INFLUENCE OF PRODUCT PORTFOLIO OPTIMIZATION ON COMPETITIVENESS OF ALCOHOLIC BEVERAGES PRODUCTION ENTERPRISE

Abstract

Notion of product competitiveness is usually understood as a totality of qualitative and cost characteristics of the goods, which ensure the satisfaction of specific consumer needs and differ from their analogues. Competitive product is the product, cumulative benefit of which per unit cost is higher than that of other products, and value of each criterion satisfies the needs of buyers. To maintain the competitiveness of product it is necessary to understand its target audience, motives which form their demand; to monitor changes in consumer preferences and continuously study the level of competitiveness of product to remain the market leader. Article considers the question of product portfolio optimization and its influence on competitiveness of production enterprise. Influence of product portfolio segmentation on overall brand attractiveness is revealed, ways of increasing product attractiveness are revealed.