Positioning Strategy Development While Entering International Market the Case of Gevorkian Winery Company

Today, the society lives in the super-communicative space, where increasing amounts of information are transmitted daily. At the same time, paradoxically, with modern technologies we get less information. Most of the information we are facing, we do not need, so we build psychological barriers against "encroachment on our consciousness." At the same time, entering the international market, the brand needs to adapt to the stereotypes of the new market and new consumers. Positioning is designed to use exactly those moments in the consumer's presentation of the product, which will facilitate its identification with their idea of the ideal product. International positioning is connected not only with the commodity policy of international companies, but also with various other types of their marketing measures to influence the market and the consumer, namely: international advertising, price, distribution policy. Thus, the relevance of this topic is due to the need to systematize the assessment of the current position of the company and its timely update in accordance with the trends and requirements of the new market. The purpose of this work is to develop practical recommendations for updating and correcting the positioning strategy of the company when entering the international market for the Armenian company Gevorkian Winery. The object of the study is the Armenian company Gevorkian Winery, which produces wine. The subject of the study is the formation of a position on the international market. In this paper, we used such theoretical research methods as analysis and synthesis of data, as well as an empirical method - a sociological survey. The novelty of this work is to develop a systematic approach to the adaptation of the positioning strategy to the new market, and also includes an analysis of the specifics of the wine market in Russia.