Abstract: The object of this research is the commercial block of the food industry. The subject of this research is the process of interconnection between sales and marketing of food companies. The goal consists in the analysis of the main schemes of interaction between sales and marketing. The author carefully examines the existing interaction schemes, describing their advantages and disadvantages. Particular attention is paid to the integration of marketing into the system of sales management, where marketing is not fully integrated into sales, rather marketing functionality is separate from sales and integrated into other divisions or is fully stand-alone. The method of partial integration of marketing into sales is based on the search for optimal solutions in pricing of the assortment, development of new products, as well as formation of incentive system for employee of the departments of sales and marketing. The results of this research solve an important task for the companies – to properly coordinate the interaction between sales and marketing, eliminate conflicts on various levels, as well as create a clear structure of operation for both departments to improve the bottom line. The scientific novelty of this research lies in systematization and generalization of the methods of interaction between sales and marketing.

Abstract: The object of this research is the product range of food companies on the example of a meat processing plant. The subject of this research is the unmanageable and uncontrollable product range of food companies. The goal is to devise methodology and tools for managing product range. The author meticulously examines such instruments as structuring, systematization and balancing of product range in width and depth. Special attention is paid to ABC and BCG analyses. Combining the ABC and BCG analyses and structuring of recommendation matrix represents a key aspect in this research. The methodology includes the following stages: systematization of product range by category and width balancing; structuring of product range by profitability, sales and number SCU’s, and depth balancing; conducting ABC analysis by profit within a category; conducting BCG analysis within a category; fusion of ABC and BCG analyses. The scientific novelty of this work consists in fusing the ABC and BCG analyses, as well as forming a matrix for classification of product range, where the entire product range is divided into twelve categories. The author’s contribution into this study lies in the matrix of recommendations for each of the twelve categories. The main conclusion is defined by the fact that using the recommendation matrix, formed on the basis of intersecting of ABC and BCG analyses, will allow for optimized product range management, make sound strategic decisions on product range, as well as structure proper product range policy.