Importance The current unfavorable economic situation considerably complicates fund raising and ensuring profitability of entities' operations. As a result, it is relevant to improve the efficiency of corporate performance and articulate optimal product mix and pricing policies, in particular. Management accounting data get even more important in this respect. Objectives The research strives to review capabilities of CVR analysis as part of information support to managerial decisions on product mix and selling prices planning; identify weaknesses of conventional approaches and ways to eliminate such weaknesses; figure out whether it is possible to further develop the marginal approach to solve more complicated issues by applying mathematical methods in planning the optimal product mix and prices, and considering the limited resource potential; illustrate prospects for putting the given recommendations into practice with a practical example. Methods This research uses the methods and provisions of systems analysis, CVP analysis, mathematical programming, thus showing capabilities of analytical instruments for management accounting, and analysis in planning the product mix and selling prices. Results We conclude that the conventional CVP analysis fails to solve issues of planning the product mix and selling prices, considering the limited resource potential. It is also necessary to elaborate the optimal combination of the product mix and selling prices. To solve the issues, specific analytical tools should be applied. We discover capabilities of mathematical methods in handling more complicated issues of planning the optimal product mix and selling prices as the issues require considering the relation between price and demand for products and limited resources. Illustrating the case study of a polyclinic that renders fee-based dental care services, we show what results the practical implementation of our proposals can provide. Conclusions and Relevance Using approaches of the marginal analysis complemented with the mathematical programming methods, we integrate analytical instruments into management accounting, thus identifying hidden reserves for increasing the efficiency of companies by optimizing their product mix and selling prices without substantial investment.
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