MANAGING THE ASSORTMENT OF THE MANUFACTURER`S CONSUMER GOODS

Abstract

The article is devoted to certain aspects of the activities of product manufacturers in modern conditions - the development of recommendations for improving the management of the assortment of consumer goods. The stages of formation of a model for managing the assortment of a consumer goods manufacturer are defined, starting with the formation of an information base for management of the distribution policy, until the selection of the final strategy for managing the assortment of the enterprise. A study of the distribution channels of Kharkiv Meat Factory LLC and Kharkiv Dairy Factory PJSC shows that the main volume of products is sold through several intermediaries. At the same time, the increase in the final sale price is the result of the promotion of consumer goods through several intermediaries. It is proposed to reduce the chain of goods movement due to the creation of a joint distribution center by the manufacturer and the trade network. The process of modeling the company's assortment is very complex, which requires the use of a comprehensive approach. A comprehensive approach to the development of an assortment model consists in taking into account the elements of the company's assortment policy based on the application of heuristic methods of forecasting the sales volume of consumer goods, which predict the influence of external factors. Therefore, the article developed methodological recommendations for the construction of a management model for the process of forming the assortment of a consumer goods manufacturer as a system of theoretical and methodological views on understanding and defining the essence, content, goals, tasks, principles of forecasting sales volumes and distribution management methods, as well as organizational practical approaches to the formation of the mechanism of their implementation in the specific conditions of the operation of the enterprise. The proposed approach based on a flexible, competitive assortment model will allow to increase the competitiveness of domestic manufacturing enterprises and retail enterprises, which is absolutely necessary in the conditions of Ukraine's accession to the WTO.