M. Fundamentals of commercial activity: A textbook for universities.

There are almost no investments in the construction of specialized and universal trade enterprises for the sale of basic necessities and mass demand.

In general, retail can be an interesting and profitable business – it all depends on the people who do it. A distinctive feature of retail is that it is aimed at the end user – the retail buyer. You can trade by phone, mail, at home or in a store. Goods and services sold to end users for their personal use can range from sneakers to stocks, securities and legal services.

Opportunities for professional activity in the field of retail trade are very attractive. Retailers have excellent opportunities for material reward and promotion. Generous rewards are only part of what a retail job promises. There are many other incentives, including: excellent training, rapid growth of responsibility, the possibility of self-realization, job satisfaction.

References

1. On Entrepreneurship: Law of Ukraine // Government Courier. -1991. -7 February.

2. About enterprises in Ukraine: Law of Ukraine // Voice of Ukraine. -1991. -March 27.

3. The procedure for engaging in commercial activities and the rules of trade services: Resolution of the Cabinet of Ministers of Ukraine // Government Courier. -1995 -21 February.

4. Barkan DI Management of the firm in market conditions. -L.: Aquilon. 1991

5. Vlasova VM Fundamentals of entrepreneurial activity. -M.: Finance and Statistics. -1994

6. Economics of trade: a textbook for universities. -M.: Economics. -1990.

7. Kovalenko VV Improving the efficiency of commercial activities of trade enterprises and organizations. -K.: High school. -1990.

8. Marketing / ed. AN Romanov. /. -M.: Banks and stock exchanges. -1995

9. Omelyanovych L. The state and problems of trade in Ukraine // Economy of Ukraine. -1995 -7 July.

10. Osipova LV Sinyaeva IM Fundamentals of commercial activity: A textbook for universities. -M.: Banks and stock exchanges, UNITY. -1997

11. Pankratov FG Seregina TK Commercial activity: A textbook for universities. -M.: Marketing. -1996

12. Praude VR White OB Marketing. -K.: High school. -1994

13. Ushakova NM Corn LA Profit management of a commercial enterprise. Lecture notes. -K.: KTEI. 1993.

14. Ushakova NM Corn LA Golovachuk TI i need someone to write my lab report for me Oleynik SI Economic strategy of a trading company in a market economy. -K.: KTEI. -1993.

06/15/2011

Assortment policy and commercial activity of the enterprise. Abstract

Organization of purposeful assortment policy. Organization and promotion of goods

Organization of purposeful assortment policy

The range of goods is a set of their types, varieties and varieties, which are united by a specific feature.

The formation of the range of goods in the company is a complex process that takes into account the action of a number of factors. These factors are divided into general and specific. Common factors include consumer demand and production of goods. Specific factors are the type and size of the company’s stores, the conditions of supply, the number and composition of the population served, transport conditions, the presence of other commercial enterprises in the area of ​​activity of the company.

Consumer demand is the main factor influencing the formation of the range, and is aimed at maximizing the demand of the population and at the same time – to actively influence the demand towards its expansion. The formation of the range and consumer demand in its development are interrelated. Significant changes in demand should be reflected in the existing range.

When forming the range of food products, some features of food demand are taken into account. Demand for food products, in comparison with the demand for non-food products, is characterized by a high degree of stability, and in some cases – conservatism. The consumer gets used to specific types of products, so it is important to achieve stability in the formation of the range of such goods, ensuring their smooth sale.

When forming the company’s range of food products, the factor of mutual replacement is taken into account. In case of absence in sale of the necessary goods the buyer, as a rule, does not postpone purchase, and will look for it replacement. In addition, the demand for food products is complex, ie when making a purchase, the buyer buys, complementing each other’s goods.

Demand is also influenced by factors of social and economic nature of the country:

the size of the monetary income of the population, its number, social, professional and age composition; the level of retail prices and their ratio; activity of public catering enterprises; the volume of imports of livestock and crop products from other regions; geographical and climatic features of the population; national and historical features of work and life of the population.

The formation of the range is also influenced by the nature of demand. There are stable, alternative and impulsive demand.

A significant factor in shaping the range is the price of the product. The buyer must determine for himself the marginal price, or price range within which he is going to pay for the purchase. Therefore, one of the criteria for the rational formation of the range of goods in the store is to ensure the comparison of goods with different prices.

The formation of the range of goods in the company allows to meet consumer demand, increase the economic efficiency of the enterprise and the level of trade services.

From the composition and timely updating of the range of goods in the company, largely depends on the degree of satisfaction of demand, the costs of the needs of the population associated with the purchase of goods, quantitative and qualitative indicators of economic activity of the company «Disten».

The lack of individual goods in the company, their narrow, unstable or inconsistent with customer demand range, generate unsatisfied demand, increasing the time spent by the population to find the necessary goods, negatively affects its economic efficiency. Therefore, when forming the range of goods, an important requirement is the maximum satisfaction of customer demand with minimal time to purchase and ensure the effective operation of the firm.

The process of forming the range of goods in stores of 3 stages:

At the first stage, the firm establishes a group range of goods. This work is based on marketing research in the target market. Depending on it the place and a role of firm in the general system of trade service of the population of area and the city are defined. At the second stage of assortment formation calculations of structure of group assortment are carried out, quantitative ratios of separate groups of the goods are defined. The structure of the group range is set taking into account the sales area of ​​the company, its location and other factors. At the third – final stage, the intragroup range is determined, the selection of specific types of goods within each group. This is the most important stage, and the satisfaction of the demand of buyers of the target market depends on how correctly the range of goods is formed here.

At the final stage, the work on the formation of the range is carried out taking into account the expectations of changes in public demand, as well as based on available retail and warehouse space, estimated turnover, the contingent of service customers and other factors.

The formation of the range depends on the range of products of the firm.

Thus, the development of each specific store of the company assortment list of goods and control over its observance leads to better customer service of the target market and the creation of a sustainable range. In case of detection of absence in sale of the goods which are provided by assortment, the firm should take measures on their delivery to shop.

The presence of the assortment list allows not only to rationally regulate the range of goods, but also to systematically control its completeness and stability.

The completeness and stability of the range of the company «Disten» is determined using well-known indicators: the coefficients of completeness and stability of the product range. The coefficient of completeness of the product range is 0.6. Thus, the actual range of products of the firm is far from the assortment list. This fact was influenced by various factors, in particular: low professionalism of employees responsible for the development of the assortment list, which did not take into account the real demand of the population; as well as well-known processes associated with the economic crisis of industrial enterprises.

Regarding stability, the coefficient is 0.7. At the time of inspections, the formation of the range of goods and its compliance with the assortment list, we see that in no case the range was complete. And hence the shortfall in the plan of the dynamics of the volume and assortment structure of retail trade, which are analyzed below.

The range is formed on TVP «Disten» according to specialization of shops. This is the retail sale of food and non-food products. The width of the range, as for a non-specialized store is small. As for the depth of the range, it is not complete and is offered by a small number of types of goods in each subgroup. This applies to most non-food products. As for food, the range in each subgroup is optimal.

In most cases, the range is represented by all products of manufacturers. This applies to bakery products and dairy products. As for confectionery, the range is very limited: there are only well-advertised products of the brands «Svitoch» «Korona» and «AVK». This is due to competition from the nearby Svitoch brand store, where the supply is direct from the manufacturer. Therefore, the prices in this store for the above products are lower than in «Disten».

The range of meat and fish products is formed on the experience of many years and the study of population demand.