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Regional Economics: Theory and Practice
 

Improving enterprise’s competitiveness on the basis of combined ABC/XYZ and cluster analyses of the commodity nomenclature

Vol. 19, Iss. 9, SEPTEMBER 2021

Received: 12 August 2021

Received in revised form: 24 August 2021

Accepted: 28 August 2021

Available online: 15 September 2021

Subject Heading: MARKETING

JEL Classification: L26, L66, M21, M31

Pages: 1789–1810

https://doi.org/10.24891/re.19.9.1789

Mariya S. BELYAEVA Sevastopol State University, Sevastopol, Russian Federation
mariaoeb@mail.ru

https://orcid.org/0000-0001-8515-177X

Subject. This article examines the relationship between marketing activities and the development of entrepreneurial structures in Russia.
Objectives. The article aims to develop a methodological approach that helps optimize the product nomenclature and develop differentiated marketing strategies for managing sales in different segments.
Methods. For the study, I used the methods of ABC/XYZ and cluster analyses.
Results. The article offers a methodological approach to the analysis of the nomenclature of goods, tested on the data of one of the business structures of the Crimean wine industry. It identifies goods nomenclature clusters that have similar dynamic characteristics for changes in sales volumes and demand predictability, and provides recommendations for increasing sales, margins, and improving enterprise competitiveness.
Conclusions. The developed methodological approach can be considered as an element of information and methodological support for the enterprise competitiveness management system.

Keywords: business organization, competitiveness, management system, marketing, ABC/XYZ analysis, cluster analysis

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