Marketing policy of retail trade enterprises on the local market of alcohol products

The purpose of the research is to study the marketing activities of a trading enterprise as the most important condition for its effective operation in the relevant commodity market. The marketing activity of trade enterprises in the alcohol market differs significantly from the market activity of other enterprises because: it is the market for a specific, socially dangerous product; this market is subject to strict state regulation; the special information system EGAIS is used in the alcohol market; advertising and measures to promote alcohol products in consumer markets are practically prohibited by current legislation. The feature of the alcohol market in the Republic of Crimea is its own production of wines based on autochthonous varieties of grapes and cognacs. At present, 31 enterprises produce wine production in the Crimea, 26 of them have grape processing and bottling lines for finished products. The common problems of producers and the whole market of alcoholic products in Crimea are: a high degree of dependence on import of cognac spirits and wine materials; unsatisfactory physical and moral condition of technological equipment of wineries...