THE BCG PORTFOLIO ANALYSIS FOR MANAGING THE ASSORTMENT OF A MANUFACTURING ENTERPRISE
Keywords:
BCG portfolio analysis, adapted BCG matrix, range of the goods, marketing strategy, cost management, financial performanceAbstract
The article examines the method and key problems of application of the BCG portfolio analysis for assortment management of a manufacturing enterprise. Through the application of the BCG analysis of the goods nomenclature, it is possible to increase significantly the efficiency of cost management, concentrating on managing the strategic products. The results of successfully implemented analysis and classification of goods can be used for a wide range of tasks varying from implementing effective inventory control to company’s product strategy planning. Thus, the BCG portfolio analysis allows managing the financial performance of a manufacturing enterprise through optimization of the concept of product management.
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