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BUSINESS INFORM №10-2015

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43

Section: Economics of Enterprise
UDC 339.138:658.628.011.1
Prytychenko T. I., Liakh I. S.
Practical Aspects of Developing the Structure of Product Portfolio of Enterprise (p. 256 - 265)
The article is aimed at improving the integrated methodical guidelines on the formation of the structure of product portfolio of enterprise on example of the veterinary preparations market of Ukraine. In order to conduct a full-fledged analysis and provide recommendations on improving the product assortment of enterprise several well-known and generic methods were combined: joint ABC-XYZ analysis, adapted BCG matrix, method of Dibb-Simkin. The results of the analysis of product portfolio, obtained with use of different methods, were mapped to each other and on the basis of the information obtained, proposals for changing the assortment of enterprise have been formulated. The provided methodical recommendations on developing the structure of product portfolio of enterprise are notable for complexity of managerial decisions, significant practical orientation. A detailed description of the specifics of combining several methods for building the assortment of products is accompanied by a real example from the practice of domestic enterprise at the veterinary preparations market. This will improve the quality of development of product policy of enterprises.
Keywords: product portfolio, structure of assortment, methods for building the assortment
Fig.: 4. Tabl.: 5. Formulae: 1. Bibl.: 8.

Prytychenko Tamara I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Liakh Inna S. – Candidate of Sciences (Economics), Lecturer, Department of Economics and Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

Reference to this article:
Prytychenko, Tamara I., and Liakh, Inna S. (2015) “Practical Aspects of Developing the Structure of Product Portfolio of Enterprise.” Business Inform 10:256–265.

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