The problems of management of the agricultural enterprise assortment policy using matrix methods of marketing research and introduction of new products groups, namely the group of non-narcotic hemp products, are researched in the article. The following areas are determined to be used while the enterprise is working on the assortment: classification, formation, optimization. The BCG matrix and the ABC analysis were used to analyze the agricultural enterprise assortment and its strategy development.

Based on the results of BCG matrix, it is established that the majority of the researched enterprise’s products are at the maturity or decline stage and so is considered to be in "Dogs" category. Therefore it is advised to stop their production. The results of the ABC analysis indicate that the researched enterprise should review its own assortment and exclude some categories of agricultural products from the list or transfer them from group "C" to group "B".

Assortment management approaches were applied in the research on the example of State Enterprise “Experimental Farm of the Institute of Agriculture of the North East of the National Academy of Agrarian Sciences of Ukraine” and a perspective direction of its assortment optimization was suggested. The perspective direction of the agricultural enterprise’s assortment optimization is the cultivation of industrial hemp. According to the information of the Institute of Agriculture of the North-East of NAAS of Ukraine, the profitability of growing hemp in Sumy region is 53.2 %, which is more than soy or oil flax. It is indicated that replacement or total removal of particular products from the assortment of researched enterprise is expedient and cost-efficient.