MARKETING CONTENT OF THE MARKETING DYNAMICS OF THE WINE PRODUCTION MARKET IN UKRAINE DURING 2000–2020

The article is devoted to the issue of assessing the state of the modern market of grape products in Ukraine as the resultant dynamics of the industry under the influence of a number of factors and prerequisites since the 2000s. Methodologically, attention was focused on the search for successful experience of individual objects, phenomena, and processes in order to model the overall model of the industry’s efficiency. At the same time, the changes and state of the object were studied using the marketing approach according to the criteria of the “4P” concept (price, product, promotion and distribution). Attention is focused on the main aspect of changes in this market during the specified period - the formation of two business models of domestic viticulture in the 2020s: large enterprises of the regulated sector and private households of the unregulated sector of the economy, respectively, with different models of production and demand orientation. It is substantiated that such differentiation requires a separate analysis of these models. At the same time, there is a pronounced effect of asymmetric information due to the lack of reporting by private households. It is established that the main trends in 2000-2020 were the reduction of production by large enterprises, as well as the growth of vineyard areas and productivity in private households. It is stated that the growth model of the private households sector was determined by the influence of a combination of the following factors and effects: the onset of climate change favorable for culture, the implementation of market reforms and the formation of a branded entrepreneurial culture, the spread of private breeding practices, the formation of an unregulated market, including the production of table grapes and planting material, and the emergence of small craft winemaking. This sector has demonstrated and continues to demonstrate its own efficiency mechanisms and prospects for further development. Unique phenomena include the formation of a special model of small business, the emergence of private breeding, small craft winemaking, etc. Prospects for further research lie in a detailed study of these phenomena.