FORMATION OF COMMODITY CIRCULATION CHANNELS AS A TOOL FOR OPTIMIZING THE MARKETING POLICY OF A SMALL ENTERPRISE

The orientation of a commercial enterprise to meet consumer demand requires improving the methodology of management of the sales system of a small enterprise, taking into account the trends of the domestic market, on the one hand, and the characteristics of a particular production, on the other. Especially acute is the issue of the formation of distribution channels for small enterprises, since they are limited in available resources. The article discusses the method of rapid assessment of business competitiveness, which allows on the basis of comparative analysis of the main financial and market indicators to determine the competitive potential of an economic entity. The article presents a method of analysis of distribution channels, the advantages of the disadvantages of direct and indirect channels of goods circulation. The proposed classification is analyzed and tested on the example of a small enterprise. On the basis of the conclusions, the directions of improving the marketing policy are proposed.

каналы товародвижения, сбытовая политика, прямые каналы сбыта, косвенные каналы дистрибуции, емкость рынка