Abstract
The paper examines the economic essence and methodical principles of forming the assortment policy of business entities. A marketing analysis of the main x indicators and organizational foundations of the company’s activity was carried out. The method of evaluating the effectiveness of the use of assortment policy was used. The obtained results can be used in the practical activities of the researched society and contribute to increasing the efficiency of its functioning. On the basis of the conducted research, measures were developed to increase competitiveness and build an effective assortment policy, and effective marketing approaches for promoting new products of PJSC “Firm “Poltavpyvo” were identified. In the course of the study, it was proposed to open a pub “Korchma”, which will offer visitors a wide range of cask and bottled beer of different strengths from the producer PJSC “Firm “Poltavpyvo”. As a result of the research, based on calculations, the expediency of implementing this direction of the company’s assortment policy in the future has been determined. From the indicators given in the work, it can be concluded that the chosen strategy for the further development of the enterprise is quick-paying and profitable, which will allow the enterprise to occupy a large market share and have an additional profit zone, and this, in turn, will significantly increase the demand for the main product of PJSC “Firm “Poltavpyvo”. The marketing strategy consists in expanding the demand by stimulating the volume of sales, price policy and non-main factors of competition, creating a positive image of the company. The company's advantages are related to a wide range of products, as well as the provision of additional services (manufacturing to order, take-away sales). Advertising activity will be carried out with the help of: providing discounts; conducting advertising campaigns; original branded packaging. The chosen strategy for further development of the enterprise is quick-paying and profitable. This allows the company to take a large share of the market and have an additional area of profit and strengthen competitiveness.
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