Development of the commodity policy of the enterprise. Stages of developing a product policy of an enterprise Development of a product policy in order to promote

Ministry of Education Russian Federation

Voronezh State Technical University

Faculty of evening and distance learning

Department of Economics production management and organization of machine-building production

course project

discipline: "Marketing"

topic: "Development of the commodity policy of the enterprise"

Checked by: Voronin S.I.

Voronezh 2004

1. Introduction 3

2. Commodity, classification 4

3. Product cycles 4

4. Product competitiveness 7

5. New item 8

6. Commodity information 9

7. Sales of goods 11

8. Commodity policy 12

9. Product packaging 14

10. The main tasks of TEMP LLC 14

11. Views sewing machines produced by TEMP LLC 15

12. Three sections LLC "TEMP" 17

13. Competitiveness of sewing machines 18

14. New product LLC "TEMP" 18

17. List of used literature 23

The main objectives of the course project is to consolidate and deepen theoretical knowledge in the discipline, mastering practical skills for students to conduct marketing research, develop and justify marketing programs and marketing solutions in the domestic and foreign markets.

The theme of this course project is "Development of the commodity policy of the enterprise."

It is this topic that is relevant now, when the country is raising the economy, many new companies are opening that provide the population with various new goods and services.

Product- a product that is offered to the market for purchase at agreed prices.

Trade item- isolated integrity, characterized by indicators of size, price, appearance, etc.

Goods classification:

1) by terms of use:

long-term use

short-term use

services (short-term and long-term)

2) consumer goods:

consumer goods

Impulse buying goods

goods for emergencies

· products preselection

specialty items

goods of passive demand

3) industrial goods:

materials and parts (cheeses and semi-finished products)

capital property (structures, buildings, equipment used specifically in production)

Distinguish between the life and market cycles of a product

The market cycle is the time a product spends on the market from the moment of the first batch until the end of supply and sales.

Life cycle- this is the time the product is on the market and with the consumer, and additionally includes the time of service, delivery of spare parts, etc. The life cycle of the product, its duration is difficult to predict. It depends on price, demand, distribution costs, etc.

Usually each product goes through 4 phases. The product life cycle graph is shown in Fig. one

T, time

(1) - product

(2) - additional profit from the sale of the modified product

(3) - profit

There are 3 ways to keep a product on the market:

1) market modification (search for new consumers and stronger stimulation of an existing product)

2) product modification (change of packaging, product properties, appearance)

3) marketing modification (sales promotion using one or more elements of the marketing mix)

Table #1

Product life cycle, company situation, market situation and sales structure

Company situation and market situation	Product life cycle stages
Company situation and market situation	Market launch		Maturity
		Growing		Decreasing
	Minor	Growing	Growing	Descending
Cash flow	Negative
Consumers	Innovators	mass market	mass market	Latecomers
Number of competitors	Minor	Growing		continuing to wane
Strategic Goals sales, sales structure	Market expansion	Market penetration	Market share protection	Improving Efficiency
Selling costs			Descending
Key marketing tools			Product/price	Distribution / price
	Initial version, further refinement	Modernized	Differentiation, search for new places of application, expansion of the assortment.	Range reduction
	High for skimming or low for penetration	Maintenance or decline	Downtrends depending on diffs. and competition	Decreasing to differentiate with new products
Distribution	Limited	intensive	intensive	selective
The price of communication	Familiarize the consumer with the product and make it accepted by distributors	Brand preference	Brand loyalty	Emphasis, the advantage of the product in terms of price reliability

Since the transition from stage to stage passes without sudden jumps, the marketing service of the enterprise must constantly monitor changes in the market and make timely changes to the marketing program. It is important to ensure that the plan for production of products and the volume of its sales in the market. The presence of unsold products will lead to direct losses (costs of materials, labor and financial resources) and the emergence of lost profits, when these resources could be directed to the production and marketing of other profitable products.

Types of product life cycle:

1) - traditional, includes all phases of the product life cycle

2) - boom or classic, describes popular item with stable sales for a long time

3) - an increase characterizes a product that receives a rapid rise and fall in popularity

4) - continued increase, characterizes the modification of the product

5) - seasonality or fashion characterizes a product that sells well at a certain time

6) - renewal or nostalgia, i.e. first the product lost popularity, then resumed

7) - failure, i.e. the product was not successful at all

Product competitiveness is the degree to which it matches this moment selected market according to technical, economic, commercial and other characteristics that provide the possibility of marketing in this market.

We single out 3 groups of parameters that ensure the competitiveness of the product:

1) technical - purpose parameters (dimensions, weight, power, design, maintainability)

2) economic - acquisition price, operating costs

3) organizational - completeness and terms of delivery, terms of payment, discount system.

An enterprise can apply various strategies in the field of competitiveness of its product. At the same time, it must take into account both the market situation, the advantages and disadvantages of various strategies, and production capabilities. For each competitive strategy, there are advantages, necessary market conditions, and other factors.

New product- a product that satisfies a new need or ensures the satisfaction of an already known need, but at a different, higher level.

New product groups:

1. goods - novelties

2. modified goods, i.e. significantly or slightly improved old

3. additional goods

Stages of creating new products:

Formation of ideas, the source of ideas can be:

1. inner ideas(research, resellers, employee suggestions, activities to serve competitors)

2. external ideas(products of competitors, wishes of customers, opinions of specialists, market development)

idea selection

economic analysis of the remaining ideas

· Development of a new product

trial marketing

commercial implementation

When developing a product, the designer needs to perceive the idea of production at three levels.

Figure 2 shows three product levels

1. Expanded item includes all the characteristics that accompany the product and focus on the consumer

2. Product in real time includes not only his features, but everything that makes up his image

3. Product by design the basic physical entity of a product with specific characteristics and is offered under a given description

The product concept allows you to identify consumer requirements and distinguishing characteristics from competing products

New product failure rates:

o Absolute failure (when the firm is unable to recover its costs and financial losses)

o Relative failure (when the firm makes a profit, but in a small amount)

The most common factors leading to failure are:

The distinctive advantage of the product is not enough

Poor product quality

Poorly chosen moment of implementation in the markets

Lack of consumer information about the product

Product information - information about the product intended for the user. There are 3 types of commodity information:

1) Fundamental commodity information

2) Commercial Information

3) Consumer product information

To bring information to the subject market relations The following forms of commodity information are used:

verbal information

Digital information (used when a quantitative characteristic of product information is required)

Depicting information (provides visual and emotional perception of information about the product using artistic and graphic images of the product itself)

Bar information (barcode)

Symbolic

Commodity information means: marking, technical documentation, regulatory documents, reference, scientific and educational literature, advertising and propaganda.

Marking- text, symbol or drawing applied to the packaging and / or product, as well as other auxiliary means designed to identify the product or its individual properties, as well as bringing to the consumer information about the manufactured quantitative and qualitative characteristics of the product.

Main marking functions:

Informative

Identifying (information on the product must match)

Emotional and motivational (the product should be brighter)

Depending on the place of application, there are:

1) production marking - labels, inserts, tags and labels, control tapes, hallmarks and stamps

2) trade marking - cash receipts and price tags, sales receipts, which are issued together with cashier's checks

STRUCTURE OF MARKING

Sign production structure

commodity -
		- name of the place of manufacture
marks of conformity or quality.
		- bar coding
component -
		– dimensional
operational -
		- manipulative
warning -
		– economic

Trademarks are designations capable of distinguishing, respectively, goods of the same legal entities from homogeneous goods of other legal entities. Trademarks include: company trademark, assortment mark, dimensional marks, operational marks, manipulation marks, economic marks, barcode.

Sales of goods means transportation, storage, refinement, promotion to wholesale and various commodity links, pre-sale preparation and sale of goods.

A distribution channel is an organization or individual people engaged in the movement and exchange of goods.

The length of distribution channels is the number of distribution participants or intermediaries in the entire distribution chain.

Channel width is a number independent participants distribution at a particular stage of the supply chain.

There are seven ways to sell a product:

1. Direct distribution channel (manufacturer ®buyer)

2. Direct marketing (direct work with the client, i.e. regular visits and customer demand)

3. Phone marketing

4. Indirect marketing (producer®intermediary®consumer)

5. Vertical marketing outlet (consists of a manufacturer, wholesalers, one or more different merchants acting as one system)

6. Horizontal distribution channel (the firm seeks to merge with another firm in order to conduct a joint marketing activities)

7. Mixed distribution channel (direct channel + indirect)

Commodity policy of the enterprise- a certain course of action of the commodity producer and the principles of his behavior, ensuring the formation of the assortment and its management, the creation and maintenance of the competitiveness of goods at the required level, the finding of certain commodity niches for goods, the development and implementation of packaging, labeling, the system of service (service) goods.

The product range must be balanced, have a sufficient number of assortment groups (width), positions in each assortment group (depth), as well as harmony (comparability), characterizing the proximity between goods of different assortment groups in terms of end use, distribution channels, consumers, etc. .

There is an assortment:

o Group

o Intragroup

When forming the assortment, a set of measures is carried out. In the process of assortment management, they determine the optimal ratio of production volumes for various groups of products at various stages of the life cycle, conduct a constant analysis of sales and profitability of products, and make adjustments to the assortment policy of the enterprise.

Figure 3 presents the matrix of the Boston Advisory Group (growth rate of market demand and market share)

Big Small

Figure 3

Figure 4 shows the matrix of consumer demand (product quality and price)

Table 2 shows the relationship between competitiveness and product development prospects.

K, quality
	Reference Preferred Demand Products	Prestigious products	Leader Products highest demand
	Small Demand Products	Products of moderate demand	Mass production
	Single Demand Products	Low Demand Products	Essential Products

Figure 4

Competitiveness	Product development prospects
Competitiveness
	Quick exit from the market	Gradual phasing out of market operations or their cautious continuation	Strengthening positions or leaving the market
	Gradual curtailment of market relations	Cautious continuation of market operations or their increase	Strengthening activity in the market
	Receiving a profit	Scaling or Rapid Scaling of Market Operations	Rapid scaling up of market operations

table 2

An integral part of the product policy is the packaging of goods, which has the following functions: protection of goods during transportation, storage and use, dimensions for sale: means of advertising and self-presentation, ease of use.

When developing packaging, they take into account the norms of standards and unifications accepted on the market, carefully choose the color, shape and size of packaging, packaging material, and develop a design.

Packaging must ensure the transportation, storage and handling of goods, be visually perceptible, correspond to the practice of storage, cargo handling and export of goods by resellers, and create a favorable reaction from consumers.

Let's move on to a specific enterprise, TEMP LLC, which manufactures electric sewing machines. For 5 years, the company has been operating in the markets, producing sewing machines that differ in the number of operations performed, in ease of use, design, and purpose.

Electric sewing machines are among the goods of long-term use, a fairly wide demand, to industrial goods. Like any enterprise, the goal of TEMP LLC is to obtain maximum profit with minimal production costs; to interest the largest number of buyers, opening additional markets sales, crowding out competitors, return on investment, performance social obligations in front of the staff, increasing the wages of working staff.

As mentioned earlier, the product goes through 4 main phases of the life cycle. Electric sewing machines of TEMP LLC are on the 2nd phase, i.e. implementation stage. Despite the fact that the output of the product is not large (the company is new, developing), the sales volume is significant for the stage of introducing the product to the market. Let's make a table:

Market situation	The introduction of sewing. machines	Market situation	The introduction of sewing. machines
Volume of sales		Marketing. tools
	Minor		low
Consumers	Innovators	Distribution	Limited
Number of competitors	Minor		Familiarize consumers with the product and make it acceptable
Sales targets	Market expansion
Selling costs

Table 3

LLC "TEMP" produces 5 different modifications of the names of sewing machines:

1. Electric sewing machine "T-1". Characteristics: performing basic 5 sewing operations, the most simple model, easy to use. Price (indicated in conventional units - USD) 100. Supplied to private enterprises for tailoring. Disadvantage: low power, therefore it is used for tailoring summer clothes from light fabrics. The competitiveness of this model is low, as many firms use more well-known brands.

2. Electric sewing machine "T-2".

3. Electric sewing machine "T-3". These models of sewing machines practically do not differ from each other. Their main difference is appearance. Characteristics: performance of 10 sewing operations, including not simple machine lines, but various others. Both models are easy to use. Their price is 140 and 160 USD. respectively. The price compared to the T-1 model has increased significantly, but also increased various characteristics. It is supplied both to small private enterprises and to various others, where the number of manufactured products is more significant. The disadvantage of the "T-2" model is an inconvenient operation switch, in the "T-3" model this disadvantage is eliminated. The competitiveness of these models is higher compared to the competitiveness of the T-1 model. Buyers are attracted by the not very high price (compared to leading firms), as well as the good quality of the goods.

4. Electric sewing machine "T-4".

5. Electric sewing machine "T-5". These models of sewing machines are the most modern and widely used, practically do not differ from each other. Features: 25 sewing operations, including embroidery operations. Model "T-5" includes the operation of sewing on buttons, various sizes, convenient switch of sewing operations. These models of electric sewing machines come with sewing kits(various paws, bobbins, scissors, threads, needle threaders, pins, thimbles). The price of sewing machines is 205 and 208 c.u. respectively. Beautiful design and ease of use, high power allow these models to be used on large enterprises for tailoring. The competitiveness of these machines is high compared to other models. The buyers are innovative companies that buy high-quality and inexpensive equipment. These models (T-4 and T-5) are not inferior in their characteristics sewing machines well-known companies (“Deric”, “Brother”, etc.).

Consider the electric sewing machines of the company "TEMP" in three sections.

1) Product by design. The goods are used for tailoring for various segments of the population.

2) Product in real performance. The quality of sewing machines, depending on the model, is different, but mostly high; modern materials, machines, and technologies are used for manufacturing. The appearance of all machines: the body is made of white plastic, the operations are depicted in red and black colors (it is this appearance that attracts and interests buyers). All machines are placed in a plastic case, convenient for moving and storing the sewing machine. Each model is sold in a cardboard box, indicating the type of sewing machine model. Be sure to attach a technical passport, a book on the repair and operation of the sewing machine and a warranty card.

3) Goods with reinforcements. The warranty card specifies the warranty period for each machine. For models "T-1", "T-2" and "T-3" this period is 1 year after the sale, the warranty period for machines "T-4" and "T-5" is 2 years from the date of sale. Warranty service is mandatory. Since the company is new, there is only one guarantee point, located in the city of Voronezh, i.e. in the manufacturing city.

After the purchase of sewing machines, the company delivers the equipment free of charge to the right place specified by the buyer. TEMP works directly with six stores, therefore free shipping performed by store employees.

Sewing machines can be purchased on credit. The minimum lot for purchasing on credit is 8 sewing machines. In this case, the buyer pays 25% of the total cost of the machines, the remaining 75% is paid within 10 months after the purchase of the equipment.

More about the competitiveness of sewing machines from TEMP LLC

The competitiveness of each model was said. A small number of competitors is explained by the fact that the product of this company is in the implementation phase, but the company is doing everything to make their sewing machines more competitive.

1. Technical parameter - small dimensions, average weight (lighter cars "T-4" and "T-5"), average power (more powerful "T-4" and "T-5"), excellent design, etc. d.

2. Economic parameter (low prices compared to other firms 100-200 USD)

3. Organizational parameter (convenient terms of delivery, loans, after-sales service, product warranty)

The most competitive models of sewing machines "T-4" and "T-5", as these are more modern, easy to use, more modified models. Accordingly, their integral indicator will be higher than that of other models.

Every business must be able to create new product and services. In this case, the enterprise either acquires a patent or license for the production of goods (sometimes even buys an enterprise that produces this product), or develops and manufactures new goods.

TEMP LLC plans to manufacture new electric sewing machines that would meet the needs of customers at a higher level:

First, remove the model of the T-1 electric sewing machine from production and improve it.

1. Generation of ideas. The company's research and marketing department conducted various studies. A survey was also conducted among customers, buyer firms and found out the advantages and disadvantages of the T-1 sewing machine, letters, complaints and wishes of customers were considered.

2. Evaluation of products (selection of ideas). Experts invited by TEMP evaluated and analyzed each idea for the modernization of the T-1 model

a. General direction (expected to increase profits, increase competitiveness, increase sales)

b. Marketing direction (it is supposed to increase the life cycle, market attractiveness)

c. Production direction (simpler production is assumed, the possibility of production at a lower price, the availability of material and labor resources)

3. Economic analysis of the remaining ideas. The buyers expressed their attitude towards the modernization of the T-1 model. The company gave a description of how the improved model of the sewing machine would look like. An analysis was made of the demand for the "new" model, the costs, the necessary additional investments and the expected profit, and the assessment of competition.

4. Development of a new product. All the ideas that were proposed for the modernization of the T-1 model were embodied in physical form through the design of the product, its packaging and trademark.

5. Trial marketing. The company produces the first batch of modernized electric sewing machines of the T-1 model (at the moment new model called "T-1.1"). The company supplies this batch to 2 stores in the city. Experts monitor developments and decide when, where and for how long to apply trial marketing. Sales results are analyzed. Based on all this, we can conclude that the T-1.1 model began to be in greater demand than the T-1 model. Model "T-1.1" performs 8 sewing operations, its capacity has increased by almost 1.8 times, the price has increased by 30 conventional units. Competitiveness has also increased (innovative firms are the main buyers).

6. Commercial implementation. It is planned to remove the model "T-1" from production in the near future and produce a model of the sewing machine "T-1.1", because. this is the most beneficial for TEMP LLC. The company will organize mass production of the new model, will carry out advertising and sales promotion.

The T-1.1 model meets existing and future needs, economic efficiency increased, increased and competitiveness, the possibility of producing the machine "T-1.1" at a lower price.

Secondly, the company had ideas for the production of not only sewing machines, but also other sewing equipment, for example, overlockers. However, their release is at the idea generation stage.

As already mentioned, TEMP LLC is a developing company, therefore the technical level of production is not at the highest level. To promote electric sewing machines on the market, the company uses the FOSSTIS system (“FOS” - demand generation, “STIS” - sales promotion). This system includes advertising, product promotion and provides public relations. Demand generation (“DOS”) includes informational advertising, participation in exhibitions and fairs. These activities are aimed at potential buyer, introduces him to a new product and helps in choosing.

a. Showcases

b. Signboards, inscriptions, signs

c. Package

b. TV

Sales promotion (“STS”) promotes the expansion of sales of a product that already exists. The task of "STIS" is to encourage new purchases and distribute this product among new customers. LLC "TEMP" does its best to make buyers not only innovative firms, but also the wider population.

The company employs skilled workers, who also become more with the growth of the company.

Let's sum up some

TEMP LLC is a developing company that produces electric sewing machines. In general, for 5 years of work, the company has achieved success in the market. But there is still a lot of work to be done to become one of the leading firms.

It is necessary to discontinue the production of the T-1 sewing machine model, open new warranty service points, reduce the minimum lot for purchasing machines on credit, introduce a discount system (for example, provide a discount when buying 5 machines or more), increase (stimulate) sales sewing machines models "T-4" and "T-5", because they are the most competitive, reduce marketing costs, increase prices for more profit, carry out wider advertising, expand sales markets, attract more customers, cooperate directly with clothing companies.

In general, the prospects for TEMP LLC are great, the potential is growing: the company introduces its product, which is in demand, to the market.

List of used literature:

1) Varkan D.I. - "We manage the company in market conditions", Akvilon, 1991.

2) “Marketing. Principles and technology of management in a free market system” - ed. Enriashvili, Unity, 1998.

3) "Marketing" - a textbook, ed. A.I. Romanova, Unity, 1995.

4) "Marketing" - account. allowance, S.I. Voronin, Voronezh 2001.

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AT modern conditions development of a commodity policy for each enterprise and the development of a commodity strategy are important elements of planning production and marketing activities.

Commodity policy represents a set of goals, objectives of the principles of managing the range of products and is an integral part of the marketing system at the enterprise.

The goals and objectives of the commodity policy depend on the specific strategic and tactical tasks of the enterprise, which are solved at different stages of its development.

The main objectives of the product policy of the enterprise:

ensuring sustainable rates of development of production volumes and sales of products;
meeting the demand for the company's products;
ensuring the competitiveness of products;
regular updating of the range of products, introduction of new products to the market;
finding new product niches, developing new market segments;
development of new types of packaging for goods;
improvement of after-sales service.

A well-founded product policy allows optimizing the process of updating the range and range of products.

Nomenclature- this is an enlarged list of the entire set of products manufactured by the enterprise. The nomenclature includes different kinds goods, which are divided into assortment groups(types) in accordance with functional features, quality, price. Each group consists of assortment items (varieties or brands), which form the lowest level of classification of manufactured products.

The product range is characterized by the following indicators:

breadth or number of assortment groups;
depth or number of positions in each assortment group;
comparability or correlation between the proposed assortment groups based on the community of consumers, distribution channels, prices, nature of use).

The development of a commodity policy includes the following steps:

definition of the purpose of the enterprise;
study of the commodity market;
assessment of available raw materials;
formation of the commodity nomenclature and product range;
determination of the composition of products by types, brands, articles;
development new products.

In modern conditions, an enterprise, in order to develop, take a stable position in the market, it is necessary to pursue a policy of forming a product range based on a study of the product life cycle (see Section 6.5). For assortment planning, it is important to analyze the operational phase of the product life cycle, i.e., the market period of its life.

At the stage of introducing a new product to the market, its sales volumes grow slowly. This period is accompanied by high costs for the production and sale of goods, since production volumes are still small, the cost of products is quite high, and the promotion of goods on the market requires large expenditures on marketing activities.

Stage of development (growth) - the period of recognition of the product by the consumer. As a result, there is an intensive increase in sales and, accordingly, an increase in profits.

At the maturity stage, sales growth rates gradually slow down due to the fact that the market is already saturated, the product is well known to most buyers, and consumer expectations are associated with the emergence of new products in the future. During this period, sales and profits reach their maximum. In the future, their gradual decline begins due to additional costs to maintain the competitiveness of goods, the cost of advertising and sales promotion.

Recession stage - a period of decline in sales and profits, the withdrawal of goods from the market.

When studying the market period of a product's life cycle, it is necessary to take into account its features, which determine the presence and duration of each stage. For example, the shortest is the introduction stage, the longest is the decline stage. For some products, the implementation stage can quickly move into

stage of maturity. It is possible to determine the completion of one stage and the beginning of another at the moment when the increase or decrease in sales becomes pronounced.

When developing a product policy, it is advisable to divide the entire range of products into the following groups:

the main group includes goods that are in the growth stage and bring the company the main profit;
the supporting group covers products that are in the stage of maturity and generate stable sales revenue;
the strategic group consists of products at the stage of introduction to the market, which will provide the enterprise in the near future with the largest volumes of production, sales and profits;
a tactical group brings together products that are in the stage of growth and maturity and are designed to stimulate sales of the main product groups.

When developing a commodity policy, the competitiveness of a product is of great importance.

Competitiveness- a complex characteristic of a product that determines its preference in the market compared to similar products. The assessment of the competitiveness of a product includes not only quality indicators (scientific and technical level, consumer properties), but also economic indicators: price, transportation, installation, repair, operation, maintenance, etc. Competitive products guarantee the company a stable sales volume in a particular segment market.

In accordance with the product policy, the company implements various product strategies for various markets taking into account the characteristics of demand, consumer groups.

Commodity strategy is a set of methods, methods for implementing a commodity policy that allows you to flexibly respond to changing market conditions and specific conditions for

production and sale of goods, to ensure efficient operation enterprises.

Commodity strategy can be built in the following areas:

narrow product specialization;
commodity differentiation;
commodity diversification;
commodity vertical integration, etc.

Narrow product specialization is determined by the work of the enterprise in a rather narrow segment of the market and is associated with a limitation in the scope of sales of products for a number of reasons. Narrow product specialization is also possible in the presence of deep segmentation in the market of this product.

The strategy of narrow product specialization often turns out to be optimal for the efficient operation of a small enterprise or when the enterprise periodically changes its specialization to develop new markets, adapt to changing demand.

Product differentiation associated with the selection by the enterprise of its goods and services as special, different from the goods and services of competitors due to specific consumer properties, improved quality, product reliability, etc.

Commodity diversification involves a significant expansion of the scope of the enterprise and the implementation of the production of a large number of goods and services that are not related to each other. Such a policy ensures the sustainability and stability of the enterprise, as it allows to avoid the risks of a decrease in demand and a decline in the production of one product, as well as to use the managerial, production, marketing, and commercial experience of other enterprises.

Product vertical integration pursues the goal of expanding the activities of the enterprise not horizontally, as with diversification and horizontal differentiation, but vertically, when it masters and controls the production of one technological chain, for example, basic materials,

semi-finished products, parts and assemblies, as well as marketing functions for one product or a few commodity group. Product vertical integration allows you to optimize the costs of production and distribution due to the use of cheaper raw materials and basic components of the main products, advanced technology, and therefore, to get higher profits.

Thus, product policy, being part of the marketing system, allows developing a set of measures aimed at increasing the competitiveness of manufactured products, optimizing its nomenclature and assortment, creating new products, setting the order of replacing old products with new ones, lengthening the life cycle of goods.

Commodity policy is a certain course of action of an enterprise in relation to the goods and services it produces.

The development and implementation of a product policy plan requires the following conditions: a clear understanding of the goals of production and marketing; availability of marketing strategies coordinated with each other; good knowledge of the market, the nature of its requirements and the prospects for its development; a real idea of the company's capabilities now and in the future. All these conditions must be taken into account when planning the product policy of the enterprise.

The development of a plan for the product policy of an enterprise consists of several main stages interconnected.

1. Setting goals and objectives.

The main goals and objectives in the field of the enterprise's commodity policy are determined. The objectives of a commodity policy may relate to such issues as: the range of goods and services produced; the rate of renewal of products in general and for its individual types; launching fundamentally new products on the market; change in the ratio of new and old goods; introduction of new forms of customer service; increasing the competitiveness of products, etc.

In terms of marketing, it is necessary to formulate goals and objectives. both the product policy of the enterprise as a whole, and for individual goods or groups of goods.

2. The choice of commodity strategies.

In the marketing plan, it is necessary to formulate and describe the strategies that the company intends to use in its product policy.

Product strategies should be consistent with the main strategies and strategies of individual tools of the marketing mix.

3. Choice of the concept of commodity policy.
1) Assortment concept.

The assortment, or commodity nomenclature, is the totality of products manufactured by the enterprise.

The assortment concept is expressed as a system of indicators characterizing the possibilities for the optimal development of the production assortment of a given type of goods. The purpose of the assortment concept is to orient the enterprise towards the production of goods that are most appropriate to the structure and diversity of the demand of specific customers.

The assortment concept should reflect the following points:

Characterization of current and future needs of customers, analysis of ways to use these products and features of consumer behavior in the relevant target markets.

Evaluation of existing products of competitors and analysis of the competitiveness of goods manufactured by the enterprise.

Analysis of the possibilities of producing new or improved products, taking into account issues of price, cost and profitability.

Solving questions: what products should be included in the assortment; what should be the width and depth of the assortment; how and in what direction the assortment will change over time; what batches to issue.

A list of marketing research and methods of conducting it necessary for successful assortment management.

Methods of assortment management and control.

The assortment concept is one of the important decisions in terms of marketing, which must be taken very seriously, since in the future it will be costly for the company to correct errors.

2) The concept of a new product.

The concept of a new product is a description of the physical and perceived end characteristics of the product and the set of benefits that it promises to a certain group of users.

The concept of a new product should reflect the following points.

· The main requirements for a new product, which it must satisfy, taking into account the forecasts of future requirements of consumers and their needs.
· Analysis of the design and creative potential of the company.
· Forecasts of the market by the time of the release of goods and further in time.
· Forecasted technical and economic indicators of new products.
· The nature of possible competition and the degree of its development.
· Product positioning - determining the place of the product in a number of other products.

The developed concepts are evaluated by the management of the enterprise. If necessary, business plans are drawn up.

3. Drawing up a product plan.

The essence of planning lies in the fact that the commodity producer promptly offers a certain set of goods that would, in general, correspond to the profile of his activity, most fully satisfy the requirements of buyers.

The product plan specifies: a list of goods and services of all assortment groups that the enterprise must produce for the planned period of time; the volume of manufactured products in physical and value terms; average batch size; production schedule; production start and end dates. At the same time, it should be noted in it, not only those goods that the enterprise produced earlier and is going to produce in the future, but also the planned new brands of goods.

The action plans include activities that need to be carried out to achieve the goals set within the framework of the selected strategies and concepts. The list of activities mainly depends on the characteristics of the enterprise in a competitive environment and its internal specifics. Most of the activities are aimed at creating new products. These include: creating a concept for a new product; carrying out design and technological preparation; market testing of a new sample; release of an experimental batch; preparation of business plans; clarification of sales methods; conducting various marketing research in the field of product creation; carrying out coordination with other departments of the enterprise, etc.

The action plan should include the following information.

1. A list of all activities and actions with a brief description of their implementation.
2. Timing of events.
3. Expected result from the events.
4. Responsible executors and controlling persons.
5. List of cost items and the required amount of financial resources for their implementation.
6. It is necessary that all activities be coordinated with each other.

The budget of an enterprise's product policy is based on the costs of all ongoing activities and actions related to the formation of a product policy, the creation of new products and their introduction into the life cycle. Practically all the leading specialists and management of the company participate in the discussion of the budget, since the development and production of new products affects all the main divisions of the enterprise.

During budgeting, the following steps are taken:

1. Possible cost items for all activities are determined.
2. Costs for each activity are calculated.
3. Cost items of the same name are summed up for all marketing activities.
4. The total amount of the budget for the implementation of the commodity policy of the enterprise is determined.

The control plan is drawn up in the following steps:

1. The areas of control of the product policy of the enterprise are determined.
2. The objects and parameters that need to be controlled are listed in detail, control maps are drawn up.
3. Responsible persons exercising control are selected and their powers are determined.
4. Determine the timing, frequency of control and the form of presentation of control results.

The creation of new products is associated with high commercial risk and high costs. Therefore, it is necessary to pay special attention to the quality of the development of the product policy of the enterprise and the organization of its implementation.

NATIONAL BUSINESS INSTITUTE

Faculty of Economics and Management

Department of Economics and Management at the Enterprise

COURSE WORK

on the topic "Development of the commodity policy of the enterprise"

Specialty: Economics and management at the enterprise

Discipline: Marketing Management

Fulfilled

Manucharyants Andrey Vladimirovich

group E-503

scientific adviser

doctor economic sciences, Professor

Mironova Natalia Nikolaevna

"Admit to the defense"

Head of Department ______________

The work is protected with an assessment of ______________

The date______________

Moscow 2010

Introduction…………………………………………………………………...……....…3

Chapter 1. Theoretical basis product policy development for

enterprise ………………………………………………………………….....…..6

1.1. The concept and essence of the commodity policy of the enterprise…………………........ 6

1.2. Stages of developing a plan for the product policy of an enterprise……………..…..11

1.3. Strategy and tactics of carrying out a commodity policy at the enterprise .......... 17

1.4. The effectiveness of the product policy at the enterprise……………………..…23

Chapter 2. Development of a commodity policy at a public enterprise

food ……………………………………………………………………….….….27

2.1. Characteristics of the cafe "Metkino"……………………………………….….…27

2.2. Analysis of the commodity policy of the Metkino cafe………………………………….31

2.3. Suggestions for improving the product policy of the enterprise ... ..35

Conclusion…………………………………………………………………………….42

List of sources used……………………………………………………44

INTRODUCTION

The activity of any enterprise is effective when the product produced by the company or the service it provides finds demand in the market, and the satisfaction of certain customer needs through the purchase of this product or service makes a profit.

In order for the produced product or service to be always competitive and in demand, it is necessary to implement a lot of entrepreneurial and, of course, marketing decisions.

In marketing activities, such decisions relate, as a rule, to four areas: product policy, pricing policy, distribution and marketing policy, communication policy.

Product policy is the core of marketing decisions, around which other decisions are formed related to the conditions for acquiring goods and methods of its promotion from the manufacturer to the final buyer.

Commodity policy is a marketing activity related to the planning and implementation of a set of activities and strategies for the formation competitive advantage and the creation of such characteristics of the product that make it constantly valuable to the consumer and thereby satisfy one or another of his needs, providing the corresponding profit to the company.

The main objectives of the commodity policy are:

Ensuring profit;

Increase in turnover;

Increasing the market share in which the company operates;

Reduced production and marketing costs;

Improving the image;

Dissipation of risk.

The achievement of the main goals of the product policy is carried out through strategic decisions in the following areas of product creation and promotion:

innovation;

Variations;

Differentiations;

Establishing and choosing a brand;

packaging;

Forms and types of goods, etc.

Accordingly, the objectives of the commodity policy include:

Search and development of new products;

Bringing new products to market;

Justification of the forms of goods;

Regulation of the quality of goods;

Monitoring the behavior of new products on the market, etc.

The first three of these tasks are solved when new products are introduced to the market, and the solution of other tasks occurs throughout the life of the product.

A strategic approach is needed to solve the problems of commodity policy at any economic level. This means that any decision in this area should be made not only from the point of view of current interests, but also taking into account how it “works” on ultimate goals. Such an approach requires concentration of efforts in decisive areas.

The content of the commodity policy is represented by the following elements:

Product policy in the narrow sense (product innovations, product variation, product elimination);

Program - accomodation policy;

Customer Service Policy;

The elements of the product policy of the enterprise from the standpoint of the proposal are:

Product update;

Modernization and product differentiation;

Removal of obsolete products from production;

Diversification of the product program, expansion or reduction of the product program.

The more demand-side elements of commodity policy are:

Decisions related to the choice of a trade mark;

Solutions related to a set of additional and service services provided to consumers.

Commodity policy cannot be separated from the actual conditions of the enterprise - the manufacturer, the specifics of his profile. At the same time, as practice shows, enterprises that are in approximately the same difficult conditions of the current market and economic situation solve their product problems in different ways. Some show complete inability and helplessness, while others, following the principles and methods of marketing, find promising ways that are discussed in this course work.

CHAPTER 1

In an ordinary market, the product determines the fate of the market and the entire economic policy of the manufacturer. By virtue of this circumstance alone, the whole set of measures related to the product, i.e. its creation, production and improvement, sale on the markets, service and pre-sales services, development of promotional activities, as well as the removal of goods from production, undoubtedly, occupies a central place in throughout the activities of the manufacturer and is called the product policy of the manufacturer.

That is why if a manufacturer does not have a high-quality, customer-oriented product, he has nothing! - This is the main commandment of marketing.

The product is the basis of the entire marketing mix. If the product does not satisfy the needs of the buyer, then no additional costs for marketing activities can improve its position in the competitive market - its failure is inevitable in the long run.

Product policy is the core of marketing tools. This is expressed in the fact that the development of new products, the expansion of the range and the timely removal of obsolete products from production, that is, the purposeful creative formation of the sales program of the enterprise, is the main factor in the competitiveness of both individual products and the enterprise as a whole in its sales markets, a factor sustainable and safe growth of the enterprise.

Commodity policy is one of the leading links in the sale of goods by enterprises (organizations), as it is an integral part of marketing strategy and is a set of measures for the development of the range, the creation of new products and the exclusion from the production program of those products that have lost their consumer demand, the development of a brand and new product packaging. The development of a commodity policy for each enterprise in modern conditions and the development of its own market strategy is an important direction in their activities.

The main directions of the organization of commodity policy include:

Determination of the purpose of the production program;

Commodity market research;

Resource base assessment;

Calculation of the rate of product renewal;

Formation of the assortment of the nomenclature of goods;

Determination of the composition of products by types, brands, articles;

Development of new products;

assessment of her life.

When forming a product policy, it is necessary to take into account that the product can be considered as:

A physical product is a commodity in the narrow sense of the word, it has certain physical properties(weight, dimensions, etc.);

Extended Product – a physical product with specific special characteristics that distinguishes it from competing products;

The total product is an extension of the product, taking into account the qualities that the consumer extracts from it.

Commodity policy is a certain set of actions or premeditated methods and principles of activity, thanks to which the continuity and purposefulness of measures for the formation and management of the assortment of goods is ensured.

It is designed to ensure the continuity of decisions and measures for the formation of the assortment and its management, maintaining the competitiveness of goods at the required level, finding optimal product niches for goods, developing and implementing a strategy for packaging, labeling, and servicing goods.

The commodity policy of the enterprise is developed on the basis of taking into account a number of factors: the state of demand and the expectations of buyers, technological capabilities production, the availability of analogues of goods in the proposed market, etc.

When forming a product policy, it must be taken into account that goods may differ in type and periods of use, functionality, reliability, ease of use, durability, maintenance, warranty, etc.

When developing a commodity policy, the main problems are:

Innovation (creation of new products or updating existing ones);

Ensuring the quantity and competitiveness of goods;

Creation and optimization of the product range;

Questions about trademarks;

Creation of effective packaging;

Product life cycle analysis and management;

Positioning of goods on the market.

Market success is the main criterion for evaluating the activities of enterprises, and their market opportunities are predetermined by a properly developed and consistently implemented product policy. On fig. 1.1 shows a diagram of options for modifying goods within the framework of the enterprise's product policy, which ensures the main market success of the enterprise's product policy.

Rice. 1.1. Alternative options for modifying goods within the framework of the company's product policy

In modern conditions, an enterprise in order to survive and develop, to take a stable position in the market, it is necessary to pursue a policy of forming an assortment policy based on the use of the product life cycle.

The process of forming a range of goods is preceded by its ability to embody existing and / or potential technical and material capabilities in products that make a profit, have consumer value that satisfies the buyer.

A well-designed product policy plan allows a company to accurately identify potential opportunities, develop appropriate marketing programs, align product mixes, maintain successful products for as long as possible, and eliminate unfavorable ones.

Commodity policy involves a certain set of actions or premeditated methods and principles of activity, which ensure the continuity and purposefulness of measures for the formation and management of the range of goods. The absence of such a set of actions leads to the instability of the enterprise's assortment, failures, the susceptibility of the assortment to excessive exposure to random or transient market factors. Current management decisions in such cases are often half-hearted, poorly substantiated, based on intuition, and not on a calculation that takes into account long-term interests.

The role of the leading principle in the formation of the assortment is to skillfully, combining the resources of the enterprise with external factors and opportunities, develop and implement such a product policy that would ensure the stable position of the enterprise through the growth of sales of highly effective competitive goods.

A well-thought-out product policy not only allows you to optimize the process of updating the assortment, but also serves as a kind of guideline for the company's management of the general direction of action, allowing you to correct current situations.

The policy also includes conducting statistical research from the idea of creating a new product to its marketing and Maintenance. Moreover, the object of research is not the product as such, but the consumer with his requests in relation to this product.

Enterprises implementing a commodity policy should pursue the goal - to produce such goods that would be competitive and would have an appropriate quality.

To do this, it is necessary not only to determine the assessment of the competitiveness of the product, to improve the quality of products as one of the forms of competition in order to gain and maintain positions in the market, but also to adhere to strategies that allow achieving competitive positions.

The absence of a general, strategic course of action of an enterprise, without which there is no long-term product policy, is fraught with wrong decisions, dispersion of forces and means, refusal to launch products into production at a time when everything is ready for their serial or mass production. Naturally, errors of this kind are costly to commodity producers.

Commodity policy is not only the purposeful formation of the assortment and its management, but also the consideration of internal and external factors impact on the product, its creation, production, promotion to the market and sale, legal support for such activities, pricing as a means of achieving the strategic goals of product policy, etc.

The development of a plan for the product policy of an enterprise consists of several main stages interconnected.

1. Setting goals and objectives.

2. The choice of commodity strategies.

A strategic approach is needed to solve the problems of commodity policy. Any decision in this area should be made taking into account the long-term goals of the enterprise. The developed product strategies during the period (3 - 5 years) for which the marketing plan is drawn up, as a rule, should remain practically unchanged. In the marketing plan, it is necessary to formulate and describe the strategies that the company will use in its product policy. Product strategies should be consistent with the main strategies and strategies of individual tools of the marketing mix.

3. Choice of the concept of commodity policy.

3.1. assortment concept.

The assortment, or commodity nomenclature, is the totality of products manufactured by the enterprise.

The product range is a dynamic set of nomenclature positions (models, brands) of products that are in potential demand in the market and ensure the survival of the enterprise in the long term. The order of assortment formation is shown in fig. 1.2.

Rice. 1.2. The order of formation of the range

From the point of view of product preferences, the one that provides an excess of profit over financial needs for a long period in order to maintain the competitiveness of the company is important. An important role in the evaluation of the company's product strategy is assigned to the rating of the product. Under the product rating is understood the place occupied by one or another nomenclature position in the ranked series of all positions of the product range.

The assortment concept should reflect the following points:

Characterization of current and future needs of buyers, analysis of ways to use these products and features of consumer behavior in the relevant target markets;

Evaluation of existing products of competitors and analysis of the competitiveness of goods manufactured by the enterprise;

Analysis of the possibilities of producing new or improved products, taking into account issues of price, cost and profitability;

Solving the following questions: what products should be included in the assortment; what should be the width and depth of the assortment; how and in what direction the assortment will change over time; what parties to be issued;

List of marketing researches and methods of their implementation necessary for successful assortment management;

Methods of assortment management and control.

The assortment concept is one of the important decisions in terms of marketing, which must be taken very seriously, as it will cost the company dearly to correct mistakes in the future.

3.2. The concept of a new product.

The concept of a new product is a description of the physical and perceived end characteristics of the product and the set of benefits that it promises to a certain group of users. The concept of a new product should reflect the following points.

The main requirements for a new product, which it must satisfy, taking into account the forecasts of future requirements of consumers and their needs;

Analysis of the design and creative potential of the company;

Market forecasts by the time the product is released and further in time;

Projected technical and economic indicators of new products;

The nature of possible competition and the degree of its development;

Product positioning - determining the place of the product in a number of other products;

The developed concepts are evaluated by the management of the enterprise. If necessary, business plans are drawn up.

4. Drawing up a product plan.

5. Drawing up an action plan (activities).

A list of all activities and actions with a brief description of their implementation;

timing of events;

Expected outcome from the activities;

Responsible executors and controlling persons;

The list of cost items and the required amount of financial resources for their implementation.

All activities must be coordinated with each other.

6. Determination of the budget.

The budget of an enterprise's product policy is based on the costs of all ongoing activities and actions related to the formation of a product policy, the creation of new products and their introduction into the life cycle. Practically all leading specialists and management of the company participate in the discussion of the budget. During budgeting, the following steps are taken:

Possible cost items for all activities are determined;

Costs for each event are calculated;

Summarizes cost items of the same name for all marketing activities;

The total amount of the budget for carrying out the commodity policy of the enterprise is determined.

7. Control of commodity policy.

The objects of control are: the range of products; quality of goods and services; the cost of creating new products; activities carried out within the framework of commodity policy and their effectiveness; methods and results of marketing research, etc.

The control plan is drawn up in the following steps:

The areas of control of the product policy of the enterprise are determined;

The objects and parameters that need to be controlled are listed in detail; control maps are drawn up;

Responsible persons exercising control are selected and their powers are determined;

Determine the timing, frequency of control and the form of presentation of control results.

All sections of the product policy plan must be aligned with each other, as well as with other sections of the marketing plan.

Customer evaluations are of strategic importance at all stages from the conception of a new product and the testing of this idea to its positioning, design, production, pricing, advertising, marketing, financing and maintenance. Therefore, product policy includes systematic research at all of the listed stages, and their object is not the product itself, as such, in isolation from specific markets and specific consumers, but the consumer with his requests in relation to this product, his response to various events at each the stage of moving goods from producer to consumer.

The creation of new products is associated with high commercial risk and high costs. Therefore, it is necessary to pay special attention to the quality of the development of the company's product policy and the organization of its implementation.

The choice of product policy is influenced by the following factors: the quality of goods and services, the range of manufactured goods, production capabilities (mainly production resources), manufacturing costs of goods, the number of assortment groups of goods, the width of the assortment group, the number of product modifications, the introduction of qualitatively new goods, the removal obsolete goods, the presence of a trademark.

Influencing these factors, the company determines its product policy. Depending on the range of goods produced by the enterprise, several options for product policy can be distinguished, which often have the opposite character in their direction:

1. Policy of undifferentiated sales.

The enterprise produces one product, designed for a wide consumer, satisfying the general needs of a large number of consumers of various market segments. The advantages of such a policy are low production and commercial costs, which are fully realized at large scale production. The disadvantages come from an extremely limited range that does not allow access to similar market segments and increased risk due to low segmentation.

2. Concentrated marketing policy .

The enterprise focuses its efforts on the production of a uniform, standardized product range of one type and sells it in one market segment, working with one group of consumers. The enterprise concentrates its activities on one market segment, creating a strong position on it. The advantages of such a policy are low production and commercial costs, which are fully realized with large scale production. The disadvantages are that a very limited range of products does not allow access to other market segments and increases the risk due to small segmentation.

3. Differential marketing policy.

The company produces a wide range of products different types(household appliances, clothes) and sells each product in the corresponding segment, which has its own demand. The benefits of the policy are that it operates in many market segments, has a broad share of market coverage, and distributes risk among many segments. The disadvantages are associated with production costs and advertising costs.

4. Politics of pseudo-differentiation.

The product policy can be modified, for example, the policy of a single-type nomenclature with pseudo-differentiation of goods can be used. The enterprise produces a uniform, standardized range of goods of the same type or the same product, but with minor changes (for example, in color) and its own marking. The changes relate to the sales organization and are related to market segments. The advantages of such a policy are low production costs and a larger share of the market, the disadvantages are associated with increased costs for the organization of "everyday life".

The company must constantly improve the product strategy, this will allow it to ensure a stable assortment structure, constant sales and stable profits. The product strategy is developed for the future and may include three strategic directions to improve the attractiveness of the product mix available in the company, which are presented in Fig. 1.3.

Product strategies of the firm

Variation in physical properties

Fig.1.3. Commodity strategies of the firm.

1. The product innovation strategy defines the program for the development and introduction of new products. However, the expression "new product" has a very different interpretation and is used both to denote the improvement, updating of existing products, and to characterize completely new consumer goods that are provided to consumers for the first time. It is necessary to correctly assess the significance and purpose of innovation, since the quality of risk assessment associated with its implementation depends on this.

Product innovation involves the development and introduction of new products and, according to the form of implementation, is divided into product differentiation and diversification. Product differentiation is the process of developing a set of significant modifications to a product that make it different from competing products. The purpose of product differentiation is to increase its competitiveness, increase the attractiveness of the product by taking into account the characteristics of individual markets or market segments, consumer preferences.

Product diversification takes special place in the company's product policy. This strategy is applied when the firm begins to produce additional products that are planned to be offered to new markets. Diversification acts as effective remedy to ensure the growth of the stability of the company. With the help of diversification, a firm can achieve good results in reviving turnover and profits through new product offerings for new markets, which ultimately contributes, among other things, to an effective policy to reduce business risk. Product diversification is carried out by companies that have a fairly developed network of business communications and have the necessary potential and business abilities to develop new industries and new products.

2. Product variation strategy. In order to maintain the continuity of sales, modifications to existing products are used that stabilize sales, and often increase sales and profits, without fundamentally changing the existing behavior of the buyer.

Product modification is the most commonly used form of product policy activation. It is one of the strategies for increasing the duration of the maturity stage of a product in its life cycle. Along with market modification and marketing tool modification strategies, product modification is aimed at expanding the scope of existing products and attracting new customers to buy it.

In the process of modification, the former properties of the product are changed, either the production of which is carried out, or which already exists on the market. F. Kotler associates the modification of a product with a change in such characteristics of the product as its quality, properties and external design. H.- K. Weiss modification of goods already contained in production program, is called a product variation. X. Meffert believes that the variation of the product contributes less to the saturation of the volume of sales in the course of profiling, adapting the product to competitive conditions, than to improving the representativeness of the product in the eyes of buyers. By variation, he understands, first of all, a change in the style and external form of the product itself, its packaging, brand of goods and a change in its most significant technical and operational properties that characterize not a change in the state of the product, but a change in the shape and technical equipment of an existing product. Whereas modification involves changes not only in terms of improving the quality of the product, but also in terms of improving its functional characteristics, which is more related to product differentiation, i.e. to his innovation.

Thus, product variation is associated with a strategy to increase the concentration of utility of the consumer effect from the use of an existing product for a specific purpose. The variation of the product by improving its properties makes it more unified, complex and convenient, thanks to this the company develops its image and forms the image of an innovator company, which allows it to expand the scope of its activities in the market, to conquer segments in new markets. In addition, the variation of the product increases the attractiveness of the product, distinguishes it due to the uniqueness and prestige of its external design.

3. The product elimination strategy consists in highlighting such products that look doubtful from the point of view of further attractiveness in the market and are subject to recertification. The results of the verification of such goods are the basis for making decisions regarding the future fate of the goods: to leave them in the commodity nomenclature or to withdraw from production and withdraw from the market. When preparing decisions, it is advisable to analyze the sales program as a whole and analyze the position of each product on the market. To study the sales program, information about the results of the analysis (the structure of turnover, costs, the structure of buyers, the age limit for using the product, etc.) can be used. At the same time, the identified dubious goods must be subjected to an analysis of their life cycle, to establish the level of efficiency of their further production.

The choice of the preferred alternative is based on an analysis of the interaction between market opportunities, the tasks of the company and its resources (Fig. 1.4.)

Sector A - the company's task and market conditions coincide;

Sector B - opportunities and resources are the same;

Sector C - tasks and resources are the same;

Sector D - all factors are the same.

Rice. 1.4. Interaction of the market opportunities of the task and the resources of the company

Nevertheless, the main guideline in the formation of a product strategy is (with all the importance of other categories) the achievement of a competitive advantage of the company in the long term.

Having chosen this or that alternative to the product strategy, the firm must "fill" it with specific content - the appropriate product or product range, i.e. a group of goods that are closely related to each other in at least one of the signs: joint use, common market segment, common distribution channel, similar price range.

When choosing a marketing strategy, it is possible to justify the following decisions: increase investment to strengthen market positions; localization of investments until the certainty of the economic situation in the industry is revealed; transfer of investments from less profitable markets to profitable niches; closure of production and accelerated sale of fixed assets. To identify dubious and "aging" products, groups can be created to analyze the profitability of the product and market trends. After the analysis, rating tabular forms are compiled for each product, indicating possible sales volumes and profits. The company's management examines this information and makes a decision.

In general terms, efficiency (translated from Latin - effective, productive, giving results) characterizes developed various systems, processes, phenomena. Efficiency acts as an indicator of the development of the enterprise, it is also its most important incentive. In an effort to increase the effectiveness of commodity policy, we identify specific measures that contribute to the development process, and cut off those that lead to regression.

The effectiveness of commodity policy in this sense is always connected with practice. It becomes a target for carrying out certain actions at the enterprise, directs its activities in the direction of validity, necessity, justification and sufficiency.

Conducting an effective product policy of the company is associated with two major problems. First, the firm must rationally organize work within the existing product range, taking into account the stages of the life cycle; secondly, to carry out the development of new products in advance to replace products that are subject to withdrawal from production and withdrawal from the market.

To develop and implement an effective product policy, a preliminary analysis of all the characteristics of the product is carried out: reliability, ease of use, functionality, durability, serviceability, aesthetics, guarantees, instructions, packaging, etc. The consumer effect depends not only on the main, but also on additional properties of products. The main properties of the product are determined by the purpose for which it was created, and additional - by the consumer's attitude to the product. For example, the main purpose of household lighting fixtures is to illuminate a room well or workplace, and an additional one - to serve as an interior decoration. With a set of appropriate lamps (quartz) lighting fixture can reduce the bactericidal activity of the room or help to achieve a tanning effect.

Another important point is the focus on a segmented group of consumers. Customer evaluations are of strategic importance at all stages from the conception of a new product and the testing of this idea to its positioning, design, production, pricing, advertising, marketing, financing and maintenance. Therefore, product policy includes systematic research at all of the listed stages, and their object is not the product itself, as such, in isolation from specific markets and specific consumers, but the consumer with his requests in relation to this product, his response to various events at each the stage of moving goods from producer to consumer.

Without a clear focus on a narrow, pre-identified target group of potential consumers, there can be no success in market economy. This will be relevant for our enterprises as soon as the market receives a sufficiently clear impulse towards self-organization and stability.

The effectiveness of the enterprise policy should be assessed by economic results that characterize the work of the enterprise as a whole: generalizing economic indicators(turnover, costs, profits, prices), indicators of resource use (production, turnover); the quality of trade services (breadth, stability and renewal of the assortment); the quality of goods. Analyzing the impact of commodity policy on the activities of the organization, we can conclude that the profitability is higher for those trading enterprises that have a wide range of goods, high turnover, clear business ties and increase the pace of retail turnover, improve work with customers.

Evaluation of the effectiveness of the activities of enterprises pursuing a commodity policy can be carried out both on the basis of expert assessments and by the forces of the enterprises themselves. Such work is necessary when planning economic activity, identifying the reasons for non-compliance planned assignments, finding reserves to improve the efficiency of enterprises, determining the strategy for its development. Evaluation of the commodity policy gives an idea of the enterprise's adaptation to market conditions, allows not only to develop a strategy and tactics for the behavior of trade enterprises, but also to improve the efficiency of their management at the territory level. Its application will allow business entities to identify weak and strengths trading activities and concentrate all the conditions on the directions that are the most promising and profitable. The criterion for evaluating the effectiveness of the use of goods is the quality of its functioning, i.e., the quality of the performance of the main function by the goods in the process of its consumption. For a long-term assessment of the effectiveness of a commodity policy, the level of quality is checked over a long period of time. Such forecasting of the quality of performance of the main function of the product can be focused on increasing profits and expanding market share by constantly improving quality, or by maintaining quality at a given level, or by reducing the quality of the product over time. The choice of one or another option to maintain the efficiency of the use of goods depends on internal and external conditions. environment. However, in any option, first of all, not so much the goals of the manufacturer of the goods, as the needs of buyers should be taken into account.

The effectiveness of the product policy is based on the principle of continuous research and evaluation of the characteristics of the proposed product, taking into account the needs target market and compared to competitors' products. The lack of market information, operational analysis data and the inability to constantly link commercial decisions with market conditions reduce the efficiency of the enterprise. This can be avoided by introducing marketing services (or at least their main elements) in each enterprise. Since marketing is a purely market concept for managing the commercial activities of an enterprise, it will allow the most harmonious combination of the market interests of the enterprise and the consumer. Practical marketing will bring real benefits to the enterprise only when its application is carried out by qualified specialists with knowledge in the field of market strategy and tactics.

CHAPTER 2. DEVELOPMENT OF COMMODITY POLICY AT A PUBLIC CATERING ENTERPRISE

The object and subject of the study was the product policy pursued at the enterprise Catering- cafe "Metkino", due to the peculiarities of the perception of the activities of the cafe.

Public catering as a branch of the national economy is a set of enterprises united by the nature of the processed raw materials and products, the organization of production and the form of public service.

Public catering performs three interrelated functions: production finished products, its implementation and organization of consumption. The activities of public catering enterprises in the process of performing these three functions are characterized by a number of features that bring them closer to enterprises Food Industry and retail.

By the nature of the organization of production, public catering enterprises have a number of common features with manufacturing enterprises. However, public catering enterprises differ from such enterprises in that they not only organize the production of finished culinary products, but also sell them in specially equipped premises. The products of public catering enterprises do not withstand long periods of storage and, as a rule, must be sold immediately after production. Products manufacturing enterprises can be stored for a relatively long time and sold outside of manufacturers.

The implementation of the implementation function brings catering enterprises closer to retail trade enterprises. Public catering enterprises, as well as retail trade enterprises, sell the products of the population in exchange for its cash income. Public catering is organizationally part of trade. Its turnover is more than 10% of the total retail turnover of state and individual trade in the country. However, in terms of the nature of the sale of products, public catering enterprises differ significantly from retail trade enterprises, since they not only sell, but also organize the consumption of ready-made meals and culinary products and provide various types of services to the population. More than two thirds of the products sold by public catering enterprises are products own production.

Cafe "Metkino" is located in the suburbs of the capital, along the central suburban highway, near a small lake. The total number of seats is about forty. Russian and European cuisine is offered.

The management of the enterprise is carried out by its owner, who is the director of the enterprise. The director independently determines the management structure of the enterprise and forms the staff. The company employs 15 people working in two shifts (administrator, cook, bartender, waiter, dishwasher-cleaner), as well as a director, accountant and technologist (head of production).

Opening hours - from 11 to 24 hours, without days off and a lunch break.

Employees who have undergone special training and preventive medical examinations in accordance with the requirements of regulatory documents are allowed to provide services directly related to the production process of catering products and serving consumers (guests).

This public catering enterprise is called a cafe, as it provides catering and recreation services to consumers with a limited range of products compared to a restaurant; sells branded, custom-made dishes, products and drinks. This is also indicated by the presence of a set of distinctive and mandatory features of an enterprise such as a cafe, characterizing the quality of the services provided, the conditions and level of service:

Plain sign;

Decoration of halls and rooms using decorative elements that create a unity of style;

Ventilation system providing acceptable temperature and humidity parameters;

The furniture is standard, corresponding to the interior of the premises;

Tables with polyester coating;

Metal utensils and cutlery made of stainless steel;

Semi-porcelain, earthenware dishes;

High-quality glassware without a pattern;

Linen napkins for individual use;

Menu and price list with the logo of the enterprise in the national and Russian languages, typewritten or otherwise;

A varied assortment of dishes, products and drinks, incl. branded, custom-made and taking into account specialization;

Service by waiters, bartenders, maitre d's or self-service;

Availability service personnel sanitary clothes.

Cafe "Metkino" provides the following services:

Catering services;

Services for the manufacture of culinary products and confectionery;

Services for the organization of consumption and maintenance;

Services for the sale of products;

Leisure services;

Information and consulting services.

Services for the organization of consumption and maintenance are represented by a fairly wide range of services, which include the following types:

Organization and maintenance of celebrations and ritual events;

Organization and maintenance of cultural events;

Delivery of products and customer service at workplaces and at home;

Waiter services at home;

Organization of complex nutrition and others.

Cafe Metkino has everything Required documents necessary for the operation of the enterprise:

Certificate of state registration an entrepreneur without forming a legal entity;

Documents confirming the ownership of the trading facility to an individual(certificate of ownership, technical passport);

Certificate of payment of a single tax on imputed income;

License for retail trade in alcoholic products, certificate of payment of a license fee for the right to trade in wine and vodka products; documents confirming the legality of production and circulation alcoholic products on the territory of the Russian Federation; a copy of the certificate to the consignment note; copies of licenses of wholesale suppliers;

Documents confirming the certification of goods and services;

waybills for all goods;

Certificates of metrological verification of weight measuring equipment; measuring vessels;

Sanitary books for employees;

Contracts for the employment of employees of the enterprise;

Assortment list of produced production.

There is also a book of reviews and suggestions, which is available at the request of guests.

The cafe's menu features a wide range of complex dishes. However, the Metkino cafe's specialty is dumplings of its own production. Due to such a variety of dumplings, the enterprise has a high throughput at lunchtime.

The cafe bar offers a wide range of products, hot drinks, natural juices and alcoholic drinks. In the bar, as well as in the trading floor, they sell dishes, snacks and confectionery.

The interior of the cafe is made in traditional European style.

The management of the cafe complies with the state standards, sanitary, fire regulations, technological standards, other rules and normative documents mandatory requirements for the quality of services, their safety for life, human health, environment and property.

Cafe "Metkino" concentrates its efforts on the basis of meeting the needs of its customers. According to this strategy, the dishes on the menu meet the needs to the maximum extent possible. different groups consumers. The company singles out a specific segment of the market, using low prices, as well as offering for regular customers special offers (discounts, benefits, bonuses), taking into account a number of the following factors:

The quality of the products used in cooking;

The possibility of using low prices;

The number of dishes on the menu;

Convenience in the location of the catering establishment;

Provision of additional services;

Polite treatment of visitors;

Competent information about the composition and features of the dishes on the menu.

The cafe positions itself as an elite establishment located in an advantageous location along the highway, next to a small lake. The work of the cafe is organized in such a way that during the day it is visited by employees of nearby offices and enterprises, among which business lunches and complex dinners are popular. When organizing a business lunch in a cafe, to speed up service, they use the "American service", the essence of which is that the food is prepared and laid out directly in the kitchen. The waiters serve the plates to the guests. This type of service is popular due to its simplicity and efficiency. This service was introduced at the enterprise after a survey of consumers. In the evening, it is usually visited by VIP clients.

In conditions modern market public catering, the main criteria for the formation of the range of cafes are consumer demand and supply in the food market. Based on this, the assortment policy at the enterprise determines the optimal ratio of a set of dishes on the menu, taking into account differences in consumer needs. Optimization of the range of dishes that are simultaneously presented on the menu, but differ in the degree of novelty and price, allows the company to guarantee relatively stable general terms and Conditions ensuring sales volumes, covering costs and profit levels. The constant expansion of the range of dishes and services at optimal pricing and other conditions contributes to an increase in the profitability of the company's economic activities.

When developing a pricing policy, an enterprise seeks, on the one hand, to attract as many consumers as possible, on the other hand, to get as much profit as possible. When selling products, the cafe builds its own pricing policy depending on the products produced and uses differentiated prices. The enterprise sells standardized products at a price set as a result of the supply and demand ratio. The cost of products made to order depends on the complexity production process and materials used: more difficult product, the higher the price. Thus, the company tries to attract both middle-income and high-income consumers. The company passively uses high prices. When setting prices, the company uses the cost method. The main advantage of the cost-pricing method is its simplicity. The essence of this method is to calculate the total cost per unit of production, that is, the total cost of production. To the amount of total costs received, a percentage premium is added in the form of profit that the company expects to receive.

The cafe uses a direct distribution channel - the path along which goods move from the producer to consumers, since
it allows you to maintain contact with the consumer and thereby allows
control the sales of the company's services. And the channel
distribution is a retail trade, as a cafe is a retail
service enterprise.

When implementing its product policy, the company pays great attention to service issues. Service is considered as a customer service system. The purpose of the service is to offer customers the available product and help them get the most out of the purchased product (dish). The main functions of the service as a marketing tool are: attracting customers; support and development of product sales; informing the buyer.

Organizational structure cafe "Metkino" is functional and is a three-level system. Such a management structure is a scheme of subordination of a subordinate unit to a number of functional units that solve individual management issues. In this case, the instructions come more qualified. But subordinate units do not always know how to coordinate the received instructions, in what order to carry them out. In Fig.1.5. the organizational structure of the cafe is presented.

Fig.1.5. Organizational structure of the cafe "Metkino"

At the same time, it should be noted that the enterprise does not have a single marketing service, and the costs of advertising and sales promotion are one-time and unsystematic. Separate marketing functions are performed directly by the head himself.

The strengths and weaknesses of the enterprise can also be represented using a SWOT analysis:

S trengths (Strengths) - the ability to quickly respond to demand, the desire to develop business and cover new market segments, the ability to optimize costs, a wide range, serious intentions, lack of competitors, demand for products, advantageous location (near a picturesque lake), control over your own channel distribution, a high degree of wear and tear of equipment, a stable financial position with minimal long-term debt.

W eaknesses (Weaknesses) - lack of promotion of own products on the market, lack of constant promotional activities enterprises, constant turnover of service personnel, lack of regular customers, lack of reputation, low interest of ordinary employees in the development of the enterprise, small parking area for cars.

O pportunities (Opportunities) - attracting a target group of visitors, creating a pleasant and inviting atmosphere in a cafe, striving to provide the highest level of service and level of service, conducting trainings and developing staff, the opportunity to be the leading cafe in the area, providing additional services, increasing the duration of work.

T hreats (Threats) - the emergence of competitors, increased prices for purchased food, unpredictable consumer demand, serious trouble in the event of a disruption in supplies, increased taxes, the formation of a negative reputation.

Based on the identified main strengths and weaknesses you can make informed decisions regarding the development of this enterprise; improve the product policy at the enterprise; set goals, taking into account its real capabilities.

Cafes are one of the most complex types of service enterprises. The manager here is required not only organizational skills but also the ability to create a special atmosphere of the institution, pleasant for visitors. Without this condition, there can be no question of any formation of loyalty. Therefore, a "fine" marketing setup is needed, which allows both attracting and retaining a client. But, unfortunately, it is in the cafe that marketing is still not given enough attention.

The main reasons for the underdevelopment of marketing should be looked for in the following:

The level of economic / marketing training of the cafe owner is quite low compared to the leaders of many other types of businesses.

Lack of understanding of the value of marketing (which is largely determined by the previous paragraph) and, as a result, unwillingness to finance this direction. Moreover, the desire to save money applies to the financing of marketing programs, and to the salaries of specialists who could organize such work. Therefore, very often marketing in a cafe comes down to what seems necessary - advertising in the media, outdoor advertising, and ... that's it.

Serious specialists in the field of advertising and marketing are in no hurry to work in public catering establishments. First, they do not consider this job prestigious and providing significant experience. Secondly, there are few growth prospects in such enterprises. In a single institution, you rarely meet at least one specialist, not to mention a department or department. Thirdly, the level of salaries in cafes for such positions is low and suitable only for beginners, which can suit them only while looking for another, higher-paid and promising job.

After analyzing the product policy of the cafe, the following tasks can be identified from the point of view of marketing:

1. Informing visitors about the cafe.

2. Expansion of the circle of cafe visitors.

3. Attracting the target group of visitors.

4. Increasing income per client.

5. Customer retention.

1. Informing visitors about the cafe. Need to be constantly informed potential clients about various events, promotions, evenings held at the enterprise.

2. Expansion of the circle of cafe visitors. Expanding the circle of visitors means attracting an audience that is not entirely characteristic of this institution. This is also a serious danger, since the intersection of different types of visitors can do a disservice. Therefore, it is necessary to attract people from related categories, similar in their behavior patterns to the existing public. To do this, you need to carefully monitor both the catering market and the changing preferences of the potential audience.

If we talk about attracting different people by dividing the flow of visitors, then this can be done in two ways.

The first is to attract visitors to banquet services, while correlating them in time with the target audience. For example, on weekends, cafes experience a significant lack of customers. On these days, you can take orders for banquet services, or arrange family dinners.

The second way to divide visitors into streams is to work in several formats. For example, during the day, the cafe operates according to the distribution line scheme, and in the evening - in the format of a cafe with service. This can work, since the public visiting the institution during the day and evening is different. In the evening, you can also attract people living in the immediate vicinity of the cafe, as well as advertise banquets.
3. Attracting the target group of visitors. It is necessary to plan the target group of visitors at the stage of developing the cafe concept. The concept is based on marketing research, in which the target group emerges. Also, at the stage of concept development, the parameters of the institution that can attract the target group, as well as those that will cut off unwanted audience, are determined. These things are interconnected - a clear positioning of the institution will attract certain visitors, automatically cutting off others. The set of measures proposed to attract the target group and cut off the unwanted public looks like this:

Diverse cuisine;

High level of service;

Facade, signage, entrance and interior design;

Convenient location along the highway, due to this, attracting passing customers.

4. Increasing income per client. An increase in customer revenue implies that the customer either comes to the cafe more often or pays more for one visit with the same schedule (preferably both, of course). There are quite a lot of methods for this, and some of them are quite difficult to systematize and describe. For example, creating an appropriate atmosphere of the institution. But it will largely depend on it whether a person comes to this cafe on purpose, or only due to the fact that it is located next to the house. However, in addition to creating the “right” atmosphere, there are some proven techniques that can help increase sales per customer:

1) The staff of the cafe largely depends on its ability to offer and sell average check institutions. However, do the waiter and bartender good sellers very hard. First, the staff must be trained. It costs money, and, as practice shows, only a few are willing to spend on staff training. Or, to be more precise, pay for the education as much as it should cost, according to the vast minority of cafe owners. Secondly, the huge turnover of the staff of the institution makes the learning process permanent, which requires additional costs. Thirdly, the work of a waiter is not prestigious and poorly paid. In this regard, most of them consider their place as temporary. Summer jobs are very common among students. In addition, this entails another serious problem - many young people with low intelligence and a low cultural level come to work as a waiter, which does not allow them to absorb even primitive knowledge about service and sales, not to mention the understanding that this is really important . What about high corporate culture speech, as a rule, does not go at all. Fourthly, the low level of managerial and marketing knowledge of the business owner in most cases does not allow him to build an effective system of staff motivation, create a team aimed at success, competently organize sales, etc.

2) Introduction to the menu of all kinds of additional offers (in addition to the usual menu). Something like "chef recommends". Because it special offer, then you can try to sell it more expensive. But then again, a lot of it depends on whether the staff will be able to sell it.

3) Holding festive events. For example, the days of any cuisine. In this case, an additional menu is almost always made, which again can be sold at a higher price. Plus, you can invite already existing regular (and not only regular) customers of the institution. Of course, the list of methods is not limited to this, we cannot take into account everything to the smallest detail.

5. Customer retention. Retaining a client means making sure that the client moves from the category of casual to the category of permanent ones. Initially, the problem is solved quite simply. Since the cafe is designed for a specific target audience, people are attracted with the help of various promotional activities. This process is not easy in itself, but it is even more difficult to keep those who have already visited the restaurant. It is known that if a visitor is comfortable in a cafe, then he will come regularly, and this happens as if by itself. However, there are a number of factors that actively promote secondary customer visits:

Cuisine and quality of cooking;

Fashion for something (the direction of the cuisine, the music programs offered by the institution - that is, additional services, etc.);

The attitude of the attendants, as customers especially appreciate the friendliness and attention that can redeem even the waiter's ignorance of the composition of the dishes;

Various incentive methods: discount programs (offering discount cards), congratulating the client on his birthday by e-mail, SMS, etc.

It should be noted that in order to congratulate a client on his birthday or New Year, you must have information about this client. That is, cafe workers need to collect a database of their regular visitors. Most often, such information can be collected when issuing a discount card (or bonus card) - invite the client to fill out a questionnaire.

6. Formation of the image of the cafe (his personal perception). The presence of an attractive image helps the visitor to perceive the cafe as something different from others, to see in it the advantages that competitors do not have, to choose it as permanent place for visiting. The image is often defined as the totality of all ideas, knowledge, experience, desires, feelings associated with a particular subject. The image is "constructed" and introduced into consciousness to achieve certain goals. At the same time, for its formation, visitors need constant comparisons of enterprises with each other. There is a point of view that the image of a restaurant (cafe) consists of two intersecting components - from the general functional advantages of the type commercial enterprise(specialized, universal, etc.) and the specifics of a particular cafe belonging to a particular type. This means that visitors choose an enterprise as a place to stay based on two groups of factors: their own preferences (evaluation criteria) and the specific characteristics of the establishment. In each segment of the market, visitors form the image of the restaurant for themselves, guided by the indicators that they themselves consider the most significant. In other words, there is a comparison of the perceived characteristics of the cafe (its image) with certain evaluation criteria. From this it follows that the more accurate the correspondence between the ideas of visitors about what a cafe should be like and the real picture, the weaker the psychological resistance to buying in it. No less important is the idea that visitors in choosing a certain outlet must see an important advantage that competitors do not have. This aspect of image formation is highlighted by the famous French analyst J.-J. Lamben and offers the term "restaurant concept as a set of attributes". Such attributes, according to Lambena, are: the proximity of the restaurant (cafe), assortment, price level, services, the time spent by visitors on the purchase, the atmosphere of the establishment. Thus, the process of creating and maintaining an image is directly related to the positioning procedure, the development of an enterprise strategy and the formation of its competitive advantages in the market.

It should also be taken into account that the choice of visitors depends on the degree of correspondence between the image of the cafe and the visitor's own image. Many visitors attribute individual enterprises catering to certain categories of customers and compare their image with the image that they attribute to themselves. In this regard, it is impossible not to mention that when forming an image, it is necessary to take into account its emotional, sensual perception.

For example, based on the data of various marketing studies, we can say with confidence that a significant number of visitors to catering establishments in the first place is the "atmosphere of the institution", this can also be called the comfort of stay. The level of comfort is an indicator that is used to describe certain types of business, for example, supermarkets, but even there it is quite subjective. And for a cafe, it is almost impossible to translate it into rational rails. In fact, it is quite difficult to sum up such indicators as design, lighting, temperature, layout and many others, and derive an ideal formula for the successful existence of an institution, therefore, unfortunately or fortunately, the human factor cannot be excluded here.

CONCLUSION

As a result of the course research we can draw the following main conclusions.

Commodity policy presupposes a certain course of action for the commodity producer or the presence of pre-considered principles of behavior. It is designed to ensure the continuity of decisions and measures for the formation of the range and its management; maintaining the competitiveness of goods at the required level; finding optimal product niches (segments) for goods; development and implementation of a strategy for packaging, labeling, servicing goods. The absence of a product policy leads to the instability of the assortment structure due to the impact of random or transient current factors, loss of control over the competitiveness and commercial effectiveness of goods. Current decisions made by the manager in such cases are often based solely on intuition, and not on a sober calculation that takes into account long-term interests.

A well-thought-out product policy not only allows you to optimize the process of updating the product range, but also serves as a kind of indicator for the company's management of the general direction of actions that can correct current situations. The absence of a general course, without which there is no long-term commodity policy, can lead to wrong decisions, dissipation of forces and means, refusal to put products into production when huge funds have already been spent on this.

Commodity policy, although very important, but, nevertheless, only an integral part of the economic and marketing policy of the enterprise. Because of this, the principle "the product chooses the buyer" in combination with the creation of a wide range of choices for buyers should be laid directly in production. The system of construction, modeling, design, incentive mechanism should focus on a specific potential consumer, based on which the manufacturer must produce goods.

The development and implementation of a commodity policy requires compliance with at least the following conditions: a clear understanding of the goals of production, marketing and export in the future; the presence of a strategy for the production and marketing activities of the enterprise; good knowledge of the market and the nature of its requirements; a clear understanding of their capabilities and resources (research, scientific and technical, production, marketing) at the present time and in the future.

In the context of the need to mobilize more and more resources to solve production, marketing and other tasks, the uncertainty of commercial results (especially when exporting), a thorough study of the entire range of issues included in the commodity policy is required. A well-thought-out long-term solution of such problems as optimization of the assortment (nomenclature) of manufactured products is necessary, taking into account their consumer characteristics and features of production technology; determining the rate of renewal of products in general and for its individual types, taking into account the life cycle; the ratio of new and "old" products.

An enterprise that produces a product (or service), in addition to researching this product, is obliged to pay attention to the condition of potential consumers, to their income. There is an indicator of income elasticity of demand, i.e. the degree to which the quantity of goods (or services) demanded changes in response to changes in consumers' incomes. It is income that is the condition for acquiring a product after its functional purpose has coincided with the needs of consumers. Therefore, it is important for an enterprise to monitor product markets and conduct their research in order to most successfully sell its products, which most fully meet the needs of consumers.

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