FEATURES OF THE FORMATION OF THE STRATEGIC POTENTIAL OF THE DOMESTIC BREWING INDUSTRY: TRENDS OF CHANGES AND IMPLEMENTATION OF ANTI-CRISIS MEASURES

Abstract

Today, the formation of strategic potential for development and competitive advantages remains an important task for the functioning of many branches of Ukraine. In the conditions of digitization and transformational processes, as well as world globalization processes, the problem of product quality is one of the most important. It is thanks to the high quality of products that manufacturers' competitive advantages are formed. The quality of goods and services is caused by the demands and needs of consumers, which form competitive positions on the market. In the conditions of a changing external environment (military operations, instability of the economic and political situation in the country) and for the commercial activity of most domestic companies, it is important not only to survive in the current conditions on the domestic market, but also to maintain its high competitiveness on world markets. Despite the difficult operating conditions for domestic business, the key issue remains the support of the quality and directions of development of companies with the application of anti-crisis measures.

The domestic beer market was, is and will always be dynamically developed. To date, the difficult economic and political situation in the country, the decline in demand and the purchasing power of citizens have caused a decrease in the volume of production not only of beer, but also of other alcoholic beverages. But in order to maintain the leading position in the market, domestic beer producers need to "keep up" with the times and meet modern requirements. Product quality provides the basis for the formation of the company's competitive position, becomes the basis for building an effective quality management system and the strategic potential of companies.