Polinchik-Yarova Т. Manage trademark portfolio companies baking industry

The thesis covers theoretical and methodological foundations of trademark portfolio management companies baking industry and methodological approaches to the evaluation component product portfolio, substantiates the need to balance the trade portfolio for the life cycle of product groups, the place of the commodity groups in the market, its competitiveness and competitive position. We carried out a synthesis of theoretical approaches to defining the essence of the goods, trademark portfolio management, product policies, product life cycle, marketing research, classifications in implementation of the classification of goods and marketing studies, which allowed to justify the authors position and to define these concepts. The state and development trends of the market of bakery products and confectionary, defined the role of enterprises of Ltd. Kievhleb in shaping proposals in these markets and development of product groups, сarried out market forecasts of bread, вakery and pastry products in Kiev and the individual segments. The features product portfolio management (formation and development) of enterprises baking industry, proposed a model of product portfolio management and integrated assessment methodology commodity portfolio and its individual components. Keywords: commodity, commodity portfolio, baking industry, product life cycle, marketing information, market research, market bread and bakery products, flour confectionery market, manage product portfolio.