The article considers the dependence of the formation of enterprise strategy on the importance of marketing trends. The need to predict possible market trends in order to respond to them in a timely manner has been proven.
The stages of the analysis process are considered. At the first stage, a study of the current situation is conducted and trends are identified that are important when planning further activities. The marketing trends that are defined for the enterprise of the brewing industry of Ukraine - the company "Obolon" are described.
At the second stage, the significance of marketing trends is assessed according to the criteria "Trend strength" and "Level of consumer environment development". The following indicators are proposed to assess the significance of the criterion "Trend strength": stability over time, awareness, emotionality, usefulness to the consumer. To determine the significance of the criterion "Level of development of the consumer environment" you can use indicators: customer satisfaction, frequency of product purchase, customer loyalty, comfortable conditions of purchase. A questionnaire is compiled, consumers are surveyed and average scores are determined to assess these indicators. The overall score is determined by multiplying the average score by the weighting factor of the indicator.
At the next stage, the position of each trend in the field of the matrix "Trend strength - The level of development of the consumer environment" is determined. The matrix consists of 9 quadrants. The quadrants are grouped into three zones. Zone 1 includes the following quadrants: Independent dependent, Domesticated elephants, Situational dolphins. Trends that fall into this area must be taken into account when forming the company's strategy. Zone 2 has the following quadrants: Geeks, Arabian horses, Dependent amateurs. The trends that fall into it are of medium importance. Therefore, they should be analyzed to determine the appropriateness of their strength. The third zone contains the quadrants Floating Giraffes, Free Crows, Wandering. Trends that fall into this area do not have much impact on the company's activities. Therefore, they can be neglected in shaping the strategy of the enterprise.