Abstract
This article examines the choice of strategic options in the formation of the product range in the activities of business entities. Today, the country does not have a comprehensive and universal methodological approach to business management, which allows you to make quick decisions in the field of product range management. In this regard, the development of scientifically based proposals and recommendations for improving the marketing management of the product range of business entities is one of the most critical and compelling issues today. Solving the problem requires marketing approaches, in particular, selective observation of marketing, matrix methods and statistical methods. The solution is to compare the Sales Analysis Matrix and the Profitability Analysis Matrix. The scientific significance of the research is in the methodological recommendations, scientifically based recommendations and conclusions provided, as they serve to improve the scientific and methodological framework for enhancing the efficiency of product range management. The practical significance of businesses competing based on the alternative product range, is that it can be used in the development and implementation of upgrade programs.
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