The Effect of Various Assortments of Bakery Products on The Role of An Enterprise in The Market

This study examined the influence of product assortment on the competitive position of bakery manufacturing enterprises in the market. The research employed comparative analysis, cost calculations, and expert surveys to evaluate price and quality indicators of bakery products produced in accordance with GOST 25832-89. Profitability values and consumer preferences were assessed to determine the relationship between assortment diversity and market performance. Findings demonstrated that product quality plays a dominant role in consumer choice, accounting for 74% of preferences, whereas price accounts for 26%. Among the analyzed samples, Spelta bread made from spelt wheat achieved the highest final profitability (0.579) and demonstrated the strongest market position. Other products, including Tasty Bread and Thyume, followed as secondary leaders in competitiveness. The results indicated that reducing production costs, optimizing the use of raw materials, and introducing innovative grain-based assortments significantly enhance profitability and competitiveness. The study concludes that diversification of bakery assortments, supported by technological modernization and quality improvements, strengthens the enterprise’s market position and contributes to sustainable growth in the food industry.