SUMMARY

 

Kovalchuk S.O. Adaptation of the marketing product strategy to new management conditions (on example of sewing enterprises). – Manuscript.

Thesis for a Candidate Degree in Economic Studies. Speciality 08.00.04 – Economics and Management of Enterprises (according to the kinds of economic activity). – Kiev National University of Technologies and Design, Ministry of Education and Science of Ukraine, Kiev, 2009.

The thesis is dedicated to scientific substantiation of theoretic, methodical, and practical foundations of adaptation of sewing enterprises’ marketing product strategies to new management conditions at the Ukrainian clothing market.

The conceptual and methodical mechanism of marketing product strategies forming has been scrutinized, which resulted in systematization of proper research and methodological tools. Both the peculiarities of new management conditions for clothing enterprises in the context of Ukraine’s integration to the world economic area and the content of the process of adaptation of marketing product strategies to the conditions have been defined.

Product strategies of leading strategic groups have been identified on basis of analysis of the Ukrainian clothing market development tendencies. Besides, the strategies efficiency has been evaluated. Methodical tools on evaluation of marketing product strategy conformation to a market conditions have been worked out and recommendations for an increase of the conformation have been proposed.

Key words: marketing product strategy, sewing industry, clothing market, new management conditions, adaptation, methods of evaluation of strategy conformation to a market conditions.