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CNAA / Theses / 2022 / June /

Marketing substantiation of the strategic positioning of a product on the market (the example of wineries in ATU Gagauzia)

Author: Aricova Liubov
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Scientific adviser: Grigore Belostecinic
doctor habilitat, professor, Academy of Economic Studies of Moldova
Institution: Academy of Economic Studies of Moldova


The thesis was presented on the 28 June, 2022
Approved by NCAA on the 25 November, 2022


Adobe PDF document0.86 Mb / in romanian
Adobe PDF document1.30 Mb / in english


CZU [339.138+339.137.2]:663.2(478)(043)

Adobe PDF document 4.47 Mb / in russian
157 pages


marketing, strategy, positioning, segmentation, competitiveness


Dissertation submitted in partial fulfilment of the requirements for the degree of Doctor of Economics, specialty 521.04. – Marketing and logistics, Chisinau, 2022

Structure of the dissertation: The dissertation is written in Russian language and has a classical structure: introduction, three chapters, conclusions and recommendations, bibliography – 142 sources, 10 appendices. The main content of the work is presented on 120 pages, including 27 tables, 14 figures, 18 formulas. The results of the dissertation were published in 8 scientific papers with a total volume of 3.02 bp.

Key words: marketing, strategy, positioning, segmentation, competitiveness.

Purpose of the study is to develop and scientifically substantiate the marketing approach to positioning the products of a wine-making enterprise, develop a positioning strategy and achieve a competitive advantage on the market.

Objectives of the research: to outline the essence of the concepts of the problem of “product positioning on the market”; to assess the methods of classification of the position of the products on the market; to substantiate main factors affecting the market position of the product; to develop a methodology for the formation of a positioning strategy at the enterprise; to develop a positioning model based on a marketing approach, allowing to increase the efficiency of the enterprises of the wine-making sector of ATU Gagauzia of the Republic of Moldova; to formulate conclusions and recommendations for the further implementation of the developed model for enterprises.

Scientific novelty and originality of the study lies in the conceptual justification of scientific methodological and practical recommendations for the formation and application of product positioning strategy in the marketing approach, focused on achieving long-term high efficiency and competitiveness of the product.

The results obtained for solving an important scientific issue lies in the development of the theoretical grounds of the concept of positioning of the products and the development of methodological approaches to its implementation at the enterprise.

Theoretical significance of the work lies in the use of logical approaches to defining the basic concepts of positioning, the principles of situational, systems analysis and marketing research, the SWOT analysis methodology, instructional guidelines for developing a positioning strategy in the enterprise.

Practical value of the work lies in solving main issues associated with increasing the competitive advantage of the wine-making enterprises on the basis of product positioning in the market.

Implementation of scientific results: The research results were presented at 5 international and domestic conferences and confirmed by 2 acts of practical application both in the real economy and in the academic field.