ESTIMATION OF ASSORTMENT PORTFOLIO (IN RETAIL LLC PROSTOR)

The article actualizes the issue of developing a perfect assortment policy of the enterprise as an important competitive advantage. Emphasis is placed on the need to form an optimal assortment portfolio of the company to maintain competitiveness. The study was conducted on the example of stores «Prostor» — a national network with a wide range of products for women. The article identifies the main competitors of Prostor LLC and provides an assessment of competitive advantages. In particular, the prices for individual products in Prostor, Watsons and EVA stores were compared and their loyalty programs were analyzed. To study the external environment of the company «Space» used PEST-analysis, according to which the influential groups of factors were economic and political. The overall expert assessment showed the following results: strengths — 5.4 points, weaknesses — 0.7 points, opportunities are 1.6 points, and threats are 2.4 points. The assessment of the attractiveness of the enterprise was carried out by the method of formalized qualitative analysis. ABC analysis of the range of LLC «Space» and three groups of goods: group A — very important goods (decorative cosmetics, perfumes for women, niche perfumes, home care products), group B — goods of medium importance (manicure tools and pedicure, sun protection, lip care products, etc.) and group C — the least important products (cosmetic brushes, fragrances for the home, hygiene and care, etc.). According to the results of the construction of the BCG matrix, the following groups of goods were identified: «stars» — home care products, «milking cows» — jewelry, «dogs» — perfumes, « «heavy children» — hair care products. As a result, it is proposed to improve the product portfolio of Prostor LLC. The following methods were used in the study: PEST-analysis — to study the external environment of the enterprise, ABC-analysis — to identify the most profitable group of goods, BCG matrix — to conduct portfolio analysis.