Research of scientific approaches to assessing the effectiveness of corporate enterprise product strategy

Abstract

The object of research is scientific approaches to the product strategy of corporate enterprises, as well as types of product strategies, presentation of methods for evaluating product strategies, and the experience of successful companies with effective product strategies. Factors that influence the implementation and choice of a product strategy are considered in a structured and step-by-step manner. The basis of the activity of every enterprise is to achieve the set goals. It is precisely in this that the use of a product strategy will be needed, as it helps to focus and come to the question of determining the goals of entrepreneurial activity with the appropriate importance. And the determined indicators of the evaluation of the effectiveness of product strategies carry out a corrective action in the process of promotion of the enterprise, make it clear whether changes in the product strategy of the enterprise are necessary, and whether the enterprise has achieved the specified goals. The most effective product strategies in today's conditions of high competition and the rapid turnover of dissatisfied customers are based on the satisfaction of customer needs, which is the most modern approach to success. To determine the degree of customer satisfaction with the presented product, metrics are used, which in turn help to adjust the company's offer and product strategy.

Highly appreciating the contribution of scientists to the development of the theory of product strategy formation, it is worth noting that there are a number of unresolved issues of a theoretical and applied nature, related to the lack of a unified view on the effectiveness of the formation of a product strategy, different visions and the unsystematic nature of the process of its evaluation, the uncertainty of directions for improving the formation process product strategy and debatable approaches to the choice of product strategies in the activities of corporate enterprises. This necessitates the further substantiation of scientific provisions regarding the formation of the product strategy of corporate enterprises of the food industry.