DIRECTIONS FOR OPTIMIZING THE MARKETING MANAGEMENT OF THE COMPANY’S PRODUCT POLICY BY DEVELOPING A MARKET STRATEGY

Abstract

The article examines directions for optimizing the marketing management of the company's product policy by developing a market strategy. The main principles and directions of development of marketing management of product policy are defined. During the study, three strategies for managing the company's product policy were identified: support, modification, and renewal. In general, the marketing management of the product policy (strategy) formation of the enterprise is carried out in stages. These stages include: analysis of the nomenclature of manufactured goods and classification of products by nomenclature groups; formation of a table of strategic groups of goods; setting options for strategic management decisions and choosing a specific product strategy option. That is, the marketing management of the company's product (product) policy allows predicting the volume of production and sales of products (goods, products). At the same time, the program for the development of its activities remains an advantage for the enterprise. The authors identified the constituent elements of the scientific and methodical approaches to the adaptation of the strategy of the agrarian enterprise in the conditions of transformational changes and adjustments to the market of transformations and compared them with the components of the market strategy. The results of the study will help to improve the directions of optimization of marketing management of product policy. Optimizing the marketing management of the company's product policy is an important task for achieving competitive advantages and increasing market share. Here are some key areas you can use to improve this process. 1. Analysis of the market and competitors: market segmentation - development of different offers for different market segments taking into account the needs and behavior of consumers; analysis of strengths and weaknesses of competitors to form unique trade offers; SWOT analysis: identification of the company's strengths and weaknesses, as well as market threats and opportunities. 2. Creation and development of product assortment: assortment policy - formation of an effective product portfolio taking into account market trends, demand and changes in consumer preferences; product life cycle - optimization of product management at various stages of its life cycle to maximize profits and minimize risks. 3. Pricing policy: value-based pricing - setting prices based on the perceived value of the product for customers, not just production costs; pricing strategies - the use of market penetration strategies, premium pricing or competitive pricing for different market segments. 4. Communication strategy: development of marketing communications - use of integrated marketing communications (advertising, PR, sales promotion) to increase brand awareness and stimulate demand; digital marketing - the use of digital channels to attract and interact with consumers. 5. Distribution and logistics: optimization of distribution channels - selection of effective distribution channels to ensure the availability of goods for consumers in different regions; logistics and supply chain management - ensuring continuity of supplies and minimizing logistics costs. 6. Innovation and adaptation to changes: forecasting trends - identifying new trends and technologies that may affect the market, and adapting product policy to these changes; product innovation - creating new or improving existing products to meet market needs. 7. Monitoring and evaluation of results: KPIs and analytics - implementation of key performance indicators to measure the effectiveness of product policy; strategy adjustment - constant adjustment of product policy based on market data and internal indicators. 8. Support of sustainable development: environmental and social responsibility - integration of the principles of sustainable development into the company's product policy to meet the growing demands of consumers for ethical production and social responsibility. Optimizing the marketing management of product policy through the development of a market strategy allows the enterprise to be more adaptive, competitive and focused on long-term success.