Background. Socio-economic, geographical, logistic and other features of the Russian pharmaceutical market determine a number of requirements for its wholesale segment. The growth of competition, product saturation and information availability for consumers of the necessary information about the characteristics of goods, their advantages and disadvantages directs the activities of pharmaceutical distributors to search for reserves to increase their competitiveness. One of these areas is the optimization of product line management. Objective. The purpose of the study was to develop a model for managing the assortment policy at the level of a large pharmaceutical distributor, based on the results of analyzing the influence of internal and external factors in the Russian pharmaceutical market and the dynamics of the structure of the product line. Methods. The work used the methods of bibliographic description, content analysis, documentary observation, data copying, SWOT analysis and ABC analysis, the method of expert assessments, modeling. Findings. The SWOT analysis of the operating conditions of a large Russian pharmaceutical distributor revealed a number of external and internal factors affecting economic results.