МЕТОДИЧНІ ПІДХОДИ ДО ОЦІНЮВАННЯ ЕФЕКТИВНОСТІ АСОРТИМЕНТНОЇ ПОЛІТИКИ СУЧАСНОГО ПІДПРИЄМСТВА

Abstract

Commodity and assortment policy is the main direction of operation of any enterprise. It is very important in modern conditions, when the consumer is more demanding of goods or services, because the consumer is quite spoiled by possible variations in quantitative and qualitative indicators of goods. It is the range of goods and consumer commitment that form the market share of the company and the successful operation of the company in the market – as a consequence – making a profit. The development of an assortment policy and product strategy of an enterprise is a complex and time-consuming process that requires a complete understanding of the current market situation, knowledge of the main market trends and competitors' strategies. In the process of forming an assortment strategy for product development, consumers of the industry are studied in detail, hidden demand is studied and the potential of free market niches is assessed. Clarification of the essence of the term "assortment policy", which is the field of activity of managers and specialists in the enterprise, which is a set of principles, strategies and techniques that form the optimal range of products, in terms of increased efficiency and customer satisfaction. This direction is important in a developed economy, as modern consumers require higher requirements for product quality and design of the appearance of goods, so highlights the main objectives of product range policy. The methodical questions of formation of assortment policy of the modern enterprise which play a key role in management of the enterprise are investigated, you touch all aspects of its activity. A comparative analysis of approaches to the content and formation of this phenomenon is given. The main systems of classification of assortment policy factors used in management are given. The main idea of the study is to reveal the essence of assortment policy as an economically significant and effective tool for enterprise management. Within the framework of the article the systematization of the formation of stages of assortment policy development was considered. Classifying methods of research of assortment policy of the modern enterprise are also considered. Thus, the systematization of the existing methodological tools for the formation and implementation of range planning allows to establish its nature and understanding of why its research is needed.