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Thesis on marketing: terrible, 10 figures, 16 tables, sources.

Object of study - Krestyansko - farming"SPK KOLOS"

The purpose of the work is to review and analyze the assortment policy of the enterprise in market conditions.

Research methods - complex method, autocorrelation, linear-multiplicative forecasting.

Assortment policy occupies one of the most important places in the marketing of an enterprise. Assortment policy influences the sales of products and depends on its effectiveness financial indicators the work of the enterprise and the image of the enterprise in the market. The mathematical model provides an analysis of the dynamics of product sales, which allows you to plan product sales for several periods in advance.

ASSORTMENT, STRATEGY, CONSUMER, QUALITY, COMPETITIVENESS, INNOVATION, PRICE, DEMAND, MARKET, SALES, PROFIT.

INTRODUCTION 5

1.1 Product and its properties 6

1.2 Formation and management of assortment 10

1.3 Competitiveness and product quality 18

1.4 Sunflower oil market overview 23

MARKETING MANAGEMENT AT THE PEASANT FARM "SPK KOLOS"

2.1 a brief description of object of research. 29

2.2 Research of the marketing environment of the peasant farm "SPK KOLOS" 31

2.3 Analysis of the product range. 37

2.4 Analysis of the quality of sunflower oil 46

IMPROVING the management of the product range at the enterprise.

3.1. Assortment management system based on the marketing principle. 52

3.2. Development of a sales forecast model for the peasant farm "SPK KOLOS" 63

OCCUPATIONAL SAFETY AND HEALTH

INTRODUCTION

Assortment policy is one of the most important areas of marketing activity for each enterprise. This direction is especially important in the current conditions of transition to a market economy, when consumers place increased demands on the product in terms of quality and assortment, and all economic indicators of the organization and market share depend on the efficiency of the enterprise with the goods produced. As world experience shows, leadership in competition goes to those who are most competent in assortment policy, master the methods of its implementation and can manage it most effectively.

Unfortunately, the management of many enterprises in Ukraine still poorly understands all the advantages of an effective assortment policy, and therefore, one of the directions for the country’s economic growth is to draw attention to this problem.

In this course work A study of assortment and product policy is being conducted using the example of the peasant farm "SPK KOLOS". Elements such as management, planning of the assortment and quality of products sold are considered, and directions for improving the latter are given.

THEORETICAL ASPECT OF ASSORTMENT POLICY AT THE ENTERPRISE.

1.1 Product and its properties

A product is a complex, multidimensional concept, including a set of many properties, the main ones among which are consumer properties, i.e. the ability of a product to satisfy the needs of those who own it.

The generally accepted definition of a product, “a product of labor produced for sale,” undoubtedly remains valid in marketing. However, all marketing manuals emphasize not so much the role of a product in its exchange for money, but rather the ability to use and consume it: “a product is a means by which a certain need can be satisfied” or “a product is a complex useful properties things. So it automatically turns everything on constituent elements necessary to materially satisfy the needs of the consumer.”

The consumer value of a product acts as a set of properties related directly to both the product itself and related services. These properties, one way or another, appear before the buyer and determine his intention to buy the product and become a regular customer of this manufacturer. And since for the sustainable success of an enterprise it is necessary to take care of the formation of a permanent clientele, special attention in the competitive market is given to such qualities as: color, packaging, design, ergonomic features (ease of use, maintenance, repair), accompanying documentation (description, operating instructions) . At the same time, the magnificent design of a car, tractor, machine tool in poor conditions maintenance will not save them from failure in the “buyer’s market.”

To understand the capabilities of a product as a commodity, the manufacturer should consider and evaluate it in three dimensions: specifically, broadly and generally.

A specific product is a basic physical entity that has precise characteristics and is offered under a given description or model code (for example, an Electra electric stove, a Berdsk-15 electric razor, an AIR-100 electric motor). Style, color, taste, size, weight, reliability, quality of construction and efficiency in use are examples of specific product characteristics.

The concept of an extended product includes not only its image, but also the “loop” of service (the purchase of a refrigerator, for example, is linked to receiving the necessary technical recommendations, guarantees, and return conditions). Expanded products in relation to computer software packages, instructions for users on operation and maintenance procedures.

A generalized product is the broadest definition of a product that corresponds to the marketing concept: “In the factory we produce cosmetic products, and in stores we sell hope,” summarizes the Revlon company.

Another important point related to a product from a marketing perspective is the need to design it with a clear focus on a previously identified target group consumers. The main thing that a manufacturer needs to remember when thinking through its range of services is to design it based on the needs not of the “average” buyer, but of a certain homogeneous group.

The product must be brought to the point of commercialization. This means its complete mastery in mass production, successful completion of all necessary tests, receipt of relevant certificates and other regulatory and technical documents, and creation of a service network.

A product aimed at a Russian consumer may not correspond to the nature of the demand of a foreign buyer. Export is a product that is created after a serious analysis of the requirements of the corresponding segment (group potential buyers) the market of the country (countries) where the domestic enterprise intends to export. When developing an export product, you should also keep in mind possible changes these requirements, provide for proper legal, service, and advertising services. Only such a product guarantees the exporter’s position in the foreign market. The export of “market novelty” goods is especially profitable and promising.

It is usually customary to divide goods into consumer (personal use) and industrial purposes. The nature of consumption of goods of each of these groups is different, the purchase is determined by different needs and motives. Usually, the acquisition of goods for personal use is an act of individual will, the maximum will of the entire family. As for the purchase of goods for industrial purposes, a collegial decision is made here, in the development of which people at different administrative levels participate. To successfully market these products, a marketing specialist must certainly take into account the psychology of the people on whom the final purchasing decision depends.

Among personal use goods, three groups can be distinguished: durable goods, cars, refrigerators, clothing, furniture, etc., purchased relatively rarely; non-durable food products, cosmetics, detergents; services an action that results in either a product or some useful effect (a tailored suit, typing a manuscript, transporting passengers, etc.) The purchase of non-durable goods and services is accompanied by frequent contacts between the buyer and the seller . At the same time, the buyer, once satisfied with the quality of the product, subsequently prefers to buy the product of the same trademark(“brand loyalty”) and becomes a regular customer of its manufacturer. If the purchase of non-durable goods and services is organized well and does not cause the buyer

INTRODUCTION

1. THEORETICAL FOUNDATIONS OF ASSORTMENT POLICY IN A RETAIL TRADE ORGANIZATION

2. ANALYSIS OF THE STATUS OF THE ASSORTMENT IN THE “SILHOUETTE” STORE

2.1 Brief description of the enterprise

2.2 Analysis of the assortment structure of the Silhouette store from the point of view of profitability

3.1 Product range planning

3.2 Measures to improve the range of products

INTRODUCTION

Currently on the market there is great amount trade and retail organizations. Each of them is engaged in trade or provision of some types of services.

The consumer is placing ever new, more sophisticated demands on products. Buyers want the products they buy to be more practical, beautiful and durable. Trade organizations are forced to satisfy the ever-increasing demands of their customers. This is why assortment adjustment is very important today.

Retail trade is one of the main sources of supply for the population. On the basis of this, product supply and consumer demand are formed, and is also a source of income Money. Trade ensures the financial stability of the enterprise.

A rich competitive environment has formed in this sector of the economic system. Entrepreneurial and investment activity in this area is the highest.

In retail trade organizations, the process of circulation of funds invested in production is completed, the transformation of commodity value into monetary value occurs and the creation of economic basis to supply goods. There are constant and qualitative changes caused by management methods that ensure increased efficiency of trade organizations and improved trade culture.

The success of retail depends on the ability to please the customer - this is already an axiom. Currently, the range of goods is increasing. Does not always meet the quality and does not meet modern world requirements.

Errors in choosing a product, ignorance of its properties, characteristics, storage conditions, transportation, and incorrect assessment of quality can result in major losses and damages for the entrepreneur. Therefore, future entrepreneurs need basic understanding of commodity science of various groups of goods.

The social environment and the economy of the enterprise depend on the incorrect formation of the assortment, which affects product supply and consumer demand and many other factors.

It is important that a commercial enterprise attracts the attention of the buyer at least once and in the future they want to come into it. Success will depend on the breadth and completeness of the assortment, as well as prices corresponding to the consumer’s ability to pay. An important factor It will also help where the store is located and how much area it occupies.

Market success is now a criterion for assessing the activities of domestic enterprises, and their market opportunities predetermine a properly developed and consistently implemented product policy. It is on the basis of studying the market and the prospects for its development that the enterprise receives initial information to resolve issues related to the formation of the assortment, its management and improvement.

The purpose of the study is to develop proposals for optimizing the assortment of a retail trade organization according to the criterion of profit.

To achieve the main goal of the work, it is necessary to solve the following tasks;

· study the theoretical foundations of the assortment, its indicators;

· identify the features of assortment policy in a retail trade organization;

· study the state of the assortment of the Silhouette store;

· justify proposals for optimizing the assortment according to the profit criterion for the Silhouette store.

The object of the study is the assortment of LLC "Lyudmila" (store "Silhouette"), the subject of the study is the profit received by the retail trade organization.

During the research process, books, articles by domestic and foreign authors on this issue, accounting and financial statements LLC "Lyudmila" (store "Silhouette").

1. THEORETICAL FOUNDATIONS OF ASSORTMENT POLICY OF A RETAIL TRADE ORGANIZATION

Concept, assortment indicators

The assortment policy determines product groups that ensure the company’s successful operation in the market and economic efficiency in general.

The market determines the relationship between new products and products in the stages of growth, maturity and decline, the optimal ratio of basic models and their developments and modifications. Assortment policy resolves questions about the origin of the product and who produced it.

With the rapid growth of trade organizations, the range of products and services is growing, which means that it is sometimes difficult for buyers to navigate this variety. Trade organizations must master increasingly new and different situations in assortment policy.

One of the main characteristics of a product is the assortment, which determines the fundamental differences between products different types and names.

A product range is a set of goods formed according to certain characteristics and satisfying diverse, similar and individual needs.

The term itself comes from the French word “assortiment”, which means selection various types and types of goods. The set of goods is limited by their names, and varieties, as gradations of the quality of goods of the same type and name, are classified as assortment.

The concepts of product range and nomenclature are inseparable from each other - this is the totality of products produced by the enterprise.

The type of goods is divided into assortment groups (types) in accordance with functional features, quality, price.

Product range means a selection of items, a set of their names according to some characteristics. From this point of view, the range can be simple or complex, narrow or wide. This classification provides for the identification of groups of homogeneous products or goods based on type, variety, brand, etc. Assortment groups are formed within which items have a certain similarity.

The group assortment of goods shows a list of enlarged product groups that make up the product range. For example, in a women's clothing store there are different sections of goods that satisfy the needs of customers.

The product assortment reflects the presence of a number of types in a product group. For example: top women's clothing coats, jackets, down jackets.

The intraspecific assortment of goods is represented by product varieties, dividing the type into parts. For example: a coat can be either demi-seasonal or winter, fabrics of different colors, etc.

Brand assortment is a set of goods of the same type, brand name or belonging to a brand group. For example: Prestigious firms satisfy the needs of customers.

In relation to industrial enterprises, the production range of products is established, and in relation to trading enterprises - the trade range of goods. The first of them reflects the specialization of the enterprise and serves as the basis for concluding supply contracts. In the second case, there are grounds to judge the extent of the ability of a trading enterprise to satisfy the needs of the population and distinguish between specialized and universal trading enterprises.

With good reason, the stated provisions on the nomenclature and range of products can be attributed to the performance of work and the provision of services, for which groups, types, and subtypes of products are also distinguished.

One of the indicators of the product assortment is characterized by the breadth, number of items in each assortment group and the relationship between the expected assortment groups in terms of consumer community, of course use, distribution channels and prices.

The latitude indicator (W) exists, both real (Shd) and basic (Shb). The only difference is that the real one is available, and the basic one is used for comparison.

Latitude coefficient (Ksh) – is expressed as the ratio of the actual quantity, types, varieties and names of goods of homogeneous and heterogeneous groups to the base one.

where, Шд – real latitude,

Shb – base latitude,

Ksh – latitude coefficient.

The breadth of the assortment depends on market saturation and demand. In a situation where demand exceeds supply, the manufacturer and seller dictate their prices on the market. As the assortment increases, costs for raw materials, expansion of production space, new types of packaging, labeling, etc. increase. This indicator is a criterion for the competitive ability of a retail trade enterprise.

Forming an assortment is the problem of selecting specific products from their individual series. Definitions of the relationships between “old” and “new”, single and serial production, “high-tech” and “conventional”, embodied goods, licenses and know-how. When forming an assortment, problems arise in establishing pricing policy, requirements for product quality, definition of guarantees and level of service, etc.

The formation of the assortment is preceded by the development of an assortment concept by the enterprise. It represents the targeted construction of an optimal assortment structure and product offering, taking the consumer requirements of certain groups as a basis. The tasks of planning and assortment formation are, first of all, to prepare a “consumer” specification for the product, transfer it to the design department, and then ensure that the prototype is tested, modified if necessary, and brought to the level of consumer requirements. In other words, in the formation of the assortment, the final say should belong to the heads of the enterprise’s marketing service, who must decide when it is more appropriate to invest in product modification, rather than incur additional increasing costs for advertising and selling an obsolete product or reducing its price. It is the head of the enterprise's marketing service who must decide whether the time has come to introduce new products to the range, instead of existing ones or in addition to them.

The formation of an assortment, as practice shows, can be carried out using various methods, depending on the scale of sales, the specifics of the products being manufactured, the goals and objectives facing the manufacturer. At the same time, they are united by the fact that assortment management is usually subordinate to the head of the marketing service.

In certain cases, it is advisable to create a permanent body chaired by general director(his deputy), which would include heads of leading services and departments of the enterprise as permanent members. His the main task- making fundamental decisions regarding the assortment, including: withdrawal of unprofitable types of products, their individual models, standard sizes; determining the need for research and development to create new and modify existing products; approval of plans and programs for the development of new or improvement of existing products; allocation of financial resources for approved programs and plans.

The pressing question for the manufacturer is whether it is necessary to develop a standard product suitable for all selected markets, or to adapt it to the specific requirements and characteristics of each individual segment, creating for this a certain number of modifications of the basic product. Both cases have their pros and cons.

So, although the creation of a standard product, uniform for all markets, is very tempting, it is often practically impracticable. At the same time, the differentiation policy does not justify itself economically where market conditions allow for partial or complete standardization (universalization) of the product.

The benefits of this kind of standardization of goods include: reduction in costs of production, distribution, sales and service; unification of marketing mix elements; acceleration of return on investment, etc. Incomplete use (in comparison with differentiation) of the potential market opportunities, insufficiently flexible marketing response to changing market conditions in this case hinder innovation.

Differentiation, or modification, of a product makes it possible to more fully use the “absorbing” capabilities of markets, taking into account the specifics of their requirements in individual regions of the country and foreign countries, fill those product niches where there is no competition or it is insignificant. However, determining such a direction in the assortment strategy is an expensive matter associated with the need for modernization and expansion production capacity, diversification and restructuring of the sales network and, of course, expansion of the marketing mix. Ultimately, the use of standardization, differentiation, or a combination of both depends on the specific operating conditions of the manufacturer and is determined by the final result - the level economic efficiency sales and its volume achieved using these methods.

Along with the correct formation of the assortment, an important task is to ensure its sustainability. The sustainability indicator (S) allows you to satisfy the demand for the same goods.

One of the indicators characterizing the sustainability of the assortment of goods in a store is the sustainability coefficient, where the ratio of the number of types, varieties and names of goods that are in steady demand among consumers (Shu) to the total number of types, varieties and names of goods of the same homogeneous groups (Shd)

where, Y – stable demand for a certain product,

Shb – base latitude,

The optimal value of the stability coefficient of the assortment of goods in a store during the quarter should not be lower than:

· For supermarkets and grocery stores – 0.90

· For department stores – 0.80

· For shoe and clothing stores – 0.75

· For stores selling cultural goods, sports, household haberdashery goods – 0.85

A wide and stable range of goods in stores is ensured by a set of measures in the field of commercial activities for the purchase of goods.

To characterize a retail enterprise and determine the effectiveness of the assortment policy, analysis of the assortment structure, its breadth and partly its depth allows us to characterize only the actual structure of the assortment of goods in stores, since employees do not have information about the preferred assortment, and the study of demand is reduced mainly to elementary accounting of sales.

Another indicator of the assortment is completeness, satisfying the same needs (P). The completeness indicator can be either real (Pd) or basic (Pb). The completeness coefficient (Kp) is the ratio of the actual completeness indicator to the base one.

where, Пд – real completeness,

Pb – basic completeness,

Кп – coefficient of completeness.

The actual completeness of the assortment and its dynamics are a competent assortment policy. The completeness of the assortment depends not only on the retail space of the store and the volume of turnover.

Important factors ensuring the completeness of the assortment are the financial stability and authority of the enterprise in the market of goods and services. Suppliers of goods have great confidence in stores that accept goods in large quantities, make timely payments, and have a high degree of reliability.

From how often the assortment is updated, psychological social needs are so satisfied.

Updating the assortment is the satisfaction of changing needs through new products.

where N is the novelty of the product,

Shb – base latitude,

Кн – coefficient of novelty.

Constant and increased updating of the assortment for the manufacturer and seller involves certain costs and risks that they may not be justified, for example, new product may not be in demand. On this basis, updating the assortment should also be rational.

Indicators of the assortment structure are expressed in natural or in monetary terms. When there is a predominance of expensive or cheap goods, the cost recovery for their delivery, storage and sale, as well as the solvency of the consumer segment that the trade organization is targeting. Relative indicator of the structure (Ci) of individual goods (I).

where, Ci is a relative indicator of the structure,

Ai – indicator of individual indicators,

Si – indicator of individual indicators.

The harmony indicator expresses the specialization of the store and its individual sections.

Assortment harmony is a property of a set of goods from different groups, characterizing the degree of their proximity in ensuring rational product distribution, sales and use.

Harmony gives a qualitative characteristic to a product and is descriptive in nature.

1.2. Features of assortment policy in a retail trade organization

The better the quality of the range of goods of a trading enterprise is selected, the greater the profit will be received. The assortment policy of a trading enterprise is a targeted activity in the field of product supply to the market, based on long-term planning and regulation, aimed at meeting consumer demand, taking into account the optimization of the product range and ensuring the profitability of all activities.

The objectives of the assortment policy are:

· Satisfying consumer requests;

· Effective use technological knowledge and experience of the company;

· Optimization of the company’s financial results, when the formation of the assortment is based on the expected profitability and profit volume;

· Conquering new customers by expanding the scope of existing production programs s (the product life cycle is applied);

· Compliance with the principle of flexibility through diversification of the company’s areas of activity and inclusion of non-traditional industries in the portfolio strategic zones management;

· Compliance with the principle of synergy, which involves expanding the areas of production and services of the company, interconnected by a certain technology, uniform qualifications of personnel and other logical dependence, providing significant cost savings.

The development of assortment policy in retail trade enterprises is influenced by a number of economic, social, demographic, specific and other factors.

Economic factors include the monetary income of the population and their distribution between individual groups of the population, the level of retail prices and their ratio between individual types and groups of goods; the degree of provision of the population with durable goods.

Social factors include social and professional structure population served; level of education and cultural development of people, holidays, fashion, etc.

Demographic factors include changes in the population size and its composition by gender, age, place of residence; family size.

Natural factors are climatic conditions, the length of the seasons, the physiological characteristics of the human body depending on gender, age, etc.

Specific factors have different meaning on the assortment policy in each specific store, depending on the type and size of the store, its specialization, technical equipment, conditions of goods supply (the presence of stability of sources, remoteness, type, supplier), the number and composition of the population served, transport conditions, availability of etc. retail stores in the area of ​​operation of this store.

When forming in retail trading network no assortment food products It is also necessary to take into account the factor of their interchangeability.

If the required product is not available for sale or the quality of the intended product is unsatisfactory, the buyer, as a rule, does not delay. And he is looking for a replacement with similar satisfying needs. The demand for many goods is influenced by seasonality and production; with the changing seasons, people's needs for clothing, shoes, and sporting goods change significantly. Assortment policy in a retail chain is an important part of the commercial strategy in retail trade.

Carrying out an assortment policy requires making decisions not only on the inclusion of new products, but also on the removal of goods from sale. Manufacturers and suppliers of goods are constantly updating the range of their products, trying to gain more and more profits. The assortment is part of the retail strategy and a weapon in the competition, which implies its continuous and dynamic change. In some cases, the need to exclude a certain product from the assortment is completely obvious.

A store’s assortment policy presupposes knowledge of the life cycles of production and sale of goods, without which it is impossible to properly manage the trade assortment. We need to pay attention to the stages life cycle product:

· At the first stage implementation produce the most popular and basic models that are in demand among buyers;

· To stage maturity all sorts of assortments come out;

· In progress recession remains the best and hot commodity

The assortment policy identifies a set of products that are simultaneously on the market in different life cycles. The range of goods that are in a decline in their life cycle, but in terms of the degree of novelty, guarantees the company relatively stable sales volumes, covering costs and profit levels.

Product groups should be distinguished:

· main – goods that bring the company the main profit and are in the growth stage.

· Supportive – products that stabilize sales revenue and are in the maturity stage.

· Strategic – goods designed to ensure the future profit of the enterprise.

· Tactical – products designed to stimulate sales of the main product groups and which, as a rule, are in the stage of growth and maturity.

When determining assortment policy, two principles are distinguished:

The principle of synergy: goods and services are internally linked and complement each other. The scale of the firm's operations determines broad savings.

The principle of strategic flexibility overcomes the disadvantage of building strategic business zones and product ranges that depend on various technologies, require heterogeneous economic, cultural and political conditions, balance risky and stable product groups, which affects the activities of the company. This principle requires financial costs and is within the power of large firms.

The principles for selecting assortment groups of goods should be harmonious for all assortment groups.

Principles for forming the assortment of a trade organization:

Focus on one assortment group is typical for specialized stores. A stable assortment of goods in the store reduces the time spent by customers searching for goods, allows you to standardize all the most important trade and technological processes and operations, organize their implementation with minimal costs of labor, material and financial resources(shoes, clothing, haberdashery).

Focus on the place of production of goods (this is less common) is suitable for those trade organizations that focus on production in a certain geographical region (clothing from Germany, Belarusian knitwear, etc.). Ensures that the assortment matches the nature of the demand presented by the customer groups selected for service.

Focusing on a certain price level means that a trading organization selects an assortment in such a way that it corresponds to the solvency of buyers.

The focus on self-service can be combined with other principles of assortment formation, but so that the products have meaningful information about it and are quite simple and do not require additional consultation from the seller. This principle of forming an assortment makes it possible to create greater convenience for customers, makes it easier for them to familiarize themselves with the goods offered for sale, reduces the time spent on shopping, and promotes “impulse purchases.”

Focus on the breadth and depth of the product range. The width and depth of the assortment in a store depend on a number of factors, the most important of which are the form of product specialization, the size of the retail space, and the state of supply in the consumer market.

One of the principles of correct formation of the assortment of goods in a store is to ensure conditions for its profitable operation. Profitability is the main factor for the functioning of a trading enterprise. When building an assortment, it is necessary to take into account the cost and tax intensity of the sale of individual groups of goods, the possible size of trade markups, inventory turnover and other economic factors.

A feature of the assortment policy is pricing, which is perceived not by the economic, but sometimes by the psychological perception of the buyer’s price. This installs:

Price lines - where the set of prices for the same product will differ from quality.

Price “above normal” - characterized by a low price for the main product and additional goods attached to it;

Price “with bait” - availability of prices for the mass buyer of the main product and increased prices for a wide range of additional goods to it;

Prices for related products;

Set price (cost of a set of goods);

By-product prices;

Psychological prices (for example: prices that end in 9 or 99 rubles).

Various connections can develop between individual products within an assortment:

· Interchangeability;

· Interdependence.

Cross elasticity is used to change the relationship between products. This can be done by switching demand from one product to another.

1.3 ASSORTMENT MANAGEMENT

The product policy of an enterprise is a set of actions of a reseller based on the presence of a clearly formulated program of actions in the market. It is designed to ensure continuity of decisions and measures for the formation of the assortment and its management, maintaining the competitiveness of goods at the required level, finding the optimal product niche for goods (market segmentation), developing a pricing policy, after-sales service, etc. Product policy is developed based on data on the state of supply and demand, the availability of substitute goods, and the general state of the market.

The market is a complex and multifaceted phenomenon, which is characterized by different levels of its development, historical, social, and cultural characteristics inherent in different countries; this is the environment in which only all consumer needs can be satisfied through the interaction of supply and demand; those. this is, on the one hand, the sphere of relations between economic entities, and on the other, an integral part of a market economy, which includes the spheres of production of goods, their consumption and distribution, as well as elements of planning and regulation of the economy. Constant analysis of the market environment, assessment and thoughtful application of the information received is the key to the successful work of any company. The market development forecast consists in determining the conditions under which the most complete satisfaction of consumer demand for goods is ensured of this enterprise and the prerequisites are created for the effective marketing of these products.

It is best to start your activity in assessing the market situation with general market research, i.e. assessment of the general economic situation there. The market environment sets the limits of what can be achieved. Such an assessment allows you to change the marketing policy regarding the range and volumes of products sold in a timely manner and without serious costs, timely search for new markets, new types of goods, methods of their promotion, optimize costs and determine the need for investment.

The analysis is facilitated by consideration of conjuncture-forming factors, which can be divided into two groups - permanent and temporary. Constantly operating market-shaping factors are especially evident in the market of industrial goods and services. These include:

1 NTP, changing the sectoral structure of the economy, product range, contributing to the change in structure commodity markets, increased competition, and destabilization of the existing economic situation. It is the main cause of structural unemployment.

2 The level of price monopolization, characterizing the economic power of the company, as well as the market share occupied and the ability to adapt to changes in demand. This criterion is especially important for commodity markets.

3 Government regulation both administratively, influencing the dynamics of production and effective demand, and through direct purchases and sales to adjust demand and assumptions in socially and strategically important markets (markets for agricultural products, foreign exchange, etc.)

4 Interstate regulation is important for world markets of various types of food, protecting one’s own domestic markets from outside competitors, and establishing uniform world prices for some goods.

5 Condition information systems. Nothing makes subjects more nervous economic activity like lack of information.

6 Foreign exchange and credit and monetary situation in the country and abroad. Fluctuations in the national exchange rate either help domestic producers compete with imported goods(a slight depreciation of the national currency and, as a result, an increase in the cost of imported supplies), or puts them in a disadvantageous position, when it is much cheaper to bring from far away than to produce locally.

7 Energy and environmental problems are quite severe market-forming factors in their impact. Recently, these are the main parameters that determine production technology and requirements for product properties.

In addition to the constant factors that need to be taken into account by any market participant, there are also those that depend on the specifics of the goods or services being sold, among which are:

1. Seasonality is important for the agricultural products market and as a consequence of related markets (fuels and lubricants market, road and rail transportation, etc.). NTP allows us to level out this factor to some extent;

2. Political conflicts. Residents of the Russian Federation know firsthand about the action of this group of factors.

3. Social conflicts are especially dangerous for key sectors of the economy that are of national importance (military-industrial complex, mining industry);

4. Natural disasters, often leading to disruption of entire sectors of the economy and sometimes serious environmental problems, which in turn causes crises in related sectors of the economy.

The amount of supply can be assessed in physical terms.

Indicators of demand in the domestic market reflect the nature of consumption in consumer goods markets and include data on wholesale and retail trade, movement of inventory, and the volume of domestic cargo transportation. In the foreign market, such indicators of demand are gross imports and gross exports. An increase in these indicators indicates an increase in the need for a product, and a decrease indicates a decrease in it. The magnitude of demand can also be assessed by such calculated indicators as capacity (E p), share (D), and saturation (N) of the market.

Market capacity means the possible volume of demand and volume of sales on the market of a product at a given price level and for a certain period of time, usually within a year. The capacity of the national market for any product for the year is calculated on the basis of data from domestic and foreign trade statistics in natural (physical) units or by value using the following formula:

where T is the volume of national production of a given product;

Z - the balance of inventory in the warehouses of enterprises;

I - import;

And k - indirect import (import of components);

E - export;

Ek – indirect export (export of components).

Accounting for indirect exports and imports, as well as the movement of inventory, is often difficult to take into account, so in practice, market capacity is calculated using a simplified formula:

Comparison of market capacity over a number of previous years allows us to judge the change in the economic situation.

Market share is the share or share of a firm's sales in the market and is found as follows:

where P is the volume of products sold by the company.

A decrease in market share indicates the unfavorable position of the company and should be a signal for a revision of marketing and production programs. At the same time, a large market share does not guarantee obtaining the desired financial result without constant monitoring of costs.

Market saturation H p (%) is an indicator determined by the ratio of the number of consumers who have already purchased a product (P t) to the total number of consumers of this product (P). The lower the value of the indicator, the more promising this market is for sales.

Indicators of the currency and credit-monetary situation show the expectations of market participants, based on the currently existing prerequisites. And finally, prices. They are an important barometer of market conditions. They can be characterized by absolute values ​​in monetary terms and relative values ​​(price indices), characterizing changes over time. In fact, price dynamics reflect the movement of all other indicators and the factors influencing them, because price is a multi-component value. The ratio of prices for your own and competitive products should always be before your eyes, because price factor is one of the main ones when making a purchase decision.

The study of price indicators seems to be a difficult task due to the specifics of diverse commodity markets, the presence of several series of price indicators for the same product, and not always reliable and accessible information on prices. Therefore, when analyzing price indicators, one should rely on detailed knowledge of the product and its market, studying all the price series available for the product, taking into account the dependence of the analysis results on the qualifications of experts.

Typically, market forecasts are used to determine tactical actions for the near future (no more than 1 year) because It is within these time limits that one can quite accurately predict the nature of changes in the market (for our country, even for a year it is impossible to make a forecast with a sufficient degree of reliability due to inconsistent government intervention in private sector economy and the lag of the legal framework from modern realities of life.). Although, in some cases, companies need to develop long-term (5-10 years) and medium-term (3 to 5 years) forecasts of product markets, because the process of developing strategic plans for enterprise development and market conquest depends on this. In this case, the forecasts are of an averaged (generalized) nature and are made only for the general directions of development of the relevant markets.

In world practice, several forecasting methods have been developed, of which the largest practical use found the following: Expert assessments, extrapolation method, mathematical modeling, graphical analysis.

The extrapolation method involves transferring phenomena that took place in the market in the past and present to the upcoming period. This is a simple, but not entirely reliable method. As a result, it can be used only in cases where there is confidence that in the future the same factors will operate as in the previous period and the nature of their impact will not change.

The method of expert assessments or the Delphi method is based on the involvement of a group of experts for a serious economic analysis of the main factors influencing the market situation and the development of their own forecasts by each member of the expert group. Forecasts are largely subjective because much depends on the professionalism of the consultant, which means it can only be used in combination with other methods.

Mathematical modeling methods are based on identifying the functional relationship between individual indicators based on data available for a number of previous years on the situation in commodity markets and express them in the form of a system of equations.

Graphical analysis or "chartism" is most often used in short-term forecasting. It allows you to evaluate the dynamics of individual economic indicators to identify similar points in their behavior in order to determine the nature of their changes. It is used primarily on commodity and stock exchanges because the price change curve accumulates the main market-shaping factors, as well as in the markets of oil, non-ferrous metals, etc.

Home ultimate goal any company is to satisfy the needs and desires of the buyer, therefore, in the conditions saturated market most important integral part its analysis becomes modeling of buyer behavior or product policy enterprises. Knowledge of the characteristics of this behavior is an essential factor in the competition for consumers because, knowing the needs of people and the motives of their behavior, one can quite accurately predict such an indicator as demand and influence its value. Demand is an effective need, i.e. the amount of money that buyers are able and willing to spend on necessary goods. Market demand is determined by summing up the quantity demanded by each buyer at different price levels. Demand is a kind of scale showing the quantity of a product purchased and the potential need for it on the market at different possible prices, with other factors remaining constant (i.e., other things being equal). The dependence of purchase volumes on price levels is called the law of demand.

The main step before direct market segmentation is the selection of reasonable criteria, which will be different for the consumer and industrial markets:

Regional - population size and density, transport infrastructure, geographical location, structure of commercial activities in the region, climate, etc.;

Demographic - age, gender, level of education;

Life style - social status, occupation, amount of income.

The result of market segmentation is the characteristics of the product, its properties that buyers would like to see in it.

Modern consumer market characterized by intense competition among homogeneous goods and substitute (interchangeable) goods, as a result there is a need to pay increasing attention to the study of consumer behavior in order to find out how purchases are made.

In the process of realizing and justifying the need to make a purchase, the buyer is under the constant influence of economic, political, social, cultural, and psychological factors. In addition, one's own personality characteristics play a big role in the purchasing decision process.

Freud believed that the real psychological forces that motivate a person to action lie in his subconscious, i.e. he is not fully aware of the motive for his behavior. Most advertising that influences the subconscious elements of the human psyche is based on this statement.

The American scientist Maslow tried to arrange human needs in a hierarchical order according to the degree of their importance and presented them in the form of a pyramid. It is based on the needs that have the greatest impact on personality and behavior.

Each person receiving a flow of information through his senses interprets it in his own way and forms his own idea of ​​a particular subject. Having perceived information and assimilated it regarding any product or situation, a person acquires beliefs that enhance motivation or dull it.

When analyzing the purchase decision-making process, you should identify the roles of people involved in this process in one way or another. The distribution of roles may look like this: initiator - the person who first suggests or suggests the need to purchase a particular product or service; influential person - whose views or advice are essential for making the final decision; decision maker – the person who directly makes the purchase; consumer - the one who consumes the purchased product or service.

It is important for the manufacturer and seller to know how the consumer understands his needs and satisfaction, which of them he associates with the purchase of this product. A person begins to look for information about products and ways to satisfy her. Managing information sources allows you to influence the decision-making process. After collecting information, the assessment stage begins. alternative options solving the problem based on the fact that each product, from the buyer’s point of view, is a set of properties, from which the most important at the moment are identified. The advantage goes to the product that has the most complete package of properties that are significant to the buyer.

The very last stage in making a purchase is the consumer’s reaction to it. If the client is satisfied with his purchase, then he will come again, and if the product does not live up to expectations, then this threatens a drop in the level of demand and, as a consequence, a reduction in the company’s market share for this position, as well as a loss of income.

If all of the above is translated into graphical form, then the dependence of the quantity demanded on price is called the law of demand (all other things being equal, a decrease in price leads to an increase in the quantity demanded and vice versa)

Lower prices expand purchasing power, which increases the number of potential buyers. The influence of all the factors indicated earlier can shift the curve to the left or to the right. The quantitative magnitude of their influence is determined by such an indicator as the elasticity of demand (a measure of the response of one variable to a change in another). Elasticity is expressed by a coefficient as a percentage change in one variable in response to a change in another). Designated E. The most popular is price elasticity of demand.

Where, E is the elasticity of demand

% - change in the physical volume of sales;

P in % - price change.

If the elasticity coefficient is greater than or equal to 1, then demand is elastic, i.e. easily responds to any price change (Fig. 4). If the elasticity index is less than 1, then price is not a decisive factor when making a purchase, and the mathematical sign does not matter when making calculations (Fig. 5). The indicator can be calculated based on any characteristic that has a quantitative expression and can be used to make forecasts. In addition, the most elastic goods are those that occupy the largest share in the buyer’s budget. Moreover, the shorter the time period, the less elastic the demand, because people slowly adapt to everything new, including new products on the market. This means that the amount of demand also depends on the time the product is on the market.

Q(number of product units)

Figure 4 - Absolutely elastic demand

Q number of product units)

Figure 5 - Inelastic demand

In addition to the demand curve itself, its characteristic can be an indifference curve, showing consumer preferences when choosing goods to purchase. Analysis of consumer demand based on indifference curves is based on the fact that:

1.) marginal utility (the degree of satisfaction of needs per additionally consumed unit of goods) of a product is a value that depends not only on its quantity, but also on the quantity of other goods;

2.) utility can be measured according to some precise physical measurement scale;

3.) in accordance with Maslow’s pyramid of needs, the underlying (lower) needs are first satisfied and only then the higher ones, that is, the consumer knows his needs and can rank (compare) them;

4.) a person’s choice is always meaningful and rational;

5.) a larger quantity of a product is always preferred to a smaller quantity, even if it does not bring additional benefit.

If the buyer does not care which combination of goods to prefer, then he is in a position of indifference. A graphical representation of this is the indifference curve (Figure 6).

Y(quantity of goods)

X (quantity of goods)

Figure 6 - Indifference curve

The name is explained by the fact that at each point there is a set that gives the same satisfaction to the consumer.

An indifference curve is a set of points at which alternative combinations of two goods are located that bring equal satisfaction and the buyer is indifferent to the choice between them.

It has a negative slope, reflecting the fact that the consumer receives satisfaction from both goods subject to the following condition: if the consumption of product X increases, then the consumption of the product must decrease. In order to maintain the overall level of usefulness. Movement along the curve is characterized by the marginal rate of substitution of product X for product. Y, which measures the consumer’s desire (inclination) to exchange one product for another.

Indifference curves are an analytical tool for determining possible demand.

What combination of goods a person can afford is shown by the budget line superimposed on the graph of the indifference curve. The budget constraint is the totality of all combinations of goods X and Y, the amount of goods that a buyer can actually purchase given price, assortment, and income restrictions, i.e.

P x X+P y U=D (5),

where D is the amount of consumer income,

P is the price of the product per unit,

X, Y - quantity of goods (Fig. 7

Y(quantity of goods )

X(quantity of goods)

Figure 7 - Budget line

Overlapping indifference curves and the budget line will show the most beneficial set of goods for the consumer at the point of their contact, which must satisfy several conditions: maximum utility from the selected combination of products and rational use of available funds.

The theory of consumer behavior allows us to understand the motives of people’s behavior in different situations, which is important for manufacturers and sellers because allows you to assess the potential opportunities of the market and influence such an economic category as demand.

Assortment management involves coordinating interrelated activities - scientific, technical and design, comprehensive market research, organizing sales, service, advertising, and stimulating demand.

For the effective organization of product quality management, it is necessary that not only the object of management be clearly identified, but also that management categories be clearly defined, that is, phenomena that make it possible to better understand and organize the entire process. In relation to product quality management, at least the following categories should be distinguished: Object of management – ​​product quality. Sometimes the object is competitiveness, technical level or any other indicator, characteristic. The control object can be either the entire set of product properties, or some part, group or individual property. The purpose of management is the level and state of product quality, taking into account the economic interests of the manufacturer and consumer, as well as the requirements for the safety and environmental friendliness of products. We are talking about what set of properties and what level of quality should be set, and then achieved and ensure that this set and this level correspond to the nature of the need. At the same time, questions arise about the efficiency of production and consumption, affordability of prices for consumers, the level of cost and profitability of products for its developer and manufacturer. We must also not lose sight of the timing of product development, deployment of its production and delivery to the consumer, which is directly related to competitiveness. The subject of management is management bodies of all levels and persons called upon to ensure the achievement and maintenance of the planned state and level of product quality. Control methods and means - the ways in which controls act on elements production process, ensuring the achievement and maintenance of the planned state and level of product quality.

2. ANALYSIS OF THE STATUS OF THE ASSORTMENT IN THE “SILHOUETTE” STORE

2.1. Brief description of the enterprise LLC "Lyudmila"

LLC "Lyudmila" (short name of the store "Silhouette").

The limited liability company was adopted in accordance with the law with Article 87-94 of the Civil Code and Federal law dated February 8, 1998.

LLC "Lyudmila" is located at: 248016, Kaluga, st. Lenina, 56.

A trading enterprise has a seal with its name and brand name (symbols).

The company is liable for its obligations only within the limits of its property.

The main goal of the Company is to make a profit from revenue.

The main activities of the trading enterprise are:

1. organization of clothing trade;

2. carrying out commodity exchange operations;

3. purchase and sale of goods;

4. free service for customers to customize products according to their figure.

Pricing is formed in accordance with current legislation.

The authorized capital of the Company is 406,353 rubles.

The store serves a contingent of customers with different income levels. Mainly targeted at middle-income buyers.

The trading organization has a very convenient location, as there are two schools, a clinic, a stadium, a concert hall, a savings bank, and a grocery store nearby. This means that there will always be buyers there.

The sales area of ​​the Silhouette store is 757.3 m2. There are two warehouse premises pantry, toilet, kitchen with a total area of ​​101.8 m2, the area occupied by the administration is 35.1 m2. The sales area is 620.4 m2.

The Silhouette store occupies the first floor of a five-story hall.

Usage commercial equipment associated with the total area, layout of the main premises, the characteristics of the goods, and the form of sale. Wall panels, grilles, counters, brackets, glass display cases, and mannequins are used in the sales area.

In the utility rooms, the following equipment is used: counters for storing packaged goods, racks, brackets, and hangers. All commercial equipment used in the store meets economic, ergonomic, and aesthetic requirements. Nowadays there is a wide choice of commercial equipment, but unfortunately not every manager of an organization will allow you to have modern equipment in your store. The Silhouette store tries to update so that consumers remain satisfied appearance store.

The company unloads, transports goods, receives them in terms of quantity and quality, stores them, prepares them for sale, and sells them.

The main activity of the enterprise is related to the sale of goods and customer service, selection, payment for goods, etc.

As of 01/01/06 Retail trade turnover amounted to 5,777,290 rubles. The average monthly turnover of the store is 481,440 rubles. Over the eight-year life of the store, 10,540 people made purchases, an average of 2,900 people per month. The store works with Gazenergo Bank, so without special labor you can get a loan.

90% of goods are purchased in cash. The rest of the goods are accepted for sale by suppliers.

The store is divided into two departments: “Men’s” and “Women’s”

Lyudmile LLC employs 33 people. Of them:

18 people - sellers,

3 people – accountants,

1 person – economist,

1 person – lawyer,

1 person – driver,

2 people – cleaners,

1 person – janitor,

3 people – seamstresses,

2 people – electrician,

1 person – handyman.

The operating mode is optimal, since the main factors were taken into account when compiling it; the volume of consumer flows in the area of ​​its activity and their distribution during the day provides for the most convenient start and end hours for the population.

The schedule for going to work is rational, because the working hours stipulated are observed labor legislation. Time is provided for preparatory and final work, including it in work time, ensures a rhythmic alternation of work and rest for workers during the day.

The Silhouette store practices a labor quality management system for employees. For this purpose, employees undergo advanced training courses and weekly sales classes. The quality of work of sales employees is recorded daily and carried out by the heads of the “Men’s” and “Women’s” departments. The quality of work of managers is assessed by the director and his deputy. The use of this system makes it possible to objectively evaluate the work of each employee and provide the correct material incentives, which is expressed in cash prize- 15% of employees’ salary.

When the level of labor quality decreases, as a rule, this is the failure of employees to perform their functions, violation labor discipline, poor customer service and other omissions in work, disciplinary penalties are applied to employees in the form of deprivation of bonuses, and in extreme cases, dismissal. The structure of the management apparatus of a trading enterprise appears to be a linear system. It involves the direct subordination of all categories of employees to the head of the organization.

LLC "Lyudmila" (Silhouette store) sells men's and women's clothing and accessories. The main regular suppliers of Lyudmila LLC are: Upgride LLC, Oka LLC, trading house"LTD", LLC "Dolphin", etc.

LLC "Lyudmila" trades in men's, women's, and children's clothing. The range of women's clothing is presented in the following groups: suits from 2520 to 7420 rubles, knitwear from 900 to 3960 rubles, demi and winter coats from 1200 to 10,000 rubles, blouses from 850 to 2500 rubles, bags from 3500 to 8000 rubles, scarves from 150 to 2000 rubles, shoes from 3,000 to 9,000 rubles.

The range of men's clothing is presented in the following groups: suits from 1500 to 15340 rubles, knitwear from 1400 to 6940 rubles, shirts from 270 to 1370 rubles, underwear from 150 to 1030 rubles, demi and winter coats from 2570 to 14980 rubles, leather outerwear from 2500 up to 26,000 rubles.

The level of profitability of the trading enterprise Lyudmila LLC is determined by the ratio of profit to turnover. Profitability shows the percentage of profit in turnover. This level of profitability should not be calculated based on the entire (balance sheet) profit, but only on the profit from the sale of goods, since non-operating income, expenses and losses are not directly dependent on changes in the volume of trade turnover. The profitability of sales is directly dependent on the level of gross income located at the location of the trading enterprise and inversely dependent on changes in the level of distribution costs. For the trading enterprise it amounted to 88.8% of turnover and increased compared to the plan by almost double the turnover and by 12.2% of the turnover compared to last year.

The level of profitability of sales for individual products and product groups not the same.

The amount of profit, in turn, depends on a number of factors (changes in the volume of trade turnover, levels of gross income and distribution costs, amounts of profit and loss from the sale of other assets, non-operating income, expenses and losses).

Exceeding the turnover plan led to an increase in profits of 2,520,000 rubles. Consequently, overfulfillment of the turnover plan led to an increase in the level of return on operating capital by 0.50%.

Profitability indicators are calculated based on profit from sales of goods, balance sheet and net profit, which makes it possible to study the impact components profits and its use on the profitability of the work of Lyudmila LLC.

The trading enterprise LLC "Lyudmila" achieved high rates of profitability growth, both compared to the plan and in dynamics. This indicates the strengthening of its financial stability. However, it is necessary to point out the high level of profitability of sales, which is 88.8%. The enterprise is stable, developing, solvent, and makes timely payments. It has no debts to the budget or its suppliers.

2.2 Analysis of the state of the assortment in the Silhouette store

Formation of a trade assortment is one of the main functions of a retail trade organization, which determines its competitiveness.

Let's look at the structure of the assortment in the Silhouette store in the Women's Clothing department. The study showed that the main part of the assortment consists of outerwear, suits, blouses, skirts, trousers, knitwear and leather goods. The target category of buyers is residents of nearby houses with low and medium purchasing power.

The turnover of the “Women's clothing” department of the “Silhouette” store is constantly growing. In 2006, its total volume amounted to 5,777,290 rubles, which is 252,000 rubles more than in 2005. The growth rate in this case was 4%. Due to rising prices, the turnover of the Silhouette store in 2006 increased by ¼, the data is shown in table No. 1.

Table 1

Assessing the competitiveness of the Silhouette store

table 2

Indicators of competitiveness of the Silhouette store with different purchasing power, in % *

*Note: Data provided is based on a customer survey.

The indicators presented in the tables allow us to note that the store is well located and has a beautiful interior. The Silhouette store has a high level of customer service culture. However, the enterprise under study is inferior to such indicators as product range. During a survey of customers, it was found that the assortment for some product groups was not expanded enough.

A survey of store management showed that the formation of the assortment is carried out by a merchandiser based on requests from sellers, i.e. This process is influenced by the human factor. The assortment is a significant factor for the formation of customer loyalty. Taking this into account, an assortment analysis was carried out using ABC techniques.

The essence of ABC analysis is based on the Pareto principle: “a relatively small number of causes are responsible for the majority of possible results,” currently better known as the “80:20 rule.” Due to its universal effectiveness, this analysis method has become widespread. The result of ABC analysis is the grouping of objects according to the degree of influence on the overall result. It is believed that 20% of the product mix accounts for 80% of total sales.

Data for the Silhouette store are presented in Table 3.

Table 3

Sum products sold for 2006 by product groups

Table 4

Ranking of the assortment in descending order of contribution to the turnover of each item

This method will allow us to determine the optimal ratio of groups and types in a retail trade organization, taking into account the basic requirements for achieving the goal. The method involves dividing the entire product range according to several criteria into three categories for each criterion. Category “A” includes goods that make up about 70% of product sales (in rubles). Category “B” includes goods that make up about 25% of product sales (in rubles), and category “C” - about 5%. Moreover, it is recommended to include approximately 15% of the total number of goods in the first category, 35% in the second group, and 50% in the third.

Figure 1 - Graphical representation of the distribution of goods in areas A, B, C

Based on the tables and graphs constructed above, a product rating can be compiled (Table 5).

ABC analysis is widely used in various trade organizations. Groups are identified based on the use of one of the following parameters;

· trade turnover

number of units sold

gross profit

main characteristics displayed in the report;

1. product description

2. warehouse balances;

3. sales amount;

4. number of units sold;

5. gross profit;

6. percentage of goods from sales amounts (number of units sold, gross profit of the group);

7. cumulative interest;

8. grouping of objects based on ABC analysis.

Providing the necessary level of customer service and the growth of the main economic indicators of the trading enterprise depend on the correct formation of the assortment of goods in the store.

The range of women's clothing in the Silhouette store is very diverse. One of the important indicators characterizing the range of goods in a trade organization is the sustainability coefficient. It is calculated according to the formula;

where Y is the number of types of goods in demand;

Shb – names of goods of a homogeneous group;

Ku – stability coefficient.

From this list of goods presented in Table 6, those product groups that are in demand among buyers are selected in descending order.

Table 6.

The product range of the Silhouette store is in steady demand among customers.

Coefficient for the first group of goods;

Coefficient for the second group of goods;

Coefficient for the third group of goods;

Indicators for the width and depth of the assortment in the Silhouette store have a high coefficient value, which makes it possible to optimally expand the assortment for the third group of goods (Table 7). The latitude coefficient is calculated using the formula

where Ksh is the latitude coefficient;

Shb – base latitude;

Шд – real latitude.

Table 7.

The breadth and depth of the assortment of the Silhouette store.

Based on the data obtained above, we propose to expand the assortment group of raincoats to 16 different models in color, size, style, in order to make a profit, and most importantly, purchase regular customers for this product group. This group of products is in demand among buyers. By increasing the breadth and depth of the product, the sustainability factor will also increase.

It is proposed to close the shoe department, since the prices are not designed for a buyer with an average level of income, thereby not being in demand among buyers.

The vacated area can be used for the leather goods department, thereby expanding it.

The retail space coefficient of the Women's Clothing department is 0.48, and the exhibition space coefficient is 0.7. Calculated according to the formula;

where Ke is the exposure area coefficient;

Sm – retail area;

For the best placement of goods and expansion of the retail space of the “Women’s Clothing” sales area, it is advisable to use wall equipment such as bars, panels and display cases.

In order not to reduce the level of the coat assortment group, we propose to conclude agreements with new suppliers of coats from St. Petersburg “Turba” and with foreign manufacturers. Cooperation with one supplier of “Vermina” coats leads to a decrease in demand from buyers due to the uniformity of models, which is undesirable, because this product is in the maturity stage and brings good profits to the organization.

The assortment in the Silhouette store is updated every week. Blouses, skirts, trousers, knitwear are in the maturity stage, so new items appear weekly.

The renewal (novelty) coefficient for the year can be calculated using the formula;

where Kn is the coefficient of novelty;

N – novelty;

Шд – real latitude.

The calculation can be made by product groups presented in table No. 8.

Table 8

Updating the assortment of the Silhouette store.

During the seasonal period of goods of one or another group, it is proposed to remove non-tradable goods for storage, thereby freeing up space for seasonal goods. An assortment that is becoming obsolete should be sold at a 30% discount, which can speed up the sale of goods.

Lyubushin N.P., Leshcheva V.B., Dyakova V.G. “Analysis of the financial and economic activity of an enterprise” M - UNITY - DANA 2001. page 29

Trenev N. N. " Strategic management» Tutorial for universities - M "Prior Publishing House" 2002. p.70

Kovalev V.V., Volkova O.N. “Analysis economic activity enterprises" M - PBOYUL, 2005. page 90

V. V. Kovalev, O. N. Volkova: “Analysis of the economic activity of an enterprise”, Textbook M.; "Prospect" - 2000 page 278

Ergardt O.I. Methods for analyzing the assortment policy of an enterprise / O.I. Ergardt, O.I. German // Economics and business: theory and practice – 2017. – No. 9. – pp. 55-58

METHODS OF ANALYSIS A ASSORTMENT POLICY OF THE ENTERPRISE

O.I. Erhardt, Ph.D. econ. Sciences, Associate Professor

O.I. Herman, Ph.D. econ. sciences

Altai State University

(Russia, Barnaul)

Annotation. The article presents an analytical review of the main methods for analyzing the assortment policy of an enterprise, a definition of assortment policy is given, and based on an analysis of the definitions presented in the economic literature, the relevance of a well-formed assortment policy for an enterprise is substantiated.

Key words: a assortment, assortment policy, management, methods, price, break-even sales, optimization.

To ensure effective management V assortment management for the enterprise b You need to have a strategy for how to behave O food market, satisfy consumer demand as much as possible, determine wholesale And small product range. Assortment And mental policy covers not only production and sales activities b activity of the enterprise, but also all the work, sacred I intimate with consumers and complexmarket research. Optimal a With assortment policy of the enterprise VLI I no on him financial results, that is, it increases the revenue and profit of the enterprise And yatiya. With an ineffective assortment policy, the enterprise loses its competitive position. at profitability and financial stability and vost.

The economic literature presents V there are several interpretations of the concept of “association” R "Timent Policy of the Enterprise". According to Rusinov F.M. , "Assortment policy – a system of strategic measures aimed at creating a competitive model, ensuring And ensuring the enterprise’s stable position in the market and obtaining the necessary and they were." Knysh M.I believes that “Assortment policy – This is one of the most important components of an enterprise's competitive strategy. Question about extension And reduction (narrowing) of the product range e my (sold) products may have different solutions depending on a whole range of specific conditions: industry, product group, product sizes d acceptances and other market conditions into the barking ones." Shemitov P.V. gives b o more specific definition of assortment T new policy, linking it with nomenclature at a swarm of manufactured and sold goods .

Thus, the economic system sch the assortment policy of the enterprise And yatiya lies in the optimal forms and roving the assortmentproducts for those goods that are in demand in the market, depending on financial conditions h capabilities of the enterprise and its development strategy.

According to A.G. Porshneva, “the policy of changing the assortment may be based O take three approaches. Firstly, this is vertical diversification of activities O of the enterprise aimed at expanding And reduction (narrowing) of the product range, as well as the creation of its own distribution network to promote its products. Secondly, this is a horizontal diversion And fiction, which is h change in assortment within the framework of already O ongoing activities or in similar areas or entering new markets without moving to adjacent levels within the framework of cooperation. Thirdly, comprehensive and h change, that is, diversification in both directions" .

Making a decision to expand or narrow the assortment presents the opportunity to choose two different options. A tagy. As Lubkov notes V.A. , "extended and Assortment changes may be related c diversification, and narrowing may be caused by the need (advisable O stu) integration, like vertical and horizontal" .

According to M.Kh. Meskona, "former o" the assortment is preceded by the development A botka assortment concept. It represents a directed O the structure of the optimal assortment structure, product offering, while taking as a basis, consumer And personal requirements of certain groups (market segments)" .

Analysis methods play a major role in developing a competent assortment policy for an enterprise.To conduct a competent analysis of the assortment floor And tics these methods need to be combined, hell P focusing on the activities of a specific d acceptance. The analysis results obtained using different methods are compared e I wait with myself and on the basis of the received and n formation, proposals are being developed to optimize the assortment of water and ki.

The simplest and most common method of analyzing assorted water And ki is the ABC method. This method is anal And is built on the basis of the principle of Par e then, J. Gibson writes in his book “About R organization: Behavior, Structure, Process With sy: “for the most possible results A A relatively small number of reasons are responsible,” now better known as the “20 to 80 rule.”. This method of analysis has received great development due to its unique And versatility and efficiency. During the ABC analysis, the ABC rating of goods is formed. Toward the definition of objects and pairs A meters of analysis can be approached creatively. The greatest attention should be paid to O to the varieties of group “A”, they bring to And more income for the company. Grouped O vav product according to one parameter you need with O put the result with a friend And parameters. Group "C" can And carry 20% of income, make up 50% of goods R large inventory and occupy 80% of the warehouse space, these products bring the least income and can be reduced. However, the ill-conceived reduction in goods P py "C" (20% of enterprise income) pref e It means that after some time With the resulting goods will be distributed according to the same law, but the overall result is active O profit for the enterprise may decrease by 50%.

Another common method of assortment analysis is A lyses according to the adapted BCG matrix (Bo With Tonga Consulting Group). Matr and Tsa BCG is built on the basis of internal information of the enterprise and allows data e to build a full-fledged assortment A liz and conclusions on the structure of products. Based on the results of constructing the BCG matrix, four groups of goods are distinguished (with O responsibility for hitting a specific t O vara to the corresponding quadrant): “zve h dy", "cash cows", "wild cats", "dogs". For each of these groups there are e There is a priority strategy. Yes, n A For example, goods that have been sold by an enterprise for a long time and have a large market share fall into the “cash core” square O you,” they require little investment and bring in a lot of money. Optimal page A The tag for them is minimal and efficient V new investments. “Stars” are also a lead e ry market, but to maintain them requires at There are big investments. Investing and n investment, you can get more And profit from these goods. It is better to get rid of “Dogs” altogether, if possible. They have low market share and low growth rates. The cost of these goods is usually higher than that of competitors, and And earnings are below the industry average. Support And There is no point in investing in these goods. "Wild Cats", according to others at According to some sources, “problem children” have high growth rates but a small market share. These are unpredictable products. If they are assessed as promising A ry, then it makes sense to invest money in their development, to transfer them to the category of “stars”. If the enterprise does not intend to finance funds to support “"difficult children", then their growth will gradually slow down, and they will move into the category of "dogs".

The BCG matrix analysis must be carried out constantly, every quarter. R e Gular analysis will allow you to balance the assortment of the enterprise by analyzing O develop the potential of an existing product O new portfolio and develop a strategy for further work with it.

Strategic analysis of the macroenvironment is carried out using PEST - method. His goal– tracking macro changes e dy in four directions. PEST analysis includes political, economic, social and technical e skaya components. Analysis of these components V lying allows you to competently optimize O create an assortment, adapting the effect To tive sales to external conditions.

Favorable parameters perceived And are perceived by the organization as opportunities, and unfavorable ones as threats. Most uh f effective and simple method analysis of the state of the organization is SWOT analysis.

SWOT analysis allows you to analyze O show the state of the enterprise from the point of view e understanding its strengths and weaknesses is an internal characteristic of the state of the enterprise. External analysis will implement V from the point of view of potential h enterprise opportunities and emerging threats. As a result, a strategic e heavenly matrix, on the basis of which h the enterprise strategy is being developed.

According to Goncharov V.V.: “I really am Currently, the following main directions of development can be identified:SWOT analysis: firstly, thisdisplay of dynamic changes in the organ in the model And tion and its competitive environment, secondly, taking into account the results of the analysis of the body And tion and its competitive environment using b calling classical models of strategy And technical planning and, thirdly, A a selection of SWOT models taking into account various scenarios for the development of market situations. Thus, SWOT analysis is applied T to analyze the factors of the competitive environment and a separate stage of assessing and structuring the information collected in accordance with the classical PEST and SWOT"

To optimize the assortment d acceptance, a number of economical And ical models, among which the most b the neck has become widespread“Model of economically justified size A kaza" (EOQ). This model allows e divide the optimal batch size n O product rates, and then the optimal order size. In economic literature at This formula is known as Wilson's formula .

When optimizing the assortment O In politics, it is advisable to determine periods of elastic and inelastic demand. P O the elasticity index was introduced into economics e Chinese analysis A. Marshall. Studying elasticity h low and inelastic demand can be increased And reduce or reduce sales by changing the price of a product.

V.G. Shibakov believes that “elasticity h ity is a quantity that O paradise characterizes the degree of sensitivity O the strength of any one indicator to and h change in another indicator. To choose the right type of behavior in the market in relation to demand, enterprises need to O it is difficult to know how the value of O "ca (number of sales) reacts to an increase or decrease in the price of a given product, the prices of products sold by competitors, changes in consumer income" .

The numerical value of elasticity is very important; it makes it possible to correctly calculate the price of enterprise products. And yatiya. The sign of income elasticity of demand will show the consumer’s attitude towards the given about my product. Positive Income elasticity of demand means that demand And tel considers this productfull (normal)and increases its purchases as its income increases. Negative Income elasticity of demand means that a given good will be consumed e la is inferior (such goods are also called inferior or lower category goods), and the consumer, as his income grows, will reduce his consumption. Elasticity of demand by d about progress close to zero shows that p O the consumer considers this product neutral and does not change the volume of its purchases when its income changes.

Optimization of assortment policy is also carried out on the basis of the theory of break-even sales. In this case, additional analytical capabilities and opportunities for assessing the impact of sales volume, price and cost structure on profit d puts the use of the concept of contribution to cover or marginal income of the enterprise. Contribution to cover display s shows: by what percentage will the enterprise’s profit change when there is a change in s handles one percent above point b h unprofitability of sales. The main thing for d acceptance - strive to achieve And large volumes of sales of goods with relative O significantly high coefficient value And ent contribution to cover, these goods are accounted for And are the most profitable for businesses and yatiya.

Thus, analysis aassortment policy of the enterprise must implement V use different methods, each method allows you to correctly clarify and optimize And to edit the assortment, these methods will not e repent, they complement each other, call O When creating an assortment, more With required by the consumer.

Bibliography

1. Management: textbook. manual for universities / ed. F. M. Rusinova. – M.: ID FBK – PRESS, 2012. – 504 p.

2. Knysh, M.I. Competitive e strategies: textbook. allowance. – St. Petersburg: Peter, 2012. – 284 With.

3. Shemitov, P. V. Organization theory: textbook. allowancefor universities. – M.: INFRA-M, 2013. – 362 p.

4. Organization management: training course/ ed. A.G. Porshneva. – M.: INFRA-M, 2013. – 669 p.

5. Lubkov V.A. Strategic development model commercial organization// Economy And logical analysis: theory and practice. – 2011. – No. 28. - WITH. 3-7.

6. Meskon M.Kh. Fundamentals of management / M. H. Mesk on, M. Albert, F. Khedouri. – M.: Delo, 2013. – 701 With.

7. Zlobina, N.V. Strategic development of the quality management system: organization and onny and reg ional aspects// Regional economics: theory and practice. – 2011. – No. 44. - WITH. 9-12.

8. Goncharov, V.V. Guide for yousenior management personnel. – M.: Suv e nir, 2014. – 487 p.

9. Masterov, A.I. Management accounting and analysis of assortment and pricing policy as a tool for increasing efficiencyactivities of the organization// International y accounting. – 2015. – No. 9. – P. 7-9.

10. Shibakov, V. G. Methodology operational management product range d pr and learning based on learningconsumer preferences// Economic analysis. – 2011.– No. 11. – pp. 10-12.

METHODS OF ANALYSIS OF THE ASSORTMENT POLICY

OF THE ENTER R PRISE

O.I. Ergardt, candidate of economic sciences, associate professor

O.I. German candidate of economic sciences

Altaian state university

(Russia, Barnaul)

Abstract. This paper presents an analytical review of the main methods of analysis of the a s sortment policy of the company, provides a definition of assortment policy, based on an analysis of definitions presented in the economic literature. The relevance of the assortment policy for companies is explained.

Keywords:a ssortment, assortment policy, management, methods, price, break-even result, optimization.

Analysis of the assortment policy of the trading organization LLC "Vesterbeltorg"

The trade organization has a wide range of food products:

grain flour products (flour, cereals, bread and bakery products, bagels and crackers, pasta);

fruits and vegetables and mushrooms (fresh vegetables, canned fruit and vegetables, fresh and processed mushrooms);

confectionery (cookies, gingerbread, muffins, cakes, waffles, etc.)

sugar, honey;

flavoring goods (tea, coffee, spices, seasonings);

alcoholic drinks;

low alcohol drinks;

tobacco products;

milk and dairy products (milk, cream, fermented milk products, ice cream, butter, cheeses);

meat and meat products (poultry, cattle meat, offal, sausages, semi-finished meat products, canned meat).

Represented in the trade organization a wide range of non-food products:

household and chemical goods;

perfumery, cosmetics and haberdashery goods;

plastic products;

metal goods.

An important principle of forming an assortment of goods and its own products at Vesterbeltorg LLC is to ensure its sufficient breadth and depth.

When forming an assortment, a trade organization uses two approaches: based on the assortment list and based on the consumer complex.

Consumer complexes in the trade organization LLC “Vesterbeltorg” are a specific list of varieties of various groups of goods, formed according to functional and consumer characteristics.

When forming an assortment according to consumer complexes, products are combined according to the principle of the unity of their consumer purpose.

The use of such a complex in the practice of a trade organization allows you to: improve the culture of customer service by: servicing a certain category of customers and reducing their time spent on purchasing; provision of services for the acquisition of several purchases in one place, including related products not planned in advance; best show goods in consumer complexes, consultations, provision of services, etc.;

Identify patterns in needs and in the formation of a product range.

The assortment of consumer complexes in a trade organization is formed according to the following criteria: gender and age groups (women's clothing, men's clothing); special occasions (gift sets); traditions and habits of buyers; seasonality of demand, etc.

Commodity experts monitor goods that are in demand among buyers: goods of a specific manufacturer (for example, dairy products “Savushkin Product”, milk “Slavic Traditions”, cottage cheese “Savushkin Khutorok”, sour cream “Tender Summer”, sour cream “Minsk Mark”, etc.). d.

Commodity experts order exactly these products, coordinate the delivery time and the volume of the batch. This allows you to eliminate overstocking and sell goods in accordance with shelf life.

Thus, the consumer complex excludes goods that are not in demand from the assortment.

The assortment list presupposes the availability for sale of the standard product offering stated in the mandatory assortment list. It is focused on satisfying a clearly defined demand.

When compiling an assortment list, a trade organization is guided by the Decree of the Ministry of Trade of the Republic of Belarus “On assortment lists of goods” No. 36 of November 16, 2006.

The assortment list of food products is approved after agreement in the prescribed manner with the state sanitary inspection authorities.

The assortment list is posted in a place visible to customers.

According to the assortment list, the trade organization offers a wide selection of goods, and in large assortment Each product group is presented. It is possible to select products within one product group from different manufacturers that differ in composition.

The share of domestically produced goods in the total volume of retail trade turnover is at least 90%.

Control over the completeness and stability of the assortment is carried out both at the level of the trade organization itself, and by higher regulatory authorities and organizations that have the right to do so.

To create a sustainable assortment, the trade organization has connections with more than 1,500 suppliers.

Let's consider the range of socially significant food products: milk and bread.

The trade organization offers the following types of milk:

natural milk - non-skimmed milk without any additives;

drinking milk - a fresh milk product with a fat mass fraction of no more than 9.5%, made from milk without the addition of non-dairy components, subjected to heat treatment;

skim milk - the skim part of milk obtained by separation and containing no more than 0.05% fat;

cream - the fatty part of milk obtained by separation;

pasteurized milk - milk subjected to heat treatment at certain temperature conditions;

normalized milk - milk, the values ​​of the mass fraction of fat or protein are brought in accordance with the standards established in regulatory or technical documents;

reconstituted milk - pasteurized milk with the required fat content, produced from milk powder or canned milk and water;

whole milk - normalized milk or reconstituted milk with a specified fat content;

high-fat milk - normalized milk with a fat content of 4 and 6%, subjected to homogenization;

low-fat milk - pasteurized milk produced from skim milk;

drinking milk is a fresh milk product with a fat mass fraction of no more than 9.5%, made from milk without the addition of non-dairy components, subjected to heat treatment.

fortified milk: with vitamin C and with vitamins C, A and D2 for preschool children.

Let's calculate the indicator of breadth of milk assortment:

The store has 15 types of milk in its assortment - therefore Shd = 15.

As a basic indicator, for comparison, you can take data from a competing store located next to the supermarket, this is OJSC Gastronom on Umanskaya.

Table 2.2 - Assortment of dairy products by width, depth and richness

The assortment of milk at OJSC Gastronom on Umanskaya is represented by 20 items - therefore, Shb = 20.

Based on the available data, we calculate the milk assortment breadth coefficient using the formula:

Ksh = Shd/Shb*100% = 15/20* 100% = 75%

The breadth of milk assortment in the supermarket is lower than in the grocery store of OJSC Gastronom on Umanskaya.

The supermarket's assortment includes for sale: 10 types of milk with a fat content of 1.5%;

Kp = Pd/Pb * 100%= 10/15 *100%=66.6%

Conclusion: the coefficient of completeness of the milk assortment in the store is rational and can satisfy consumer demand for this product.

Let's calculate the sustainability coefficient of the milk assortment in the store.

The most stable demand is:

9 types of milk out of 15;

Stability factor:

Ku=9/15*100%= 60%;

Conclusion: the sustainability factor of the milk assortment in the store is rational and does not require expansion.

Let's calculate the coefficient of novelty of the milk assortment. In the general list of assortments, the quantity of the new product - milk - is 3;

Kn=N/Shd * 100%= 3/15 * 100= 20%

Conclusion: it is desirable to increase the novelty coefficient for the milk assortment by updating the product in the general assortment list to more fully satisfy consumer demand for a new product.

The range of bakery products in a trade organization is characterized depending on the type of flour used: rye, wheat, rye-wheat and wheat-rye.

According to the recipe, simple, improved and rich (wheat only) are distinguished. The recipe for simple products includes flour, water, yeast and salt. Additional raw materials are introduced into the recipe of improved products - dairy products, sugar, molasses, malt, etc. Butter products contain a lot of fat and sugar; In addition, nuts, raisins, candied fruits, eggs, powdered sugar, etc. can be added.

Based on the baking method, a distinction is made between hearth and molded products. Table 2.3 shows the range of bakery products by width, depth and richness.

Table 2.3 - Assortment of bakery products by width, depth and richness

Note - Source: own development.

The range of bakery products of the trade organization is represented by the following assortment:

sourdough breads with long shelf life from 3 to 7 days:

“Anniversary”, Narochansky, “Baltiysky”, “Traetsky”, “Belaya Rus”, provincial new, special with spices, Suvorov appetizing, “Pribuzhye”, “Molodetsky”, “Polesie”, “Shatilovsky” with green tea, “Yavar” ", "Boldinsky", "Migaevsky with raisins", Dvinsky aromatic, "Vityaz".

Yeast-free breads:

Monastery, Chenkovsky, "Vyazynsky", Novobelitsky;

gourmet breads:

bread "Bogach", "Grand", "Delicacy" with prunes, "Delicacy" with dried apricots, tropical with walnut, "For gourmets";

toast breads.

Bakery products: loaves, baguettes, twisted and braided bakery products, with all kinds of toppings, bagel products, crumpets with raisins, poppy seeds, vanilla, crumpets for broth, small-piece buns with and without fillings, puff pastries and other products;

dietary products for patients with various diseases:

with seaweed - bread “Krynichny”, “Primorsky”, flatbread “Original”; with wheat bran - Muesli bread, doctor's bread, wheat bran bread; with crushed wheat grains - Asaloda bread, milk-grain bread, with oatmeal, oat flakes - Polesie bun, healthy Mogilev bread;

diabetic products:

with steviazid - milk bread “Novinka”, bread “Zernyatko”, baguette for diabetics, pumpkin bread; with fructose - "Primrose" bun, "Tonus" bread, "Wheat grain", with dry gluten - diabetic dill bread, diabetic protein bread;

bakery products enriched with vitamins and minerals:

they contain natural compositions of fruit, vegetable and herbal supplements that contain B vitamins, calcium, iron, magnesium, manganese, iodine, potassium, as well as inulin and pectin: bread with milk thistle, pearl, “Zdravushka”, “Breeze” bread , vitushka "Nectar".

Let us calculate the breadth of the range of bakery products.

The store sells 23 items - that means Shd = 23.

In the store of OJSC "Gastronom on Umanskaya" - 32, therefore Shb = 32.

We calculate the coefficient of breadth of assortment of bakery products:

Ksh = Shd/Shb * 100% = 23/32 * 100% = 72%.

Let's calculate the coefficient of assortment completeness.

The supermarket's assortment includes for sale: - 15 types of baked goods.

Based on the data obtained, we calculate the assortment completeness coefficient:

Kp = Pd/Pb * 100%= 15/23 *100%=65.2%.

Conclusion: the coefficient of completeness of the assortment of bakery products in the store is rational and can satisfy consumer demand for this product.

Let's calculate the stability coefficient of the assortment of bakery products in the store.

The most stable demand is for: - 15 types of bakery products out of 23.

Stability factor:

Ku=15/23*100%= 65.2%;

Conclusion: the sustainability factor of the assortment of bakery products in a store is rational and does not require expansion.

Let's calculate the coefficient of novelty of the range of bakery products. In the general assortment list, the number of new products is:

Bakery products -6.

We calculate the novelty coefficient:

Kn=N/Shd * 100%=6/23 * 100= 26%

Conclusion: it is desirable to increase the novelty coefficient for the assortment of bakery products by updating the product in the general list of assortment to more fully satisfy consumer demand for a new product.

Let's consider the assortment of vodka, which is one of the goods that brings the greatest profit to a trading organization. The assortment includes about 30 types of vodka from the Belalko plant.

Characteristics of the product range of the Belalco plant in the trade organization are presented in Table 2.4.

Let's calculate the coefficient of breadth of vodka assortment:

Ksh = Shd/Shb*100% = 30/40* 100% = 75%

Let's calculate the indicator of completeness and the coefficient of completeness of the vodka assortment.

The supermarket's assortment includes 70 types of vodka;

Based on the data obtained, we calculate the assortment completeness coefficient:

Vodka - Kp = Pd/Pb * 100% = 30/70 * 100% = 42.8%.

Let's calculate the indicator and coefficient of sustainability of the vodka assortment.

The most stable demand is for: - 13 types of vodka.

Table 2.4 - Assortment of the Brest Distillery Belalko Unitary Enterprise

Note - Source: own development.

Stability factor:

vodka Ku=12/30*100%= 40%;

Conclusion: the sustainability factor of the vodka assortment in the store requires expansion.

Let's calculate the coefficient of novelty of the vodka assortment. In the general assortment list, the number of new products: vodka - 6.

We calculate the novelty coefficient:

vodka Kn = N / Shd * 100% = 6/30 * 100 = 20%

The share of each of the groups of goods that make up the store’s assortment in turnover can be represented in the form of the following diagram.

Diagram 2.1 - Store assortment structure

Note - Source: based on materials from a trade organization

The diagram shows that the main segment of goods that is in greatest demand among consumers and makes up the largest share in the store’s turnover are flavored goods (25%), including wines and spirits (15%), as well as tea and coffee (10%). % of turnover).

The assortment of tea in the store is represented by approximately 50 items.

Let's calculate the coefficient of breadth of assortment of flavored goods for a supermarket.

To do this, we define two absolute indicators assortment breadth: actual breadth (Wd) and basic breadth (Shb). Let's take the actual number of flavored products in the store as Shd.

For Shb we will take the total number of names of flavored goods according to the price lists of the main suppliers of the store: Shd = 352 names, ...

However, the management of Vesterbeltorg LLC needs to pay attention to the following points in managing assortment policy:

To improve the quality of assortment policy management and fulfill one of the principles of forming the assortment of goods in a trade organization’s store, it is necessary to use the ABC analysis method, widely used in a market economy.

This method allows you to determine the optimal ratio of groups and types of goods in a trade organization, taking into account the requirements to achieve the goal. The method involves a multi-stage division of the entire assortment according to several criteria into three categories for each criterion.

it is necessary to continue working to reduce the actual inventories above the plan - since most goods are perishable goods, the above-plan inventories lead to direct losses due to the fact that not all products are sold out within the expiration date. In addition, excess inventories cause a slowdown in commodity turnover, as well as cash turnover.

To reduce inventory you need to:

monitor consumer demand more carefully;

arrange the supply of goods in smaller quantities and at shorter intervals.

To improve the assortment policy, it is necessary to develop an assortment of goods, using, in combination with the assortment list, other methods of its formation.

it is necessary to expand the depth of the range of vegetables presented in stores - since in the Minsk region there are many suppliers who agree to bring their agricultural products. This measure will expand the range of products and attract new customers.

To form a competitive assortment model, it is necessary to take into account the requirements that the competitive assortment meets. These requirements include the following: profitability of the assortment, optimization of the assortment structure, product image, product sales strategy.

Each product item must be profitable, i.e. the size of the trade markup on a product must cover its cost intensity. If it is necessary to include socially significant goods in the assortment, the trade markups for which are limited, losses from their sale should be covered by including highly profitable goods in the assortment.

Sales profitability depends on the profitability of individual product groups.

• - monitor the profitability of sales for each assortment group of goods sold by accounting for sales costs;
• - update the range of products taking into account seasonality;
• - introduce into assortment commodity items, which competitors do not have.

Optimization of the assortment structure should be considered from the point of view of the adopted assortment policy, which is focused on the requirements of the target market segments.

It is recommended to formulate the proposed assortment based on customers’ decisions about the opportunity to make purchases “under one roof”, due to a wide selection of goods and the ability to satisfy the needs for purchasing goods in a wide range, comparisons of different manufacturers.

The assortment of goods available in the store affects retail turnover, which is one of the main indicators by which it is assessed commercial activity trading enterprises.

The trading organization had high economic indicators in 2013, allowing it to make a profit.

Thus, a trading organization must exclude goods that are not in demand from the assortment and increase the assortment of goods that are in high demand.

The introduction of software applications will improve the assortment policy of a trading organization, and as a result, increase turnover and the amount of profit received.

When forming a product assortment in a store, it is necessary to form overall plan retail turnover in assortment (by product groups and subgroups) based on an analysis of the volume and structure of retail turnover for the previous period, the expected receipt of goods, materials from studying consumer demand, and the planned rate of its growth.

In relation to the assortment of milk and bakery products, it is advisable to:

• - increase the completeness of the assortment;
• - update the range of milk and bakery products.

For the correct formation of a new assortment of goods in the store sales workers must know the demand of the population, study the processes of its development and formation, and be able to anticipate possible changes in demand.

Demand research is a continuous process. Moreover, on the one hand, the study of population demand precedes the formation of a new assortment of goods, and on the other hand, it follows it in order to identify the correspondence of the assortment to the demand presented.

When forming a new assortment of milk and bakery products, the store must be guided by the correspondence of the assortment to the demand of the customer base being served; link the assortment with the assortment of nearby stores; comply with the approved assortment list; ensure completeness and stability of the assortment.

Checking the completeness of the product range and determining the completeness coefficient in the store should be carried out two to three times a month.

The process of regulating the entire range of goods, as well as the assortment in the store, is dynamic and continuous. Some products are excluded from the assortment, others are included.

Optimizing the assortment structure will not be effective if it is not carried out on a regular basis. An assessment of the assortment structure should be carried out approximately once every six months, and when changing marketing policy- immediately. Nevertheless, too frequent revision of the assortment structure and its composition is also undesirable - any new assortment must “show” itself.

An important point is the existence of strict regulations for the procedure for revising the assortment. It should contain the following main provisions:

• - frequency of optimization of the assortment structure;
• - composition of the unit responsible for optimizing the assortment structure;
• - description of the methodology used;
• - list of responsible persons, etc.

To create an assortment alcoholic products merchandising principles must be used. In accordance with the “fort wall” concept, the best-selling alcohol brands should be located at the edges of the shelves. As a result, the least-selling brands of alcohol, being between the popular ones, are more often seen and have the sales level of the best-selling brands.

In a trade organization, an important role should be given to the placement of goods on the sales floor, their display, and the optimal distribution of installation and exhibition space between individual groups of alcoholic beverages.

When addressing these issues in a trade organization, a number of factors and principles must be taken into account.

frequency of demand for alcoholic products;

breadth of intra-group assortment;

time spent by buyers on inspection and selection of goods;

buyer psychology.

Currently, all groups of alcoholic products are assigned permanent places in the sales area, the buyer gets used to them, this speeds up the sales process.

A trading organization can be asked to conduct an analysis using the ABC method, which is based on the Pareto principle, reflecting a fact confirmed by trade practice: profit from sales of approximately 20-25% of all assortment items is about 70-80% of the total gross profit. In accordance with the ABC classification, the entire assortment is divided into three or more priority levels. These levels have the following relationship (Table 3.1).

Table 3.1 Product priority levels

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