Features of the formation of an assortment of goods in the retail store store. Introduction Data sources for the formation of the range

The formation of the range of goods is a complex and continuous process, the main purpose of which is the most complete satisfaction of the needs of the population in products while ensuring the profitability of the work of the trading enterprise.

The formation of the product range is to determine its latitude and depth.

Latitudeassortment is determined by the number of product groups, and its depth- the number of species and varieties of goods within each group.

In wholesale tradethe formation of the range occurs taking into account the productive specialization and functions performed by the trade.

For example, in seasonal storage warehouses, the range can be limited by one group or type of goods (vegetables, cereals). Deploying and distribution warehouses designed to supply stores and other wholesale buyers with goods of a wide range, build their assortment policy, depending on the available area of \u200b\u200bstorage of goods, projected commodity turnover, purchase opportunities.

Commercial services of wholesale businesses can develop exemplary assortment lists in which it is indicated which goods constantlymust be in warehouses. Control of the correspondence of the actual assortment specified in the list should be kept constantly.

The range of goods located in warehouses must be constantly updated if wholesale buyers are required. Therefore, the commercial services of wholesale businesses should actively cooperate with commodity producers, thereby participating in the formation of an industrial range.

In retailthe basis for the construction of the range should be the rational ratio of individual groups of goods depending on:

Ø volume of store turnover;

Ø Charmodest size;

Ø technical equipment;

Ø Conditions of community.

When forming an assortment should also be considered:

Ø the number of serviced population;

Ø the level of its income;

Ø Availability in the service area of \u200b\u200bindustrial enterprises, educational institutions, etc.;

Ø The location of the store in relation to other trading enterprises (at the same time it is necessarily taken into account the range of goods offered by them).

As a rule, in universal stores an assortment of goods is wider than the range of specialized stores. However, in specialized stores, a greater number of products are presented, so they are characterized by a great depth of the range.

Store employees are being developed assortment lists,including types and varieties of goods that constantly should be on sale. The presence of such listings contributes to better service of buyers, as it allows you to constantly have the goods you need by maintaining the fullness and stability (sustainability) of the range.

At the same time under fullnessassortment is understood to provide the buyer to a wide choice of varieties of goods, and under stability- ensuring the continued availability of certain types of goods. The expression of these indicators is the completeness factors and the stability of the range.

The coefficient of the fullness of the range (K by L) is calculated by the formula

The most important factor determining the level and profitability of sales is a correspondence assortmentand nomenclatureproducts of consumer requests.

Under nomenclature It is understood as a consolidated list of products manufactured by the company or services provided by him. Range It serves to detail products on species, types, varieties, styles, drawings. (For example, the following types of products can be allocated in the range of automotive factory: cars passenger and cargo; wheel tractors; buses; cranes, motor-blocks, spare parts. At the same time, the range of each type of product is represented by various brands of machines isolated in accordance with their purpose , power, lifting capacity and other product parameters).

Assortment position - this is a specific model, brand or size of products that the company sells. A set of interrelated goods, such as various canned soups, is called an assortment group. The nomenclature or trade assortment includes all the ranges offered by the company. When planning a nomenclature or trade assortment can be characterized by: width(based on the number of assorted groups or nomenclature positions); depth(based on the number of positions in each assortment group); comparability(based on relationships between assortment groups from the point of view of community of finite consumption, distribution channels, consumer groups and price range).

Wide range of When planning allows you to diversify products, focus on various consumer requirements and stimulate purchases in one place. At the same time, it requires investing resources to various categories of products, which is associated with a number of difficulties.

Deep assortment It can meet the needs of various purchasing segments of the market on one product, maximize the use of place in retail outlets, impede the emergence of competitors, offer price range and stimulate support for dealers. However, it also increases the costs of maintaining reserves, modifying products and sales of goods. In addition, in the process of planning and manufacturing products, difficulties in differentiation between similar assortment positions may occur.

Comparability of the range affects planning and management procedures. Usually, the comparable range is easier to plan than incomparable. It allows the company to specialize in the field of consumer production and maintenance, create a robust image of the enterprise and ensure stable relationships in sales channels. However, excessive specialization and concentration can make an enterprise vulnerable to threats from the external environment, fluctuations in sales, slowdown in potential growth due to the fact that the emphasis is placed on a limited range of goods.

A particularly widespread concept of the range is used in the light and food industry, where each type of product has a greater number of varieties and performances than in mechanical engineering and metalworking.

When planning the nomenclature and the range it is customary to measure the number of product sizes and the ratio of specific scales of individual types of products (works) in the manufacturing program of the enterprise.

The nomenclature and the range are subject to constant changes, and the range varies to a greater extent than the product nomenclature.

Planning for the development of new products

In the process of planning the development of new products, it is necessary to establish why some goods are rejected by the market, while other products are in demand for buyers.

The probability of the failure of new products is a factor accompanying the process of mastering new products at any enterprise.

A high percentage of new products failures is found both in large and small companies, both in those who have extensive experience in their industry and inexpressible. Among the causes of failures, comprehending new products, are called the following:

Insufficient market analysis,

Product Defects,

Higher than expected costs

Fuzzy definition of deadlines

Competition,

Insufficient marketing effort,

The weakness of the sales division,

Disadvantages in distribution

When planning an assortment, it is usually believed that the development of a new product model is an event associated with a small risk, especially if it is developed on the basis of a well-known product, on the finished production line, and it is quite clear that this change is necessary and acceptable for buyers. The risk will increase in direct dependence on the degree of novelty of the product and on how the technology of its production and distribution differs from the company's experience in this area. The risk increases if the company wants to put the product to the market, but is not familiar with the structure of its distribution, or it does not have knowledge of special ways or production technology, or it has been developing a product that requires new, more advanced engineering skills that are missing in this company, Or decides on the production of any product for sales abroad, but never produced and did not sell it in his country.

It can be taken as a kind of immutable law of developing new products, which the larger this product is different from those that currently the company produces and the production of which is carefully studied, the greater the likelihood that it will not bring profits. And before retreating from this, a rule based on experience, the firm must be confident in the likelihood of success.

Of the general rule, consisting in reducing the duration of product life cycles, there are exceptions. For many products, their durability seems unlimited, for example for bakery products, chocolate, beer. Below are several reasons for durability, allowing planned procedure to lengthen the product cycle:

Product compliance with the main urgent needs or real desires of buyers The product is still used in its original purpose, regardless of whether it should be tastier, heal faster or clean more carefully. At the heart of buyers committed to the product lie tradition;

Graphic trading sign. Each product should have an easily identifiable and memorable trademark, with which the product itself is identified in the consciousness of the buyer. For example, an American firm has changed the packaging tools for rinsing the mouth "LESERIN" to make it more elegant and attractive. Immediately fell sales and did not increase until the company returned to the old, easily identifiable packaging,

Reliability: Minor changes in the product itself, the name or trading sign can emphasize the quality and reliability of the product, which may be the motive of purchases and the cause of sustainable demand;

the presence of numerous sales channels, the mass distribution of widespread consumption items, selling with home delivery contributes to the sale of many old products;

Low price;

Profitability: Products continue to exist not because of their name, but because they bring profits.

The main factor in the success of the new product is the availability of an effective planning system that covers all stages of product development, such as:

1) Stage development of ideas;

2) selection of ideas;

3) analysis of market conditions;

4) stage of scientific and technical development;

5) test Productbut;

6) market development

In all processes of planning the development of a new product, specialists in the implementation, research, production, finance should be participating. Each of them considers the problem from different points of view. Employees of sales and marketing departments are focused on the market and are very interested in the stable market; Research staff is more interested in the technical sides of the issue, the feasibility of the project, its value. Production workers focus on equipment and mechanisms, on optimizing their use, on the design features of the new product, and financial services' employees are mainly interested in the financial results of the new product, in particular, in the conditions of cash and finite income on invested capital. The more carefully the expert assessments will be carried out, the more their estimates of this product will be varied. The correct organization of these specialists is the main way to solve this problem.

Introduction

Conclusion
List of references

Files: 1 file

Introduction

Chapter I. Theoretical foundations of the formation of the product range.

1.1Stitude and classification of product range.

1.2 Assortment policy as a process for the formation of product range.

1.3 Methods for the formation of product range.

1.3.1 Operational lever method

1.3.2 Ranking method of product range based on BKG matrix

1.3.3 Linear Programming Method

Chapter II. Analysis of the formation of the range of products using the example of LLC "Auto Quadro N"

2.1 General characteristics of "Auto Quadro N"

2.2. Analysis of the features of the formation of a trade assortment of the enterprise

2.3. Justification of the approach to the formation of the range of the enterprise

2.1. Proposals for the formation of a commodity range of "Auto Quadro N"

Conclusion

List of references

Introduction

The turnover to the market economy requires enterprises to improve the effectiveness of the production, competitiveness of products and services based on the introduction of achievements of scientific and technological progress, effective forms of management and management of production, overcoming mismanagement, intensifying entrepreneurship, initiatives, etc.

An important role in the implementation of this task will be able to economic analysis of activities. With it, it is developed by the strategy and tactics of the development of the enterprise, plans and management faces are developed, their implementation is monitored, reserves of improving production efficiency are revealed, the results of the enterprise, its divisions and workers are evaluated.

A qualified economist, a financier, an accountant, the auditor should be well domained by modern methods of economic research, methods of systemic, complex-economic analysis, the skill of accurate, time-friendly, all-present analysis of the results of economic activity.

This term paper is located one of the most important sections of the analysis of the enterprise's hypical activities - the analysis of the formation of the association of products.

For a segment on the market there is a huge number of trading and retail organizations. Each of them is engaged in bargaining or providing any types of services.

The driver places more and more refined requirements for goods. Buyers want those purchased by them the goods were more inactive, kpsya and long-purpose. The current organizations are forced to receive constantly returning requests for their customers. That is why the co-creation of an associate is important today.

The simulation of the assertion of the Tavar includes a combination of their species, varieties and varieties, and combined on a certain basis.

The commodity associate is a nonal settlement of goods, selling sales in retail chain. The formation of the range is the process of selection of groups, species and varieties of goods in accordance with the supply of the population in order to fully satisfy it.

From our point of view, there should be permanent attention in stores to be addressed to the product of the product range, as the process of establishing such a product that develops in time, which would receive a commodity structure of the population's demand.

The rosal trading is one of the main main sources of areas of the population. On the basis of this, a commodity offer and a permanent disposable, and is also a source of cash receipt. Trade provides financial stability of the enterprise.

In this, a rich competitive environment was sforgeed in this process.

Preparing and investment activity in this sphere is the highest.

The process of circulation of funds embedded in production is completed in the organization of the rosal trade, the economic basis for supplying goods is completed. There are constant and qualitative changes caused by the management methods to ensure the increase in the efficiency of trade organizations and an increase in trade culture.

The success of the fact that depends on the ability to please the client - this is already an axiom. At the presence of an increase in the association of the goods does not always consolidate the quality and does not respond to a long-time world requirement.

Objectives when a product choke, ignorance of its shortness, characteristics, conditions of storage, transporing, improper quality assessment can turn into large losses and losses for the entrepreneur. Therefore, future entrepreneurs need the main ideas about the merchandising of various groups of goods.

From the wrong fouring of the range affecting the Towning prediction and consumer disposable and many other factors depends on the Social Medium, the company's economy.

It is important that the shopping enterprise attracted the attention of the buyer at least once and later wished to go. Success will depend on the latitude and full of the range, as well as the prices of the comprehensive payroll. Important factor will serve and then where the store is located and what kind of it takes.

Market success, such an arrangement, is the criterion of the activities of the activity of the activity of the social enterprises, and their market opportunities are determined by the correctly disassembled and consistently implemented by the Compared Policy.

It is on the basis of studying the PC and the prospects for its development, the company receives baseline information to address issues related to the formation of associates, its management and improvement.

All the above provides the relevance of our tests.

The subject of the study is the features of the formation and improvement of the range at the retail enterprise.

The object of the study is the range of Auto Quadro N LLC (Auto Parts Store).

The goal of the work is to study the theological and practical aspects of the formation of the Assortiment of retail prepayment, as well as in the development of transactions on the optimization of the range of retail trade organization to increase the efficiency of its activities as a whole.

To focus the main goal, the following tasks must be solved:

Explore the theoretical ones of the range, its peasants;

Identify the foundations of the formation of the institution of the organization,

In general, the activities of the enterprise "Auto Wadro N"

Identify the feature of the assortment policy;

Explore the compassion of the range of Avto Vadro N LLC;

Justify the predictions on the optimization of the range of the enterprise.

In the process of the study, books, articles of domestic and foreign authors on this issue, as well as the documentation of the enterprise "Auto Quadro N" were used.

The provisitative significance of this study lies in the possibility of applying the result obtained, as well as recommendations for the development of activities, both the investigated enterprise and other enterprises of the rosal trade.

Chapter I. Theoretical foundations of the formation of the product range.

1.1Stitude and classification of product range.

One of the most important characteristics of goods is an associated characteristic, which determines the fundamental differences between the goods of different types and items.

The range is a certain set or a list of goods of various types, varieties combined by any sign (as intended, raw materials and materials from which they are made, etc.).

The combination of goods in the assortment is characterized by a certain unity, expressing the relationship between individual products in the system as a whole. Therefore, the range of goods is not a random set, but purposefully formed, in which the state of individual products, their ratio is in complex interdependence.

From an economic point of view, an assortment is one of the most important factors that determine the degree of balance of supply and proposal of specific products.

The concepts "assortment" and "nomenclature" should be distinguished. Nomenclature - the concept is wider than the range. The nomenclature may include several types of assortment, combined with a total characteristic, and the range is more detailed.

The trade range has a great socio-economic importance, since it depends on its completeness of meeting the consumer demand and the quality of commercial service of market subjects.

Of the most universal parameters characterizing the trade assortment, such as: latitude, depth (length), saturation and rationality, harmonicity.

The latitude is the total number of assortment groups of goods offered by the company. The manufacturer does not always manage to offer too a variety of product options, so the latitude parameter of the assortment group is limited to 3 - 4 positions, when the range in the trading of the range is often one hundred times higher.

Depth (length) is the number of different options for execution of goods within a separate assortment group having a common basic function that differ in functional characteristics, quality, set of added characteristics.

The saturation of the commodity range is the total number of commodity units submitted for each version of the execution of a separate product of the enterprise.

Rationality - the ability of the product set is most fully satisfied by the needs of customers.

Harmonicity is the degree of proximity between the goods of various assortment groups in terms of their purpose, distribution and promotion channels. If an enterprise is committed to the conquest of a position in some one sphere, it can purposefully achieve greater harmony between various assortment groups. If it seeks to act at once in several spheres, then harmony, on the contrary will be less.

The optimal range provides a significant increase in the efficiency of social production, economical spending of labor and material resources. The range of goods may vary to a certain extent, and the choice of one or another variety of goods is determined by the consumer value, the preference of consumers to this or that product.

The structure of the range is characterized by the specific weighing of commodity groups, subgroups, species and varieties of goods in the total amount of turnover.

The location of goods distinguish the industrial and trade assortment.

Industrial assortment is an assortment of goods generated by a separate industry or a separate industrial enterprise. As a rule, enterprises producing goods produce a narrow product range, which allows them to implement advanced production technology, improve the range of goods produced, improve their quality. Therefore, the goods manufactured by them need further subscribe, taking into account the requirements of trade, in enterprises of which a wide range of products is concentrated, which is a combination of products produced by the most different manufacturers. Such deported, or the conversion of the range, is carried out mainly at wholesale enterprises through which the bulk of the complex product is held. Some of the food and non-food products are subjected to subscribe directly in stores and other retailers.

The trade assortment is a nomenclature of goods to be sold in the retail chain. It includes a range of products manufactured by many enterprises, and is divided into two commodity industries: food and non-food products. Each of the industries is divided into commodity groups, which includes goods united by a number of signs (homogeneity of raw materials and materials, consumer purposes, the degree of complexity of the range).

Depending on the homogeneity of raw materials and materials, of which the goods are made, they are divided into products from metal, leather, glass, etc.

By consumer purposes, the goods are divided into sports, musical, economic, clothing, shoes, etc.

An important feature of the classification is the special properties of goods. So, taking into account the limited time of implementation, the need to create special regimes of storage products are divided into perishable and non-cursing.

Taking into account the complexity of the range distinguish the goods of a simple and complex range. The goods are simple assortment include goods consisting of a small amount of species or varieties (vegetables, a salt, economic soap, etc.). Products that have within one species internal classification on various features (style, size, etc.) belong to the goods of a complex range (shoes, clothing, etc.).

Commodity groups are divided into commodity subgroups, which include homogeneous on the basis of the unity of industrial origin. For example, a commodity group of shoes is divided into subgroups of leather, textile, felted and rubber shoes, a group of dishes consists of subgroups of metallic, glass and porcelain-faience dishes.

Introduction .................................................................................... .. 3

Chapter 1. Theoretical foundations of the assortment of the retail enterprise

1.1 The concept of the range and the basic functions of the assortment of the trading enterprise ................................................................................... 5

1.2 Essence of the assortment policy and its relationship with the company's strategy ............................................................................................... ..9

1.3 Methods and directions for analyzing the assortment portfolio ............... ... 12

Chapter 2. Features of the formation of a commodity range of a commercial enterprise

2.1. Factors of the formation of an assortment in the system of commodity policy of the enterprise ............................................................................................... 18

2.2. Formation of an assortment at various stages of the organization's life cycle ............................................................................................................................................................................................

2.3. The main directions to optimize the range .......................25

Chapter 3. Practical examples of the formation and optimization of the range in retail enterprises

3.1. Forming an assortment of shoes ............................................. ... 29

3.2. Optimization of the assortment by the method of operational analysis ............ ... 33

Conclusion ............................................................................ ... ... 39

References ........................................................................... ......... ..41

Introduction

The current stage of the development of the Russian economy is characterized by the instability of the external and internal environment of the functioning of economic entities. The situation of enterprises is complicated by tough competition, including on the part of imported producers. Significant factors affecting the change in the efficiency of enterprises are the choice of product range and prices for goods. The processes of formation of commodity and pricing policies involve their use in ordinary commercial enterprises, haunting the main goal - maximizing profits.

Recently, sales have become one of the key criteria for the successful activity of the company. In modern conditions, those organizations that have the most effective commodity policies and interaction with clients benefit. The product policy has always been and is the basis of any business. It is in this field of activity that the company receives his final assessment.

The formation of the range is the basis of the enterprise commodity policy. Commodity policy has economic and social importance. Economic importance is that the skillful management of the assortment of goods will allow the enterprise to survive in the face of tough competition and become prosperous. On the social side, the assortment management raises the tastes from consumers, forms needs, and vice versa, tastes and customer needs have a great influence on commodity policy.

The assortment policy acquires a special significance in the current conditions when an increased demands on the range and quality of the consumer are imposed on the consumer product, and its economic indicators depend on the efficiency of the enterprise with a produced goods. As evidenced by world experience, the leadership in the competition is received by the one who is most competent in the assortment policy, owns the methods of its implementation and the most effectively manages it.

The consumer places new, more refined goods requirements. Buyers want the goods purchased by them were more practical, beautiful, durable. And manufacturers are forced to satisfy the constantly increasing requests of their customers. That is why the correction of the range is very important today.

The relevance of the topic of the course work is determined by the fact that the trade range should be constantly under control, which must be carried out at each stage of the product life cycle in order to include products in different stages of the life cycle. Such balancing of the commodity nomenclature allows you to provide a stable sales and consistency in making a profit.

The goal of the course work is to study the theoretical foundations and practical examples of the formation of the range. The subject of the course work is the range of a trading enterprise.

In connection with the purpose of the goal, the following tasks are solved:

- give the concept and classification of the associatement of goods;

- consider the essence of the assortment policy of the trading enterprise;

- explore the basic methods of assortment analysis;

- determine the factors of the formation of the range in the company's commodity policy system;

- explore the features of the formation of the range at various stages of the product life cycle;

- Consider practical examples of the formation and optimization of the range.

Course work consists of introduction, three chapters, conclusion and literature of literature.

Chapter 1. Theoretical foundations of the assortment of the retail enterprise

1.1 The concept of the range of the trading enterprise

Trade stability is determined by rationality, the completeness and resistance of the range of goods. From the composition and renewability of the range directly depend on the growth of goods turnover and the acceleration of the sale of goods. The absence in the trade of the necessary goods, their narrow, unstable or inappropriate consumer requests generate unsatisfied demand, which adversely affects trade efficiency.

The range of goods is a set of types of goods, varieties and varieties, combined or combined on a specific basis. The main grouping features are: production, raw materials and consumer.

The trade assortment is a nomenclature of goods to be sold in the retail chain. It includes a range of products manufactured by many enterprises, and is divided into two commodity industries: food and non-food products. Each of the industries is divided into commodity groups, which includes goods combined in a number of signs (homogeneity of raw materials and materials, consumer purposes, the degree of complexity of the range).

Taking into account the complexity of the range distinguish the goods of a simple and complex range. The goods are simple assortment include goods consisting of a small amount of species or varieties (vegetables, a salt, economic soap, etc.). Products with within one species internal classification on various features (style, sized size), belong to the goods of a complex range (shoes, clothing, etc.).

Commodity groups are divided into commodity subgroups, which include homogeneous on the basis of the unity of industrial origin.

Each subgroup consists of various types of goods. Under the guise of goods understand the same goods of a variety of purposes. Inside each type of goods may differ from each other by special features, i.e. divided by varieties.

Taking into account division into groups, subgroups and species are made to allocate group and intragroup (deployed) assortment of goods. Group assortment is a list of product groups included in the nomenclature. The intragroup assortment is the detail of the group assortment on specific types and varieties of goods. These two concepts, in turn, are closely related to the concept of latitude and depth of the range. The breadth of the range of goods is determined by the number of commodity groups and names, and the depth - the number of types of goods.

The goods are also classified according to such signs as the frequency of demand for goods, as well as the stability and nature of the demand for demand.

In frequency of demand, goods are divided into three groups: everyday demand, periodic demand, rare demand.

Thus, a group of goods, closely related by similar functioning principles, selling identical groups of buyers, a marketing way to market or belongs to the same price range, is called a commodity assortment.

The success of the company is largely determined by the quality of functions and the following management principles.

In the management of the assortment of the enterprise, there are also four main management functions: planning the range, organization assortment, coordination of the range and control.

The planning of the range is the process of determining the action program for the formation of an assortment based on market analysis and all types of resources of the organization.

The organization of the range is the distribution of tasks between individual divisions or employees of the enterprise to form the range and establishing the interaction between them.

Fig.1. The main features of the assortment of the organization

Consider these functions in more detail. The coordination of the range is to ensure the coordination of the assortment management principles with the strategic objectives of the enterprise.

The control of the range is the type of management activities related to the formation of information on the status and operation of the range (accounting), studying the range of assortment (its analysis), work on the diagnosis and evaluation of the processes of development and the achievement of the goals, the effectiveness of assortment strategies, success and miscalculations to use Assortment tools and methods.

Each of the assortment control functions has its own tasks. The functions and tasks of the assortment control are presented in Fig. one.

The process of forming an assortment of goods in the store is carried out at the following steps:

1. The list of basic groups and subgroups of goods implemented in stores is determined.

2. The distribution of individual groups and subgroups of goods in the context of consumer complexes and microcompleks is carried out.

3. The number of types and varieties of goods within selected consumer complexes and microcomplexes is determined.

4. A specific assortment list of goods for this store is being developed, offered to implement the maintenance of customer contingent.

The most important principle of the formation of the range of goods is to ensure its compliance with the nature of the demand elected to the service by the contingents of buyers. Since successful penetration and consolidation of the commercial enterprise in the consumer market is associated with the search and completeness of the development of a niche, the formation of a specific range of goods corresponding to the parameters of this niche, is given a primary role. In this regard, in the planning of the range, the prediction of the structure of demand and marketing market research plays an important role.

For the purpose of planning the range, the commercially group structure of consumer demand is predicting. For this purpose, various methods are used: genetic, standard, heuristic, comparative. Such methods of polls and the formation of expert assessments can also be applied, as: questioning, interviewing, Delphi method, Brain Attack, discussion. .

1.2 Essence of assortment policies and its relationship with the company's strategy

Assortment policy - politics, the essence of which is to determine the nomenclature of produced or sold goods, products, taking into account their own capabilities, opportunities of suppliers and partners, market needs, the degree of risk, seasonality of demand, conjuncture and price dynamics, etc.

The essence of the assortment policy is to form a range of products, depending on the needs of the market, the financial condition of the enterprise and its strategic goals. Assortment policy is usually haunted long-term goals, for example, a company can maintain its presence in the market that does not profit currently, for future success.

The formation and implementation of assortment policies are necessary to determine the conditions for the break-even work of the enterprise, the profit management of the profit in order to optimize taxation and forecast their own investment in business development.

Great role of assortment policy in competitive rivalry. The more the sale of goods of different items that satisfy the needs of buyers, the stronger the competitive positions of the trading enterprise in market trading.

Assortment policy is one of the most important components of the company's competitive strategy. The question of expanding or narrowing the range of products manufactured or sold can have different solutions depending on the whole complex of specific conditions: the industry, a product group, the size of the company and other conjunctural components. However, general rules and dependencies can and should be determined and formulated on the basis of the analysis of the state and development of existing market segments (external factors) and financial changes occurring within the company (internal factors). The choice of a particular assortment strategy should be based on the assessment of changes in cash flow caused by a change in the range, as well as the forecast of the state of cash flows in the future. Any expansion of the range inevitably entails an increase in costs. At the same time, positive financial results from changes in the range may occur only in the future. Sometimes the goal of expanding the range (for example, the release of accessories associated with goods under an existing trademark) can be advertising. In this case, the expansion of the range should be considered, as well as any operating expenses - in terms of their impact on cash flows and financial results.

In any case, the main criterion in assessing the decision on the release of new products (whether a new and independent type of product or image product) or a reduction in the existing productive nomenclature should be the study of cash flows and financial results obtained in connection with such changes.

The range of range changes can be based on three approaches:

1. Vertical change. This process is an integral part of the vertical diversification of the company's activities and is aimed at expanding / narrowing the production associated with independent issuance of those components that previously purchased from third-party suppliers, as well as the creation of their own trading network to promote their products.

2. Horizontal change. One of the components of horizontal diversification policies. It is a change in the range within the framework of the already conducted activities or in similar directions or entering new markets without transition to related levels within the framework of cooperation.

3. Comprehensive change. Diversification in both directions.

The decision to expand or narrow the range is the ability to select two different strategies:

1) the expansion is associated with diversification;

2) The narrowing may be caused by the need (expediency) of integration, both vertical and horizontal.

Evaluation of the effectiveness of a particular approach to the construction of an assortment strategy should be based, first of all, on the calculation of the possible increase in profits (ΔPR), obtained in connection with the change in the range of products implemented.

ΔPR \u003d ΔD - ΔP (1.1),

where ΔPR is a change in profit, ΔD is a change in income, ΔP - change in costs caused by extension / narrowing of the range.

Since in this case we are talking about future events, then a quantitative assessment cannot be absolutely accurate, so managers should consider and evaluate the possible increase in income in terms of its probability, and the calculation must be carried out on two scenarios - min (minimum) and Max (maximum). The final decision should be made based on the average, taking into account the covariance coefficient. At the same time, in the event of equality of the average values \u200b\u200bof the obtained values, the preference should be given to the scenario with the smallest variation (variation variation). If the definition of economic benefits from the introduction of new (reduction of old) types of products in the future is associated with a number of difficulties caused by the need to appeal with "soft" values \u200b\u200band inaccurate, probabilistic estimates, the determination of the feasibility of changing the range over the past period is less complicated (although very laborious ) Task. Despite this, the need for such calculations, in order to identify financial results from the elected assortment policy, is no doubt. The decision of these tasks is managed by management: calculation of profitability by activities, groups of goods, individual units of products (profitability centers). Subject to successful promotion on the market of several product groups (strategy for diversifying the range), the latitude of the range can be considered as a way to increase the stability of the object (business, organization, etc.).

1.3 Methods and directions for analyzing the assortment portfolio

Analysis is the main method of monitoring the range of the Organization. Let us dwell in more detail on the existing directions for analyzing the assortment portfolio.

Assortment policy involves the availability of information on the characteristics of segments of markets, goods, purchasing preferences, price dynamics, macroeconomic trends, level of foreign economic relations with foreign countries. All listed factors are necessary to determine the conditions of break-even work and the management of a profit mass in order to optimize taxation, predicting possible investments of own funds in business development. One of the tools that can be used to solve this problem is an operational analysis, which is a break-even analysis. It is based on the action to determine the intermediate indicators (intermediate balance), allowing to statenly separate the revenue of the implementation of the enterprise costs. C The beginning is calculated gross margin, as the amount of revenue from the implementation less than variable costs. Conditionally constant costs and profits remain, i.e., those values \u200b\u200bthat can be controlled. The next step is to remove the conditionally constant costs. The equality of profit zero corresponds to the break-evenness of the enterprise. This indicator is called the threshold of profitability - this is such a revenue (or the amount of product sales in physical terms), which provides a complete coating of all costs (variables and conditionally constant) and takes place zero profit. As part of the implementation of operational analysis, it is possible to determine not only the threshold of profitability of the entire enterprise, but also a separate type of product or services. It is the ability of each product to "answer" for the financial condition based on the formation of the company's assortment policy.

Fig.2. Graphic definition of the enterprise profitability threshold

If the company is only dealing with one product name, then the threshold of profitability can be determined by formulas:

in monetary terms

(1.2)

in physical expression

(1.3)

where C is constant costs;

a - coefficient coating ficient;

P - product price;

V - variable costs.

When issuing several products:

(1.4)

where q is the number of products;

i - I-E product (i \u003d 1, ..., n).

The company begins to make a profit when the actual revenue exceeds the threshold. The more it is excess, the greater the stock of the financial strength of the enterprise and the amount of profit. The stock of financial strength is the difference between the actual (or planned) revenue from sales and the threshold of profitability.

When conducting operational analysis, such an indicator is often used as the strength of the operational lever (svod). It shows how many times the profit changes when the revenue changes from the implementation by one percentage and is defined as the ratio of the gross margin to the profits.

Gross margin (margin income) is the difference between the sales volume of products at wholesale prices and variable costs included in its cost.

Operational analysis requires financial managers not only to use all the necessary formulas, but also the skills on the basis of calculations to make the right conclusions, as well as develop possible scenarios for the development of production and calculate the results to which they can lead.

In the management of inventory and the assortment often resort to volume - value analysis, i.e. Separation of nomenclature into groups in accordance with the volume of implementation by positions. In most cases, a volume - value analysis shows that the bulk of the implementation (70-80 percent) is ensured by very few nomenclature positions (10-20 percent). Accordingly, the cost management costs are mainly dependent on the dynamics on this limited nomenclature. This property of stocks allows you to apply the Pareto principle when managing them: primarily subject to control of the position with the greatest sales volume, or the greatest ruble activity.

When conducting volume - value analysis, resort to the ABC Analysis System. According to this system, reserves are divided into 3 groups - A, B and C. Group A combines the most active in value of stocks, in - reserves of medium activity and C - reserves with the lowest level of ruble activity. The distribution of reserves is shown in Fig.3.

Fig.3. Pareto Distribution on Chart

ABC analysis is one of the variants of mathematic-statistical analysis methods used to study the prospects for the client and assortment policy of the enterprise.

Customers and assortment groups are divided into 3 groups A, B, with via any of the selected criteria: for revenue, sales volume, profits, costs.

It is necessary to set the boundaries of division into groups A, B, C. Tsually the following proportion is commonly used: group A includes those clients (commodity groups) that provide 80% of the contribution (for example, sales). The group in includes customers (commodity groups), providing a 15% contribution, and those clients (commodity groups) that bring only the remaining 5% fall into the group C.

In accordance with the Pareto principle, the goods of group A are subject to more thorough accounting and more frequent inventory, the demand for them is predicted using more complex techniques and more often, the timely replenishment of these reserves is carefully controlled. While the need for an active product is determined by a more accurate product forecasting, the need for lowactive goods can be determined by a less accurate and cheaper way to take into account past experience. Non-optimal management of low-cost goods weakly affects general stock management indicators. Given this, managers, in order to reduce management tensions, it can often be purchased immediately annual need for a nomenclature of low-effective goods.

Another direction of analysis of the assortment portfolio is XYZ analysis.

The main idea of \u200b\u200bXYZ analysis is to group objects of analysis as the parameters of the analyzed parameters are uniformity (according to the coefficient of variation).

Formula for calculating the coefficient of variation:

(1.5)

where x i is the value of the parameter for the estimated object for the i-fine period;

The average value of the parameter for the estimated object of analysis;

p - number of periods.

The value of the square root is nothing but the standard deviation of the variational series. The greater the value of the standard deviation, the farther from the average value is the analyzed values. Standard deviation is an absolute measure of the dispersion of the variants of the series. If the standard deviation is 20, then with medium-graded values \u200b\u200bof 100 and 100,000 it will have a completely different meaning. Therefore, when comparing the variational series, the variation coefficient is used among themselves. The coefficients of the variation of 20% and 0.2% make it clear that in the second case, the values \u200b\u200bof the analyzed parameters are significantly less different from the medium-mixed value.

Stages XYZ analysis.

The first step: determining the objects of analysis (client, supplier, product group / subgroup, nomenclature unit, etc.).

The second step: the definition of the parameter by which the object analysis will be carried out (the average commodity reserve, rubles; sales volume, rub.; Income, rub.; Number of sales units, pcs; number of orders, pcs, etc.) .

The third step: the definition of the period and the number of periods by which the analysis will be carried out (week, decade, month, quarter / season, half year, year).

This analysis method makes sense if the number of analyzed periods is more than three, the greater the number of periods, the more accurate results will be. At the same time, the period itself should be no less than the planning horizon adopted in the company.

Fourth Step: Defining the variation coefficient for each analysis object.

Fifth Step: Sorting Object Analysis Ascending Value Coefficient Values.

Sixth step: Definition of groups X, Y and Z.

Group X - objects, coefficient of variation The value for which does not exceed 10%.

Group Y - Objects, coefficient of variation in which is 10% - 25%.

Group Z - Objects, coefficient of variation on which exceeds 25%.

In conclusion, it should be noted that the analysis of the range gives the most accurate data only when using various analysis techniques. Therefore, along with the conduct of operational analysis it is necessary to conduct ABC and XYZ analysis in the complex.

Chapter 2. Features of the formation of a commodity range of a commercial enterprise

2.1. Factors of the formation of an assortment in the company's commodity policy system

The formation of the range of goods in retail trade enterprises is a complex process carried out, taking into account the action of a number of factors. These factors can be divided into common (independent of the specific working conditions of this or that trade enterprise) and specific (reflecting specific working conditions of this trading enterprise).

Common factors affecting the formation of an industrial and commercial assortment are demand and profitability.

Consumer demand acts as the main factor affecting the formation of the range, which is aimed at maximum satisfaction of the supply of the population and at the same time on the active impact on the demand in the direction of its expansion. The formation of the range and buying demand in their development is interrelated. Significant changes in demand must be accompanied by changes in the formed assortment.

The demand is influenced by social and economic factors, such as:

The size of the population's money incomes, its number, social, professional and age;

The level of retail prices and their ratios;

Activities of catering enterprises;

The volume of attributes of animal husbandry and crop production from other regions;

Geographical and climatic features of the population;

National and historical features of labor and life of the area and others.

Most of the listed demand factors can be taken into account when forming the range of goods, since many have a specific numerical expression and are permanent for a specific area. They can be considered as elements that determine the effect of the impact of demand on the formation of the range.

When forming an assortment, it is also necessary to take into account the nature of the demand for the demand. The demand is stable, alternative and impulse.

Sustained or firmly formulated demand is made on a specific product and does not allow it to be replaced by any other, even a homogeneous product.

Alternative (unstable) Demand is formed finally in the store in the process of direct acquaintance of customers with a product and its features.

Impulse demand arises directly in a trading enterprise under the influence of advertising, calculating goods, seller's proposals.

The essential factor in the formation of the range is the price of goods. The buyer most often defines the limit price or price range for itself, within which it is going to pay for the purchase. Therefore, one of the criteria for the rational construction of the product range in the store is to ensure the correct combination of goods with various costs.

Along with buying demand, as the main factor affecting the formation of the range, the production of goods.

The needs of the population in goods are developing historically; They reflect the level of economic and cultural development achieved by society, national and other features. In other words, they are determined by the level of development of social production, well-being and culture of society. Needs go ahead of production, stimulating its development and putting new problems in front of it. In turn, the development of production expands the range and increases the mass of goods, causing new and new needs for life.

Specific factors affecting the formation of the range include: type of store, enterprise area, specialization, material and technical base.

The type of trading enterprise, characterized by the assortment profile and its trading area, determines the direction in the formation of the range. Topics of trade enterprises: department stores, supermarkets, branded shops, supermarkets, hypermarkets, specialty stores.

The formation of the range cannot be carried away from the area of \u200b\u200bactivity of trade enterprises, depending on which they are divided into:

Enterprises serving the living area within walking distance. In cities, pedestrian accessibility was adopted within a radius of 0.5 km, in the countryside - 2 km;

Enterprises serving the city and rural area as a whole or its large components within the city-wide (general integrated) transport accessibility.

The specialization of the trade organization relates to the most significant factors for the formation of the range of goods. It is determined when creating or licensing, or certification of the organization. The organization's management decides on the specialization on which its follow-up activities depends, including the formation of a trade assortment.

During the transition to market relations, many trade organizations, experiencing great financial difficulties, made changes to their assortment policies by incorporating into the trade assortment of unusual goods without changing their profile.

The distribution channels of goods also matter when forming a trade assortment. The debt supply system through acceptable distribution channels, the rhythm of delivery on the desired deadlines and in the required amount will facilitate work on the formation of a trade assortment, ensure preference for purchases of goods for which there is a well-established sales system. With this, many foreign or joint firms that have clearly functioning distribution channels of goods are distinguished.

Methods for stimulating sales and formation of demand, in particular advertising support for goods, in the saturated market conditions also affect the formation of a trade assortment. This is explained by the fact that trade organizations are exempt from expensive advertising costs, due to which production costs are reduced and profits increase.

The material and technical base of commodity production also has a significant impact on the formation of the range. Insufficiency of industrial areas, the absence or shortage of the necessary equipment leads to the fact that the range of goods in demand can be reduced. The consequences of this are excessive demand, the rise in prices and replacement of scarce goods are falsified.

If the company has no warehouses that ensure the safety of goods under appropriate conditions, or the area of \u200b\u200bthe trading room for the calculation of goods of a complex or deployed range, the organization should not and plan to form such an assortment.

An important role in the assortment management is played by regulatory and technological documents governing the basic latitude and completeness of the range.

The formation of an assortment of goods in stores, taking into account the above-mentioned major factors, makes it possible to ensure customer demand, increasing the economic efficiency of the enterprise and the level of commercial services.

2.2. Formation of an assortment at various stages of the life cycle of the organization

Planning the range, i.e. the quantitative ratio of certain types of products of the parametric range of products in terms of sales, based on the life cycle of goods. Each product has its own life cycle, the nature and duration of which depends on the set of factors and conditions.

The life cycle of goods consists of two periods: development of production and market period. The market period consists of four phases: phase of implementation (removal of goods to the market); growth phases; phases of ripening; Phases of saturation and fall.

The phase of the introduction of goods to the market is the time of removal and distribution of goods in the market. The phase is characterized by a slow increase in sales of a new product and considerable costs for bringing goods to consumers, especially if their distribution is carried out through retail trade. In this phase, the company is most often losses due to small sales of goods and stimulating their sales.

Growth phase is the time of a sharp increase in sales of a new product. Sales increases due to the fact that the popularity of goods from customers increases and the circle of buyers increases and expands. At the same time, the number of competitors offering similar goods with new properties or a new modification is increasing, which, in turn, creates opportunities for market expansion. The increase in production of this product leads to a decrease in cost and an increase in the profit of the enterprise. Prices for goods remain at the same level or may decrease a little.

The ripening phase is the coming stage of slowing the growth rate of sales of goods. The slowdown in the pace of sales leads to the accumulation of reserves of non-sale products and the binding of working capital. This leads to exacerbation of competition, a decrease in price losses, an increase in advertising costs, an increase in the number of transactions with consumers.

Phase of saturation and decline is the time when individual groups of buyers cease to acquire this product and move to other modifications of goods or new products. The fall in demand occurs as a result of scientific and technical changes in this industry, changes in the need for product, strengthening competition of both domestic and foreign manufacturers. As sales decreases, a number of enterprises leave the market, and the remaining, as a rule, reduce the commodity range. The problem is that the preservation of the entire nomenclature and the range of goods in the phase of decline requires significant additional costs of revaluation of inventories, advertising and stimulating sales. The profitability of such goods is sharply reduced, which predetermines the need to remove them from production and replacement with new products.

Analysis of the product life cycle shows that sales in the natural and value measurement by the phases of the life cycle of unequal (Fig.4). In the phases of introduction, growth and ripening, sales increases and reaches its apogee at the end of the product ripening phase. In the saturation phase and recession, sales starts to decline. However, the growth rate of sales in these phases is different. In the growth phase, sales growth rates are significantly higher than in the phase of implementation and ripening, and in the phase of saturation and recession they have a negative value. The main goal when planning the product life cycle is to reduce the remaining phases and increase the duration of the ripening and growth phase.

Fig.4. Product life cycle

Most goods on the market are in the stage of maturity. Therefore, the main goal in planning the product life cycle is to reduce the remaining phases and increase the duration of the ripening and growth phase.

Nevertheless, the drop in sales in any case is inevitable. It can be slow, fast or drop to a low level and stay on it for many years. If you cannot exclude outdated goods from the range in a timely manner, then it will be an obstacle to its replacement, the cause of low profitability of sales.

The main idea of \u200b\u200bplanning the range is as follows. First, an effective assortment strategy should be aimed at eliminating sales and profits from the stages of the life cycle of goods. Secondly, the appearance on the market of various models of the parametric range of the product should be planned in the sequence so that the amount of sales and profits remain relatively constant. The company must constantly plan the transition from one stage of the life cycle of goods to another, to optimize the range of goods simultaneously sold in the market and differing in the degree of novelty. The planning of the range is recommended based on the following approach (method). It is advisable to divide the entire range of products planned for sale to the following assortment groups:

The main, including the goods that are in the growth stage and bringing the bulk share of profit;

Supportive, consisting of goods, stabilizing sales revenues and in the stage of maturity;

Strategic, including goods designed to ensure future income of the enterprise;

Tactical, covering goods designed to stimulate the sale of major commodity groups and in the stage of growth and maturity;

Removed from sale and including goods that are in the saturation and recession stages.

Currently, the recommendations have not yet been developed, how many product groups the enterprise should simultaneously sell on the market. However, at the first stage of implementation, the most running, basic models that are in high demand from buyers are usually introduced into the market. At the stage of growth, the assortment is expanding and to the stage of maturity remove a complete set of products of parametric series. In the stage of decline in the market there must be only one - two types of the most running goods. The share of the main product group should be 75-85% of the entire range of goods. It is especially carefully necessary to plan timely removal of goods from sale, since the delay with the removal of obsolete goods reduces the efficiency of sales.

2.3. The main directions to optimize the range

One way to improve the efficiency of the company is to optimize the range of products. What stages include this process, what optimization methods are applied in practice and what should be paid when a range change?

Each time, in the preparation of the sales budget, most companies have a question that the range of products needs should be.

In order to avoid errors, it is necessary to conduct a permanent job to optimize the structure of the products being implemented.

The optimal structure of the range should ensure maximum profitability and sufficient stability of the company as a whole. In addition, product items should not be too much. For most Russian enterprises, the main reserve of optimization is laid in the reduction of the assortment series. The too large range is badly affected by economic indicators: many positions appear, which in terms of sales can not even go to the level of break sufficiency. In addition, a large range forces to spray the company's forces, it makes it difficult for the competent proposal of the goods to the client. As a result, 5-10% of the items of the goods "feed" the entire range. An exception to the range of unprofitable and low-cost goods will allow companies to increase overall profitability by 30-50%.

It is important to correctly determine the share of each heading in the assortment. When making a decision on the structure of the range, it is necessary to be guided not only by considerations of economic efficiency, but also take into account strategic interests. If today to reduce the share of low-cost goods, then tomorrow is possible the loss of our buyers who want to acquire all the necessary products from one supplier. Therefore, it is necessary to balance between our own interests and interests of customers.

In the process of optimizing the range, three main stages can be distinguished.

Stage 1. Analysis of market dynamics and demand structure. The division responsible for managing the assortment (as a rule is a marketing service), with the established frequency initiates the optimization process.

The marketing unit analyzes sales dynamics for product groups (individual goods), assesses the prospects for changing demand and competition in segments, which are represented or where the company is going to publish with its products (services). Based on the information received, marketing experts prepare options for changing the structure of the range aimed at improving consumer satisfaction, strengthening the company's competitive position and an increase in market share.

Stage 2. Financial analysis of the developed proposals. The planning and economic service analyzes financial indicators for product groups or individual goods and makes its conclusions about changing the structure of the range.

3 stage. Approval of the final version of the structure of the range. The working group, which includes specialists of marketing, economic and other units (production, purchases, logistics), develops and coordinates the final version of the solution to optimize the range of products of the company.

When optimizing the structure of the range, many factors must be taken into account. It is necessary to find a solution that will be the best in terms of increasing profits, the availability of resources, sales growth and conquest of new markets. For example, plans for marketers to increase sales promising, in their opinion, goods may be criticized by the financial service, according to which it will not lead to an adequate improvement in economic indicators, but will significantly increase the need for working capital. Or a technologist concludes that a significant increase in the production of such goods on existing equipment can seriously reduce its quality. Such contradictions can be resolved in several ways. The most common of them is the method of expert assessments.

The formation of the optimal structure of the range under this method is reduced to determine the set of indicators that experts are evaluated on a ten-point scale. As a rule, as directions of analysis, the prospects, economic attractiveness of the heading, the availability of resources are selected. The decision on the composition of the indicators for each direction takes the appropriate division. For each indicator, depending on the priorities of the company, its weight is established. If an enterprise is in a difficult financial situation, then greater weight will be assigned to financial indicators; If the company focuses on strategic goals - more weight is assigned to performance indicators.

After the indicators are selected, experts from the relevant units assign them points. Then, for each analyzed commodity position, the total score is calculated, taking into account its weight, as well as the proportion of the total amount of points. In accordance with the result, the structure of the range is formed.

It should be noted that the efficiency of the assortment optimization depends on how regular it is carried out. The structure of the range should be reviewed about once every six months (this figure may vary depending on the industry and market dynamics), and when changing marketing policies - immediately. At the same time, too frequent revision of the structure of the range is also undesirable - it takes time to assess the profitability of the new range.

In addition to optimizing an existing assortment, it is necessary to take into account the prospects for the market for new products. And already at the planning stage of the new range, it should be borne in mind what the impact on the company's activities will be promoting the new product.

Chapter 3. Practical examples of the formation and optimization of the range in retail enterprises

3.1. Forming an assortment of shoes

The formation of a trade assortment is influenced by many factors, so it is a rather laborious and creative process.

The fundamental in the formation of the range is the study of the market to establish real estimated needs, as well as determining the list of goods that can satisfy them. This section discusses some features of the formation of a trade assortment of shoes, taking into account the specifics of the needs of consumers of different age groups.

Unlike many other goods, shoes are classified in many assessments: by type, intended purpose, season, sexual appointment, socks, top material and soles. Therefore, the formation of demand for shoes is a complex process.

The fundamental in the formation of the range of shoes of consumers of different age groups is the analysis of the structure of consumers of the region and their needs. Usually, statistics on the number of population population differentiated by age groups are used to analyze. Mechanical use of statistical data structure of the population in the formation of the range of clothing and shoes will not meet practical realities. The range of clothing and footwear, taking into account the veraslands of consumers and their value orientations, it is advisable to group (segment) in the age of 4 groups: 1-for children under 12, 2- for young people from 12-35 years. 3- for middle-aged consumers, 4- for elderly consumers. Important in the formation of the range of goods for consumers of different age groups has the study of their preferences to the indicators of consumer properties of products. Consequently, in the process of studying the structure of consumers, it is necessary to analyze the significance of individual properties of goods for different groups of consumers.

The factor of the fee of individual consumer properties is used to assess the level of quality and competitiveness of goods. To explore consumer preferences for leather shoe indicators, the residents of the Stavropol Territory were conducted. The survey was carried out in the markets, in shoe stores, educational institutions, organizations of various fields of activity.

It was found that the most significant factor affecting the preferences of buyers is given to the shoes indicators are consumer revenues. However, within the same consumer segment, the most significant factor affecting consumer preferences is the age factor of buyers.

For the survey, 600 respondents were chosen (300 men and 300 women) aged 12 to 75 years, Uda included students, workers, employees, housewives, pensioners, unemployed. Then they were grouped by age groups: youth - 250 people, consumers of middle-aged 200 people, elderly consumers - 150 people.

It can be noted that the most active age category between the ages of 31 and 45 is characterized by the following general features: At this age, people become economically independent, and therefore make more purchases.

Respondents were offered to run, depending on the significance of the following properties of the shoe: aesthetic properties. Ease of use, reliability. At the same time, the most significant property received rank 3, and the least significant rang1.

After ranking properties, the facilities of each property for individual groups of consumers were calculated. The dynamics of the coefficients of the use of individual consumer properties of shoes, depending on its age, is shown in Fig.5.

Fig.5. The dynamics of the coefficients of the fee of individual consumer properties of shoes depending on its age

Analysis Fig. 5 shows that the aesthetic properties of the shoes are the most weighty for consumers with the exception of elderly people.

The highest value of the factor of the aesthetic properties is relatively reduced for the shoes of the children's assortment and elderly people, which is associated with increasing importance for these groups of shoes of ergonomic properties. It should also be noted that the highest rates of reliability coefficients are characteristic of children's shoes and shoes designed for elderly faces. Table 1 shows the average values \u200b\u200bof the focus of the individual properties of the shoes depending on its age.

Table 1.

The average values \u200b\u200bof the warehound coefficients of individual shoe properties depending on its age destination.

The most important criterion for the effectiveness of the enterprise by the company's assortment policy is the fullness of the range in the commodity market. The fullness of the range is also the most significant indicator of the culture of trade and, attractiveness and competitiveness of the store.

Completeness of the range of goods is the degree of richness of the market by goods of one species, i.e. The ratio of the number of varieties of goods of one species to the amount that is necessary to meet the effective demand of the main mass of buyers, i.e. The minimum necessary amount of varieties of products of one species for a separate consumer segment.

The satisfaction of the effective demand of customers is determined by the presence in the assortment of shoes of the appropriate amount of products of different value categories, models, sizes, growth, fullness.

The completeness of the range can be defined as the ratio of the actual number of types of products on their number in accordance with the assortment list or on the amount that is necessary for the satisfaction of effective demand. In the first case, a mandatory assortment list for each type of store has its own variant - a different amount and structure, therefore, different compared criteria, so it is impossible to compare the fullness of the range of different types of stores. In the second case, it is very difficult to determine the amount of goods needed to fully satisfy effective demand. It should also be noted that the satisfaction of individual groups of consumers can not be determined when using these methods. For example, a store may have a large number of diverse shoes, but one size. At the same time, only those buyers for which this shoe size suitable can be satisfied, and the rest are not. Therefore, the comparison criterion should contain all the main parameters of the range of shoes: value categories, models, colors, sizes, growth and completeness. As a criterion for estimating the completeness of the product range, you can use the level of the fullness of the range. Defined as the ratio of the number of goods on different signs of a competed store to the number of species of the goods of the competing store.

For more complete satisfaction of effective demand, it is necessary that the shoes are on sale, the structure of which corresponded to the approved scale of size and completeness (the percentage ratio of individual sizes and fullness in the product is realizable). However, in practice, it is necessary to make certain adjustments in the scale of sizes, taking into account regional conditions. To do this, it is necessary to periodically conduct a special marketing study to clarify the dimension-complete scale. Under the dimensionally complete assortment is understood by the percentage of the quantitative ratios of the shoes of various sizes and fullness in the party in the production, shipments, admission, orders.

Shops control compliance with the size and complete range when the shoes arrive from suppliers, the shoes have shoes of all sizes, take measures to perform and replenish the individual sizes and fullness as a result of the implementation of products. It should be borne in mind that the range of goods is constantly updated. This process occurs under the influence of scientific and technological progress, fashion, seasonal oscillations in demand and other factors. Therefore, in retail trade enterprises, work should constantly work on the formation of an assortment by active inclusion of new products in the proposed range, as well as the sale of the shut-off goods.

3.2. Optimization of the range of operational analysis

Consider on the example how the range is optimized. Table 2 presents calculations on actual sales data. Initial data - prices, sales and cost. Table 3 presents scheduled indicators that are selected on the basis of economic and marketing analysis described below.

When optimizing the range, the first thing that needs to be done is to calculate all the necessary indicators: revenue volume, profitability, coating coefficient for coating, operational lever, break-even point, stock of financial strength for each product name.

Source for such calculations are the prices and sales volumes for each name, as well as the cost of production and its division into variables and constant costs.

After all the indicators are designed, we start their analysis.

1. First of all, pay attention to profitability indicator Each position. If there are positions with negative profit among the range, then we first pay attention to them. To increase the level of profitability, we can raise the price to a level that does not exceed the market indicators. At position 7 "Napkins" raise the price from $ 2.8 to $ 3.0. However, this is not enough, therefore, to increase the profitability of this position, we plan to increase its volume of implementation with 600 pcs. up to 850 pcs. More to increase the volume of production is not possible at market reasons. As a result, the profitability of this position has become positive.

2. Further pay attention to those positions that have the most low Coverage . The coefficient of the deposit on the coating is the attitude of the contribution to the coating of constant costs of revenue from the implementation. It shows how the proportion of sales revenue can be used on the coating of constant costs and the formation of profits. The higher this indicator, the more attractive from the financial point of view, the production of this type of product. Therefore, our task is to increase the coefficient of deposit on the coating. This can be achieved by raising the price within market opportunities.

Table 2.

Factual data

Name

Revenue volume ($)

Realization volume (pcs.)

Variable costs 1 unit. Product

Total permanent costs ($)

C / C General ($)

Rent-Lost (%)

Coef. Deposit on the coating

Borbacity point ($)

Operating lever

Fire-owl reserve

Towel terry 1202.

Towel terry 1208.

Towel terry 1209.

Tablecloth 1277.

Tablecloth 1278.

Tablecloth 1280.

Napkins 1212.

Napkins 1214.

Napkins 1215.

Apron 1242.

Apron 1244.

Average group

Table 3.

Planned indicators

Name

Revenue volume ($)

Realization volume (pcs.)

Changes 1 units. Product

Total permanent costs ($)

C / C General ($)

Rent-Lost (%)

Coef. Deposit on the coating

Borbacity point ($)

Operating lever

Fire Strength

Towel terry 1202.

Towel terry 1208.

Towel terry 1209.

Tablecloth 1277.

Tablecloth 1278.

Tablecloth 1280.

Napkins 1212.

Napkins 1214.

Napkins 1215.

Apron 1242.

At the positions "Tablecloth 1278" and "Tablecloth 1280" the lowest PCP - 0.1376 and 0.1266, respectively. We increase prices on these positions from $ 5.10 to $ 5.15 and $ 5.20, respectively. As a result, the QCP also rises to 0.1459 and 0.1433.

3. Further consider the position with the most high QU These are the most profitable positions, therefore it makes sense to increase sales on them to the maximum possible (both in terms of production facilities and in terms of demand). We have three such positions: "Towel terry 1202", "Apron 1242" and "Apron 1244". Increase their production volumes from 500 to 550 (towel), from 300 to 400 and 400 to 450 - by aprons. This leads to an increase in the profitability of these positions: from 15.6% to 15.8% on the towel, from 11.9% to 12.5% \u200b\u200band from 9.1% to 9.3% - by aprons.

4. Next, analyze the indicator operational lever . The highest indicator of the position 8 "napkins 1214" - 6.32. This means that this is the most risky position, since when the break-even point is not achieving, the losses will be greater than by other names, which also underwent this point. In addition, for this position the most low stock of financial strength Therefore, it is necessary to increase production volumes to increase financial strength and reduce the likelihood of damages. We increase production with 650 pcs. up to 750 pcs. Also, the analysis of competitors shows that the price can also be slightly elevated from $ 3.0 to $ 3.05. These measures will enhance the supply of financial strength from 15.85 to 23.0%. And also reduce the operational lever from 6.32 to 4.34 and increase the profitability from 3.1 to 4.9%.

5. And in conclusion we consider the position with maximum profitability - In our case, this is a position 1 "Towel terry 1202" - profitability of 15.6%. This position also has a high PCP, so we increased its planned production volume. However, the demand for position is reduced and to achieve an increase in sales. We have the opportunity to slightly reduce the price of $ 4.2 for $ 4.15. This will lead to a slight decrease in profitability from 15.6% to 14.8%, but will allow us to ensure the planned sales volume.

As a result of the adjustable, we ensured an increase in the average level of profitability from 7.1% to 8.2%. In addition, the stock of financial strength has increased, the average level of operational lever has decreased, and therefore risk, the average PCP increased.

Also, in addition to the analysis given in the example, the following questions can be used as controls:

In general, is the volume of sales of the break-even level?

What goods are unprofitable, but have a high contribution coefficient to cover? In these items, it is necessary to increase production volumes.

What products are leaders on the share in revenue and in profit? These positions are paid to special attention, as changes in their price or volumes will reflect more on the final figures.

In addition, the assortment is really optimal to take into account the limitations associated with production facilities available for working capital, the market needs in each product. It is not enough to navigate only on economic indicators, but at the same time it is impossible to make decisions based exclusively from marketing information. Only the consideration of all factors in the system will allow to adopt a reasonable decision.

Conclusion

The assortment of an enterprise is a comprehensive process that includes the main classic management functions: planning, in the process of which the demand for goods is studied, marketing research is conducted, the organization that implies the creation of a communication system for the formation of the range, coordination, in the process of which the organization's assortment portfolio is being developed, Assortment strategy is produced (strategic groups of goods are allocated, the methods and principles of trade premises are determined) and control, which includes an analysis of the range (its latitude and depth, profitability of individual types and groups of goods), as well as an analysis of the impact of enterprise market management policies, supply policies on the product range.

An analysis of the range gives the most accurate data only when using various analysis techniques. Therefore, along with the conduct of operational analysis it is necessary to conduct ABC and XYZ analysis in the complex.

The purpose of the assortment policy is to form an assortment depending on the needs of the market, the financial condition of the enterprise and its strategic goals. Assortment policy and enterprise strategy are closely interrelated. The decision to expand or narrow the range is the ability to select two different strategies: diversification or integration, each of which can be vertical, horizontal or complex.

The formation of an assortment of goods in retailers should be carried out taking into account the action of a number of factors.

The planning of the range is based on the life cycle of the goods. At the first stage of introducing the market, the most chassis, basic models that are in high demand from buyers are usually introduced into the market. At the stage of growth, the assortment is expanding and to the stage of maturity remove a complete set of products of parametric series. In the stage of decline in the market there must be only one - two types of the most running goods.

The optimization of the range is the decision-making, which most fully takes into account financial expectations, production and logistics capabilities and restrictions, as well as the situation in the market. The optimal structure of the range should ensure maximum profitability and sufficient stability of the company as a whole.

In retail shopping enterprises, work should constantly work on the formation of an assortment by active incorporation of new products in the proposed range, as well as the sale of the shut-off goods.

In the 2nd section of the third chapter, an example of optimizing an assortment using operational analysis is given. As a result of the adjustable, we ensured an increase in the average level of profitability from 7.1% to 8.2%. In addition, the stock of financial strength has increased, the average level of operational lever has decreased, and therefore risk, the average PCP increased.

In order for the range is really optimal, the restrictions associated with production facilities existing working capital, the market needs in each product should be taken into account. It is not enough to navigate only on economic indicators, but at the same time it is impossible to make decisions based exclusively from marketing information. Only the consideration of all factors in the system will allow to adopt a reasonable decision.

List of references

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2. Varley, Rafik.- Basics of retail management. M., ed. House Grebennikova, 2005. p. 454.

3. Ilyin A.I. Planning at the enterprise - M.: New knowledge, 2003, - p.279

4. Kondrashov, V.M. Sales management. Tutorial. - M.: Prospekt, 2007. - s. 309.

5. Kent T., Omar O. Retail. M., Uniti, 2007, p.701

6. Book of the Store Director: Practical Recommendations / Ed, S. Sisoeva. - SPB.: Peter, 2006. S.-165.

7. Levi, M., Veitz B.A. Fundamentals of retail. - SPb.: Peter, 2008. -448 p.

8. Lyubushin, N.P. Comprehensive economic analysis of economic activities. - M.: Uniti - Dana, 2005. - 448 p.

9. Marketing: textbook Ed. A.N. Romanova. - M.: Uniti, 2006,

10. Nikolaev MA Marketing of goods and services. M.: Business literature. - 2001. - with. 448.

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12. Organization of commercial activities: Ref. Manual / S.N. Vinogradova, S.P. Gurska, O.V. Pigunov et al; Under total. Ed. S.N. Grape. - Minsk: Higher School, 2000. - 278c.

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And ensuring the necessary level of customer service is the creation of an optimal range of goods.

Such an assortment of goods should be created, which would be able to satisfy various requests for end users.

In this regard, the formation of the range of goods is one of the main directions of commercial work.

Under forming an assortment Understand the activities of the selection of groups, species and varieties of goods in accordance with the supply of the population, in order to fully satisfy it.

This set of goods allows you to satisfy real or predicted needs and ensure the high profitability of the work of the enterprise.

Directions of the formation of the range of goods

The formation of the range of goods is carried out constantly in all units - from production to consumption, it is associated with a specific enterprise and is determined by the company's assortment policy.

Under Assortment Policy Understand the goals, objectives and main directions of the formation of the range defined by the management of the organization. The purpose of the organization in the range of assortment is the formation of a real or predicted assortment.

The main directions in the field of range formation:

Reducing an assortment - This is a quantitative and qualitative change in the set of goods by reducing its latitude and completeness. The main reasons for the reduction of the range may be a drop in demand, deficiency of proposals, unprofitability or low profitability during the sale of goods;

Expansion of the range - This is a quantitative or qualitative change in the set of goods by increasing the indicators of latitude, completeness and novelty. The reasons for the expansion of the range can be: an increase in supply and demand, high profitability of production and sale of goods, the emergence of new goods or new manufacturers;

Assortment stabilization - This state of a set of goods, characterized by high resistance and low degree of update. This ability to set the goods to satisfy the demand for the same goods (is more characteristic of food demand for food);

Assortment update - These are high-quality and quantitative changes in the set of goods, which can satisfy the changed needs at the expense of new products. The main reasons for updates are:

the emergence of new needs;
replacement of morally outdated goods;
the need to increase and;
stimulating demand.

Consumers of new goods are so-called innovators, whose needs are often changed;

Improving the range - These are quantitative and qualitative changes in the set of goods to increase its rationality. Under rationality, the ability of the product set is most fully realistic to satisfy the informed needs of different groups (segments) of consumers;

Harmonization of the range - These are quantitative and qualitative changes in the set of goods reflecting the degree of proximity of the real range to optimal when implementing and used. The desire for harmony in the formation of the range is expressed in specialization of stores or individual sections.

Factors affecting the formation of the range

Common factors affecting the formation of the range, are and.

Demand - This need, supported by the solvency of buyers, which depends on the consumer segment of the consumer segment: their income, demographic, national and other features.

Profitability It is determined by the cost, the cost of production and circulation, the value of which is influenced by external and internal factors.

Specific factors include:

raw base manufacturing enterprises, which is determined by the availability of natural resources, delivery costs and production;
material and technical base - The presence of industrial areas, the necessary equipment has a significant impact on the formation of the range;
achievements of scientific and technological progress contribute to the emergence of new products that do not have analogues;
specialization of the commercial enterprise helps to form an assortment with sufficient depth and breadth;
distribution channels of goods. The rhythm of delivery on the necessary deadlines and in the required amount will facilitate work on the formation of the range;
methods for stimulating sales and demand formation Also affect the formation of the range.

The process of forming an assortment of goods is folded from two stages. At the first stage, a list of basic groups and subgroups of sold goods are determined. At the second stage, the amount of product species sold for each name is determined. At a particular company, an assortment of goods on the basis of an assortment list is formed. It is a tool with which the product range is regulated.

Commodity range

The trade range of anyone can be divided into three components:

basic assortment items are products that reflect the assortment profile of the wholesale trade enterprise, which are constantly available and which account for at least 50% of sales;
« attracting "Goods - These are products that are able to allocate among its competitors and who are often for customers in terms of price level;
supplementing goods - These are products that can provide comprehensive satisfaction of customer requirements, and their presence in the assortment of a trading enterprise causes greater customer confidence.

The commodity range of retailers is closely related to its assortment profile. Therefore, when forming an assortment of a retail trade enterprise, it is necessary to take into account the type and type of retail enterprise.

In the product assortment of any Retail enterprise The following groups of goods are distinguished:

basic Group goods are goods that bring the main profit to the enterprise;
supporting Group goods - goods stabilizing sales revenues;
output group goods - goods bringing too small profit or even selling with losses;
strategic Group products - goods designed to ensure in the future the main profit;
tactical group Goods - goods designed to stimulate sales of major commodity groups.

The percentage of these groups of goods in the range of different retailers can be different.

The trade range of the retailers should be created not only in accordance with the type of commercial enterprise, but also with the peculiarities of the population, before all, this area, which is included in its "trading zone".

The process of forming an assortment of retail enterprises has the impact of demographic, economic, social, national-household and natural climatic factors. In addition, it is necessary to take into account seasonal oscillations in demand, degree of commitment to secondary cultural values, etc.

Features of the formation of an assortment of goods in the retail store store. Introduction Data sources for the formation of the range

Files: 1 file

Introduction

Chapter I. Theoretical foundations of the formation of the product range.

1.1Stitude and classification of product range.

In connection with the purpose of the goal, the following tasks are solved:

- give the concept and classification of the associatement of goods;

- consider the essence of the assortment policy of the trading enterprise;

- explore the basic methods of assortment analysis;

- determine the factors of the formation of the range in the company's commodity policy system;

- explore the features of the formation of the range at various stages of the product life cycle;

- Consider practical examples of the formation and optimization of the range.

Course work consists of introduction, three chapters, conclusion and literature of literature.

1.2 Essence of assortment policies and its relationship with the company's strategy

Directions of the formation of the range of goods

Factors affecting the formation of the range

Commodity range

Last

It is necessary to know