MARKETING ANALYSIS AND FORMATION OF THE OPTIMAL PRODUCT RANGE OF THE WHOLESALE ENTERPRISE

Introduction. Regardless of the industry, successful operation of a wholesale enterprise in the modern market depends on effective formation and management of the product assortment across brands, aimed at attracting potential and retaining existing customers. The assortment policy of a wholesale trading enterprise contributes to increasing sales volumes of branded products, establishing long-term relationships with customers, and strengthening the position of the wholesale enterprise in the market. Creating own promotion channels for brands is especially important for enterprises offering their products wholesale. Rapid changes in consumer preferences and increasing competition in the wholesale segment require enterprises to constantly adapt their product portfolio. However, the lack of a unified approach to forming an optimal product assortment, taking into account the specifics of wholesale trade, complicates the adoption of effective management decisions. Purpose. The aim of the study is to develop a theoretical model for the formation of a product assortment in wholesale enterprises, which takes into account modern market trends and the specifics of wholesale enterprises. Materials and methods. The materials of the study are: 1) normative and legal support for the formation of the product assortment of a wholesale enterprise; 2) works of domestic and foreign authors conducting their scientific and practical research in the field of product assortment formation of a wholesale enterprise. The following research methods were used: analytical (for analyzing the product assortment of the enterprise under study); statistical-economic (studying the trends in the development of the wholesale market in Ukraine in recent years); ABC analysis (assessment of the product assortment), ABC–XYZ analysis (for determining the strengths and weaknesses of the enterprise's product groups). Results. The article reveals the relevance of forming a product assortment for a wholesale enterprise. The current state of wholesale trade in Ukraine and the main directions and trends in the development of this industry are investigated. An assessment of the product assortment of LLC “TD” Boychak “in terms of the brands that the enterprise sells is carried out. Proposals are made to optimize the product assortment of LLC” TD “Boychak”. An ABC–XYZ analysis of the product assortment of LLC “TD” Boychak “was performed. A model of a conceptual approach to the formation and management of the product assortment of wholesale trade is developed. Discussion. In further scientific research, it is proposed to focus on the practical application of the developed model of a conceptual approach to the formation and management of the product assortment of wholesale trade and to study the effectiveness of its use in wholesale enterprises.