MARKETING DIAGNOSTICS OF THE RETAIL PRODUCT ASSORTMENT IN A COMPETITIVE ENVIRONMENT

The article is devoted to the marketing diagnosis of product assortment in retail conditions fierce competition. study was conducted on example "ATB Market". For purpose analysis a competitive environment, characterized comparison with other enterprises: "Varus" and "Silpo". breadth, completeness, novelty, stability, structure harmony were analyzed. As result, it found that, for example, dairy products "ATB" has smaller breadth completeness than "Varus", but coefficient renewal stability better. Market" limited number manufacturers. Retail mixed assortment: toys, food, household goods, drinks, etc. In order identify most important, important not particularly positions, an ABC "7 days" category conducted. concluded that goods group A ("Dishes accessories kitchen" "Hobbies sports") bring profit retail, C - (especially haberdashery, lighting, decor interior) least. comparative characterization use promotions advertising carried out. "Silpo" actively various promotional offers. researched conducts activities using its types: commercial, social, virtual, real, hidden, stimulating, comparative, informative others. merchandising Compared ATB, better location products, larger manufacturers "faces" one brand window. innovations made. uses considered leader implementation modern client services.