Formation and optimization of the enterprise’s product range for internal and external markets

Abstract

Product policy is one of the most important marketing tools for the competitive activity, customer favour win and profit earning, especially on leaving to the oversea markets. The variety of methods through which it is possible constantly to conduct the analysis of existent assortment on a firm is considered in the article. Force of influence of aggregate of factors is investigational on forming of the most effective policy of optimization of assortment. Directions of choice of ways of optimization of company’s portfolio are certain, both for an internal and for external market.