Assortment of goods in the table. Coursework: Managing the assortment of goods in a trading enterprise

What is category management and how to implement it? What are the categories? How to balance the assortment and increase the financial return from its management? The answers to these and other equally important retail store questions are given by the new edition of the bestseller on assortment management, the only practical guide in Russia for building a system of categorical product management.

The book is intended for category managers, merchandisers, buyers, commercial directors, managers and directors trade enterprises- all those who are responsible for working with the assortment in a retail company.

As a bonus, an electronic application has been added to the book, which includes the most popular formulas, tables and documents needed in daily work category managers, as well as detailed information on such popular types of analysis as ABC- and XYZ-analysis, turnover, demand forecasting. The application is available via the link

http://goo.gl/wYUflG

http://goo.gl/wYUflG

Assortment width - is the total number of different product categories included in the assortment. For example, in grocery supermarket may be products of categories such as " milk», « meat", « cheese», « a fish», « children food», « diet food», « salads», « household chemicals», « household products», « pet food», « magazines and postcards», « souvenirs and gifts". The wider the assortment, the more likely it is that the buyer's needs will be satisfied, and the wider the range of buyers we will be able to attract.

On the one hand, the wider the range, the more varied needs can be met. A wide range allows you to set different trade margins (from minimum to maximum), while maintaining the overall profit of the store. The number of impulse purchases is increasing, the number of different segments of buyers is increasing. On the other hand, with an ultra-high breadth of assortment, it is difficult for the consumer to navigate in such a variety, which makes it difficult to choose the right product. It is also not easy to manage too wide an assortment - this leads to huge logistical costs and in most cases to an excess of frozen products in the inventory. working capital. With a very wide range, turnover is lower, accounting policy is complicated by the need for frequent inventories.

An example from personal practice. I thought about assortment optimization many years ago when I was in charge of a separate division of a large trading holding. Conducting an inventory of stocks, I realized that too large areas of the warehouse were involved, we keep a lot of excess goods ... But it is necessary to increase sales, and expanding the assortment seemed to be the shortest way, because many people follow the path of expanding the assortment. But this does not always lead to a direct increase in income and competitiveness.

For example, there was a time when our assortment included collections of wall ceramic tiles seven different colors and sizes 20 x 20, 35? 23, 25? 40, 20? 15, 20? 30, 30? 40, 15? 15 and 10? 10 centimeters (plus a mosaic). We wanted to attract more customers this way. Imagine our surprise when it turned out that with such a variety of goods, people are simply not able to make a choice and, as a result, postpone the purchase or take the most popular sizes and colors. We have reduced the assortment and left four colors and three popular sizes in each collection. And this assortment turned out to be more competitive and profitable. Then we did this not only with a group of ceramic tiles, but with all positions.

Excessively wide choice acts as a lack of choice. Therefore, breadth cannot be the only indicator of a properly selected assortment and the main competitive advantage.

Assortment depth- the total number of product items within each product category in the assortment. The deeper the category is represented, the more accurately we can guess the needs of our buyer, the more choice let's give it to him. If we are dealing with a specialized store, for example "Computers", then the buyer rightly believes that the assortment in such a store will not be very wide, but deep enough, that is, there will only be computers, but a variety of brands, models and options. The deeper the assortment, the higher the specialization of the store.

As a rule, a deep assortment is easier to manage, but it attracts a rather limited number of buyers. But these customers are willing to pay a higher price in anticipation of a special choice, they are more loyal to the store where their most subtle needs are satisfied.

How to understand whether a store should have a wide or deep assortment?

Let's take such a popular category as "cheese". Imagine that you have entered a store where the assortment seems wide to you - there are many goods and food and food groups. But among the cheeses you see only two types - cheese "Russian" and cheese "Viola" processed. Can such an assortment be called deep? No, most likely, such an assortment of the store as a whole will seem insufficient to you, despite its breadth. The depth is precisely determined by the presence within the category of such a proposal of species, varieties of goods, by which one can judge the balance of the assortment.

Example 1 If we look into a grocery store and see categories such as meat, milk, wine, cheese, etc., can we conclude that the assortment in the store is wide? Most likely no. But if we see other categories of goods in the store - diet food, pet food, magazines, postcards, etc., then we will perceive such an assortment as wide.

Exploring the assortment further, we will come to the "Cheese" section. And if we see one grade of hard, soft and processed, can we perceive such an assortment as deep? No, most likely, we will conclude that the store does not have a deep enough or poor assortment of cheeses. But if cheeses of different varieties are presented, as well as with mold, lactose-free, sausage, low-fat, green, etc., then such a range will seem deep, or complete (Fig. 3.9).

Rice. 3.9

Example 2 When examining the assortment of a cosmetics and perfume store, we will conclude that the assortment is not wide enough if we see only creams, shampoos and body care products. But if the assortment also includes Gift Baskets, costume jewelry, professional care products, etc., then the assortment will seem wide to us. IN this example the category "Hand creams" is presented in depth - there are many varieties of cream. If we were limited to only three or four varieties (with aloe, moisturizing and with glycerin), then such a range of creams would not be deep (Fig. 3.10).

The ratio of these two parameters - the width and depth of the range - determines the format of the store. Discounters and supermarkets are characterized by a policy of maintaining a wide but shallow assortment. For specialized stores, on the contrary, the assortment is narrow, but deep.

Rice. 3.10

Rice. 3.11. Store formats

Small format stores with small area(stalls, trade pavilions) do not have the opportunity to trade in a wide range. And no one expects depth from them.

Hypermarkets, on the other hand, have significant floor space and can have a deep assortment in many (but not all) categories.

Knowing the format gives us an idea where, in which direction to develop our assortment - in width or in depth. Should we introduce new product categories or deepen existing ones? Where to invest money?

Whatever development strategy we choose, one thing is important: the range must be balanced.

Assortment balance- this is a combination of the optimal number of categories for the buyer (width) and types of goods within the category (depth). We emphasize again - for the buyer. In a large hypermarket, the customer expects the assortment to be as wide as possible, but his expectations related to the depth of the assortment are different. No one expects that among such an extensive offer of goods there will be all kinds of exotic fruits (papaya, mango, rambutan), less common types of meat (horse meat, rabbit), atypical clothing sizes (40-42 and 54-56). For these products or sizes, the buyer will have to go to specialized stores - where prices are higher, the range is not so wide, but there is an opportunity to satisfy even the rarest requests.

However, if the assortment is not balanced, that is, does not meet the expectations of the buyer, then this assortment is felt as incomplete. Therefore, we will draw a parallel between two concepts - completeness and balance.

If the completeness of the assortment does not correspond to the concept of this store, then the needs of customers are not fully satisfied - the assortment is perceived either as “too narrow - there is nothing”, or as “it is impossible to choose - there are so many!”.

The methodology of category management allows with a high degree of probability balance assortment in such a way that it meets the expectations of the buyer as much as possible. We will talk about assortment balancing in detail in the section “Assortment balancing by depth”. You can also see examples of a balanced assortment there.

For one "trip" to the supermarket, the average "normal" consumer purchases goods of 10-12 categories. The average consumer is not inclined to spend more than 35 minutes on one visit ... We subtract the time spent on the trading floor (5–7 minutes), the time spent at the cash register (5–7 minutes), and the minutes spent looking at goods that are subsequently not will be bought. No more than 15-18 minutes remain, or one and a half minutes for each category. How many options will be considered during this time? 5-6 - no more. And this is because 3–4 of them are recognizable brands, which require 6–7 seconds to identify. One or two "novelties" (i.e., new offerings not previously considered by that consumer) will each receive 20-30 seconds of consumer attention.

The properties of the assortment are a specific feature that manifests itself during its formation and implementation.

Assortment indicator is a quantitative and/or qualitative expression of the properties of the assortment, while the number of groups, types and names of goods is subject to measurement.

The breadth of the assortment is the number of types, varieties and names of goods of homogeneous and heterogeneous groups.

This property is characterized by two absolute indicators - the actual and base latitude, as well as a relative indicator - the latitude coefficient.

Actual latitude (W d) - the actual number of species, varieties and names of goods available.

Base latitude (Wb)-- the latitude taken as the basis for comparison. The number of types, varieties and names of goods, regulated by regulatory or technical documents (standards, price lists, catalogs, etc.), or the maximum possible, can be taken as the base latitude. The choice of criteria for determining the base latitude indicator is determined by the objectives. For example, when analyzing the assortment policy of competing stores, the maximum list of goods available in all surveyed pharmacies can be taken as the baseline.

The completeness of the assortment (P) - characterizes the number of assortment positions in each specific group. Basic completeness is determined either by regulatory documents, or as the maximum number of group products on the market.

The depth of the assortment (Gl) is characterized by the presence of varieties of one type of product (or variants of individual products).

The degree of use of the assortment is an indicator of the use of the assortment of goods available in the organization for a certain period of time.

Novelty (updating) of the assortment (N) - the ability of a set of goods to meet changing needs through new drugs.

The structure of the assortment (С) - is characterized by the specific share of each type and name of goods in common set. Indicators of the assortment structure can have natural or monetary terms and are relative. They are calculated as the ratio of the number of individual products included in the assortment. The assortment structure calculated in physical terms may differ significantly from the structure of the same assortment in monetary terms.

Stability (S) - is determined by the degree of change in the indicators of breadth, completeness, depth and structure for the studied periods of time.

Harmony (G) - the degree of proximity between goods of different assortment groups taking into account them practical application, requirements for production organizations, distribution channels or other indicators. She provides qualitative characteristic assortment and is not measured quantitatively, as a result of which this property is descriptive.

Explanation of symbols:

e - the number of types, varieties or names of goods available;

b - the basic number of types, varieties and names of goods, taken as a basis for comparison;

Аi - the quantity of a particular product in physical or monetary terms;

Si - the total quantity of all goods available in physical or monetary terms;

m - the minimum allowable number of goods, which determines the trade profile of the organization;

y - the number of types and names of goods that use steady demand;

n - the number of new types and names of goods;

vsh, vp, vu, vn - coefficients of weighting indicators of latitude, completeness, stability and novelty.

Latitude coefficient - is expressed as the ratio of the actual number of species, varieties and names of goods of homogeneous and heterogeneous groups to the base.

Latitude can serve as an indirect indicator of the saturation of the market with goods: the greater the breadth, the greater the saturation. Latitude indicators are applied depending on the saturation of the market, as well as on the state of demand. In conditions of shortage, when demand exceeds supply, it is more profitable for the manufacturer and seller to have a narrow range of goods, since a large latitude requires additional costs for the development and production of new goods. In addition, the production of a variety of goods requires more extensive purchases of raw materials, expansion of production facilities, new types of packaging, and labeling. In trade, a wide range of products requires additional space trading floor for the display of goods, in addition, transportation costs increase.

General breadth - the totality of all assortment units, types and varieties of goods of homogeneous and heterogeneous groups.

Assortment unit is a name, trade mark or trade article conventionally accepted as a unit and used to measure assortment indicators by counting. A product of a certain type may have different names.

A trade mark is a brand name of one or more goods, determined by the manufacturer or trade organization. A trademark is part of an assortment or company trademark.

A trademark that has gained fame and prestige due to promotion (branding) technologies is called a brand. IN modern conditions many manufacturing firms, especially foreign ones, tend not to increase the names and quantity, trademarks, but to develop a small number of brands. Development new products be reduced only to the creation of brand modifications, which facilitates their promotion on the market at the lowest cost.

Group latitude - a set of homogeneous goods, united by a common feature and satisfying similar needs.

Latitude can serve as an indirect indicator of the saturation of the market with goods: the greater the breadth, the greater the saturation. Latitude indicators are applied depending on the saturation of the market, as well as on the state of demand. In conditions of shortage, when demand exceeds supply, it is more profitable for the manufacturer and seller to have a narrow range of goods, since a large latitude requires additional costs for the development and production of new goods. In addition, the production of a variety of goods requires more extensive purchases of raw materials, expansion of production facilities, new types of packaging, and labeling. In trade, for a wide range of products, additional floor space is required for displaying goods, in addition, transportation costs increase. In a saturated market, manufacturers and retailers strive to meet a variety of needs. When demand exceeds supply, commercial efforts are required to create consumer preferences, which is achieved, among other means, by increasing the breadth of the assortment. Breadth acts as one of the criteria for the competitiveness of firms. Thus, for manufacturers and sellers, expanding the range is a measure that is more forced than desirable. What is the attitude of the consumer to the breadth of the range? On the one hand, the wider the range, the more varied needs can be met. On the other hand, with an ultra-high breadth of assortment, it is difficult for the consumer to navigate in this variety, which makes it difficult to choose the right product. Therefore, breadth cannot serve as the only indicator of the rationality of the assortment.

Completeness of the assortment - the ability of a set of goods of a homogeneous group to satisfy the same needs. Completeness characterizes the number of types, varieties and names of goods of one group. Completeness scores can be real or baseline. The actual indicator of completeness is characterized by the actual number of types, varieties and names of goods of a homogeneous group, and the base indicator is characterized by the regulated or planned quantity of goods.

Completeness coefficient (K p) - the ratio of the actual indicator of completeness to the base one.

The indicators of the completeness of the assortment are of the greatest importance in a saturated market. The greater the completeness of the assortment, the higher the likelihood that consumer demand for goods of a certain group will be satisfied.

The increased completeness of the assortment can serve as one of the means of stimulating sales and satisfying a variety of needs due to different tastes, habits and other factors.

At the same time, an increase in the completeness of the assortment requires trade workers to know the commonality and differences in the consumer properties of goods. different types, varieties and names to inform consumers about them. It is the responsibility of the manufacturer and/or supplier to communicate such information to the seller.

It should be noted that an excessive increase in the completeness of the assortment can also make it difficult for the consumer to choose, so the completeness should be rational.

Depth - the number of trademarks of goods of the same type, and / or their modifications and / or their modifications of commodity articles. The unit of measurement of this indicator is the trademark, and in the presence of modifications - one of them.

Actual Depth (Kl d) - the number of brands and / or modifications, or SKUs available.

Basic depth (Gb) - the number of brands and / or modifications, or commodity articles offered on the market or potentially possible for release and taken as a basis for comparison.

In a saturated market, a wide range of products is provided by increasing the number of products certain types, but different brands and their modifications.

Often the differences between trademarks, manufactured by various manufacturers, are insignificant and are mainly determined by the prescription composition, packaging and labeling. This is explained by the fact that the possibilities of developing fundamentally new types and names of goods are limited due to the absence or insufficiency of non-traditional raw materials and / or technologies. Therefore, in order to create demand and stimulate sales, organizations - manufacturers are forced to spend more money, including on advertising and branding (a method of creating prestige and brand awareness).

Assortment stability is the ability of a set of products to satisfy the demand for the same products. A feature of such goods is the presence of a steady demand for them.

Sustainability coefficient -- the ratio of the number of species, varieties and names of goods that are in steady demand among consumers (W) to the total number of types, varieties and names of goods of the same homogeneous groups (W).

Sometimes sustainability is associated with the period during which goods of certain types, varieties and names are in the sale. In this case, the stability of the assortment may depend, firstly, on the presence of stable demand and constant replenishment. inventory for these goods; secondly, the absence or insufficiency of demand for goods that are stale in warehouses and counters; thirdly, discrepancies between commodity stocks and the possibilities of selling goods. Therefore, the timing of the sale of goods as indicators of the stability of the assortment cannot be used in determining the rationality of the assortment.

Identifying products that are in steady demand requires marketing research methods of observation and analysis of documentary data on the receipt and sale of various goods.

Consumers of sustainable products can be characterized as "conservative in tastes and habits". After evaluating a certain product name, they do not change their preferences for a long time.

Manufacturers and sellers most often seek to expand the number of products that are in steady demand. However, it should be borne in mind that tastes and habits change over time, so the sustainability of the assortment must be rational.

The novelty (updating) of the assortment is the ability of a set of goods to satisfy changing needs through new goods.

Novelty is characterized by a real update - the number of new products in the general list (N) and the degree of update (K n), which is expressed through the ratio of the number of new products to the total number of product names (or actual breadth).

Renewal is one of the directions of the assortment policy of the organization, which is carried out, as a rule, in a saturated market. However, even in a saturated market, updating the assortment may be the result of a shortage of raw materials, production capacity necessary for the production of previously produced goods.

The reasons that prompt the manufacturer and seller to update the range are: replacement of obsolete goods that are not in demand; development of new products of improved quality in order to stimulate their purchase by the consumer; design and development of new products that had no analogues before; expanding the range by increasing the completeness to create competitive advantage organizations.

The consumers of new products are the so-called "innovators", whose needs often change due to the desire to experience the novelty of objects. Often, new products satisfy not so much physiological as psychological and social needs. Thus, a buyer of a new prestige brand of car, who has an old model car that is suitable for use as vehicle primarily satisfies social needs.

It should be borne in mind that the constant and increased updating of the assortment for the manufacturer and seller is associated with certain costs and the risk that they may not be justified, for example, new product may not be in demand. Therefore, updating the assortment should also be rational.

Assortment structure- share in sales(C p,%) or a share in the amount of profit(S pr, %).

As follows from the definition, the indicators of the assortment structure can have a natural or monetary value and are relative. They are calculated as the ratio of the number of individual products to the total quantity of all products included in the assortment.

The structure of the assortment, calculated in physical terms, differs from the structure of the same assortment in terms of money. When regulating the assortment structure, one should take into account the economic benefits of the enterprise in the case of the predominance of expensive or cheap goods, the cost recovery for their delivery, storage and sale, as well as the solvency of consumers, which the trade organization focuses on.

The choice of indicators of the assortment structure in one expression or another is determined by analytical purposes. If it is necessary to determine the need for storage space, as well as the area for displaying goods, then analyze the structure of the assortment in natural expression. When analyzing the profitability of certain types of goods, the structure of the assortment in monetary expression

In commodity science, the structure of the assortment is most often determined in natural expression, and when conducting marketing research, it is advisable to calculate both indicators. The share in sales volume is calculated by the formula:

With n = ( but×100)/ b

where but - the volume of sales of a particular commodity unit;

b- sales volume of one product line.

The share in the volume of profit is calculated by the formula:

C pr = ( in×100)/ G

where in - the amount of profit of a separate commodity unit;

G - profit margin per product line.

Most often, this indicator is determined during marketing research.

For medical products used in healthcare facilities, S.Z. Umarov et al. propose to determine the structure of the assortment according to the degree of obsolescence of equipment, characterized by the coefficient of obsolescence (Kmi):

TO mi =∆T1 / ∆T2

where ∆T1- service life in health care facilities;

∆T2- the time from the moment of the first registration of the model in the domestic market (according to the State Register) until the termination of its sale on the market.

By the degree of obsolescence of the product medical technology subdivided into four classes.

· I class - modern products (K mi does not exceed 0.35).

II class - relatively new products (0.33< К ми <1,0), производимые или уже не выпускаемые фирмами-изготовителями, однако имеющие соответствующую фирменную техническую поддержку (ремонт, поставку запасных частей и комплектующих, дооснащение и модернизацию).

III class - not new products (1.0< K mi<1,7), не выпускаемых в течение 3-4 лет, но имеющие соответствующую техническую поддержку.

IV class - old products (To mi< 1,7), снятые с производства и не имеющие фирменной технической поддержки.

Determining the update index

Update Index(I 0) - is the proportion of new products introduced to the market during a given period of time:

I 0 = n/N

where n- the number of new commodity units or product variants in the volume of one assortment group (subgroup) that appeared on the market during a certain time;

N- the total number of trade units or product variants in the volume of one assortment group (subgroup) according to OKP, KLS, state register, register or formulary lists, etc.

Determining assortment sustainability

Range stability- these are changes in indicators of breadth, completeness, depth of the assortment structure for any period of time.

The stability of the assortment characterizes the ability of a set of goods to meet the demand for the same goods.

Stability factor(K y,%) - the ratio of the number of types, varieties and names of goods that are in steady demand among consumers to the total number of types, varieties and names of goods of the same homogeneous groups:

K y \u003d (Y × 100) / W

where Y - stability indicator - the number of types and varieties of goods that are in steady demand;

W - the total number of species, varieties and names of goods of the same homogeneous groups.

Sometimes sustainability is associated with the period during which goods of certain types, varieties and names are in the sale.

In this case, the stability of the assortment will depend on the stability of demand for these goods, as well as the correspondence of the commodity stock to the possibilities of their sale. Therefore, the timing of the sale of goods cannot be used in determining the rationality of the assortment as an indicator of its sustainability.

Identification of goods that are in steady demand requires marketing research by methods of observation and analysis of documentary data on the receipt and sale of various goods.

Consumers of sustainable products can be characterized as conservative in tastes and habits. After evaluating a certain product name, they do not change their preferences for a long time.

Manufacturers and sellers most often seek to expand the number of products that are in steady demand. However, it should be borne in mind that tastes and habits change over time, so the sustainability of the assortment must be rational.

Definition of updating (novelty) of the assortment

Update- one of the directions of the assortment policy of the organization, which is carried out, as a rule, in a saturated market. In an unsaturated market, the renewal of the assortment is carried out with a shortage of raw materials or technological capacities necessary for the production of previously produced goods.

Range update- qualitative and quantitative changes in the list of available goods, characterized by the ability to meet the changing needs of the consumer. This indicator is characterized by the renewal coefficient (K n,%), which is calculated by the formula:

K n (H × 100) / W

where H is an indicator of novelty (the number of new types and names of goods).

The reasons that prompt the manufacturer and seller to update the range are: replacement of obsolete goods that are not in demand; development of new products of improved quality in order to stimulate their purchase; design and development of new products that had no analogues before; expanding the range by increasing the completeness of the range to create a competitive advantage for the organization.

Consumers of new products are the so-called "innovators", whose requests often change due to the desire to experience the novelty of objects. Often, new products satisfy not so much physiological as psychological and social needs.

It should be borne in mind that the constant and increased updating of the assortment for the manufacturer and seller is associated with certain costs and risks, for example, a new product may not be in demand. Therefore, updating the assortment should also be rational.

So, as mentioned earlier, the assortment is a set of goods that is formed according to certain characteristics in order to meet the diverse needs of customers. At the same time, there are several classification features, according to which the assortment is divided into certain types. The most significant features are: the location of the goods; breadth of coverage of goods; the degree of satisfaction of needs; the nature of the needs.

Depending on the location of the goods, there are:

production (industrial) range - this is the range of goods produced by the manufacturer based on its production capabilities;

trade assortment is a set of goods formed by retail, service and catering enterprises, taking into account the specifics of their activities, the nature of demand, the quantity and quality of available resources. The trade assortment, as a rule, consists of goods from different manufacturers. Exceptions may be company stores, the assortment of which is formed from the goods of one manufacturer; as a rule, such stores are geographically located in the immediate vicinity of the manufacturer.

Depending on the breadth of coverage of goods, there are:

a simple assortment is a set of goods consisting of a small number of product groups, types and names of products, aimed at satisfying a small number of needs. Such an assortment, as a rule, is offered by small stores operating in the “store near the house” format, which offer everyday goods for sale;

complex assortment - includes a set of goods, consisting of a large number of product groups, types, varieties and names of goods that can satisfy a variety of needs. Such an assortment is formed by stores operating in the "supermarket" format, where the buyer can find a variety of goods, both food and non-food;

group assortment - consists of homogeneous goods with common features and aimed at meeting similar needs. This assortment is formed by specialized stores offering one or more product groups for sale. For example, a shoe store may offer shoes and accessories for sale;

species assortment - includes goods of various types and names that can satisfy similar needs. Such an assortment is offered for sale by highly specialized stores;

branded assortment is a set of goods of the same type, but different brands. For example, a furniture store may offer furniture for sale with different brand names;

a detailed assortment is an assortment that includes a large number of various groups, types and names of goods, including branded and non-branded ones. Such an assortment, as a rule, is presented in large shopping centers or shopping and entertainment centers;

the accompanying assortment is a set of goods that are not the main ones for this store and perform auxiliary functions. For example, a fine wine store may include gift wrapping in its assortment;

mixed assortment - a set of goods of different groups, types and names that satisfy different needs and are focused on different groups of customers.

According to the degree of satisfaction of needs, the following types of assortment are distinguished:

a rational assortment is a set of goods that fully satisfies the real needs of customers and meets the modern requirements of science, engineering and technology;

optimal assortment - a set of goods that meets the tastes and preferences of customers and at the same time satisfies the needs with maximum effect. This means minimizing the cost of design, development, production and delivery to the end user.

Depending on the nature of the needs, there are:

the real assortment is the assortment of a particular manufacturer or seller, which takes place today;

the predicted assortment is a set of goods that should be present in the future, taking into account changing customer needs;

the educational assortment is a set of goods, systematized according to scientifically substantiated features in order to achieve a learning effect. Such an assortment, as a rule, is formed in retail outlets that operate at educational institutions and are created for students to undergo various types of internships.

Speaking about the assortment, it is necessary to dwell on its properties and indicators that allow it to be analyzed.

So, the property of the assortment is its specific feature, which manifests itself during its formation, and the indicator of the assortment is a quantitatively measured expression of its properties. In this case, not only the assortment of the store as a whole, but also its groups, subgroups and product categories are subject to measurement.

The key property of an assortment is its width, it is characterized by two indicators: the actual width and the base width. The actual assortment width is the actual number of product groups, subgroups and categories available in the store. The base width is the width taken as the basis. The width of the assortment of the most successful competitor, the maximum possible width or the width regulated by regulatory documents can be taken as a basis.

The next property of an assortment is its depth. It is characterized by such indicators as the number of types of subgroups and product categories included in one product group and aimed at satisfying homogeneous needs.

The next property of the assortment is its stability, which means the ability of the assortment to satisfy the demand for the same goods for a long time. An indicator of the stability of the assortment is the stability coefficient. It is calculated as the ratio of the number of product groups, subgroups and categories that are in steady demand to the total number of product groups, subgroups and categories presented in the store.

Another property of the assortment is its renewal, or novelty, i.e. the ability of the assortment to meet new needs by including new products in the assortment matrix of the store. The novelty of the assortment is characterized by such indicators as the actual renewal of the assortment and the degree of renewal of the assortment. Actual assortment renewal is the number of new products introduced in the store's assortment, and the degree of renewal is the ratio of the number of new products to the total number of products.

The final property of the assortment is its rationality, which expresses the ability of the assortment to most fully meet the needs of various customer segments. The rationality of the assortment, in fact, includes all other indicators of the assortment - breadth, depth, stability and novelty - and depends on the format and concept of the store development.

For clarity, all the properties and indicators of the assortment are presented in Table.

Assortment performance can have an impact on customer satisfaction and overall store performance.

So, by the breadth of the assortment, one can judge the degree of saturation of the market with goods, while the greater the breadth of the assortment, the greater the saturation of the market. The breadth of the assortment of the store should correspond to the level of demand. In conditions of shortage of goods, when demand exceeds supply, it is beneficial for stores to have a narrow assortment, since a wider assortment requires additional costs. A wide range requires additional retail and storage space, transportation costs, etc. Such a situation could be observed in the conditions of the command-administrative economic system, when the assortment of Soviet stores during the period of total shortage was extremely narrow.

table

Assortment properties and indicators

However, in a market economy, when the supply of goods exceeds demand, a wide range is one of the factors of competitiveness, as it allows you to meet the diverse needs of different customer segments.

The stability of the assortment shows how long the goods of certain groups, subgroups and categories are part of the assortment of the store.

The stability of the assortment is determined by the following factors:

the presence of a stable demand for a particular product;

inventory replenishment schedule;

lack or insufficient volume of demand for slow-moving and illiquid goods;

mismatch between demand and the amount of inventory available.

At the same time, the timing of the sale of goods cannot be used as indicators of the stability of the assortment in the course of assessing its rationality. There are situations when updating the assortment is a necessary condition for the successful development of the store, for example, if it is necessary to replace obsolete and unclaimed goods with technically improved and in demand by buyers. At the same time, it must be remembered that updating the assortment is a rather costly and risky event that does not always bring the expected results, since a new product may not find its buyer and will not be in sufficient demand.

Ministry of Agriculture of the Russian Federation

Federal State Educational Institution

higher professional education

ALTAI STATE AGRARIAN UNIVERSITY

Department of Agribusiness

MALYSHEVANATALYA VLADIMIROVNA

Analysis of assortment indicators of goods, the possibility of their improvement.

(on the example of Stroydvor LLC)

Specialty: 080111 "Marketing"

Discipline: "Commodity research, examination and standardization"

Leading teacher: Velichko N.N.

COURSE WORK

Group student 4321

full-time education N.V. Malysheva

(signature, date)

Barnaul 2007

Introduction…………………………………………………………………...………..3

Chapter 1

1. Product range…………………………………………………….5

2. Properties and indicators of the assortment…………………………………..7

3. Formation and management of the assortment…………..................................17

Chapter 2. Analysis of assortment indicators at the enterprise Stroydvor LLC ………………………………………………………………………………..27

1. Economic characteristics of Stroydvor LLC………………27

2. Analysis of assortment indicators and measures to improve them, carried out by LLC "Stroydvor"…………………......................33

Chapter 3. Measures to improve the assortment indicators at the enterprise………………………………………………………………………………...37

Conclusion………………………………………………………………………...40

List of used literature………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………42

Applications………………………………………………………………………………………………………..44

Introduction

Assortment policy is one of the most important activities of each enterprise. Especially this direction is of particular importance in the current conditions, when the consumer places increased demands on the quality and assortment of the product, and all economic indicators of the organization and the market share depend on the efficiency of the enterprise with the goods being sold. As international experience shows, leadership in the competitive struggle is given to those who are most competent in assortment policy, who own the methods of its implementation and can manage it as efficiently as possible.

From all of the above, it is clear that the problem of the formation and management of the assortment is one of the most important for a market economy today. It follows that the chosen topic of the course work is relevant.

When forming the assortment, there are problems of prices, quality, guarantees, service, whether the seller is going to play the role of a leader in the implementation of fundamentally new types of products or is forced to follow other sellers.

The object of study of the course work are the assortment indicators of goods. The subjects of the research are the factors influencing the indicators of the assortment - demand, profitability of sales, suppliers, the material and technical base of the enterprise, its specialization, methods of sales promotion and demand formation. The object of supervision is Stroydvor Limited Liability Company.

The purpose of the course work is to develop measures to improve the assortment indicators of the enterprise's goods, aimed at improving the efficiency of its trading activities. To achieve this goal, it is necessary to solve the following tasks:

1) The study of theoretical and methodological aspects of the formation and management of assortment indicators of the enterprise.

2) Analysis and evaluation of the formation and management of the assortment on the example of Stroydvor LLC.

3) Determination of ways to improve the indicators of the assortment of goods of the enterprise in modern conditions.

To write a term paper, such research methods as statistical, content analysis, settlement-constructive and others are used. The information base is the annual accounting reports of Stroydvor LLC for 2003-2005, the Charter of Stroydvor LLC and its accounting policy, as well as various teaching aids.

1. Assortment, assortment indicators,

formation and management

1. The concept of "Assortment of goods"

Product range- a set of goods combined by any or a combination of characteristics (GOST R 51303-99). The term comes from the French word "assortiment", which means a selection of different types and varieties of goods.

The range of consumer goods is divided into groups - by location, into subgroups - by the breadth and depth of coverage of goods, into types - by the degree of satisfaction of needs, into varieties - by the nature of needs. The classification of the assortment of goods is shown in fig. one.

1. By location of goods distinguish between industrial and commercial assortment.

Industrial assortment (unacceptable (hereinafter - np): production assortment) - an assortment of goods produced by a separate industry or a separate industrial enterprise (GOST R 51303-99).

Trade assortment- the range of goods presented in the distribution network (GOST R 51303-99).

2. Depending on product coverage the following types of assortment are distinguished: simple, complex, expanded, enlarged, accompanying, mixed.

Simple assortment of goods(NDP: goods of a simple assortment) - an assortment of goods represented by such types that are classified according to no more than three characteristics (GOST R 51303-99).

Complex assortment of goods(NDP: goods of a complex assortment) - an assortment of goods represented by such types; which are classified according to more than three criteria (GOST R 51303-99).

Expanded product range(NDP: intra-group assortment) - the range of goods represented by their varieties (GOST R 51303-99).

Enlarged range of goods(NDP: group assortment) - an assortment of goods, united by common features in a certain set of goods (GOST R 51303-99).

· Species assortment - a set of goods of various types, varieties and names that satisfy similar needs.

· Vintage assortment - a set of goods of the same type, but different brands. Such goods, along with the satisfaction of physiological needs, are largely aimed at satisfying social and mental needs. These needs are met by prestigious brands of goods.

Rice. 1 Product range classification

Related range- a set of goods that perform auxiliary functions and are not related to the main ones for this organization.

Mixed assortment- a set of goods of different groups, types, names, characterized by a wide variety of functional purposes.

3. By degree of satisfaction needs distinguish rational and optimal assortment.

Rational assortment- a set of products that provides a sufficient degree of customer satisfaction and the achievement of the objectives of the organization.

Optimal assortment- a set of goods that satisfies real needs with the most beneficial effect for the consumer or organization at rational costs for their acquisition and consumption (sales).

4. Depending on nature of needs range can be real and predictable.

Real range- the actual set of goods available in a particular organization of the manufacturer or seller.

Projected assortment- a set of goods that will have to satisfy the expected needs.

2. Properties and indicators of the assortment

Assortment Property- a feature of the assortment, which manifests itself in its formation and implementation.

Assortment index- quantitative and / or qualitative expression of the properties of the assortment, while the number of groups, subgroups, types and names of goods is subject to measurement.

The unit of measure for the assortment indicators is the name of the product or the commodity article, which may include the name of the type and / or trade mark.

The nomenclature of properties and indicators of the assortment is considered in table 2.

Table 2. Nomenclature of properties and indicators of assortment.

T-number of homogeneous groups of goods;

e - the number of types, varieties or names of goods available;

b - the basic number of types, varieties and names of goods, taken as a basis for comparison;

n- the number of goods of different names or trademarks and / or their modification of a certain type;

n gar - the number of goods of different names or brands, identical with the approved list and taken as a sample;

D - quantity of an individual product in physical terms;

S ,- the total quantity of all goods available in physical terms;

m - the minimum allowable number of goods that determine the trade profile of the organization;

y - the number of types and names of goods that are in steady demand;

n - the number of new types and names of goods;

вг, ву, вн - weight coefficients of indicators of depth, stability and novelty.

Let's take a closer look at the range.

Range breadth - the number of groups, types, varieties and names of goods of homogeneous and heterogeneous groups included in the assortment of the store.

This property is characterized by two absolute indicators - the actual and base latitude, as well as a relative indicator - the latitude coefficient.

Actual latitude(W d) - the actual number of groups, types, varieties and names of goods available (d).

Base latitude(Wb) - latitude taken as a basis for comparison. The number of species, varieties and names of goods, or the maximum possible, can be taken as the base latitude. The choice of criteria for determining the base latitude indicator is determined by the objectives of the trading organization. For example, when analyzing the assortment policy of competing stores, the maximum list of goods available in all surveyed stores can be taken as the baseline.

Latitude factor(K w) is expressed as the ratio of the actual number of species, varieties and names of goods of homogeneous and heterogeneous groups to the base one.

There are two approaches to the definition of the term "breadth of assortment". In the disciplines "Organization of commercial activity" and "Theory of commodity science" breadth is considered as the number of groups of goods available for sale. In the practice of trade, breadth is determined by the total number of species, names, trademarks and other assortment units belonging to homogeneous and heterogeneous groups. In our opinion, this approach is more rational, since it allows for automated accounting and identification of goods using barcode technology.

These approaches can be combined if we introduce two concepts of latitude related to its varieties: general and group.

General latitude - the totality of all assortment units, types and varieties of goods of homogeneous and heterogeneous groups.

assortment unit- this is the name, trade mark or commodity article conventionally accepted as a unit and used to measure the performance of the assortment by counting.

Trademark- this is the brand name of one or more goods, determined by the manufacturer or trade organization.

Group latitude - the number of homogeneous groups of goods produced and sold by the organization. With a group breadth of assortment, a group of homogeneous goods acts as a generalized unit of measurement. According to the rules of certification homogeneous product group is a set of products united by common properties and purpose.

The overall latitude can serve as an indirect indicator of the saturation of the market with goods: the greater it is, the higher the saturation. Latitude indicators change depending on the saturation of the market and the state of demand.

What is the attitude of the consumer to the breadth of the range? On the one hand, the wider the range, the more varied needs can be met. On the other hand, with an ultra-high breadth of assortment, it is difficult for the consumer to navigate in this variety, which makes it difficult to choose the right product. Therefore, breadth cannot serve as an indicator of the rationality of the assortment.

Completeness of the range - the ability of a set of goods of a homogeneous group to satisfy the same needs; this is the correspondence of the actual availability of goods at the trading enterprise to the approved assortment list.

Completeness is characterized by the number of types, varieties and names of goods of a homogeneous group and / or subgroup. Completeness scores can be real or baseline.

Actual Completeness Index characterized by the actual number of types, varieties and names of goods of a homogeneous group, and base- regulated or planned quantity of goods. Those. The completeness of the assortment of goods is understood as the ratio of the number of varieties of goods on sale to the number of goods provided for by price lists and contractual obligations.

Completeness factor(K p) - the ratio of the actual completeness indicator to the base one. The higher the completeness of the assortment, the better the needs of the buyer are satisfied.

The indicators of the completeness of the assortment are of the greatest importance in a saturated market. The greater the completeness of the assortment, the higher the likelihood that consumer demand for goods of a certain group will be satisfied.

The increased completeness of the assortment can serve as one of the means of stimulating sales and satisfying a variety of needs due to different tastes, habits and other factors.

At the same time, increasing the completeness of the assortment requires trade workers to know the commonality and differences in the consumer properties of goods of different types, varieties and names in order to inform consumers about them. It is the responsibility of the manufacturer and/or supplier to communicate such information to the seller.

However, it should be borne in mind that an excessive increase in the completeness of the assortment can make it difficult for the consumer to choose, so the completeness should be rational.

Depth - the number of trademarks of goods of the same type, and / or their modifications and / or commodity articles in the assortment of the store. The unit of measurement of this indicator is the trademark, and in the presence of modifications - one of them.

Actual depth(Ch. e) - the number of brands and/or modifications or SKUs available.

Base depth(Chapter b) - the number of trademarks and / or modifications, or commodity articles offered on the market or potentially possible for release and taken as a basis for comparison.

Depth factor(K ch) - the ratio of the actual depth to the base. The higher this indicator, the more fully the species assortment of a particular product is represented.

In a saturated market, a wide range of goods is provided by increasing the number of goods of certain types, but different brands and their modifications.

Range stability - the ability of a set of goods to satisfy the demand for the same goods; this is the uninterrupted availability of goods for sale by their types and varieties, declared in the assortment list. A feature of such goods is the presence of a steady demand for them.

Stability factor(Ku) - the ratio of the number of types, varieties and names of goods that are in steady demand among consumers (Y) to the total number of types, varieties and names of goods of the same homogeneous groups (W d).

Sometimes sustainability is associated with the period during which goods of certain types, varieties and names are in the sale. In this case, the stability of the assortment may depend, firstly, on the presence of stable demand and constant replenishment of inventories for these goods; secondly, from the absence or insufficiency of demand for goods that are stale in warehouses and counters; thirdly, from the mismatch of commodity stocks with the possibilities of implementation. Therefore, the timing of the sale of goods as indicators of the stability of the assortment cannot be used in determining the rationality of the assortment.

Identification of goods that are in steady demand requires marketing research by methods of observation and analysis of documentary data on the receipt and sale of various goods.

Consumers of sustainable products can be characterized as "conservative in tastes and habits". After evaluating a certain product name, they do not change their preferences for a long time.

Manufacturers and sellers most often seek to expand the number of products that are in steady demand. However, it should be borne in mind that tastes and habits change over time, so the sustainability of the assortment must be rational.

Novelty (updating) of the assortment - the ability of a set of goods to satisfy changing needs with new goods. The renewal of the assortment is the replacement of goods on sale with products with higher consumer properties, which contribute to a better satisfaction of the needs of the population. This is the replenishment of the assortment with new varieties of goods in accordance with the assortment policy of the enterprise.

Novelty is characterized by a real update - the number of new products in the general list (N) and the degree of update (K n), which is expressed through the ratio of the number of new products to the total number of product names (or actual breadth).

Renewal is one of the directions of the assortment policy of the organization, carried out, as a rule, in a saturated market. However, the renewal of the assortment may be the result of a shortage of raw materials and / or production capacities necessary for the production of previously produced goods.

The reasons that prompt the manufacturer and seller to update the range are the replacement of obsolete goods that are not in demand; development of new products of improved quality in order to stimulate their purchase by the consumer; design and development of new products that had no analogues before; expanding the range by increasing the completeness and depth to create a competitive advantage for the organization.

The consumers of new products are the so-called innovators and super-innovators, whose needs often change due to the desire for a sense of novelty. Often, new products satisfy not so much physiological as mental and social needs.

However, it should be borne in mind that the constant and increased updating of the assortment for the manufacturer and seller is associated with certain costs and the risk that they may not be justified, for example, a new product may not be in demand. Therefore, updating the assortment should also be rational.

Product range structure - the ratio of the sets of goods selected for a certain attribute in the set (GOST R 51303-99, clause 80). This is the ratio of groups, subgroups, types and varieties of goods in the assortment of the store. It is characterized by indicators of breadth (macrostructure) and depth (microstructure), i.e. specific share of each type and/or product name in the total set.

The structure of the assortment can be expressed both in natural and in relative terms. They are calculated as the ratio of the number of individual products to the total quantity of all products included in the assortment.

The assortment structure, calculated in physical terms, determines the structure of turnover in monetary terms. However, there is no direct relationship between them.

When regulating the assortment structure, one should take into account the economic benefits of the enterprise in the case of the predominance of expensive or cheap goods, the cost recovery for their delivery, storage and sale, as well as the solvency of the consumer segment that the trade organization focuses on.

Assortment structure indicators are used if it is necessary to determine the need for storage space, as well as the area for displaying goods. When analyzing the profitability of certain types of goods, the structure of turnover in monetary terms is taken into account.

Assortment minimum (list) - the minimum allowable number of types of consumer goods that determine the profile of a retail trade organization.

In conditions of deficit, this indicator was used to check the work of stores. As the market became saturated with goods, it seemed that the need for this indicator disappeared. However, during privatization, many trading enterprises changed their profile or real assortment, excluding cheap everyday goods from it. To prevent such negative phenomena, it was necessary to return to this indicator, renaming it to the “assortment list”.

According to paragraph 4 of the Rules for the sale of certain types of goods, approved by Decree of the Government of the Russian Federation of January 19, 1998 No. 55, the seller-retailer establishes the assortment list of goods independently. However, the seller must coordinate the assortment list of food products with the authorities of Rospotrebnadzor.

Rationality of the assortment - the ability of a set of goods to most fully satisfy the really justified needs of different segments of consumers.

rationality coefficient(K p) - the weighted average value of the rationality indicator, taking into account the real values ​​​​of the indicators of depth, stability and novelty of goods of different groups, multiplied by the corresponding weighting coefficients. The calculation formula for the coefficient of rationality is given in Table. 2.

When determining the ratio of the rationality of the assortment, all of the above indicators should be taken into account, taking into account the degree of significance or weight coefficient (c) for each indicator. The weighting coefficients are determined by an expert and characterize the specific share of the indicator in the formation of consumer preferences that affect the sale of goods. The complexity of their calculation lies in the fact that there are no common weight coefficients for all or at least for a group of goods. They are specific to each product.

With a certain degree of reliability, the coefficient of rationality may indicate a rational assortment. The probable error shows the difference between the needs assumed in the formation of the assortment (predicted assortment) and the real needs, supported by consumer demand.

The harmony of the assortment - a property of a set of goods of different groups, characterizing the degree of their proximity in ensuring the rational distribution of goods, sale and / or use. The enlarged assortment and its varieties are distinguished by the greatest harmony, the mixed assortment is the least harmonious.

Harmony determines the qualitative characteristics of the assortment, but can be measured quantitatively. The indicator of harmony is the coefficient of harmony (K gar), which is defined as the ratio of the number of types, names or brands available in a trade organization and corresponding to an established list or sample, to the actual breadth of goods in the same organization.

The desire for harmony in the formation of the assortment is expressed in the specialization of the store or its individual sections. The advantages of a harmonious assortment include the lowest costs for the manufacturer and seller for delivery, storage, sale, and for the consumer - for the search and purchase of goods that are similar in purpose or complement each other. For example, the assortment of network and company stores is distinguished by a high harmony.

The considered properties of the assortment are interconnected with classification groups, which is well illustrated in Fig. 3.

Rice. 3 . Interrelation of classification assortment groupings and assortment properties.

3. Formation and management of the assortment

When forming the assortment, the complex of its properties and indicators is regulated, which requires an understanding of their essence and knowledge of the range of properties and indicators of the assortment (Table 2).

Assortment formation is the process of selecting groups, types and varieties of goods in accordance with customer demand.

Assortment management is an activity aimed at achieving the requirements of assortment rationality. Assortment management is understood as the development and application of measures aimed at forming the optimal structure of the assortment of goods that most fully meets the needs of the population and consumer demand. Management is carried out by a systematic analysis of the existing structure of the assortment, the formation of a preferred assortment, and its optimization.

When analyzing the structure of the assortment, they evaluate the relative share of goods (by groups, subgroups, types and varieties), compare the range of goods ordered and going on sale, formulate appropriate conclusions, and take the necessary measures. At the same time, the quantitative ratio in the expanded assortment of all product names is determined by their types, styles, models, heights, sizes, colors, patterns, packaging, packaging and other trademarks.

The results of a detailed systematic analysis of the assortment of goods serve as a rationale for drawing up applications and orders for trade enterprises and organizations.

The main stages of management are the establishment of requirements for the rationality of the assortment, the definition of the assortment policy of the organization and the formation of the assortment.

Establishment of requirements for the rationality of the assortment begins with the identification of consumer requests for goods of a certain assortment. For this, such methods of marketing research as sociological (survey) and registration (observation) can be used.

In addition, organizations that use an active marketing strategy create demand themselves through advertising, trade shows, presentations, and other methods. The requirements for the rationality of the assortment vary depending on the market situation (the solvency of buyers, socio-economic, socio-cultural, legal and informational characteristics of the organization's environment).

The level of requirements for the rationality of the assortment is individual for each organization and is determined by its assortment policy.

Assortment policy- general intentions, opportunities and main directions formulated by the top management of the organization in the field of assortment. General intentions can be defined in the form of goals and objectives for their implementation.

The purpose of the organization in the field of assortment - the formation of a real and / or predicted assortment, as close as possible to rational, to meet a variety of needs and obtain the planned profit.

To do this, the following tasks must be solved:

Established real and perceived needs for specific products;

The main indicators of the assortment are determined and an analysis of its rationality is given;

The sources of commodity resources necessary for the formation of a rational assortment are identified;

The material possibilities of the organization for the production, distribution and / or sale of individual goods were assessed;

The main directions of assortment formation are determined.

Assortment formation system includes the following highlights.

1. Determining the current and future needs of customers, analyzing how these products are used and the characteristics of consumer behavior in the respective markets.

2. Evaluation of existing analogues of competitors in the same areas.

3. Critical assessment of products manufactured by the enterprise in the same assortment as in p.p. 1 and 2, but from the perspective of the buyer.

4. Dealing with questions: which products should be added to the assortment, and which should be excluded from it due to changes in the level of competitiveness; whether it is necessary to diversify products at the expense of other directions of the enterprise's production that go beyond its established profile.

5. Consideration of proposals for the creation of new products, improvement of existing ones, as well as new ways and areas of application of goods.

6. Development of specifications for new or improved products in accordance with customer requirements.

7. Explore opportunities to produce new or improved products, including price, cost and profitability issues.

8. Conducting tests (testing) of products taking into account potential consumers in order to determine their acceptability in terms of the main indicators.

9. Development of special recommendations for the production departments of the enterprise regarding quality, style, price, name, packaging, service, etc. in accordance with the results of the tests carried out, confirming the acceptability of the characteristics of the product or predetermining the need to change them.

10. Evaluation and review of the entire range. Planning and assortment management is an integral part of marketing. Even well-thought-out sales and advertising plans will not be able to neutralize the consequences of mistakes made earlier in assortment planning.

The main directions of assortment formation - it is reduction, expansion, deepening, stabilization, renewal, improvement, harmonization. These areas are interrelated, largely complement each other and are determined by a number of factors.

Range reduction - quantitative and qualitative changes in the range of goods by reducing its breadth and completeness.

The reasons for the reduction in the range may be a drop in demand, lack of supply, unprofitability or low profitability in the production and / or sale of individual goods. For example, in recent years there has been a tendency to reduce the range due to cheap food and non-food products that are unprofitable for the manufacturer and seller, but necessary for the consumer.

Range expansion- quantitative and qualitative changes in the set of goods by increasing the indicators of breadth, completeness, depth and novelty.

The reasons contributing to the expansion of the range are the increase in supply and demand; high profitability of production and/or sale of goods; introducing new products and/or manufacturers to the market; increased competition. Thus, the current state of the Russian consumer market is characterized by the expansion of the range due to imported goods, as well as goods made on the basis of foreign technologies.

The expansion of the assortment, along with an increase in the mass of goods, is one of the most important conditions for saturating the market with goods. At the same time, this direction of the assortment policy does not exclude other directions that complement it, giving it new aspects. Thus, the expansion of the range can occur due to its renewal while reducing the share of goods that are not in demand. The expansion of the range due to imported goods is associated with a reduction in the range of domestic goods, as well as a decrease in their

production in general.

Assortment deepening - quantitative changes in the range of goods due to the development and proposal of new brands and / or their modifications.

The reason for choosing this direction is the high saturation of the market, the desire to reduce the risk of releasing goods of little novelty, the presence of well-known, sought-after brands, the inability of the organization to produce new types of goods.

Assortment stabilization- the state of a set of goods, characterized by high stability and a low degree of renewal. The range of non-food products is characterized by a high degree of change under the influence of fashion, scientific and technological progress and other factors.

Assortment update - qualitative and quantitative changes in the state of a set of goods, characterized by an increase in the indicator of novelty.

The criterion for choosing this direction can be considered the need to meet new constantly changing needs and / or increase competitiveness, as well as the desire of manufacturers and sellers to stimulate demand by encouraging consumers to buy new products to meet functional, social and psychological needs; fashion change; achievement of scientific and technological progress,

This direction is based on the widespread consumer belief that new products are better than previously released ones. However, this is not always the case, since the quality of new products may be worse than already known products. In such cases, the consumer, realizing this, may experience a feeling of disappointment, dissatisfaction, distrust of new products in general, as well as to the manufacturer or seller.

Therefore, updating the assortment is a very responsible direction of its formation, associated with a significant risk for all subjects of market relations. At the same time, in a competitive environment, it is impossible to do without updating, since the novelty of goods is one of the most important criteria for the competitiveness of organizations - manufacturers and sellers.

Improvement of the range - quantitative and qualitative changes in the state of a set of goods to increase rationality.

This complex direction of changes in the assortment of goods determines the choice of the following possible ways: reduction, expansion and / or updating of the assortment of goods to form a rational assortment.

Range harmonization- quantitative and qualitative changes in the state of a set of goods, reflecting the degree of proximity of the real assortment to the optimal or best foreign and domestic analogues, as well as most fully corresponding to the goals of the organization.

Formation of the assortment- the activity of compiling a set of goods that allows you to meet real or predicted needs, as well as to achieve the goals defined by the management of the organization; this is the definition of a set of groups, types and varieties of goods, the most preferable for the serviced segment and ensuring the economic efficiency of the enterprise.

Formation of the assortment goods in a particular store is carried out taking into account the action of factors indicated in table 4.

There are general and specific factors in the formation of the assortment.

General factors: demand, profitability.

Specific factors:

· raw material base;

· material and technical base of commodity production;

· achievement of scientific and technical progress;

specialization of the trade organization;

· channels of distribution of goods;

methods of sales promotion and demand formation;

material and technical base of the trade organization;

consumer segment.

Principles of building an assortment of stores

The basis for the formation of the assortment of the store should be based on the following principles:

Table 4 The main factors determining the construction of the trade assortment.

The range of goods should be formed taking into account the following principles:

Reflection in the assortment of the characteristics of the demand of serviced and potential consumers of goods;

Ensuring completeness in the selection and purchase of goods by buyers;

Compliance with the assortment profile established for a trading enterprise;

Ensuring sufficient completeness and sustainability of the range of goods of constant demand;

Drawing up a simple assortment, a list of non-replaceable and hard-to-replace goods;

Determination of the range of interchangeable goods;

Ensuring a sufficient breadth of types of goods for each group and subgroup, depending on the level of specialization of the trade enterprise;

Expansion of the assortment due to new products;

Achievement through the rational selection of goods and conditions that contribute to the growth of the turnover of a trading enterprise, the acceleration of turnover, and the increase in profits.

Stages formation of assortment in stores

The formation of the assortment of goods in stores is carried out in several stages:

1. The assortment profile and the direction of the store specialization are determined in accordance with the chosen commercial strategy in the retail market, taking into account the specialization of the already existing store chain in the area.

2. The structure of the assortment is established (the list and ratio of the main groups and subgroups of goods sold) in the store. At this stage, the quantitative ratio of individual groups of goods is determined and they are linked with the planned indicators of the store.

3. An intra-group assortment is selected according to distinctive features with its linkage to a specific trading area, i.e., the number of types and varieties of goods is determined in the context of individual groups and subgroups of goods (within individual consumer complexes and micro-complexes ),

4. A specific assortment list of goods for this store is being developed.

Methods for forming the assortment of the store

Currently, when forming the assortment of retail trade enterprises, two methods are used that correspond to the current state of the economy - the assortment list method and the consumer complex method.

Assortment list method

This method assumes that there is a standard product offer on sale, declared in the mandatory assortment list. The method is focused on meeting a firmly formulated demand.

Consumer complex method

A more progressive method of forming an assortment of goods in retail is the method of consumer complexes. It is based on the principle of complex satisfaction of demand. At the same time, it is focused on a more complete satisfaction of certain needs, saves time for buyers, facilitates the choice of goods and services, and contributes to impulsive purchases.

The methods of assortment formation discussed above have both positive characteristics and disadvantages. However, the assortment list method certainly has more "minuses" compared to the second method. The competent work of the commercial apparatus of the enterprise in the field of assortment policy helps to reduce the impact of objective shortcomings.

Assortment structure optimization

The breadth and depth of the assortment must comply with the accepted assortment policy, which is focused on the requirements of a particular segment (s) of the market.

A wide range allows you to focus on the various requirements of consumers and stimulate shopping in one place. However, it requires the investment of additional resources in various product groups and subgroups. A deep assortment can meet the needs of different customer segments for one product; maximize the use of retail space; prevent the emergence of competitors; offer a range of prices. However, it increases inventory holding costs and can make it difficult to match and select a product.

It is recommended to form a comparable assortment based on the ratios between the proposed assortment groups in terms of the commonality of consumer groups, sources of supply and price range. It allows the company to create a strong image and maintain stable relationships with suppliers. However, an excessively limited assortment can make an enterprise vulnerable to the external environment, fluctuations in supplies, and competitors. Therefore, they talk about the formation of an assortment of optimal breadth and depth, taking into account all existing factors.

Some enterprises sell narrow in breadth and shallow in depth assortment. At the same time, only popular, popular and quick-moving goods are sold. This policy allows you to optimize the investment of funds in inventory, accelerating their turnover. Other merchants attract customers to their store precisely by the possibility of a wide selection of goods and the possibility of making all purchases “under one roof”. In each specific case, decisions on the breadth and depth of the assortment are made in strict accordance with the chosen strategy of the commercial activity of the enterprise in the retail market.

2. Analysis of assortment indicators

at Stroydvor LLC

1. Economic characteristics of Stroydvor LLC

Stroydvor LLC, hereinafter referred to as the "company", "enterprise", "firm", was founded on May 4, 2002. Formed on the basis of the founding agreement. Operates in accordance with the Civil Code of the Russian Federation, the Law of the Russian Federation "On Limited Liability Companies" and the Charter. PE "Polyakov" (hereinafter referred to as the "shop") is part of Stroydvor LLC.

The location of the company is determined by the place of its state registration: Barnaul, Leninsky district, 656019, st. Yurina, 203G. The subject of the company's activity is: commercial, commercial-entrepreneurial and trade-purchasing activities; wholesale, retail and outbound trade. The main purpose of the commercial activity of the enterprise is wholesale trade, transport services.

Shop PE "Polyakov" is located in a one-story building with a trading area of ​​50 m 2 . Shop opening hours: Monday - Friday from 9 am to 7 pm, Saturday from 9 am to 5 pm, without lunch, Sunday is a day off. The store staff consists of: a salesperson, a merchandiser, a director, 2 drivers, a manager, an accountant, a forwarding driver. The store is located in a residential area of ​​the city, which negatively affects the business of the store, because. significantly reduces the influx of buyers. The store has a traditional form of sale - through the counter, 1 cash register is installed. This is enough to serve customers in a small store.

The main suppliers of the enterprise are: Praktika LLC, Znak LLC, Metallkhoztorg LLC, Stroy-Business LLC, Polozhentseva T.N. Metalservis, Zhirnov IP, Novex LLC, Gvozdilka LLC. The range of suppliers of the Stroydvor LLC enterprise can be considered on the example of Metallkhoztorg LLC and IE Polozhentseva T.N. (Appendix 1.2).

The size of the enterprise's activities are presented in table 1.

The table shows that marketable products increased every year, therefore, the size of the enterprise's activities increased (expanded). In 2005, the cost of marketable products increased by 69.07% due to an increase in the assortment and price increase. The average annual number of employees did not change for three years and amounted to 100% in 2005 in relation to 2003. The cost of fixed assets decreased due to depreciation: in 2004 compared to 2003 it decreased by 1.2% (i.e., it was 98.8%), and in 2005 it decreased by 1.2%. compared with 2003 - by 2.38 and amounted to 97.62%.

Table 1 The size of the enterprise.

Fixed assets form the main component of the material and technical base of enterprises and play an important role in the implementation of the leading directions of their activities.

Fixed assets are involved in the production process for a long time. Their value is reproduced in products and cycles through several production cycles. The cost of fixed production assets is annually included in production costs, accumulated in the form of depreciation and reimbursed when selling finished products.

In the conditions of market relations, the problem of increasing the efficiency of the use of fixed assets occupies a central place.

Improving the use of fixed assets means accelerating their turnover, which greatly contributes to solving the problem of reducing the gap in terms of physical and obsolescence.

The size and composition of fixed assets for each enterprise, due to the specifics of its activities, is special.

An analysis of the properties and structure of fixed assets allows us to draw an appropriate conclusion and outline measures to reduce or increase certain types of fixed assets, depending on the degree of their significance, the need for them and their role in the production process.

The size and structure of fixed non-production assets of Stroydvor LLC are shown in Table 2.

table 2 Size and structure of fixed non-productive assets

The data in the table show that the cost of fixed non-productive assets decreased by 1.21% in 2004 due to depreciation. compared to 2003, and in 2005 compared to 2004 - by 1.2%, the cost of vehicles in 2004 also decreased compared to 2003 by 1.2; in 2005 compared to 2004 - by 1.21%. Other fixed assets in 2004 compared to 2003 increased due to their arrival by 0.89% and by 0.59% - in 2005 compared to 2004. That is. in general, the situation has not changed, fixed assets have remained the same, only their value has decreased. This is not very positive, because production did not expand.

The fixed assets of the enterprise increased in 2006. The firm purchased a new computer, office supplies.

Labor resources play an important role in the economic efficiency of the enterprise. An important factor influencing the efficiency of the company is the availability of its labor resources. Insufficient provision can lead to non-fulfillment of the planned scope of work, and excessively high availability of labor resources leads to their incomplete use.

At the enterprise Stroydvor LLC, namely at the state of emergency "Polyakov", the number of workers in 2006 is 8 people. For a small store, this is enough. Labor force availability is shown in Table 3.

Table 3 Availability of labor force and efficiency of its use

Sales of marketable products per employee increased every year: in 2004, compared to 2003, it increased by 0.27%; in 2005 compared to 2004 - by 63.92%; and in 2005 compared to 2003 - by 64.36%. Such a sharp jump in product sales occurred due to an increase in sales volume, Ito, the company began to work more efficiently. Labor resources were used most fully, which made it possible to achieve maximum sales of marketable products. Profit per employee in 2004 increased by 84% compared to 2003 - this was due to an increase in sales, and in 2005 compared to 2004 it decreased by 44.09%. - This decrease was due to a decrease in profit from sales and a decrease in employees (up to 9 people). In 2005, compared to 2003, profit per employee increased by only 2.87%. In general, the indicators are good. Efficiency in the use of labor has increased.

The composition of commercial products is an assortment. The structure of the assortment of goods is called the composition of product groups and other divisions included in the assortment, and the quantitative ratio between them, expressed as a percentage, shares of the entire assortment. Usually, the shares of each group (or other division) are calculated by the value of the goods. The composition and structure of marketable products make up the assortment of Stroydvor LLC, namely PE Polyakov, which is presented in table 4 (the table shows part of the products sold by this enterprise).

Table 4 Composition and structure of commercial products

The table data showed that every year (from 2003 to 2005) the composition of products sold increased due to the expansion of the range, volumes of marketable products sold and rising prices. The largest percentage in the total volume of marketable products is occupied by paints and varnishes (10.43% - on average for 3 years), drywall (21.2%), wooden products (9.56%), sanitary ware (21.99%). When sold, these products bring more profit to the enterprise than hardware (2.54%), glue (3.2%), hardware (2.18%).

To calculate the cost of goods sold and the correct distribution of financial resources in the enterprise, cost accounting is used. Cost items are shown in Table 5.

After analyzing the indicators of the table, we can conclude that products purchased at a wholesale price for sale increased in 2005 compared to 2003 by 64.66% due to an increase in its volume and price growth; similarly increased the cost of fuel, energy and fuel (164.68%), wages (50.71%), deductions for social. fear (97.73%), expenses for the maintenance and operation of equipment (63.17%), other expenses (360.82%). The total cost of selling products increased by 131.84%.

Table 5 Cost of goods sold

The multifaceted activity of the enterprise finds its expression in the system of economic indicators. Cost indicators allow you to determine the economic efficiency of the use of economic resources for the enterprise as a whole. Profit is calculated as the difference between the proceeds from the sale of products and the total cost of sales. The economic efficiency of current costs (profitability level) is defined as the ratio of profit from sales to the total cost of sales, multiplied by 100%. The assessment of the level of profitability and cost recovery is carried out at actual sales prices. Data on the financial performance of the enterprise are presented in table 6.

Table 6 Financial performance

After analyzing the data in the table, we can conclude that sales revenue increased by 119.14% in 2005 compared to 2003, the total cost of sales increased by 131.84%, and profit increased by 37.16%. Hence, the level of profitability decreased by 6.32%. In general, the indicators are good, financial results are positive.

2. Analysis of assortment indicators and measures to improve them, carried out by Stroydvor LLC

According to the classification of the assortment of goods by their location, the assortment of the Stroydvor LLC enterprise is trade. The breadth of coverage of goods included in the assortment is determined by the number of groups, subgroups, types, varieties, brands, types and names. Depending on the breadth and coverage of goods, the assortment of this company is complex. This assortment is characterized by a significant number of groups, types, varieties and names of goods that satisfy a variety of needs for goods. According to the degree of satisfaction of needs, the assortment of the enterprise is rational, as it is a set of goods that provides a sufficient degree of customer satisfaction and the achievement of the organization's goals. Depending on the nature of the needs, the assortment is real, since it is really available in the organization.

The breadth of the organization's product range is represented by 25 product groups:

1. Building materials.

2. Rolled metal, metal products.

3. Lumber.

4. Reinforced concrete, brick.

5. Insulating materials.

6. Roofing materials.

7. Facade materials, siding.

8. Finishing materials.

9. Paint and varnish and chemical products.

10. Plumbing equipment.

11. Heating equipment.

12. Electrical products.

13. Electrodes.

14. Furniture, commercial equipment, safes.

15. Doors, windows, gates.

16. Glass.

17. Stoves and fireplaces.

18. Equipment for baths and saunas.

19. Climate engineering and ventilation.

20. Tools, equipment, special equipment.

21. Security industry.

22. Hardware.

23. Overalls, shoes.

24. Goods for the office, office equipment, programs.

25. Services.

The saturation of the product range is from 12 (electrodes) to 514 (Finishing materials) positions in each product group.

The completeness of the assortment of goods of Stroydvor LLC is characterized by a wide variety of types, varieties and names of goods of a homogeneous group. For example, the group of finishing materials includes:

GVL VL (10mm / 1.2 × 2.5m; 12.5mm / 1.2 × 2.5m; 12mm / 1.2 × 2.5m).

Drywall (12.5mm/1.2×2.5m; 12.5mm/1.2×3m; 12.5mm/1.2×3m/3.6m2; 8mm/1.2×2.5m; 9, 5mm/1.2×2.5m; moisture resistant (9.5mm, 12.5mm/2500×1200); normal (12.5mm/3000×1200=3.6m2); normal (8mm, 9.5mm, 12, 5mm/2500×1200); fireproof (12.5mm/1.2×2.5m)); drywall VL (12.5mm / 1.2 × 2.5m; 9.5mm / 1.2 × 2.5m), etc.

Stone (Altai, natural; border (gray, red); artificial decorative; for landscape and design, block from 500kg to 5 tons; artificial decorative; landscape).

Cornice (white, metal/plastic door No. 1/4 (3m); white, metal/plastic door No. 1/5 (1.6m); golden oak, metal/plastic door No. 1 /4 (3.6 m), walnut, metal/plastic door No. 1/4 (2 m), walnut, metal/plastic door No. 1/4 (3.2 m)).

Glue ("Liquid nails" LN-604 (310 ml); "Eunice" 2000 for interior and exterior work (25 kg); "Eunice-XXI" for tiles and repairs (25 kg); Quality - "Master"; TitanSM; for for tiles "Hercules" superpolymer; for tiles "Hercules" universal; for mosaics white (25 kg); for marble tiles "Vetonit"; for tiles in pools Mapei (Italy); for floor "Vetonit"; mounting for cellular concrete; building "liquid nails" in assortment).

Linoleum (commercial Tarkett, Forbo, Juteks; object; household; semi-commercial).

Sheet (plasterboard, hypofibrous GVL (2005 × 1200 × 10), etc.).

Panel (plastic white, colored (0.25 × 3; 0.3 × 3); (0.34 × 3); wall MDF "Union" (2.6 × 0.238), etc.).

Stretch ceilings (seamless, photo printing (Italy); glossy (France); matte (France), etc.); suspended ("Armstrong"; "Armstrong oasis", etc.) and much more.

The completeness of the assortment of the enterprise can be considered on the example of 5 groups of goods in the price list of Stroydvor LLC (Appendix 3).

The depth of the assortment of Stroydvor LLC is represented by a large number of commercial brands. For example, in the group of sanitary equipment, a pipe of the following trademarks is sold: Pilsa, Pometek, Ecoplastic, Prineto, Valtec, Henco, FV-Plast, Politron, Valsir.

Often the differences between brands produced by different manufacturers are not significant and are mainly due to different formulations, packaging and labeling. This is explained by the fact that the possibilities of developing fundamentally new types and names of goods are limited due to the absence or insufficiency of non-traditional raw materials and/or technologies.

The range of the company is quite stable. If the enterprise runs out of any goods, the seller immediately informs the director about this, he makes an application and after a few days the goods are delivered to the store or warehouse. Therefore, the availability of goods on sale, declared in the assortment list, is practically uninterrupted.

The assortment is updated at the enterprise regularly, as needed and the appearance of products with higher consumer properties that will more fully meet the needs of the population.

To this end, the company carries out a study of consumer demand; the merchandiser travels to bases, exhibitions and other stores in order to study the assortment of other firms, to identify better and more in demand products.

To improve the indicators of the breadth and completeness of the assortment, the company carries out work to order. Those. buyers have the opportunity to order the goods they need if they are not available in the store (or at the enterprise). This increases the volume of sales and attracts buyers.

To attract buyers, the company advertises in two magazines; discounts are provided in the store (customers who have collected goods in the amount of 200 rubles receive a 5% discount coupon). (Annex 4)

Due to the above operations, the turnover of the enterprise increases. Therefore, profit increases. The company directs the received profit to the purchase of new goods, expansion of the range, improvement of its performance, expansion and improvement of the trading area.

Chapter 3. Measures to improve the assortment indicators at the enterprise

The improvement of the assortment is carried out by regulating the complex of its properties and indicators. Assortment management is carried out by a systematic analysis of the existing structure of the assortment, the formation of a preferred assortment, and its optimization. But the problem of this enterprise lies not only in the existing assortment structure, but also in the location of the store - one of the main reasons for the reduced demand. Only local buyers know about the location of the store, as it is located in the yards. To solve this problem, the company needs to change the place of renting the premises to a more profitable one, but this requires funds. Therefore, it is necessary to increase the volume of sales in order to increase profits.

To increase the volume of sales, it is necessary, in addition to advertising policy, marketing activities, etc., to pay attention to the formation of the assortment, its management, and the improvement of its performance. It is necessary to try to form an assortment as close as possible to rational.

To determine the main directions for the formation of the assortment, you must first establish the current and future needs of buyers. To do this, you need to conduct marketing research using methods such as a sociological survey or observation. Based on the data obtained, determine the direction of assortment formation.

With low demand for certain goods, low profitability in their implementation, it is necessary to reduce their range.

The range of those goods for which demand has increased, the profitability of sales has increased, competition has intensified, new manufacturers or more advanced goods of this type have appeared, it is necessary to expand the range.

The deepening of the assortment, that is, the proposal of new brands of goods and / or their modification, must be carried out if the market for the goods offered is saturated; if there are better known, best-selling brands.

If the assortment has a high degree of renewal and low stability (which is unlikely for this enterprise), then it is necessary to stabilize it.

To meet the new, constantly changing needs of the population, to increase the competitiveness of the enterprise, to stimulate sales, it is necessary to update the assortment. That is, to sell new products that are more advanced in quality or functional characteristics.

The assortment of the store should reflect the characteristics of consumer demand for goods, groups of interchangeable and non-replaceable goods should be drawn up, new goods should be present.

Also, to attract customers in the store, you can organize the sale of goods by self-service. With self-service, the technological layout of the trading floor and other premises of the store, the organization of liability, the supply of goods, as well as the functions of store employees, change. Self-service is one of the most convenient selling methods for customers, which will help speed up sales operations, increase store throughput, expand sales, attract more customers. This will require at least three more employees (cashier, sales assistant and security guard) to serve customers better. It will be necessary to install video surveillance and sew branded clothes for the staff, this is also important for customers to assess the culture of service and the status of the store.

Merchandising should be carried out in the store, that is, a competent display of goods on the shelves and placement of the latter on the trading floor.

It is necessary to change the signs at the entrance and make the appearance of the store more effectively. This will significantly attract buyers, which will increase their influx. Also, the store needs to be renovated, including the porch and front doors.

If the store does not implement a self-service form and leaves the traditional method of sale (through the counter), then the following conditions of sale must be ensured. The buyer who came to the store should be met with a friendly attitude from the sales staff. At the same time, a neat appearance of store employees, order and cleanliness in the trading floor leave a favorable impression. Identification of buyers' intentions is to determine their attitude to the types, varieties and other features of goods. This operation must be performed by the sales staff in an unobtrusive, polite manner.

After identifying the intention of the buyer, the seller shows the relevant goods. At the same time, he draws attention to the features of individual goods, offers other similar goods instead of missing ones. If necessary, the seller is obliged to give qualified advice to the buyer, which may include information about the purpose of the goods and how they are used, consumption standards, the conformity of the goods offered with modern fashion, etc. The consultation should help promote new products, educate consumers in aesthetic tastes. For consultations in large stores, specialists from industrial enterprises producing consumer goods, fashion designers, cosmetologists and other specialists are invited. It is the responsibility of the seller to offer the buyer related products.

The sale of goods is completed by settlement with buyers and the issuance of purchases to them. These operations can be performed at the workplace of the seller or controller-cashier.

When selling technically complex goods with a warranty period, in addition to the listed operations, the seller is obliged to make a note in the passport for the product, write out a sales receipt and hand a copy of it to the buyer.

The proposed measures to improve the assortment indicators in this store are given at the discretion of the manager and may not be used by him.

These measures will help the company to significantly increase the demand and profitability of the sale of goods. The formation of a rational assortment is one of the most important factors in stimulating sales and increasing sales volumes.

Conclusion

Successful commercial and economic activity of market entities requires optimization of the product range. In this regard, much attention is paid to its formation.

Formation (acquisition) of the store's trading assortment is a serious and responsible commercial work. It requires knowledge of the composition of the population served by the store, needs, its purchasing power, knowledge of fashion, taking into account climatic, seasonal and national characteristics. The formation of the assortment, as practice shows, can be carried out by various methods, depending on the scale of sales, the specifics of the products sold, the goals and objectives facing the manufacturer.

So, the essence of the problem of assortment formation lies in the planning of virtually all types of activities aimed at selecting products for sale on the market and at bringing the characteristics of these products in line with consumer requirements. In recent years (starting from the 70s of the XX century), the formation of the trade assortment began to be carried out not only on the basis of the commodity-group principle, but also on the basis of the consumer purpose of goods.

Assortment management involves the coordination of interrelated activities - scientific, technical and design, integrated market research, marketing, service, advertising, demand stimulation. The difficulty of solving this problem lies in the complexity of combining all these elements to achieve the ultimate goal - optimizing the assortment, taking into account the strategic market goals set by the enterprise.

Based on the analysis of the data of the enterprise (see Chapter 2), it can be concluded that the enterprise has been operating efficiently throughout the entire study period, expanding the range, and improving its performance.

By applying the proposed measures to improve the assortment indicators, the enterprise can significantly increase demand, the level of profitability of sales of goods, increase sales, improve its economic condition.

Thus, the development by each specific store of an assortment list of goods and the monitoring of its observance contributes to a better service to customers of the target market and the creation of a sustainable assortment.

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