The aim of the article. The aim of the research is to improve the methodological approaches to support the rational range of products under today’s market conditions. The results of the analysis. Planning and optimization of product mix does not lose its relevance under the current economic conditions. One of the most important tasks in planning is to determine the range of rational perspective to the enterprise product lines products. In this connection there is a need to expand the use of methodological approaches to support the range of products. Integrated application of methodological approaches for determining the rationality and balance the range of products increases the validity of economic decision-making in the field of marketing of the company by identifying the correlation between the profitability of product lines and their weight in the total production. Using the margin profit as a criterion for ranking groups of products with the construction of the Pareto chart allows for a more flexible product strategy, which under the current market conditions is a significant competitive advantage for the enterprise. The necessary conditions for the effective implementation of the proposals of the authors are the high level of consistency of the strategic, tactical and operational levels of management at the enterprise, as well as the analysis of the results of marketing research about customer satisfaction of product parameters. The using of Pareto charts and Spearman correlation coefficient provides increased sales volumes, increasing the target market share of the enterprise, improving the company’s image, reducing the risk of marketing activities, increase the company’s profit. The results of this study give the company an opportunity to identify deficiencies in a timely manner in the activities and to identify the main directions of improvement of management systems and production planning. Prospects of this study are to develop the tools to facilitate coordination of the results of evaluations of rationality and balance the range of products to the matrices strategic business units of the enterprise. The authors carried out a investigation of rationality and balanced product mix PJSC «Plant named after Frunze». Offers authors regarding sharing between Pareto charts and Spearman coefficient enabled the company to improve the validity of marketing decisions. Conclusions and directions of further researches. Scientific novelty of the authors’ proposal is in developing of methodological approaches to the management of product range. Particular attention is given to the study of interrelation between the level of profitability of product lines and the volume of their output.
Keywords: rationality of range, range of products, Pareto chart, margin profit, Spearman criterion
JEL Classification: M11, M31 .
Cite as: Jakovlev A. & Larka, L. (2014). The tools of rational product range support. Marketing and Management of Innovations, 3, 80-89. https://doi.org/10.21272/mmi.2014.3-08
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