Peculiarities of management of enterprises in the sphere of production and sale of alcoholic beverages in Ukraine under conditions of uncertainty

Abstract

The subject of this study is a set of practical aspects of business management in the market of alcoholic beverages in Ukraine. The object of the study is the process of implementing entrepreneurial activity under conditions of uncertainty. The purpose is to summarise the algorithm of enterprise management in the sphere of alcohol business under conditions of uncertainty and to develop recommendations for improving its efficiency. By interviewing experts, using the methods of observation, synthesis and generalisation, the paper proposes to use certain management tools to improve the efficiency of activities under conditions of uncertainty. The alcohol market has always been, on the one hand, a certain indicator of socio-economic changes, and on the other hand, a testing ground for innovative management tools, as the high marginality of this product and relatively low entry barriers required dynamic changes from within. However, in times of crisis, uncertainty, and even more so in times of war, the requirements for the quality of management increase significantly. That is why it is advisable to analyse the theoretical aspects and practical features of the implementation of management innovations that have been applied at Ukrainian enterprises engaged in the production and sale of alcohol.