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Theoretical and Applied Economics
Reference:

Methodology and tools of product range management on the example of meat processing plant
Baranova Liubov Sergeevna

Head of Marketing Department, “Meat Star” LLC

196240, Russia, g.Sankt-Peterburg, g. Saint Petersburg, ul. Predportovaya, 6, of. R

liubov-baranova29@yandex.ru
Другие публикации этого автора
 

 

Abstract.

The object of this research is the product range of food companies on the example of a meat processing plant. The subject of this research is the unmanageable and uncontrollable product range of food companies. The goal is to devise methodology and tools for managing product range. The author meticulously examines such instruments as structuring, systematization and balancing of product range in width and depth. Special attention is paid to ABC and BCG analyses. Combining the ABC and BCG analyses and structuring of recommendation matrix represents a key aspect in this research. The methodology includes the following stages: systematization of product range by category and width balancing; structuring of product range by profitability, sales and number SCU’s, and depth balancing; conducting ABC analysis by profit within a category; conducting BCG analysis within a category; fusion of ABC and BCG analyses. The scientific novelty of this work consists in fusing the ABC and BCG analyses, as well as forming a matrix for classification of product range, where the entire product range is divided into twelve categories. The author’s contribution into this study lies in the matrix of recommendations for each of the twelve categories. The main conclusion is defined by the fact that using the recommendation matrix, formed on the basis of intersecting of ABC and BCG analyses, will allow for optimized product range management, make sound strategic decisions on product range, as well as structure proper product range policy.

Keywords: the structure of the implementation, the profit structure, the balance of the range, range depth, the width of the range, BCG-analysis, ABC analysis, product range, the structure of the SKU, systematization of the range

DOI:

10.25136/2409-8647.2019.2.26040

Article was received:

27-04-2018


Review date:

25-04-2018


Publish date:

18-07-2019


This article written in Russian. You can find full text of article in Russian here .

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