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The purpose of this article is to determine the strategic management of marketing product policy in the enterprise, as a since the strategic management of control and coordination of marketing product policy of the enterprise allows you to create a model of its implementation in the enterprise in accordance with goals and objectives. The role of marketing in strategic management is manifested at all levels of the enterprise management hierarchy, as it forms and substantiates the concept of meeting consumer needs and provides input to identify attractive market opportunities and assess the potential of the enterprise. Finally, within each individual strategic area of the enterprise, marketing activities help to develop strategies for performing tasks. That is, marketing product policy is the basis of strategic management, which requires a systematic approach. Based on the strategic goals of the company and the mechanism of implementation of marketing product policy, we can proceed to the planning of product range and the formation of the optimal product range.In this paper the theoretical bases were considered, on the basis of the analyzed literature sources own definitions were offered and the difference between commodity policy and marketing commodity policy was formulated. The first extends and focuses on the activities of an individual enterprise, the second, in turn, allows you to globally assess the set of decisions within the market behavior of the enterprise among existing competitors and the target segment of consumers. The algorithm of strategic planning of marketing activities for the implementation, control and coordination of marketing product policy of the enterprise, proposed in the work, allows to solve problems and coordinate and control holistically and fully, understanding the sequence and relationships. The practical implementation of the proposed definitions is the improvement of marketing goals, which are realized precisely through the strategic management of marketing activities in general, which is necessary in the implementation of the enterprise. |
