INCREASING THE EFFICIENCY OF THE MARKETING COMMODITY POLICY OF ENTERPRISES ON THE BASIS OF ASSORTMENT DIVERSIFICATION

The article focuses on the marketing component of product management, namely, the assortment, which acts not only as a functional subsystem, but also as a business philosophy. Marketing in its modern sense is the integration of science and management of consumer preferences, expectations, adaptation to demand and needs, which contributes to the achievement of sustainable competitive advantages of enterprises. Thus, marketing activities should be organically integrated into the management decision-making system, which, in turn, is based on the use of modern tools for optimising the product range, one of which is diversification.

The proposed approach to improving the efficiency of product policy involves the gradual development of models, methods and algorithms that provide justification for the choice of management decisions in the field of marketing assortment management. This, in particular, includes building models of consumer behaviour, demand forecasting, assortment optimisation, formation of a flexible assortment policy, selection of sales channels, etc.

The application of an analytical approach to making effective marketing decisions allows us to evaluate alternatives, reduce the subjectivity of the choice and increase the validity of the decision itself.

This allows for the creation of transparent, adaptive and efficient assortment management systems, which is extremely important in an uncertain and highly turbulent market environment, with some adjustments made by martial law, shortages and the economic situation in Ukraine.

An important aspect of the study is the integration of decision-making approaches into the overall system of managing product policy and assortment as its component and basic element. This implies the formation of a strategic vision, supplemented by relevant information flows on the market situation, as well as the ability to quickly adapt to external challenges, changes in consumer behaviour, market demand dynamics, etc. Enterprises that effectively implement such approaches today, in 2025, will demonstrate higher efficiency, adaptability and competitiveness. Thus, the presented study on improving the efficiency of marketing commodity policy based on diversification contributes to the development of a methodology for making managerial decisions in the field of product sales and assortment management, emphasising the importance of using analytical tools to ensure the effective functioning of an enterprise.