No modern production in the marketeconomy does not exist without a well-defined marketing strategy. Part of this strategy is the product policy of the enterprise, as the leading link in determining the effectiveness of the entire production cycle. Only a competently designed and enforced commodity policy of the enterprise can give an idea to the owner about the final financial result of all production activities after the successful implementation of the final product, namely the product.
Formation of commodity strategy of the enterpriseshould be oriented to the real requirements and wishes of consumers. This should ultimately be targeted and the company's product policy, which is conducted under the guidance of a reliable and qualified team of marketers.
Commodity policy of the enterprise should begin withresearch and analysis of the market for similar goods and services. This is a very important stage in the marketing activities of any enterprise. Depending on the volume of the market and marketing policy, research can be carried out on their own, or you can invite outside specialists who will in the shortest time guarantee all marketing research and will give out not only their opinions, but effective recommendations for the company's further product policy.
The next stage will be the definition of goalsproduction policy of the enterprise taking into account the entire modern resource base. The marketing service of the company must conduct timely calculations of the rates of renewal of the product range, with the possible formation of a new product range. This complex innovative process of the production sector can be invested with the help of own or borrowed funds. The management of the company will justify the rationality of the use of such funds. Further trade policy of the company will show how true were the actions of all services of the company, determine its weaknesses and show the entire life cycle of the production cycle.
The choice of the concept of the commodity policy of the enterprise consists of several main stages:
- Assortment concept of the enterprise. Its goal is to orient the enterprise to produce goods that will best correspond to the variety and structure of demand of a particular consumer.
For execution of the assortment conceptdetermine the current needs of consumers, and analyze similar commodity markets. Also analyze the possibilities of production and make up the final idea about the assortment products of the enterprise.
- The development of the concept of a new enterprise product,which consists in the description of all indicators of the product, as well as a set of possible benefits that it can give to the end user. Technical and economic characteristics of the new product are necessarily compiled. Marketing services should at this stage determine the nature and degree of development of possible competition of goods, as well as consider the positioning of the new product and determine its place among other similar products.
- A commodity plan is drawn up, with an indication of the listgoods that the manufacturer must produce for the period of time specified in the plan. The volume of output in value and in physical terms, the sizes of parties of the goods, the optimum schedule of manufacture, with instructions of terms of the beginning and the termination of works are defined.
- A plan is drawn up for all the necessary activitiesto achieve the set goals, which describes the marketing policy of the enterprise. The plan further defines the ultimate goals of all marketing activities, appoints controlling and executive persons, specifies all cost items and the optimal amount of necessary funding.
In the future, the team of enterprise managersshould make a budget for the company's product policy, monitor the implementation of all activities and take into account all possible risks in the process of carrying out the commodity policy.