FORMATION OF PRODUCT ASSORTMENT OF RETAIL ENTERPRISES

DOI: 10.31673/2415-8089.2024.010005

Abstract

The article examines the peculiarities of the formation of the product range of retail trade. An optimal product range was formed in order to increase consumer loyalty to the company's products. In the article have been defined that in the direction to ensure consumer loyalty to the company, first of all, the optimal assortment should be formed and, accordingly, the formation of goods should be carried out. Namely, the application of the integrated ABC/FMR analysis of the product range allows you to classify product stocks according to the criteria of "profitability of product sales" and "level of demand», and will contribute to the formation of an optimal product range which helps to ensure the rhythmic work of the trading company and serves as the basis for achieving the target indicators of economic activity. The application of the integrated ABC/FMR analysis of the product range made it possible to classify the product stocks according to such criteria as: "profitability of product sales" and "level of demand", which, thereby, will contribute to the formation of the optimal product range, ensuring a high level of efficiency of the trading enterprise. The proposed approach to structuring the product range, which is based on the results ofккня ABC/FMR analysis, makes it possible to classify the entire set of product units in the selected product line into nine subgroups. It also has been identified that in sales management, the "degree of demand" of a product or the requests frequency for certain groups of products serves as an important criterion for positioning product groups in the marketing strategy of management (the slogan "we have them all"). In goods management, FMR analysis is used to determine the location of goods storage, so the most frequently requested ("fast" - fast) positions are located closer to the assembly areas.

Key words: product assortment, consumer loyalty, product range, product unit, retail enterprise, efficiency of enterprise functioning.

REFERENCES
1. Garmіder, L. D. and Samaj, І. O. (2016). Formation of product lines the company”, Akademіchnij oglyad, vol.1. pp. 111–118.
2. Asmaryan A.S.,and Gerasimova L.M.,,(2016), “Asortiment tovarіv: suchasnі problemi upravlіnnya” , Retrieved from: http://www.rusnauka.com/23_WP_2011/Economics/ 10_91123.doc.htm (Accessed 15 November 2023).
3. Gonchar, L.A.and Holodova, O.Yu.” Upravlіnnya asortimentom і yakіstyu tovarіv yak pіdsistema torgovel'nogo pіdpriєmstva” Retrieved from: http://www.ukr.vipreshebnik.ru/torgovlva.html (Accessed 16 November 2016).
4. Dіdenko, Є.O.and Savel'єv, D.S. (2016) “Managing enterprise product policy” ,Efektivna ekonomіka,vol.3. Retrieved from: http:// www.economy.nayka.com.ua/?op=1&z=3910 (Accessed 16 November 2023).
5. Krasovs'ka T. V. (2016). Methodical bases of formation mechanism of product lines in manufacturing plants, Ekonomіka ta derzhava, vol.2. pp. 67-71.
6. Kuznєcov, P. V. , Parfentenko, І. A. and Balagula, D. P., (2016) Marketing of enterprise inventory management in information economics, Vіsnik ekonomіki transportu і promislovostі, vol.49., pp. 198-204.
7. Smol'yaninov A. (2016). Methods of analysis assortment portfolio company” Retrieved from: http://www.iteam.ru/publications/marketing/section_28/ article_2963 (Accessed 16 November 2023).
8. Stepanyuk, N.S.and Petrichenko, Z.S. (2011). Prior to the formation of assortment politics commercial enterprise,Vіsnik Hmel'nic'kogo nacіonal'nogo unіversitetu,vol.1, pp. 202-204.
9. Troyan, A. V.(2014). Аssortment of enterprise policy in the contemporary economy, Efektivna ekonomіka, vol.1 Retrieved from: http://www.economy.nayka.com.ua/?op=1&z=2708. (Accessed 16 November 2023).
10. Hoptyuk, A. (2014). Theoretical aspects of volume and assortment structure of trade turnover of enterprises, Formuvannya rinkovih vіdnosin v Ukraїnі ,vol. 10. pp. 84-90.
11. Shira, T. B. (2016). Functional aspect of inventory management in commercial activities, Naukovі zapiski [Ukraїns'koї akademії drukarstva]. Serіya : Ekonomіchnі nauki ,vol. 1. Pp. 63-73. Retrieved from: http://nbuv.gov.ua/UJRN/Nzec_2015_1_11. (Accessed 16 November 2023).
12. Shumkova, O. V. and Gluboka І. (2010). Some aspects of product range enterprise, Vіsnik SNAU, vol. 5/1, pp. 64-69.