Methods of the product range analysis for improvement of the company commercial policy
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Author(s): | Kaptyukhin R. V., Laskovets S. V., Zhidkova O. N., |
| Number of journal: | 2(27) | Date: | May 2014 |
| Annotation: | The article examines the issues of formation and improvement of the product policy of the meat-processing plant on the example of the sausage market. Sausage products are one of the most popular foodstuffs in Russia. Interviewing of the customers of supermarkets was conducted within the research; product portfolio of the company using BCG matrix was studied. The article presents an assessment of the product range structure of the meat processing company. The main recommendations for improving the company commodity policy are provided. The performed analysis revealed the most promising product groups of the company for further development. The results of the study will form the basis of recommendations for optimization of the company product policy. |
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| Keywords: | product policy, product group, product portfolio, product range, goods, product range structure, BCG matrix, depth of the product range, segment, market share, assortment policy management |
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