complex of winemaking enterprises. The power of influence and the probability of realization of each of the factors are determined by an expert method by questioning the representatives of enterprises in the wine industry. The power of influence of opportunities is estimated on the following scale: 1 – small, 2 – moderate, 3 – strong. The power of influence of threats is estimated on the following scale: 1 – light stroke, 2 – difficult condition, 3 – critical condition, 4 – destruction. The probability of realization of opportunities and threats is estimated on the following scale: 1 – low, 2 – average, 3 – high. The external environment is a system of uncontrolled by enterprise factors that has a global impact on the participants of the wine market. The uncontrolled nature of the environment makes wine enterprises to adapt to its effect through the adaptation of the marketing mix, in particular, its communication component. The indicators of the external environment components’ influence on the level of adaptation of the communication component of the marketing mix of wine enterprises are determined. The most influential components of the external environment are: politico-legal; natural, geographical and climatic; socio-demographic; and economic. The matrix of opportunities and threats of the external environment for wine enterprises has been constructed. The integrated index of the influence of factors of each component (qi) on the level of adaptation of the communication component of the marketing mix is calculated. The determination of opportunities of the external environment helps to assess the existing level of adaptation of the communication component and highlights the emphasis in the formation of a marketing communication mix. Reducing the effects of threats by adapting the communication component is possible by the most effective use of the company’s strengths in the formation of marketing communication mix, which will help to establish a contact with the consumer, improve the image of domestic producers, and affect the consumer taste by persuading in the high quality of Ukrainian products. The identified opportunities and threats of the external environment can’t be realized or levelled without analysis of the strengths and weaknesses of the internal environment of the enterprise, which is a prospective area of research.
Authors and Affiliations
N. E. Fedorova
Keywords
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- EP ID EP562155
- DOI 10.32782/2520-2200/2018-4-14
- Views 114
- Downloads 0
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