One of the most important directions of the marketing activity of each business is the range policy. It becomes the most significant for today, when a seller has more increased requirements for quality and range from the side of a buyer; and all financial indicators of an enterprise and its market share depend on the enterprise’s effective activity with the enterprise goods.
As the world experience has shown, the leading position in competitive business is achieving by the one who is the most competent in the policy of goods range, possesses the methods of their realization and can handle them as effectively as possible. Innovative development of any enterprise influences on all the spheres of its activity including range policy.
The innovations introduction in the process of the product range forming is a means of creating the optimal goods distribution way and the maximizing the profits.
The purpose of the research is to determine the innovative methods in forming the goods range of the enterprise under the modern conditions.
Goods range forming and their management demand high qualification and clear knowledge, and prognosis.
Goods range and quality management is of great importance. This means that you do not need to sell it, but to sell the goods that would satisfy the buyer’s demands.
Firms have alternatives in organizing the creation of a certain depth and breadth of the goods range.
The forming of the goods range is a problem of determining the relationship between the "old" and the new goods, the goods of on-line production and single manufacture, and high-tech by-products. The goods range forming means to justify a pricing policy, and also to maintain quality, service, guarantees and so on.
In the modern market economy, it is the enterprises that have a key role to play in deciding the main economic problems - the establishment of economically stable goods production and services rendering, in order to ensure the population to be provided with highly-qualified goods through the consumer’s market [ 2, c.255].
The absence of the goods range policy leads to an unsustainable goods structure through the impact of the random or variable factors, control losing over the competitiveness and commercial efficiency of the goods.
What is the essence and content of innovation activity, and what is its role in ensuring sustainable socio-economic development? Innovative activity is purposeful rational creative search of ways and methods for solving the most complex problems of existence and development of nature and society, substantiation of theoretical conclusions and necessary practical actions for solving such problems and fulfilling the certain tasks for achievement of the set goals. Innovative activity is based on the intellectual potential of individuals, creative groups of people, social groups, public organizations, state institutions, through which coherent, the discovery and production of an intellectual product (i.e. the pursuit of intellectual activity) to meet the ever-greater needs and interests of a man and a society [2, c.135].
The innovative mechanism of the formation of the goods range should be considered as an integral part of the overall innovative process of an enterprise, and it includes: the goals of goods range forming, indicators and criteria of formation, influencing methods on the elements of the innovative sphere, materials and financial resources, and organizational potential.
The choosing of technologies and ways of organizing the manufacturing must be based on appropriate innovation mechanisms.
Have examined the main aspects associated with innovative decisions making as for the goods range demands we must research (except the all-state impact), at first, the market factors of the enterprises development, at second, the internal sector of enterprises from the point of view of the new goods producing possibilities.
So, the final point in this problem deciding will be a comprehensive study of the goods market, its place on it, and the role of investigated goods producer.
As a fixed fact we take existence of innovations, then we examine the possibilities of its using by a group of consumers. As the result, the main task of the entrepreneurial activity will be done – to provide any enterprise to produce such kinds of goods which will be in demand with a maximum number of potential consumers in the selected market segment
Thus, the innovative mechanism of the goods range forming at the enterprise means to do a lot of activities to find the stages of their organizing, resources providing with, starting from an idea of any product or service to this product or service creating, the commercial realization of them in the competitive surrounding.
Innovative assortment policy is a component of product-and-assortment strategy of the enterprise, which is connected with the development and introduction of the new technical scientific-and-economic ideas aimed at the consumer’s needs satisfying, ensuring the commercial goals of the developer (manufacturer). The innovations introduction in the goods range policy allows the manufacturer to create his own positive image; to reduce costs for satisfying the needs of consumers; to ensure timely replacement of goods that are outdated; to enter a new market with the new products; to use production capacities, and waste, including the raw materials waste, the ideas and the opportunities of the enterprise's employees.
Literature:
1) Molnar О. S. Goods Range Policy of the Trade Enterprises in the Market Economy of Ukraine. / О. S. Molnar // State and regions.–2008.–№ 3. – Pg. 145–150.
2) Naidyuk V.S. The Essence and Perspective of Innovative Development of Facilities.//Marketing and Innovations Management.–Issue. 3.–2013.–Pg. 251-263.
3) Smolin I.V. Strategic Planning of the Organization Development. / Smolin I.– К.: Kiev. Nation. Trade-and-Economic University, 2008. – 344pg.
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Науковий керівник: Дернова Ірина Анатоліївна, кандидат економічних наук, Київський національний університет технологій та дизайну
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