The role of product policy in improving the efficiency of the enterprise performance

The article studies the role of product policy in improving the efficiency of the enterprise performance. It is emphasized that in present-day conditions a detailed and well-thought-out product policy, focused on the demand of consumers, is important for the realization of successful enterprise performance. As a result of the research, the directions of improving the product policy of enterprises, that provide their flexible response to changing market needs, are identified, which helps to increase the efficiency of their activities and competitiveness.