Trends of development of alcoholic industry of Ukraine: possibilities and limits of flexibility of business entities

Abstract

Introduction. The article is devoted to the problems of businesses management flexibility. The features of the functioning of alcohol industry enterprises in an unstable market environment are investigated. Unstable market conditions that are caused by the economic crisis have lead to the need to revise targets of enterprises, the use of the latest management techniques. It has also appeared necessity to carry out a full-scale analysis of influence of factors of external and internal environments on the competitiveness of enterprises. The delineation of these criteria involves paying of special attention to the problems of enterprise management flexibility of an open economic system that has the capacity to respond to positive and negative environment challenges.

The purpose of the article is to study the dynamic changes of the changing market environment of alcohol industry enterprises and to justify on this basis the possibilities of creation of new market segments and therefore to receive additional revenue sources.

Result. A number of important assumptions is outlined.  Their consideration will create a solid foundation for making such effective management decisions as, for example, market capacity and the level of demand fluctuations, stage of life cycle of the industry and its growth potential, driving forces of the industry and its impact on market participants, conclusions as for the trends in sectoral structure potential and barriers of entry into the industry, the need for capital, technology and innovation factors in sectoral opportunities and threats, as well as the legal, political and social influences.