APPLICATION OF THE "BLUE OCEAN" STRATEGY IN UKRAINIAN WINEMAKING INDUSTRY

The research examines the nature and characteristics of the "blue ocean" strategy application in ahighly competitive environment, the theoretically grounded the necessity and sequence of the implementtion of the Blue Ocean Strategy in the wine industry of UkraineThe paper proposes a new strategic channel for the wine industry in Ukraine based on a survey of50 potential consumers of wine products, divided into 3 target groups. We have built the strategic outline forthe winemaking market of Ukraine, identified key competitive factors and their significance. Based on theanalysis, the directions for the implementation of the “blue ocean” strategy for wine producers were prposed: creation of a new innovative value for consumers, for whfactors of competition and to strengthen only those that are of importance to the consumer: the localization ofproduction and its naturalness; ease of choice; ease of perception of products.Proposals for the creation of the “blue ocean” in the winemaking industry of Ukraine were presented:producers should discard the factors “oenological terminology” and “expenses for indirect marketing”, weken the factors “breadth of the assortment”, “prestige of the wineryThe research presents an assessment of the effectiveness of the “blue ocean” strategy implementtion using the example of the “Shabo” winemaking company based on the assessment of the attractivenessof the wine market and the assessment of the company competitiveness.It is shown that the "blue ocean" strategy implementation will increase the level of the companycompetitiveness, and this strategy can be effective in the current market conditions.