Ways to improve the range of food products. Ways to improve the formation of the assortment. Analysis of the effectiveness of commercial activities in the formation of the range of goods of retail enterprises

Assortment optimization is a compromise solution that best takes into account financial expectations, production and logistics capabilities and constraints, as well as the current market situation.

The optimal assortment structure should ensure maximum profitability and sufficient stability for the company as a whole. In addition, there should not be too many product names. For most russian enterprises the main optimization reserve lies in reducing the range of products. Too a large assortment has a bad effect on economic indicators: there are many positions that cannot even reach the break-even level in terms of sales. In addition, a large assortment forces the company's forces to be diffused, making it difficult to offer a competent product to a client. As a result, 5-10% of product names "feed" the entire assortment. The elimination of unprofitable and marginal products from the assortment will allow companies to increase their overall profitability by 30-50%.

It is important to correctly determine the specific weight of each commodity item in the assortment. When deciding on the structure of the assortment, it is necessary to be guided not only by considerations of economic efficiency, but also to take into account strategic interests. It is important to understand that if today we reduce the share of low-profit products, then tomorrow we will lose our customers who want to buy everything. necessary goods from one seller. Therefore, you need to balance between your own interests and the interests of clients.

There are three main stages in the assortment optimization process.

Stage 1. Analysis of market dynamics and demand structure. The department responsible for assortment management (usually the marketing service) initiates the optimization process at specified intervals.

The marketing department analyzes the dynamics of sales by product groups (individual products), assesses the prospects for changes in demand and competition in the segments in which the company is represented or is going to enter with its product. Based on the information received, marketing specialists prepare solutions for changing the assortment structure, aimed at increasing customer satisfaction, strengthening the company's competitive position and increasing market share.

Stage 2. The financial analysis developed proposals. The Economic Planning Service analyzes financial indicators by product groups or individual goods and issues its conclusions on changes in the assortment structure.

Stage 3. Approval of the final version of the assortment structure. Working group, which includes specialists from marketing, economic and other departments (production, procurement, logistics), develops and coordinates the final solution for optimizing the company's product range

Work on optimizing the assortment structure is necessarily a joint activity of many specialists of the enterprise: economists, financiers, marketers, heads of sales departments, technical specialists. Such work can be organized within the framework of working groups, but it is possible to do with regular thematic meetings without giving them an official status. It is important that one specialist is responsible for the final result, preferably from the top management of the company. Who exactly to appoint to this position, each head of the company decides independently, based on many factors - professional skills, loyalty, workload of a specialist, etc.

There are many factors to consider when optimizing your assortment structure. You need to find a solution that will be the best in terms of increasing profits, availability of resources, increasing sales and conquering new markets. For example, the plans of marketers to increase sales of a promising, in their opinion, product may be criticized by the financial service, according to whose calculations this will not lead to an adequate improvement. economic indicators, but will significantly increase the need for working capital. Or it will be concluded that a significant increase in sales of such a product can seriously reduce its quality. Such contradictions can be resolved in several ways. The most common of these is the method expert assessments.

The formation of the optimal assortment structure within the framework of this method is reduced to the determination of a set of indicators that experts assess on a ten-point scale. As a rule, prospects, economic attractiveness of a commodity item, availability of resources are chosen as areas of analysis. The decision on the composition of indicators for each direction is taken by the relevant department. For example, the indicators of the prospects of a product are determined by the marketing department, indicators of economic efficiency - by the financial service of the enterprise. For each indicator, depending on the priorities of the company, its weight is established. If the company is in a difficult financial position, then more weight will be assigned to financial indicators; if the company focuses on strategic goals, more weight is assigned to the indicators of prospects.

When forming the assortment structure, you need to be guided by three main indicators: the volume of demand, liquidity and profitability of the product. It should be emphasized that the priority of indicators for the company is distributed in this order. Much attention is paid to the demand for goods on the market, then we analyze its liquidity. The company operates with significant amounts of attracted funds, so it is important how soon it will be able to receive money for the goods and pay off the obligations. And of course, you need to consider the profitability of the product.

One of the most effective indicators of the assortment structure is the contribution to coverage ratio.

Several levels of this indicator are calculated. The difference in the levels of calculation of the coverage contribution is the degree to which variable costs are taken into account. When calculating the indicator of the first level, only material costs are used, the second - material and production costs. Coverage contribution ratio is calculated monthly, it monitors the state of the assortment structure. If for some product there is a tendency to a decrease in the value of the indicator under consideration, as a rule, work with this product stops.

When assessing the financial attractiveness of a product, the following mistake is widespread - the use of the current profitability ratio as one of the indicators. The fact is that the products with the highest profitability do not always bring the company the most profit. In addition, when revising the assortment structure, a change in profitability is almost inevitable, since adjusting the assortment structure is usually accompanied by a revision of the pricing policy and a change in the volume of fixed costs.

After the indicators are selected, the experts from the relevant departments assign them points. Then, for each analyzed commodity item, the total score is calculated taking into account its weight, as well as the share in the total score. In accordance with the result, the assortment structure is formed.

Based on the results of the assessment of the assortment structure, it can be concluded that the sales of the goods should make up a certain percentage of the total sales.

Another way to determine the optimal assortment structure is to use mathematical methods, in particular, the linear programming method.

The linear programming technique is successfully applied in the West. Using this approach requires a number of conditions to be met, including:

Implementation of a budgeting system at the enterprise;

Unchanging production program months;

High level of production capacity utilization;

Qualitative forecasts of market and supplier behavior.

Conditions of this kind are inherent in steadily developing Russian companies.

It should be noted that the use of rigorous mathematical methods requires accurate and objective data. The advantage of using the method of expert assessments is that it allows you to take into account and evaluate non-formalized factors, for example, the prospects of a product.

In conclusion, it should be noted that the effectiveness of assortment optimization depends on how regularly it is carried out.

The assortment structure should be reviewed approximately every six months (this figure may vary depending on the industry and market dynamics), and immediately if the marketing policy changes. At the same time, too frequent revision of the assortment structure is also undesirable - it takes time to assess the profitability of a new assortment.

In addition, it is necessary to have strict regulations for revising the assortment. It should contain the following basic provisions:

Frequency of optimization of the assortment structure;

The composition of the unit responsible for optimizing the assortment structure;

Description of the applied technique;

List of responsible persons, etc.

In addition to optimizing the existing assortment, it is necessary to take into account the prospects for introducing new products to the market. And already at the stage of planning a new assortment, one should take into account what impact the promotion of a new product will have on the company's activities.

Mostly the population in Russia is price sensitive. But there are segments where the sensitivity to prices is much lower compared to consumer goods - milk, bread, vegetables, etc. it is not necessary to have the lowest prices for all items. Those goods that are not in mass demand, for example, seasonal goods, which are sold quickly enough can be sold at a higher price, because as a rule, the buyer does not know how much they cost from competitors, especially since competitors may not have these goods in the assortment. That is, you need to split the products in the store into groups according to the speed of sales and think about whether it is worth excluding from the assortment those products that are sold the slowest.

Each product range requires its own marketing strategy. In most firms, work with each assortment group is entrusted to an individual... This steward there are a number of important decisions to be made regarding the breadth product range and goods that personify it.

The product line manager must decide the breadth of the product line. The range is too narrow if it is possible to increase profits by supplementing it with new products, and too wide if profits can be increased by excluding a number of products.

The breadth of the product range is partly determined by the goals that the company sets for itself. Firms that are trying to be known as suppliers of an exhaustive assortment and / or seeking to gain a large market share or expand it, the product range is usually wide. They are less worried about the situation when certain of the goods they produce do not give profit. Firms, however, interested primarily in the high profitability of their business, usually have a narrowed range of profitable products.

Over time, the product range is expanding. A firm can expand its product range in two ways: by increasing it or saturating it.

The decision to expand the product range:

• 1. Build-up down. Many firms are initially located in the upper echelon of the market and subsequently gradually expand their assortment in order to cover the lower echelons. Ramp-down may be aimed at deterring, attacking, or penetrating the fastest growing market segments.
• 2. Build up. Firms operating in the lower echelons of the market may want to penetrate higher ones. They may be attracted by higher growth rates in the upper echelons of the market or by their increased profitability. Or maybe the company just wants to position itself as a manufacturer with an exhaustive range.

The decision to build up can be risky. Competitors in the upper echelons have not only “dug in” well in their positions, but can also launch a counterattack, starting to penetrate the lower echelons of the market. Potential buyers may not believe that the newbie firm is able to manufacture goods high Quality.

3. Bilateral extension. A firm operating in the middle echelon of the market may decide to increase its product range both up and down at the same time.

Decision on saturation of the product range:

Expansion of the product range can also occur by adding new products within its existing framework. There are several reasons why assortment saturation is used:

• 1) the desire to get additional profits;
• 2) an attempt to satisfy dealers who complain about gaps in the existing range;
• 3) the desire to use unused production capacity;
• 4) attempts to become a leading company with an exhaustive range;
• 5) striving to close the gaps in order to exclude competitors.

Oversupply leads to lower overall profits, as products begin to undermine each other's sales and consumers become confused. When launching new products, the company should make sure that the new product is noticeably different from the already produced products.

In a market economy, there is no clear opinion on what the assortment of goods should be in order to best meet the demand of buyers, ensure the receipt of necessary profits and solve other commercial problems. Each trading company is looking for its own niche in the market, based on the current market conditions. Therefore, commercial workers of consumer cooperatives must clearly understand what buyers they are counting on, in what competitive environment they will have to work, etc. For this, it is considered possible to use the ABC analysis method widely used in the market economy.

This method allows you to determine the optimal ratio of groups and types of goods in a retail trade enterprise, taking into account the basic requirements to achieve the goal. The method provides for a multi-stage division of the entire trade assortment according to several criteria into three categories for each criterion. Category "A" includes goods that make up about 70% of the criterion value. Category "B" includes goods that make up about 25% of the criterion value, and category "C" - about 5%. Moreover, in the first category it is recommended to include about 15% of the names of goods from the total number, in the second group 35%, and in the third 50% (Fig. 1).

Figure: one.

Profit was chosen as evaluation criteria, retail turnover, distribution costs.

The division of the trade assortment is based on ranking product groups according to the selected criterion and the definition of categories "A", "B", "C" in accordance with the terms of the ABC analysis.

The analysis of the results can be performed in the following sequence. Arrange product groups in descending order of profit. In category "A" include product groups, which in total give about 70% of the profit, in category "B" - 25% of the profit, in category "C" - 5% of the profit. For each category, calculate the total number of assortment items included in it and determine their share in the nomenclature of the trade assortment. In accordance with this, it can be concluded that the number of assortment items in each category is sufficient.

At the same time, it should be provided that the trade assortment should contain not only highly profitable goods that bring maximum profit, but also goods with lower profitability indicators, in order to achieve the maximum result in attracting buyers and the fullest satisfaction of their demand. This requirement is also due to the fact that consumer cooperation is a socially oriented system and therefore must trade in essential goods and socially significant goods everywhere.

When determining the feasibility of finding a product of a certain name in the trade assortment, it should be taken into account in what period life cycle he is in.

It can be seen from the graph that retail trade gets the greatest profit in the time interval A "-A", when the assortment is dominated by goods that are in the stage of growth and maturity, however, there are new goods in stock that are only gaining their place in the market, and also goods for which demand is falling (Fig. 2).

Figure: 2.

It can be seen from the graph that retail trade gets the greatest profit in the time interval A "-A", when the assortment is dominated by goods that are in the stage of growth and maturity, however, there are new goods in stock that are only gaining their place in the market, and also goods for which demand is falling.

This approach should be one of the factors influencing the formation of the optimal assortment.

Availability of a certain type of product in the assortment is desirable until the sales volume passes the so-called "break-even point".

ABC analysis is carried out on the basis of statistical data on a trading enterprise for a year, half a year, and a quarter. The organization of the necessary calculations requires from commercial workers the availability of productive computing resources with the possibility of both tabular and graphical presentation of the results. It should be noted that ABC analysis is a tool for improving the assortment of goods, and not forming it initially.

When dividing all commodity groups, subgroups, types of goods using the ABC analysis method, tables are compiled characterizing the degree of contribution of each assessed type or subgroup of goods to the result of activity (criterion).

Assortment formation is preceded by the development of an assortment concept by the enterprise. It is a directed construction of the optimal assortment structure of the product offer, while, on the one hand, the consumer requirements of certain groups (market segments) are taken as a basis, and on the other, the need to ensure the most efficient use of raw materials, technological, financial and other resources by the enterprise to sell goods with the lowest possible costs.

The assortment concept is expressed in the form of a system of indicators characterizing the possibilities for the optimal development of the product assortment. These indicators include: a variety of types and varieties of manufactured goods (width and depth of the assortment, taking into account the typology of consumers); level and frequency of assortment renewal; the level and ratio of prices for goods of this type and others. The purpose of the assortment concepts is to orient the enterprise towards the production of goods that best match the structure and variety of demand of specific buyers.

Supported by measures of an organizational, financial and other nature, the assortment concept can be considered as a kind of program for managing the development of production and the sale of relevant goods. Its target part includes requirements for the optimal structure of the assortment, and the program part includes a system of measures to achieve it for certain period... This program is made comprehensive by the inclusion of assortment optimization issues. The criteria of optimality are the requirements of consumers for the range and quality of goods, resource opportunities, social attitudes, culture and others.

To better understand the problems that arise in the process of developing an assortment policy, one should dwell on the main factors that determine the formation of an enterprise's product range.

The main factors that determine the company's product range, the need to change, expand and narrow its product range, include:

• - research and development design developments in this industry, which are, as a rule, of an applied nature and are called upon to use the already mastered theoretical knowledge to introduce them into production and to create new, improved goods and technological processes taking into account the requirements of specific market segments;
• - changes occurring in the product range of competing firms that sell similar products, which are also working to optimize the product range, updating the product range;
• - changes in demand for the goods sold by the firm, requiring clear management of the firm's activities and the development of appropriate measures of assortment policy that would allow to resist the contraction of the market and skillfully use the expansion of market opportunities;
• - the desire and preference of buyers to purchase a large number of products from one enterprise, which ensures them reliability, familiarity of business contacts, saving time during negotiations;
• - Optimality of sales through a distribution network of several types of goods at the same time, which reduces distribution costs and attracts retailers;
• - the development of trade for special orders of individual consumers, providing for the individual supply of goods of specified properties and characteristics.

In addition to the above, a significant factor in the formation of the range is the price of the goods. The ability to properly understand and use this most important category largely determines the commercial success of a company in the market.

The main principles of the formation of pricing policy include:

• - ensuring the alignment of the company's pricing policy with overall strategy trade management and priority goals of turnover development. Pricing policy should be considered as the most important component of the development strategy of a commercial enterprise at certain stages of its implementation;
• - ensuring the link between the company's pricing policy and the market consumer market and the characteristics of the chosen market niche. This linkage makes it possible to take into account not only the conditions for the formation of prices for goods in the corresponding segments of the consumer market, but also the nature of the requirements for this price of certain categories of retail buyers;
• - ensuring a comprehensive approach to the established level of the trade markup for goods in combination with the level trade service buyers;
• - implementation of an active pricing policy in the market (active forms of this policy are determined by such factors as the independence of approaches to setting prices and trade markups, differentiation in the approach to price formation);
• - ensuring high dynamism of the pricing policy, which is ensured by the quick response of the developed pricing policy to changes in the internal conditions of the development of a trading enterprise and environmental factors, that is, the timeliness of revising its individual parameters in conjunction with the dynamics of consumer demand.

The price should be regarded as a very delicate mechanism for regulating the market, in which the principle of the golden mean is extremely important for any seller and any product.

Thus, the process of forming the assortment is complex, closely intertwined with other marketing tools, the most important of which is price policy... Forming an assortment, including or excluding certain goods from it, thereby control its expansion, reduction or renewal.

The above factors serve as incentives for expanding the range of products sold by the enterprise. Within the marketing strategy the company must pursue an active assortment policy and plan to expand and update the product range.

Improving the management of the assortment of products sold by the example of LLC Yaroslavl Stores

Introduction 2

1. Theoretical basis management of the assortment of goods sold 4

1.1. The concept of a product range and factors affecting it 4

1.2. Purpose, objectives and principles of assortment management 5

1.3. Methodology for analyzing assortment of goods 6

2. Analysis of the assortment management system using the example of LLC Yaroslavskie magazines 7

2.1. Organizationally - economic characteristic enterprises 7

2.2. Organization of a product assortment management system 8

2.3. Analysis of assortment of goods 9

3. Improvement of the product assortment management system at Yaroslavl Stores LLC 10

3.1. Product assortment optimization 10

3.2. Assessment of the economic efficiency of measures to improve the assortment 11

Conclusion 12

List of used literature 13

Introduction

Trade is one of the most important sectors of the national economy, since it ensures the circulation of goods, their movement from the sphere of production to the sphere of consumption. Now that the competition is fierce trading companies you have to be sensitive to changes in customer needs and understand what the customer wants tomorrow. Already today, for many organizations it is important to form a product range, taking into account what the market expects in one or two years. When long-term planning assortment, it is especially important to know what factors (competitors, markets, fashion and much more) affect demand, and only based on their analysis to give the most accurate forecast possible.

The assortment of the store is able to actively influence the level of product sales. A wide assortment of goods can satisfy the most unexpected requests of buyers, however, an unjustified expansion of the assortment can lead to the settling of goods in the store, a decrease in the turnover of funds, or even to "freeze" money. Naturally, the desire of each seller to cover the entire range of assortment in order to satisfy the needs of all categories of buyers, however, this raises a number of problems associated with the lack of working space for showcases, shelves and counters.

Assortment policy is one of the most important management tools and components in the company's struggle with competitors. IN In modern market conditions, consumers dictate the rules of the game to market participants, including determining those products and services that will provide the company with the required level of competitiveness. Assortment policy is one of the most important tools and components of the management system in the company's struggle with competitors.

In order to form an assortment more efficiently, it is necessary to have an information base about the needs for the product and its availability on

1. Theoretical foundations of managing the assortment of goods sold

1.1. The concept of a product range and factors affecting it

The product is the main object on the market. It has a cost and use value (or value), has a certain quality, technical level and reliability, utility specified by consumers, indicators of efficiency in production and consumption, and other very important characteristics. It is in the product that all the peculiarities and contradictions of the development of market relations in the economy are reflected. Product is an accurate indicator economic strength and producer activity. The effectiveness of the factors that determine the position of the manufacturer is checked in the process of competitive rivalry of goods in the conditions of a developed market mechanism, which makes it possible to identify differences of this product from a competing product, both in terms of the degree of compliance with a specific social need, and in terms of the cost of meeting it. one

The assortment of goods is a specific set of various goods that make up the trade. Security required level customer service and the growth of the main economic indicators of a commodity enterprise largely depends on the correct formation of the range of goods in its stores. The formation of a product range is the development and establishment in a certain order of the nomenclature of goods that form the necessary aggregate for trade.

Assortment formation consists in selection for sale in a store different groups goods, their types and varieties, differentiated by all distinctive features. The process of managing the formation of a product range in a store must proceed from the form of its product specialization and size retail space, and be directed to

1.2. Purpose, objectives and principles of product assortment management

The essence of assortment management of a commercial enterprise is to promptly offer a certain set of goods that would, in general, correspond to the profile of its trading activities, most fully meet the requirements of certain categories of buyers.

The goal of assortment management is to increase sales by satisfying all groups of buyers in a quality and varied product. In this case, the tasks of managing the product range are:

Maintaining an optimal balance between types and groups of goods;

Maximum use of retail space;

Customer satisfaction;

Ensuring the competitiveness of goods in terms of various indicators.

In the process of selecting the necessary assortment of goods for the store, it is necessary to be guided by a number of general principles. 2

The most important principle of the formation of the assortment of goods is to ensure its compliance with the nature of the demand presented by the contingents of buyers selected for service. Since the successful penetration and consolidation of a trading enterprise in the consumer market is associated with the search for and completeness of development of a particular niche, the formation of a specific assortment of goods corresponding to the parameters of this niche is assigned a primary role.

The rational construction of the assortment of goods in the store provides for the comprehensive satisfaction of customer demand within the selected segment of the consumer market. The implementation of this principle involves the formation of a range of goods, taking into account the complexity of their consumption within the framework of certain consumer complexes or micro-complexes. This principle of assortment formation allows you to create large

1.3. Methodology for analyzing the assortment of goods

Despite the fact that the study of the assortment of goods is a very important problem, unified standards have not yet been developed that regulate its performance. Specialists and scientific workers of trade have not yet come to a common view on the nomenclature and essence of the indicators of the assortment of goods.

An optimally selected assortment portfolio of an organization directly affects sales activities, which allows you to manage the share of marginal income and, therefore, the share net profit in the company's revenue. With an unbalanced assortment structure, a decrease in the level of profit occurs, a loss competitive positions in promising consumer and product markets and, as a result, there is a decrease in economic sustainability enterprises. 3

To conduct a full analysis of the assortment, you can combine several well-known and universal methods that are possible for adaptation to the situation in a particular company. The results of the analysis of the product portfolio, obtained using various methods, are compared with each other, and based on the information received, proposals for changes in the assortment are formed.

1. Stage - ABC analysis. The idea of \u200b\u200bthe ABC analysis method is based on the Pareto principle: "a relatively small number of reasons are responsible for the majority of possible results", currently better known as the "rule - 20 to 80". This method of analysis has been greatly developed due to its versatility and efficiency. With this analysis, product groups are broken down according to their impact on the overall result. Moreover, the principle of grouping can be the amount of revenue received from a specific group of products, sales volume, or some other parameters.

2. Analysis of the management system for the assortment of goods on the example of LLC "Yaroslavl magazines"

2.1. Organizational and economic characteristics of the enterprise

Society with limited liability "Yaroslavl shops" - a chain of stores retail food. LLC "Yaroslavl magazines" is a legal entity and builds its activities on the basis of the Charter and current legislation Russian Federation... Industry affiliation of the company: retail. Society is commercial organization and created with no time limit. The objectives of the Company are to expand the market for goods and services, as well as to generate profit. The company has the right to carry out any types of activities not prohibited by law. The subject of the Society's activities are:

1) organization of retail trade in food products, goods popular consumption;

2) purchase of consumer goods from both Russian suppliers and international economic cooperation;

3) assistance to the fullest use of the industrial trade potential of the founders of the Company by expanding business and partnership contacts on the basis of mutually beneficial economic cooperation;

4) the implementation of other works and the provision of other services that are not prohibited and do not contradict the current legislation of the Russian Federation both on the territory of Russia and abroad.

All of the above activities are carried out in accordance with the current legislation of the Russian Federation. Other activities, the list of which is determined by special federal laws, LLC "Yaroslavskie magazines" can be engaged only with a special permit (license).

2.2. Organization of a product assortment management system

The assortment of goods of LLC Yaroslavl Stores is represented by the following product groups:

Butter, mayonnaise, margarine;

Dairy products, cheese, yoghurt;

Sausages, dumplings;

Canned fish, preserves;

Canned meat;

Pasta;

Loose products;

Food concentrates;

Dried fruits, nuts;

Quick-frozen vegetables and fruits;

Vegetable and fruit preservation;

Mineral water, juices, drinks;

Children food;

Tea, coffee, cocoa, coffee drinks;

Confectionery;

• Cigarettes;

  Other goods.

Assortment management in LLC Yaroslavl Stores is carried out by three departments:

Purchasing department;

2.3. Analysis of the assortment of goods

It is advisable to start the analysis of the assortment of goods of LLC Yaroslavl magazines by studying the dynamics of turnover and profits over the past five years (Table 2.15 and Fig. 2.1).

Table 2.5

Profit and turnover dynamics of Yaroslavl Stores LLC for 2002-2006

From table 2.5 and fig. 2.2 it can be seen that in 2006 the volume of goods turnover of LLC Yaroslavl shops in comparable prices increased almost 2.8 times compared to 2002 (by 13,178,862 thousand rubles), and compared to last year - by 41.1% (by 5973821 thousand rubles). The store's profit also increased, but at a faster pace - 10 times (1201,770 thousand rubles) compared to 2002 and by 197.5% (1201,770 thousand rubles) compared to last year.

Calculations show that the average annual growth rate of the turnover of LLC Yaroslavskie magazines is lower than the average annual growth in profit. This fact can be assessed positively, since it indicates an increase in the profitability of sales and, consequently, a more efficient operation of the analyzed enterprise.

3. Improvement of the product assortment management system in Yaroslavl Stores LLC

3.1. Product assortment optimization

To form the assortment of goods of LLC Yaroslavl Stores, it is necessary to group the goods according to the degree of their attractiveness for the analyzed enterprise. The main indicators characterizing the attractiveness of assortment groups of goods for LLC "Yaroslavskie magazines" in decreasing order of importance are the volume of sales proceeds; return on sales and turnover rate.

We will develop a methodology quantify attractiveness of assortment groups of goods in the conditions of LLC "Yaroslavl shops". For this purpose, we will assign the listed indicators weight coefficients according to the degree of their importance for LLC Yaroslavl shops. The total sum of the weighting factors is one:

Sales revenue - 0.5

Return on sales - 0.3

Turnover ratio - 0.2

Then, for each group of goods, we will determine the value of each of the listed indicators, taking into account the assigned weighting factors.

To assess the attractiveness of the goods of Yaroslavskie Magazin, LLC in terms of the volume of sales proceeds, it is necessary to multiply the proportion of proceeds from the sale of goods of each group by a weighting factor of 0.5.

To assess the attractiveness of various assortment groups of goods of LLC Yaroslavl Stores from the point of view of their profitability, we will make the following calculations:

the sum of all profitability ratios for assortment groups is determined;

3.2. Assessment of the economic efficiency of measures to improve the range

Let us analyze the efficiency of optimization of the product portfolio of LLC Yaroslavskie magazines according to the proposed method. For this purpose, we will calculate the profit from sales and profitability of sales for each assortment group of goods of LLC Yaroslavskie magazines, taking into account the planned sales volume, the level of costs and the absolute value fixed costs 2006 and the proposed structure of the assortment of goods.

To plan the volume of sales for 2008, it is necessary to calculate the average annual growth rate of the turnover of Yaroslavl shops LLC. This indicator can be calculated using the geometric weighted average:

N-1 _______________________

T vp \u003d √ T1 x T2 x T3 x T4 x T5 (3.1),

Where T is the chain rate of growth in trade.

Let's calculate the growth rate of the turnover (TWP) of LLC Yaroslavl shops for 2002-2006. by formula (3.1):

4 ____________________________ 4 ________

T vp \u003d √1.0 x 1.196 x 1.067 x 2.744 x 2.975 \u003d √10.418 \u003d 1.800 \u003d 180%

Let's calculate the planned sales volume for 2008:

20,505,364 thousand rubles x 180% \u003d 36909655 thousand rubles.

Let's calculate the volume of sales for each assortment group of goods of LLC "Yaroslavl shops", taking into account the proposed optimal structure of sales, given in table 3.8. The results of the calculations are summarized in Table 3.9.

Conclusion

In this thesis, the set goal was achieved and all the tasks were solved. Based on the results of studying the management system for the assortment of goods sold in the conditions of LLC Yaroslavl Stores, it is necessary to draw a number of conclusions and generalizations.

In the theoretical part of the thesis, it turned out that the assortment of goods is a collection of various goods and the establishment of their nomenclature in a certain order. The formation of the assortment of a trading enterprise is carried out under the influence of such factors as customer demand, production of goods, type of store and its equipment, conditions of commodity supply, the number and composition of the population served, transport conditions, the presence of competitors in the area of \u200b\u200bthe store. The management of the assortment of goods of a trading enterprise is carried out in order to increase the volume of sales due to the timely offer of a certain set of goods that most fully satisfy the requirements of buyers. To manage the assortment of goods, methods such as ABC analysis, the Dibba-Simkin method, and the BCG matrix are used.

The practical part of the thesis was devoted to the analysis of the assortment management system in a retail chain. grocery stores "Yaroslavl shops". In the course of the work, it turned out that the assortment management at this enterprise is carried out by three departments: the purchasing department, distribution center and directly the sales departments of each store retail network... Product assortment management at Yaroslavskie Magazin LLC is focused mainly on customer demand. As a disadvantage, it was noted that the enterprise does not analyze the profitability of sales and turnover for each assortment group of goods, and does not carry out an operational analysis of the assortment of goods.

The work analyzed the structure and dynamics of the assortment of goods of LLC "Yaroslavl magazines". At the same time, it turned out that in the structure

Products 4 1.1. The concept of commodity assortment and factors on ...

Improvement of the assortment product category can be carried out in the following areas: reduction, expansion, stabilization, renewal. These types of directions are interconnected and often complement each other.

Let's consider in more detail some of the directions for improving the assortment of the product category.

There are a number of reasons that may lead to the need to reduce the assortment:

falling demand for goods;

lack of working capital at the store;

low turnover of goods;

changing the format of the store (from larger to smaller), etc.

In conditions of economic growth, the reduction in the range is carried out, as a rule, at the expense of cheap foodstuffs and not food products... In the conditions of the crisis, on the contrary, the reduction of the range is carried out at the expense of expensive, fashion goods.

Expansion of the rangeassumes quantitative and qualitative changes in the product category aimed at increasing the width, depth and novelty of the assortment.

There are the following reasons for the expediency of expanding the range of the product category:

growth in demand for the product;

growth in the production of goods;

the appearance on the market of new manufacturers of this product;

high turnover of goods;

favorable economic conditions;

store development, its transition to a larger format, etc.

The expansion of the assortment can occur by updating the assortment while reducing the number of goods that are not in demand.

Assortment stabilization is a state of the assortment characterized by high stability and low renewal rate.

In a market economy, assortment stabilization is a rather rare phenomenon, since the needs of society are constantly evolving and this requires constant updating of the assortment. However, there are groups of goods that are characterized by assortment stabilization. This is primarily an assortment of the most essential foodstuffs, the so-called consumer goods. The range of non-food products, on the other hand, is characterized by instability, since these products (audio, video and appliances, household chemicals, perfumes, etc.) are distinguished by constant improvement, the emergence of new products or new models of existing ones. All this leads to the fact that non-food products they quickly go out of fashion, become obsolete, which leads to a constant renewal of their assortment.

Under the assortment renewal quantitative and qualitative changes in the nomenclature of goods, characterized by a high degree of novelty, are understood. Constantly updating its assortment, the store pursues the following goals:

increasing the competitiveness of the store (new products can attract new customers to the store, demonstrating an innovative type of behavior);

meeting the constantly changing needs of buyers;

reflection in the range fashion trends;

compliance with the advanced achievements of science and technology, etc.

The desire of stores to constantly update their assortment is based on the belief that consumers perceive new products as goods of higher quality and technically more advanced than previously released ones. However, this is a certain danger: if a new product does not meet consumer expectations, this can lead to consumer dissatisfaction and an increase in distrust both in the manufacturer of the new product and in the store offering a not entirely successful new product for sale.

In this regard, updating the assortment is a very responsible and risky direction for improving the assortment of a product category. However, in a market economy, when competition becomes more and more fierce, and the requirements of consumers are more demanding, without updating the range it is impossible to achieve success. Thus, the novelty of the goods offered for sale is one of the factors of the competitiveness of a modern store.