Optimal Product and Assortment Policy of the Enterprise During the Period of Martial Status

The article examines approaches to optimizing the product and assortment policy of enterprises under martial law. The content and differences between product and assortment policy are determined, as well as their role in the context of changes in the market situation. The stages of forming a marketing policy taking into account the product life cycle, methods of inventory management, resource saving and adaptation to changes in demand are considered. The importance of flexibility, innovation and forecasting consumer trends is emphasized. Recommendations are proposed to ensure the competitiveness of enterprises in crisis conditions.