Оцінка структури товарного портфелю підприємства "нестле Україна"

Abstract

The article examines the theoretical and practical aspects of developing and optimizing an enterprise's product assortment policy in a dynamic market environment. The multilevel structure of product portfolio management — from an individual trademark to the entire product mix — is considered. Special attention is paid to the criteria for balancing the portfolio across price segments, categories, and the number of SKUs to minimize the risks of internal brand cannibalization. Based on the case of "Nestle Ukraine" LLC (including its manufacturing units "Lviv Confectionery Factory "Svitoch" LLC, "Torchyn Foods" LLC, "Technocom" LLC), the strategy of product assortment diversification across 8 product categories is analyzed. The role of combining the functions of a manufacturer, supplier, and importer in ensuring supply chain flexibility is determined. Using the BCG matrix, an audit of assortment groups was conducted, the company's "cash cows" and "stars" were identified, and the driver categories (PetCare and confectionery sector) that ensured business resilience and recovery under the conditions of full-scale war were highlighted.