AUDIT OF ASSORTMENT AS A GUIDE TO IMPROVING EFFICIENCY OF MARKETING ACTIVITY OF THE ENTERPRISE

Abstract

The paper considers the issues of improving the assortment policy of domestic enterprises. Different variants of the commodity assortment perfection at the enterprises are offered. The author uses a number of tools for estimating and forecasting the assortment at the enterprise, in particular survey method and method of pairwise coefficients. An estimation of the new product success chances at the market is made.
The significance of the problems associated with the formation of the optimal assortment policy by the enterprises of the dairy industry is compounded by the complexity, ambiguity and divergence of the concept of assortment, which stems from its characteristics in different directions, features, categories, as well as the discovery of a multitude of various factors that influence its formation and need proper management. Considering the economic content and the theoretical aspects of the "assortment policy" concept, we came to the conclusion that there interpretation of this term is ambiguous.
The complex nature of the assortment policy means that the system of measures and approaches to assortment management should be aimed at the formation of a competitive assortment model that would ensure stable positions of the company in the market. The essence, directions, tasks, principles of assortment policy and its place in the management system of the enterprise in our opinion facilitate a preliminary conclusion that assortment policy is one of the key areas of dairy industry enterprises management activity.