DEPENDENCE OF THE VOLUMES OF SOLD PRODUCTS ON THE EFFICIENCY OF THE COMMODITY POLICY OF ENTERPRISES

Abstract

The effectiveness of an enterprise's product policy is the degree to which strategies and actions related to product assortment, quality, pricing, branding, and promotion contribute to achieving the enterprise's goals, including increasing sales, increasing competitiveness, and meeting consumer needs. It reflects how successfully the company forms its product offering in accordance with market needs, adapts to changes in demand, technological progress, and consumer preferences. Performance indicators include product profitability and turnover, product range renewal, customer satisfaction level, and the ability of products to remain on the market at different stages of the life cycle. An effective product policy is based on an analysis of the market situation, innovation, visual appeal of products, as well as integration with other marketing elements, which ensures the stable development of the enterprise in a competitive environment. The volume of products sold and the product policy of the enterprise are closely interrelated, since the ability of the enterprise to meet demand, occupy a profitable market niche, and achieve high sales figures depends on the correct formation, management, and updating of the product range. The relationship between the effectiveness of the product policy of enterprises and the volume of products sold is investigated. The essence of product policy as a key element of marketing strategy, which determines the structure, quality, assortment and life cycle of products, is revealed. Statistical data on the activities of Ukrainian enterprises in 2020–2023 were analyzed, taking into account sales volumes and assortment structure. It was found that optimizing product policy contributes to increasing sales volumes by increasing the consumer value of products and adapting to market needs. The importance of using digital tools and taking into account consumer feedback is shown. The main directions of optimizing product policy as a tool for increasing the competitiveness of the enterprise in the domestic market are identified. Practical recommendations are proposed for improving product policy to ensure stable sales growth and strengthen the market positions of enterprises.