Abstract
The article is devoted to the research and forecasting of the positioning of enterprises on the beer market in Ukraine. The essence of the competitive position of the enterprise as its position in the market segment due to the more effective implementation of the competitive strategy chosen by it in relation to analogues is determined. The role of the domestic beer market for creating additional jobs in the field of retail trade, restaurant and hotel businesses has been determined. Trends in the development of the domestic beer market of Ukraine were studied. The dynamics of export and import of beer for 2011–2021 were analyzed, and trends in trade balance changes were determined. The impact of the prolongation of the drought in Europe on the change in the situation on the domestic beer market in Ukraine has been determined. The structure of the beer market by main producers is analyzed. A BKG matrix of beer market producers in 2021 was built and the features of their strategic development were determined. The essence and significance of forecasting the positioning of enterprises on domestic consumer markets is determined. The essence and features of forecasting the volume of product sales have been determined. These include the scientific justification of the forecasting process, the probabilistic nature of the research, and the need to use data from past years. The toolkit of trend analysis and data from the financial reports of independent auditors AbInBev Ephesus Ukraine PJSC, Carlsberg Ukraine PJSC, Obolon PJSC and Oasis CIS for 2015–2021 were used to forecast the volumes of their implementation in the near future. Based on the use of linear trend equations, forecasts of sales volumes of the main beer producers in Ukraine were formed. The structure of sales volumes of beer producers in Ukraine is predicted. The probability of the influence of some external factors on this trend is determined. They will be the result of changes in the global world. Significant changes in the market positions of the main beer producers are predicted thanks to the construction of the BKG matrix of the beer market producers in 2024. Measures are proposed to strengthen the market positions of enterprises in the brewing industry.
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