Product range as an object of management in an enterprise

Abstract

Abstract. Introduction. The article conducts research and defines the essence of the product range of an enterprise as an object of management. Analysis of the assortment policy of an enterprise makes it possible to determine that the most relevant for the development of a modern enterprise and an increase in sales is the application of a product development strategy, which provides for the introduction of new items into the assortment or improving existing ones on the market today. Purpose. The purpose of the article is to study the product range as an object of management in a modern enterprise. Results. The concept of "product range" is considered, and the main directions in the field of assortment formation are presented. The paper notes that the assortment concept is manifested in the form of a system of indicators that characterize the possibilities of optimal development of the product range of this type of goods and provides a list of these indicators. The scheme of typology of assortment management methods is constructed and according to it, strategic and tactical methods of assortment management are analyzed. Conclusions. The article analyzes the concept of product range, considers the formation of the range as an activity to compile a set of products that can meet real or projected needs. It is concluded that the process of effective range management in modern conditions goes beyond the issues of production and sales and determines the need for an integrated approach to the management of an enterprise as a whole.