Coursework: Optimization of marketing activities in the service sector. Recommendations for improving the marketing policy of the holding "Composite Group" Recommendations for developing an enterprise marketing strategy

Ozheredov V.V., Doctor of Technical Sciences, prof. Nikitina L.N.

We will consider the development of measures to optimize the marketing policy of an enterprise using the example of Salyut CJSC, which manufactures children's clothing.

Salyut CJSC manufactures and supplies clothing for children and teenagers aged 3 to 17 on the Russian market.

The company produces a wide range of children's clothing: from light dresses for girls and suits for boys to jackets and coats made of raincoat fabrics.

The range and dynamics of sales of products of Salyut CJSC are given in Table. one.

Table 1. - Assortment and dynamics of sales of products of CJSC "Salyut"

Range

"Pants for boys"
"Jacket for girls"
"Jacket for boys"
"Jacket for boys"

The company sells its products in a company store during production, as well as in intermediary chains of stores.

In 2013, there is a decrease in sales volumes of Salyut CJSC for the majority of manufactured goods. A similar situation is observed in many companies operating in this segment. Analysts attribute this to a decrease in market demand due to a slowdown in economic growth, a decrease in real incomes of the population. In such a situation, one of the priority tasks for any enterprise is to increase the efficiency of the enterprise's marketing policy. In a company store, the company independently implements a pricing policy, and in intermediary networks, intermediaries themselves are engaged in pricing based on their own financial objectives, which ultimately leads to an increase in the cost of products for the end buyer compared to branded trade and, as a result, leads to a decrease in sales volumes.

Range	Intermediary stores (average value)	Brand trade ("DESALU")
"Pants for boys"
"Jacket for girls"
"Jacket for boys"

"Jacket for boys"

Average weighted price

The lower prices in the branded store are explained by the absence of transport costs and low rental rates. Thus, a higher level of competitiveness of goods sold in a company store is achieved compared to goods sold in intermediary structures. At first glance, Salyut CJSC should have completely shifted the focus in sales from intermediary services to corporate trade, however, such an opportunity seems to be hardly achievable, since the use intermediary services expands the territory of sales, and the opening of its own branded stores throughout this territory will require significant financial expenses from the company, which will ultimately lead to a rise in the cost of products. According to the results of a consumer survey conducted by Salyut, only 36% of children's clothing buyers, even taking into account the positive price difference, are ready to buy clothes in specialized branded stores. This is explained by the absence of related children's goods (toys, baby food, etc.) in specialized stores. Therefore, in the case of opening a company store in close proximity to a network intermediary store, the company can count on only 36% of customers who previously purchased Salyut goods in a network intermediary store, and taking into account the difference in price, they will begin to use the services of the company's company store.

Based on the available data, we present the economic justification for opening additional stores (or not opening) in different districts of St. Petersburg.

Room for rent 40 sq. m

2) It is advisable to open company stores in the Krasnogvardeisky and Krasnoselsky districts, there are one store of intermediary networks, therefore, company stores will be able to reach sufficient sales volumes and show high profitability in annual terms.

List of used sources of literature.

Nikitina L.N. Doctor of Technical Sciences, Prof., Head. Department of Economics and Finance SPGUTD.

[email protected], [email protected]

Saint Petersburg State University technology and design.

Toymentseva Irina Anatolyevna, Doctor of Economics, Associate Professor of the Department of Marketing and Logistics, Samara State Economic University, Samara [email protected]

Optimization of the sales activity of the enterprise Food Industry

Annotation. The article is devoted to the organization and research of marketing activities of food industry enterprises. The author studies the planning and organization of marketing activities of the enterprise, analyzes the dynamics and structure of sales of products according to the enlarged nomenclature, identifies the most significant customers, analyzes the compliance of the actual volume of production and sales of products with planned indicators, explores the inventory management system for finished products, conducts ABC analysis, and forecasts the volume production and sale of finished products based on time series analysis using economic and mathematical modeling methods, and also represents the calculation of economic efficiency from the proposed activities. Key words: sales activity, analysis - ABC, inventory turnover, growth rates (growth) of production and sales of products, forecasting, trend, economic efficiency.

In the production and economic activities of any industrial enterprise, there are three functional areas: supply, logistics of production and physical distribution (sales). Physical distribution deals with the promotion of finished products to consumers. If the desired range of goods is not delivered on time to Right place, at the best price, then all marketing efforts are wasted (1). Food and processing industry Russia is one of the strategic sectors of the economy, designed to ensure a sustainable supply of the population with the necessary high-quality food. Bread has been and remains one of the main food products of the population of our country. The daily widespread consumption of bread allows us to consider it one of the essential products food, the nutritional value which is of paramount importance. Proper organization the production of bakery products and the economical use of resources in bakery are the priority tasks of the industry, the solution of which determines both the quality of products and the reduction of its cost, therefore, the growth of profits of bakery enterprises, their competitiveness, the possibility of introducing new progressive equipment into production and the ability to enter new consumer markets. Therefore, the rational planning of the marketing activities of the enterprise is the most important condition for achieving high final results aimed at developing production and maximizing profits, and is also the key to the sustainability and efficiency of the development of the enterprise. Focusing on the consumer, the manufacturer has much more opportunities to gain competitive advantages. The product distribution process is a set of stages, actions and methods for determining, selecting and attracting consumers, identifying rational ways (channels) and means of supplying goods in accordance with the terms of the contract and choosing forms of marketing and implementation. Increasing the role of marketing in the activities of an enterprise calls for some restructuring in system of organization and management of its activities (2). The object of the study was a society with limited liability"Crystal", which carries out the production and marketing of bakery and confectionery products. The enterprise is developing dynamically, expanding the range of products, increasing production volumes, profit from the sale of products is also increasing, which is explained by the great flexibility and adaptability of the products manufactured at the enterprise to changing market demand. In table. 1. Calculations of the technical and economic indicators of the activities of Kristall LLC for 2011-2013 are presented, indicating the positive dynamics of its development.

Table 1Dynamics of the main technical and economic indicators of the activities of Kristall LLC for 2011-2013. to 2011 2013 By 2012 2012 By 2011 2013 By 2012 1 worker thousand rubles 425.5464.767539.2210.3109.2145.34.

124.55. Production output from 1 m² of production. area thousand rubles 15.4416.0517.780.611.73104110.786. Payroll fund thousand rubles 41844515.24699.2331.2184107.9104.17. 51113.4109.68. Total cost of production thousand rubles 33538.234795.748331.31257.513535.6103.7138.9

9. Costs for 1 rub. sales RUB 0.9490.9480.9540.0010.00699.9100.610 ,5 As can be seen from Table. in 2012, the volume of sales compared to 2011 increased by 3.9%; s to the previous period). This is a good trend for the growth and development of the enterprise, however, it should be noted that the growth rate of production and sales costs (138.9%) exceeds the growth rate of sales revenue (137.9%), although slightly, but this circumstance must be taken into account when forecasting future activities of the company. The excess of the growth rate of costs over revenue was reflected in the decrease in the level of profitability in 2013 by 0.8%. For the period 2011-2013 there is an increase in the average annual output per worker (in 2012 9.2%, and already in 2013 45.3%), and it should be noted that the number of employees decreased, and the volume of output increased, which indicates the use modern methods and technologies used in production at the enterprise, as well as on the effectiveness of managing the production and marketing of bakery and confectionery products. The incentive to increase production was the increase in wages and salaries of the main workers. Next, an analysis was made of the dynamics and structure of sales of products according to the enlarged nomenclature, the results are presented in Table 2. Table 2 Analysis of the dynamics and structure of sales of products according to the enlarged nomenclature

2011 2012 2013 Growth rate, %Sales volume, million rubles Share, %Sales volume, million rubles Share, %Sales volume, million rubles Share, %2012 to 20112013 20121234567891.bread and bakery products Total

148 incl. bread16,647,01746,324,348,0102,4142.9pasta6,217,65,113,98,416,682,3164,72.pasta Total

107.13.confectionery

124.2 incl. Cakes 6133.3108.3 pies0.51.40.61.60.81.6120133.3 pies0.30.90.41.00.50.9133.3125TOTAL35.310036.710050.6100104137.9 , which is the largest specific gravity in sales volumes for the analyzed period accounted for bread and bakery products. This situation is explained, firstly, by the growing demand for these products, and secondly, by the expansion of production capacities. The share of various types of bread is constantly increasing: from 16.6% in 2011 to up to 24.3% in 2013, this is due to the high quality of products and the average price in the bakery market. Therefore, there is an increase in orders both from individuals (especially the elderly) and from public organizations(schools, kindergartens, hospitals, etc.). A practically similar situation is developing in the confectionery shop. The demand for all confectionery products is also growing, therefore, the volumes of production and sales are growing (in 2012 it increased by 26.9% compared to 2011, and in 2013

by 24.2% compared to 2012). In general, the company's sales growth in 2012 amounted to 104% compared to the previous period, and in 2013 it increased to 137.9%, which indicates the development of the company, its competitiveness and recognition from customers. The increase in sales is due to the expansion of the range of products and the improvement of quality, as evidenced by the diploma of the winner of the National Competition "National Quality Mark", received by the company in 2013. The list of clients of Kristall LLC is very large, these are organizations. Syzran, Syzran region, Samara region. Information on the most significant customers making purchases in large quantities in 2013 is presented in Table 3.

Table 3

Analysis of the sales structure by consumersBuyers2013Volume of sales, thousand rubles Share, %1.0 of the organization, total

1100021.8 including: GBOU secondary school (Oktyabrsk)

1.23Kindergartens675.1231.33Schools of the city1292.3512.55Pokupochka stores572.8311.13Pyaterochka+ stores478.2290.952. Kiosks "Crystal", total 1150022.73. Outbound trade

2810055.5total 50600100After analyzing the obtained calculations, we can conclude that the largest revenue from the sale of products comes from the exit trade and kiosks with branded products. Implementation of the plan for the implementation of the products of Kristall LLC is presented in Table 4. Table 4 Implementation of the implementation plan, million rubles. Name of products

2011 2012 2013 sq.,% plan actual outd. sq.,% plan actual outd. area,% Bakery shop 20.822.8+2109.623.822.21.693.325.432.7+7.3128.7 Pasta shop 1.92.1+0.2110.52.31.40.960.91.61.50.193.8 Shop confectionery

11.110.40.793.710.413.1+2.712614.916.4+1.5110.1Total 33.835.3+1.5104.436.536.7+0.2100.541.950.6+8.7120.8 the analyzed period there is stability in the implementation of the plan. The plan was not fulfilled in 2011 by 6.3% for the confectionery shop, but in 2012 the plan was overfulfilled by 26%, and in 2013 by 10.1%. In 2012, a deviation below the planned level of implementation is noted immediately in 2 shops: by 6.7% in the bakery shop and by 39.1% in the pasta shop, but due to overfulfillment of the plan in the confectionery shop, the plan was completed by 100.5%. In 2013, the situation improved, the plan was overfulfilled by 20.8%, however, there is a slight deviation from the plan (non-fulfillment) in the pasta shop. This is due to high price competition in the market, a diverse range and quality of pasta, presented by both domestic and foreign manufacturers. Money in goods, but sufficient to meet the needs of consumers. Excessive stocks of finished products are an alarming signal and may indicate a reduction in demand for a product, a change in market conditions, the appearance of substitutes on the market for goods, a change in the marketing policy of competitors. Analysis of the state of stocks of finished products is presented in table 5. Table 5 Analysis of the turnover of stocks of finished products Name of products

Annual sales volume, million rubles Reserve, million rubles Turnover coefficientDuration of one turnover, days ,87.99Total41,950.61,31,132,2469.26.4 The calculations made in the table indicate a reduction in the duration of one turn in the studied shops by 2.8 days (9.2 6.4). This is a positive development for the enterprise, characterizing good organization inventory management. Important for assessing the implementation of the production program are natural indicators of production volumes and sales of products (pieces, meters, tons, etc.). They are used in the analysis of production volumes and sales of products for certain types and groups of homogeneous products. The analysis begins with a study of the dynamics of output and sales of products, the calculation of basic and chain growth and growth rates (Table 6). Table 6 Dynamics of production and sales of LLC Kristall's products RUB thous. Growth rates, % basic chain basic chain

The average annual growth rate (increase) in output and sales of products is calculated according to the geometric or arithmetic mean weighted.

= , (1), (2) (3). (4) In general, the dynamics of production and sales of products was positive for the study period: the average annual growth rate of output is 19.4%, and sales of products -17.4%, which indicates some discrepancy between the output plan and the sales plan, and therefore there may be leftovers finished products in the warehouse, although they are not significant, but they need to be controlled. To predict future development trends of Kristall LLC, a sales forecast was carried out. The final estimate depends on the forecast of probable sales volumes financial plan this organization. Therefore, sales forecasting is a prerequisite for successful sales activities. In order to improve sales activities, sales forecasting based on time series analysis was carried out, as this will make it possible to develop a more accurate sales forecast. The calculations were carried out using the spreadsheet processor MSExcel, the results of the calculations are presented in Table 6. Table 6 Calculation of the trendPeriod, year/quarterVolume of sales, thousand rubles.

8800177758887,5106,892011/39500

8975179758987,594,582011/48500

9000181509075107,992012/19800

9150183259162,589,502012/28200

9175192009600105,212012/310100

100252077510387,582,792012/48600

107502255011275117,072013/113200

11800244501222590,802013/211100

We mark the resulting trend on the histogram (Fig. 1) and thus solve the problem of reconciling the data of past periods.

Rice. 1. Sales volume trend Continuing the trend of moving averages on the chart, a sales forecast for each quarter of 2014 was made. According to the chart, we determine the forecast for each quarter: 11700.2 quarter 2014 12100.3 quarter 2014 12600.4 quarter 2014 13100. To see the seasonal variation more clearly, let's take last year's sales data and ignore the trend. To do this, we divide each indicator of sales volume by the trend value (since a multiplicative model is used), presenting all calculations in Table 7. Table 7 Calculation of the average quarterly variation Year 1 quarter 2 quarter 3 quarter 4 quarter 2011

106,8994,582012107,9989,50105,2182,792013117,0790,80

Total225.06180.4212.1177.37Unadjusted average112.590.2106.188.7

Total 397.7 Unadjusted means contain both seasonal and residual variation. To remove residual variation, adjust the averages by multiplying each average by a correction factor so that the sum of the averages is 400. The correction factor is calculated using the following formula: seasonal variation: 1 quarter: 112.5*1.0057  113.22 quarter: 90.2*1.005790.73 quarter: 106.1*1.0057 = 106.84 quarter: 88.7*1.0057  89 ,3Total 400.0. Based on this, we obtain that in the 1st quarter, the average sales volume is 113.2% of the trend, and in the 4th quarter 89.3 trend values. To obtain a sales forecast, we multiply these data by the value of the corresponding seasonal variation by each quarter: 1st quarter sales  11700*113.2%  13244 2nd quarter sales  12100*90.7%  10974.7 quarter  13,100*89.3%  11,698.3 To determine the most competitive products for Kristall LLC, we carried out an ABC analysis using software product Microsoft Excel (Table 8). Table 8ABC analysis Position number Product name Annual sales volume, thousand rubles Product share in total sales,% Line number of the ordered list Number of assortment positions of the ordered list on a cumulative total in% of the total number of assortment positions (X axis), % Ratio product cumulatively (axis Y),% Group and its rezultat9Hleb pschenichnyy4709,3415,771415,77A17Hleb rye and rzhanopshenichnyy3576,311,982827,75A8Bulochnye izdeliya3341,14211,1931238,95A23Torty2844,129,5341648,47V1Pirozhnye2315,7817,7652056,23V4Pechene1749 , 3425,8662462,09V5Rulety1853,2056,2172868,30V18Pirogi1634,1255,4783273,77V24Hleb toast nareznoy1071,423,5993677,36V10Makaronnye izdeliya916,093,07104080,43V12Pirozhki978,513,28114483,70S2Keks769,5872,58124886,28S13Pitstsa738,6992,47135288, 76S11Zefir550,3681,84145690,60S25Bliny557,9251,87156092,47S6Suhari460,4731,54166494,01S16Testo406,681,36176895,37S21Pryaniki263,0880,88187296,26S14Kurnik166,9850,56197696,81S3Sosiska in teste180,7650,61208097, 42С22Sochnik161.4060.54218497.96С15Karavai182.5920.61228898.57С7Biscuit p/f152.3060.51239299.08С19Khvorost137.0040.46249699.54С20Air p/f136.910.4SI total

Thus, the main attention should be paid to group A (bread and bakery products), which, despite its small number, makes up the overwhelming share of product sales. By reducing the costs of group A, the company receives large savings of money that can be directed to measures to increase the competitiveness of the company. Next, it is necessary to identify the most significant customers for the company, we previously found that Kristall LLC receives the main profit from itinerant trade and own kiosks with the products of the enterprise located within the city. Calculations for outbound trade are presented in Table 9. Table 9 Calculation of the cumulative sales volume total volume sales, % Sales volume, cumulative, % 1g. Oktyabrsk366106812,8612,862s. Racheika334761311.7524.613s. Shigony316798711.1235.734s. Toitskoye 27248709.5745.305s. Kulatka26059679,1554,456s. Pechersk 24031058.4462.897s. Kiosk No. 1422703647,9770,868s. Nikolaevka21678097,6178,489Kiosk №120209197,1085,5710s. Repyevka12208284.2989.8611s. Zaborovka1051516.53.6993.5512s. Zhemkovka9905673,4897,0313Kiosk No. 28459842.97100.00TOTAL28478597.5100

Similarly, calculations were made for retail stores, the calculation results are presented in Table 10. Table 10

Calculation of the cumulative sales volume No. of organization Sales volume, thousand rubles Share in total sales, % Sales volume, cumulative, %1 Lakomka295823.1232 Elita1276021.6453 ,0705"Crossroads"6254.9756"Perspective"6004.7807IP "Matveev"5534.3848"Prom. Rynok4703.7889Russian Market3112.49010Pyaterochka2952.39211Boarding house 2852.29412Canteens2501.99613Hospitals1931.59814Schools1771.49915D/s800.6100Total

Kristall LLC receives the largest revenue from the sale of its products in stores: Lakomka, Elita1, Department Store shopping center, Zapadny shopping center. The functions of promotion through distribution channels should be entrusted to the one who performs them more efficiently and effectively . Improving the structure of the sale of bakery products LLC "Crystal" is presented in table 11. Table 11

Improving the structure of sales of manufactured products Sales channels 2013 2014 Tons% Profit (+), thousand rubles Tons% Profit (+), thousand rubles Stores of the city38839.9764.124520.5469.5 ,51920.5Results973.410019301194.81002390From the table it can be seen that with the expansion of the sales market for products, the company will receive an additional profit of 375 thousand rubles. It is planned to sell 20.5% of manufactured products through city stores, 79.5% through its own distribution network, as shown by the studies and relevant calculations, this is very beneficial for the enterprise. The economic efficiency of the planned activities is presented in Table 12 Table 12

Economic efficiency of planned activities Indicators 2013 Plan 2014 Plan 2014 by 2013, % Volume of production, tons 973.41194.8122.7 Use of production capacity, % 32.743.3132.4 Proceeds from product sales, thousand rubles 4194450623120.7 Total cost of production, thousand 4001448233.3115.7 Profit from product sales, thousand rubles 19302390123.8 Profitability level, % 4.85.2108.3 The data in the table show that as a result of the planned measures, the volume of production will increase to 1195 tons or by 22.7% the use of production capacity will increase by 32.4%. The total cost will increase by 15.7%, mainly due to higher prices for raw materials and energy resources, but the profit will also increase by 23.8%. If the cost price growth rate is lower than the profit growth rate, then the level of profitability will increase accordingly. Thus, the analysis showed that despite the wide range and high quality of products, in order to further strengthen their competitive position, as well as improve sales activities, the company's management needs to constantly study the market situation, produce products that are in demand, timely adjust the commodity and pricing policy.

2. Bagiev G. L., Tarasevich V. M., Ann H. Marketing: Textbook for universities. - St. Petersburg: Piter, 2009. - 656 p.

Toimintaa Irina Anatolievna, Doctor of economic sciences, associate Professor of the Department of marketing and logistics FSEI HPE "the Samara state economic University", Samara [email protected] Optimization of marketing activity of the enterprises of food industry Abstract.The article is devoted to issues of organization and research marketing activity of the enterprises of food industrythe analysis of conformity of the actual volume of production and sales targets, explores the control system by finished products, conducts ABC analysis, makes predictions of the volume of production and realization of finished products on the basis of time series analysis with application of economicmathematical methods of modeling and the%Keywords:marketing, analysis ABC, inventory turnover, the rate of growth (increase) of production and sales, forecasting, trend, economic efficiency.

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Recommendations for improving the efficiency of the sales policy at RemStroy-Region LLC

Organization of the sales service at the enterprise

Sales planning LLC "RemStroy-Region" carries out in the following areas:

1) in a well-known market;
2) on the free market.

A well-known market refers to orders from government organizations and the supply of goods under long-term contracts.

The main thing in sales planning in a known market is the development of a portfolio of orders for the enterprise.

The order book of an enterprise is the quantity of products that must be produced in a certain period of time and delivered to customers in accordance with orders or concluded contracts. When forming a portfolio of orders, the sales department coordinates incoming orders with the capabilities of the enterprise: with existing production capacities, financial and material resources, scientific and technical potential, and personnel experience. This work is carried out by the sales department together with the production department, financial and other departments of the enterprise.

Sales forecast can be long-term, medium-term and short-term. Long-term forecast covers from 5 to 25 years, medium-term - from 1 to 5 years, and short-term - from 3 to 12 months. Long-term and medium-term forecasts are more important for manufacturers of industrial products, as the enterprise needs to plan ahead production capacity. Long-term sales forecasting is necessary when developing strategic plan enterprises, and the medium-term - in order to check whether the development of the enterprise, provided for by the long-term forecast, is carried out correctly. A short-term forecast of sales volume is of great use in the preparation of sales plans, production schedules and inventory management of finished products.

In conditions of uncertainty of the external environment industrial enterprise can apply level forecasting of sales volume.

Level forecasting is a forecast of the level of sales volume at three points: maximum, probable, minimum. Level prediction has the following advantages. First, the firm can prepare for a pessimistic sales scenario. Secondly, it is possible to identify in advance the factors leading to a minimum sales volume. Thirdly, the identification of such factors makes it possible to develop a contingency plan. The essence of developing such a plan is that for each type of output, several key assumptions are selected, other than the most probable situation. As assumptions, not only the worst, but also random options can be taken.

The situation plan prescribes what each employee should do in a given situation and what consequences should be expected as a result. Contingency sales planning allows a business to act quickly in an adverse situation and prepare for the unexpected.

Any forecasts are only working hypotheses about certain development indicators in the future, therefore their reliability depends entirely on the information on which they are based. Usually forecasting the volume of sales of products is assigned to the sales department, and the responsibility for preparing the forecast is on the heads of the enterprise. The sales forecast is part of the sales plan.

The most important point is the choice of criteria by which sales channels are evaluated.

Among them, the most significant are the following:

? sales volume through the channel for a certain period;
? profit on the distribution channel;
? manufacturer's costs;
? sales growth trends;
? negative problems (increase in advertising costs, public utilities, energy carriers, etc.);
? changes in external factors (tax and customs policy, legislation);
? changes in transport tariffs;
? the number and types of services performed for consumers in the distribution channel;
? order fulfillment speed.

When choosing a distribution channel, an industrial enterprise must also consider which distribution channels competitors use, market accessibility, the frequency of purchases by consumers, the cost of inventory, and many other evaluation criteria. Basically, the marketing activity of the LLC "RemStroy-Region" is aimed at targeted sales.

Targeted marketing involves the sale of goods to a specific group of buyers. The operational and marketing activities at the enterprise have their own characteristics, which are determined by the purpose of the products, the organizational structure of sales, and the industry specifics of the enterprise. At the same time, at the RemStroy-Region LLC enterprise, operational and marketing work is the completion of the process of selling manufactured products.

Operational and marketing work at the enterprise LLC "RemStroy-Region" includes:

- development of schedules for the shipment of finished products to the buyer;
- acceptance of finished products from manufacturing shops and preparing them for shipment to customers;
- organization of shipment of products to customers and execution of documents related to the shipment and control over the fulfillment of customer orders and the solvency of customers.

Schedules for the shipment of finished products are developed for short periods of time with their help, marketing plans are coordinated with the production plan.

The products manufactured by the shops are delivered to the general factory or shop warehouses of finished products, which must accept them from the shops in terms of quantity and quality. Preparing products for shipping to customers Special attention is given to strict observance of the rules of packaging and labeling, establishing the quantity of shipped products (weight, quantity, packs, etc.).

When shipping products to customers, it is especially important right choice packaging. The packaging must perform the following functions:

? protect the goods from damage and deterioration. This function is most typical for products for industrial purposes.
? ensure the creation of conditions for the transportation, loading and unloading of goods, their storage and sale. The cost of packaging goods must be in reasonable proportion to the cost of the packaged goods and commensurate with economic benefits.
? packaging of goods must comply vehicles which are used during their transportation, as well as means of mechanization and automation during loading, unloading and storage.
? packaging must: be different from competitors' packaging, i.e. have properties that distinguish the company's product from competitors;
? help the buyer in the search for goods and identify
? to give the product a certain image corresponding to the price level;

Marking in the preparation of goods for shipment has the following purposes:

? indicate the characteristics of the goods;
? warn transport organizations about the features of loading, unloading and transportation of goods;
? inform transport organizations about the net and gross weight for the correct selection of lifting equipment and payments for the transportation of goods;
? sort packages according to belonging to a specific consignee or contract;
? check the completeness of loading and unloading according to the numbering of places in the lot.

When preparing products for shipment to customers, great attention is also paid to correct design documents used in settlements with buyers. These primarily include documents certifying the quantity, quality and completeness of shipped goods:

- specification confirming that the goods have been delivered according to the nomenclature and in the quantity stipulated by the contract:
- a quality certificate confirming that the goods have been checked by the supplier for compliance before shipment technical requirements contract;
- packing list, which indicates in which package the goods are contained and in what quantities;
- a transport document confirming the acceptance of the goods for transportation;
- invoice for payment of shipped goods.

From Figures 2 and 2.1 it can be seen that the dynamics of production activities and the sale of finished products on the domestic and foreign markets in RemStroy-Region LLC is as follows.

Demand for products in the domestic market is decreasing. This is due to the emergence of new competitors, who are constantly increasing the pace of development of construction, which has already reached a huge scale in the Russian Federation.

The share of export products is increasing. This is due to the improvement in the quality of finished products and the constant rise in prices.

Rice. 2

Rice. 2.1

Many heads of enterprises, managers of various ranks and levels, at the completion of certain stages of work or the onset of reporting calendar dates, always have a temptation to identify the concepts of "outcomes" and "successes", "goals" and "results". These concepts are far from unambiguous. Can an enterprise be considered effective, and its work successful only on the basis of the profit it receives, if the goal set for the enterprise has not been fully achieved? What measures should be taken to assess the level of achievement of the goal? The correct organization of sales contributes to the growth of the company's revenue from the sale of products. The effectiveness of the marketing policy of the enterprise can be characterized by calculating the main economic indicators of the enterprise.

The economic effect is an absolute indicator (profit, sales income, etc.) that characterizes the result of the enterprise's activities. The main indicator characterizing the economic effect of activities manufacturing enterprise, is profit.

This indicator is determined by the formula:

Profit from the sale of products (sales);

Pr \u003d Vr - Zpr,

where Pr - Profit from the sale of products,

Вр - sales revenue,

Zpr - costs of production and marketing of products (full cost),

Pr \u003d 66417-62430 \u003d 3987

Pb \u003d Pr + Ppr + Pvn,

where Pr - profit from the sale of products (from the main activity),

Ppr - profit from other sales,

Pvn - profit from non-sales operations,

Pb - Balance sheet (gross) profit.

Pb \u003d 3987 + (-325) + (-158) \u003d 3504

where Pch - net profit,

Pts - taxes and fees (deductions)

Pch=3504-700=2804.

The degree of profitability of the enterprise can be assessed using profitability indicators.

The profitability indicator is calculated by the formula:

where P is the level of profitability of production,%;

P - the amount of gross profit, thousand rubles;

OF - the average annual cost of fixed assets, thousand rubles;

NOS - the average annual cost of normalized working capital(inventory), thousand rubles.

Gross profit of LLC "RemStroy-Region" - 3987 thousand rubles.

The average annual cost of fixed production assets is 39,789 thousand rubles;

The average annual cost of normalized working capital of RemStroy-Region LLC is 16,045 thousand rubles.

AT this case the profitability of production will be:

Given that profit is related both to the cost of the product and to the price at which it is sold, the profitability of products can be calculated as the ratio of profit to the cost of products sold at free or regulated prices.

The profitability of products in its two varieties is calculated by the formulas:

where P is the profitability of products,%;

P - gross profit enterprises, thousand rubles;

Cn is the total cost of goods sold, thousand rubles;

Tsp - the volume of sold products in the corresponding prices (minus VAT and excises) thousand rubles.

in current prices; 3987

It is quite obvious that with this method the level of profitability of products sold at the appropriate prices will always be lower than the level of profitability of products calculated at full cost, except for unprofitable enterprises.

Growth factors of any indicator of profitability depend on common economic phenomena and processes. This is first of all:

- improvement of the production management system in a market economy based on overcoming the crisis in the financial, credit and monetary systems;
- increasing the efficiency of the use of resources by enterprises based on the stabilization of mutual settlements and the system of settlement and payment relations;
- indexation of working capital and a clear definition of the sources of their formation.

An important factor in the growth of profitability in the current environment is the work of enterprises to save resources, which leads to a reduction in costs, and consequently, an increase in profits. The fact is that the development of production by saving resources at this stage is much cheaper than the development of new deposits and the involvement of new resources in production.

Cost reduction should become the main condition for the growth of profitability and profitability of production.

The main characteristics of working capital, in addition to cost and structure, is the efficiency of their use and the degree of liquidity.

The turnover ratio of working capital, which characterizes the number of turnovers made by working capital for the reporting period:

where Q p is the volume of sold products (works, services): proceeds from the sale of products (works, services) net of VAT, special tax and excise duty, thousand rubles.

About cf - the average cost of working capital for the year, thousand rubles.

Accelerating the turnover of working capital is one of the most important factors for improving financial condition. Accelerating the turnover of working capital allows either, with the same volume of production, to release part of the working capital from circulation, or, with the same amount of working capital, to increase the volume of production.

In the process of analysis, the reported indicators of working capital turnover are compared with those for the previous year. With an increase in the duration of the turnover of funds, the reasons for the slowdown in their turnover are clarified and appropriate measures are developed.

This indicator shows the rate of turnover of the entire long-term (invested) capital of the enterprise.

The turnover is characterized by two parameters:

a) The speed of turnover (turnover of finished products) which is calculated by the formula

Kob.gp \u003d Vp / Szp

where, Vp - sales revenue.

Szp - average stocks of finished goods.

Kob.gp \u003d 66417/1745 \u003d 38.06

The turnover ratio of finished products shows the rate of turnover of finished products. Its growth means an increase in demand, and its decrease means an overstocking of finished products due to a decrease in demand.

b) product circulation time - this indicator calculated as follows:

where, Kdvg is the number of days in a year.

Kob - the number of revolutions of finished products.

This indicator is characterized by - the duration of the period in days during which the products are in circulation.

The sales ratio can serve as a benchmark for the activities of the marketing service to promote products to the market, the degree of demand from the buyer.

This coefficient shows how much profit falls on each ruble of sold products in selling (market) prices.

where, Bp - balance sheet profit.

GRP - revenue (gross income) from the sale of products (works, services)

The material consumption of products is calculated as follows.

where, Zm - the amount of material costs, rub.

Vp - output.

This indicator characterizes the share of material costs i.e. how much (raw materials, materials, spare parts, electr - energy, etc.) in the total cost of production.

It can be summed up; that the sales system at CJSC "Limanskaya PMK" is aimed at export, and the sale of products to the domestic market is not so effective due to the remote geographical location of the enterprise and low prices for manufactured products in the domestic market.

Graduate work

On the topic: Improving the sales system of the trading house "Premier"

Introduction

1. Theoretical foundations of the marketing activities of a retail trade enterprise

1.2 Features of the marketing activities of enterprises retail sale of finishing materials

2. Analysis of the retail activity of the trade enterprise TD "PREMIER"

2.2 Organization of marketing and sales activities at the enterprise TD "PREMIER"

Conclusion

Bibliography

Appendix

Introduction

To achieve success in business, there are no ready-made recipes, the more interesting it is to consider examples of successful market activity. On modern Russian market there are thousands of enterprises, manufacturers and suppliers of retail goods.

There are two common features for all market leaders. Firstly, setting ambitious goals and secondly, careful design and subsequent implementation marketing strategy. It is no exaggeration to say that strategy development is an art that successful entrepreneurs master. Companies must be clear about what products and for what consumers they should bring to the market.

Target marketing activities these enterprises - obtaining certain commercial results by managing their own resources in the most efficient way, satisfying the needs of customers more effectively than competitors. The market is gradually saturated, the achievement of strategic goals is possible only on the basis of building long-term, trusting relationship with consumers and participants in distribution networks. What product should the seller provide to the consumer? The more accurately the information impact on the consumer is directed, the higher the economic efficiency will be. Of particular interest is the analysis of the market activity of leading enterprises in the field of sales of finishing materials.

In the presence of fierce competition, the main task of the sales management system is to ensure that the organization wins and maintains a preferred market share and achieve superiority over competitors. Here, the sale of products should be considered from a fundamentally different angle - through the prism market demand and suggestions. To survive in market conditions, domestic producers must produce what is sold, and not sell what they produce. If the marketer has done a good job on such sections of marketing as identifying consumer needs, developing suitable products and setting an appropriate price for them, establishing a system for their distribution and effective incentives, then products will certainly go easily.

In the economic activity of any organization, the main issues are the supply, production and marketing of finished products; the latter implies products, works and services completed by production at a given enterprise, which can be offered to the market as goods. The work of enterprises in the new economic conditions involves the restructuring of all functional areas of activity of economic entities, but mainly this concerns the sphere of marketing of finished products

Now it is impossible to imagine a consumer who would not participate in the purchase of building materials. Modern materials have not only radically changed the lifestyle of almost every consumer, both private and organizations and enterprises, but also the style of their work, providing greater efficiency activities.

The huge number of various building materials offered on the modern market creates significant problems in their correct application and integration. The set of building materials should be not only technically modern, but also optimal in composition, clearly focused on solving your problems and supported by powerful environmental support.

Although the sale of finishing materials is the final stage of the economic activity of a commodity producer, in market conditions, sales planning precedes the production stage and consists in studying the market situation and the company's capabilities to produce demanded (promising) products, as well as in drawing up sales plans, on the basis of which supply plans should be formed. and production. A well-built system of organization and control of sales is able to ensure the competitiveness of the company.

The purpose of the study in this thesis is to find ways to improve the marketing activities of the Trading House "PREMIER" in the retail market of the Republic of Khakassia and identify factors that influence the choice of potential customers of the enterprise for their service.

To achieve the goal set in the framework of the thesis, it is necessary to solve the following tasks:

· Explore theoretical basis marketing activities of a retail trade enterprise;

· Consider the peculiarity of the marketing activities of retailers for the sale of finishing materials;

· Conduct an analysis of the marketing and sales activities of the trading retail enterprise TD "PREMIER";

The object of research in this thesis is the trade and retail enterprise Trade House "PREMIER" - an enterprise specializing in the sale of finishing materials.

The subject of the study is understood as aspects of sales management in the field of retail network, as well as factors influencing the improvement of marketing activities in the regional market for the provision of services for the sale of finishing materials.

The methodological and theoretical basis of this work was the translated works of Western scientists, as well as the works of leading Russian scientists in the field of marketing, such as Golubkov E.P., Danko T.P., Rommat E.V., Mkhitaryan S.V., Krylov I. .V., Yanenko Ya., Mani I.B., Simionova N.G., and others.

1. Theoretical foundations of the marketing activities of a retail trade enterprise

1.1 The essence of marketing activities at retailers

Modern marketing is considered by experts as a system for organizing all the activities of a company in the development, production and marketing of goods, the provision of services based on a comprehensive study of the market and real customer requests, in order to maximize profits.

"The growing role of marketing in connection with the changing situation in the market and the transformation of the latter into a" buyer's market "affects the development of marketing departments, their place in the organizational structure of the company and interaction with other departments."

Distribution (sales) policy determines the place of any company in distribution channels, includes marketing logistics solutions.

Distribution channel in marketing is a set of interrelated organizations that make a product or service available for use and consumption. The following flows pass through distribution channels:

Physical flow (flow of goods, direct - coincides with the direction of distribution channels),

Ownership flow (transfer of ownership of a product; direct),

Cash flow (reverse),

Information flow (direct and reverse, information about the product is transmitted from the manufacturer to the consumer, in the opposite direction - about the level of demand and consumer preferences),

The flow of promotional funds (direct, refers to specialized commercial equipment with manufacturer's logo).

There are two forms of trade in distribution channels: retail and wholesale.

Retail trade in Russia in recent times develops very rapidly. Domestic retail chains are expanding, large enterprises are entering the Russian market foreign companies with worldwide retail experience.

"The study of consumer behavior, his preferences, his perception of various competitive offers and the principles of making a purchase decision allow companies represented on retail market make the right decisions, reducing the level of uncertainty and risk. Marketing management should not be based on guesswork, but on feedback with the consumer."

"Retailing contributes to the marketing activities of enterprises aimed at finding relevant groups of buyers, studying price dynamics, establishing strong relationships between wholesalers, as well as with buyers."

Retailers sell goods to end consumers. And the retail trade itself solves the following tasks:

Acquires goods from a wholesaler and offers them for sale to anyone who wishes them, either unchanged or after normal retail processing;

Demonstrates samples and samples at open trade stands in order to receive orders for goods;

Organizes trade with home delivery of goods. The home delivery trade offers its goods, as a rule, outside the location of its bases or operates without any at all;

Organizes "walk away trade" - the oldest form of trade, which includes: peddling, when a retailer walks with his goods (dairy products, honey, vegetables) from house to house; street trading- the merchant shortens the housewife's shopping path. At a certain time, he appears in a residential area in order to sell vegetables, fruits, eggs, drinks, etc. to residents; petty trade - merchants offer their goods (fruits, drinks, ice cream, flowers) on counters that are set up in squares and streets with heavy traffic (at railway stations, near educational institutions, at enterprises) or in places where special events are held (City Day, knowledge, etc.).

The organizational forms of retail trade enterprises can be divided into store, mail order and home delivery trade enterprises.

In the practice of countries with developed economies, there are many types of store trading enterprises:

A small store selling food, haberdashery, household and other goods is located in settlements and in countryside. It contains a wide, but not in-depth range of food products, textiles, as well as detergents and body care products;

The specialized store sells few product groups (textiles, footwear, gastronomy or furniture) with a wide variety of designs. The buyer here receives qualified service and a large selection with a narrow but branched assortment;

Boutique is the name of a specialty store for high fashion items;

A special store sells certain types of goods (hats, coffee, fish) from the assortment of a specialty store and can offer a particularly rich selection, also to meet individual demand;

A department store is a store selling food, haberdashery, household and other goods in the form of a large enterprise. Under one roof, the buyer will find a diverse selection of the most diverse varieties and groups of goods;

The consumer market (supermarket, self-service department store) is built on the principle of self-service. Extensive trading floors, located most often on the outskirts of the city with good opportunities for car parking, and a wide range of customer-friendly, frequently updated products create a large market atmosphere;

Trading stalls are specialized stores in the form of a large enterprise (textiles, glass and porcelain, household goods) with a small side assortment;

A shopping center is an association in one space of independent retail trade and consumer services enterprises of various forms ( foodstuffs, textiles, cafes, banks, hairdressers) and sizes;

A collective department store is run jointly by several retailers. Individual businesses operate as departments of a general store, as they do not list their firms' names and there are no visible distinctions between them. They jointly offer their services to others and also jointly carry out advertising;

A store within a store is a retail trade enterprise that rents space in a department store where it sells its goods at its own expense and with the help of its own staff in the area allocated to it. Often the name of the participating firms is not indicated;

The trading branch of an enterprise is a trading point of a decentralized large enterprise. Characteristic for trade branches is the presence of a similar range of goods and a unified design of trading floors and shop windows. Centralized procurement of goods and partially their own production(own brand name) contribute to cost reduction;

A discount house is a shop without special design, without individual customer service and service. The range is limited to top-selling consumer goods sold directly from boxes and cartons to save costs;

The low-price store offers simple everyday consumer goods. In order to attract the widest possible range regular customers such stores also contain large enterprises of department stores;

Order office (order desk) is a point of sale where customers order goods according to samples, samples and catalogs;

Stall (domestic realities of retail trade) - a point of sale in which the buyer is offered a daily universal (specialized) assortment of goods.

Because marketing is a way of persuading the masses to buy, most people mistakenly this concept with marketing and promotion. The difference is this: selling is mainly face-to-face contact - the seller is dealing with potential buyers. "Marketing uses the media and other means to grab the attention and convince many people - people who may not have any direct contact with anyone from the marketer's company at all." One of the leading management theorists, Peter Drucker, puts it this way: "The goal of marketing is to make sales efforts unnecessary. Its goal is to know and understand the customer so well that the product or service will fit the latter exactly and sell itself."

For the implementation of marketing activities, it is necessary to take into account the large role of those on whom, in essence, the effectiveness of the marketing strategy depends, namely marketing entities, which include manufacturers and service organizations, wholesale and retail trade organizations, marketing specialists and various consumers. It is important to note that although the responsibility for performing sales functions can be delegated and distributed different ways, in most cases they cannot be neglected, they must be carried out by someone.

Each firm, enterprise or company is interested in the effective management of its marketing activities. In particular, she needs to know how to analyze market opportunities, select suitable target markets, develop an effective marketing mix, and successfully manage the implementation of marketing efforts. All this makes up the process of marketing management.

"In market conditions, it is not enough to rely on intuition, the judgments of managers and specialists, and past experience, but it is necessary to obtain adequate information before and after decisions are made. A large number of factors influence the nature of decisions made. And most importantly, not even in quantity, but rather in the unpredictability of the majority of them. The behavior of competitors, for example, often goes beyond traditional patterns. The situation is complicated by the fact that the marketing management system operates in real time."

To reduce the degree of uncertainty and risk, the enterprise must have reliable, sufficient and timely information.

One of the conditions for developing a competent marketing plan is the study of consumer markets and consumer behavior.

Every customer has a different process of making a purchasing decision. In response to incentive marketing techniques, the consumer has an observable reaction, which is expressed in the choice of product, brand, intermediary, time and volume of purchase.

Along with this, any company seeking to conquer the market must be aware that it is not able to serve all customers without exception. There are too many consumers, and their desires and needs are sometimes diametrically opposed. It is not even worth trying to conquer the entire market at once, it is more reasonable to single out only that part of it that this company is able to effectively serve at this time and in this place. To identify target markets and gain consumer confidence, companies turn to target marketing: market segmentation, selection and evaluation of its segments, and product positioning.

Among other things, modern marketing policy also includes marketing logistics.

Marketing Logistics - planning, implementing and controlling the physical flows of materials and finished products, from points of passage to destinations, in order to most effectively meet customer needs.

In marketing logistics, the following decisions are made:

Order processing. Reducing the terms of the cycle "order - delivery of goods". Planning procurement and production activities in such a way as to fully satisfy the needs of customers.

Warehousing. Optimization of warehouse activities in order to minimize the time of shipment of goods to the consumer or transport company.

Stock volume. The organization of optimal inventory involves taking into account many factors for each product: sales per month, the period for receiving products from the supplier, the cost of production, the frequency of demand per month, the allowable time for delivery of goods to the consumer, the trade margin, the cost of delivering goods to the warehouse and storage, etc. .

Transportation. It is necessary to build such schemes for the movement of goods between suppliers, warehouses of the company's divisions and consumers (in the case of delivery of products) so that, if the necessary marketing conditions for the distribution of goods are met, the costs of warehouse services and transportation are minimal.

The economic situation both in the country and in the Republic of Khakassia has led to the need for retailers to introduce modern marketing techniques and methods. This is guided by the internationalization and universalization of retail activities, the emergence of competitors in the regional market. To survive, the company must fight for each client. Under these conditions, sales opportunities in the retail trade are of particular importance, which explains the relevance of the chosen topic.

1.2 Peculiarities of marketing activity of retail trade in the sale of finishing materials

As we already know, "marketing" comes from the English "market" and thus means activities in the field of the market, sales. For a long time, marketing activity was identified with sales. The task of marketing in the field of finishing materials is to get the buyer to buy what the company can offer him. In this regard, the classical concept of marketing boils down to the following: it is an entrepreneurial activity that manages the promotion of goods from the producer to the consumer or user.

"However, marketing, as a system of economic views, includes much more. The main goal of the sale of finishing materials is to sell already produced ones, and marketing sets itself the task of creating demand and releasing goods in accordance with them."

"Marketing - view human activity aimed at satisfying needs and requirements through exchange". The concept itself is quite broad, and includes both market research and the development of the production of new types of equipment, as well as the creation of demand, the formation of needs and consumer preferences, along with the physical distribution of products.

"The result of the process of matching the capabilities of the company and the needs of consumers is the provision of goods to consumers that satisfy their needs and the receipt of the company's profits necessary for its existence and better meet the needs of consumers in the future." Therefore, the essence of marketing in the field of sales of finishing materials is as follows: you need to produce and sell only what the market needs, and not impose on the buyer what has already been produced.

Today on the Russian market there are many well-known manufacturers offering retailers a fairly wide range of materials for interior decoration. In fairness, it should be noted that the competition between sellers is very high, and the materials are very similar in characteristics.

In the broadest sense, the marketing policy of an enterprise should be understood as a set of marketing marketing strategies chosen by its management (market coverage strategies, product positioning, etc.) and a set of measures (decisions and actions) for the formation of the range of products and pricing, for the formation of demand and sales promotion (advertising, customer service, commercial lending, discounts), conclusion of contracts for the sale (supply) of goods, distribution of goods, transportation, collection of receivables, organizational, logistical and other aspects of sales.

The marketing policy of an enterprise specializing in the sale of finishing materials should be oriented towards:

Obtaining entrepreneurial profit in the current period, as well as providing guarantees for its receipt in the future,

Maximum satisfaction of the solvent demand of consumers,

Long-term market stability of the organization, the competitiveness of its products,

Creating a positive image of the organization in the market and its recognition by the public.

The sales policy, formulated on the basis of sales goals and objectives, should be consistent with the organization's business concept and the adopted course of action (landmarks). The general model for the formation of an organization's marketing policy in market conditions is shown in Figure 1.

Figure 1 - Model for the formation of the marketing policy of the organization

The marketing policy depends on the internal and external conditions of the functioning of the company, and their development requires a detailed analysis of them, as well as the capabilities of the organization.

The market of finishing materials presents the manufacturer with various sales opportunities and at the same time imposes certain restrictions on its activities. An enterprise interested in the efficiency of marketing its products must know the real state of affairs in the market and, on this basis, make informed decisions on the sale of goods.

The marketing policy is based on an ordered analysis of the needs and requests, perceptions and preferences inherent in the consumers of the organization's products. The needs and demands of customers are constantly changing.

An effective marketing policy should therefore be aimed at constantly updating the range and increasing the variety of goods offered to buyers (warranty periods, service, advice on the operation of materials, etc.).

Within the framework of these ideas, the organization must restructure its activities faster and more efficiently than competitors, taking into account the interests associated with maintaining and improving the well-being of both the organization itself and consumers and society. The marketing policy of the organization should serve as the basis for the development of its supply, production and technology, innovation and financial policies.

Enterprises have alternatives in organizing the distribution of their product. It is based on the fundamental orientation to satisfy the diverse needs of the end consumer (or to build such a distribution system that would be effective both for the enterprise itself and for intermediaries) and the way it exists, considered as a set of actions to bring the product as close as possible to the target group consumers (or vice versa, attracting consumers to the company's product). The choice of orientation and the way to meet the needs of consumers is the essence of the firm's "policy" of the enterprise in the field of marketing of finishing materials.

The marketing policy of an enterprise should be considered as a purposeful activity, principles and methods, the implementation of which is designed to organize the movement of the flow of goods to the final consumer.

The main objective of the marketing policy is to create conditions for the transformation of the needs of a potential buyer into a real demand for a particular product. These conditions include elements of marketing policy, distribution capital (sales, distribution of goods) along with the functions they are endowed with.

The main elements of the marketing policy in the field of sales of finishing materials:

Transportation of products - its physical movement from the producer to the consumer,

Finalization of products - selection, sorting, assembly of the finished product, etc., which increases the degree of availability and readiness of products for consumption,

Storage of products - the organization of the creation and maintenance of stocks,

Contacts with consumers - actions for physical transmission goods, placing orders, organizing payment and settlement transactions, legal registration transfer of ownership of the product, informing the consumer about the product and the company, collecting information about the market. The product distribution system is a key link in the marketing logistics and a kind of finishing complex in all the activities of the company in the creation, production and delivery of goods to the consumer. Actually, it is here that the consumer either recognizes or does not recognize all the efforts of the company as useful and necessary for himself and, accordingly, buys or does not buy its products and services.

But still, the sale of products must be considered as a constituent element of logistics.

There are several reasons that determine the role of marketing systems in logistics. This is:

Need,

Fight for consumer money

Rationalization of production processes, which was written about by economists of the last century. Specifically, we are talking here about the fact that there are a number of finishing operations of production, which are associated to a greater extent not with manufacturing, but with preparing goods for sale (sorting, packing, packaging). It is advisable to carry out these operations already at the "plant - consumer" stage, that is, before transportation, in warehouses, in stores, in the pre-sale process; and the timeliness, quality and rationality of their implementation significantly depends on sales as such. The above justifies this: the closer and closer the product comes into contact with the buyer, the more it makes sense to entrust the sales service with its refinement and preparation for sale,

Problems of efficiency of market behavior and firm development. The most important thing in knowing and satisfying the needs of consumers is to study their opinion about the company's products, competing products, problems and prospects for the life and work of consumers. Who and where can do it most effectively? The answer of world practice is unequivocal: first of all, this can be done where the company is in direct contact with the consumer, that is, in the sales system.

The above reasons are enough to understand how important the sales subsystem is in commercial logistics and why huge amounts of money are spent on it in conditions of abundant markets.

The choice of the method of marketing products is an integral part of the marketing logistics at the enterprise and involves the interpretation of all the activities of the company, it is necessary to plan and organize the system of marketing products from the enterprise to the consumer accordingly.

Obviously, as the goods move through the distribution channels with the participation of intermediaries, its physical movement may be accompanied by the transfer of the owner's rights. In this case, the completeness of the rights to the goods transferred to the intermediary, the form of transfer, the degree of his responsibility and risk are different. Accordingly, intermediaries are typified, and channels with their participation acquire a complex structure.

The mechanism for making decisions about distribution channels, as already mentioned, is based on the economic and technological feasibility of moving goods along such a path as to bring benefits to the manufacturer, intermediaries and consumers. If any element of the chain does not receive the calculated benefit, the distribution channel will be inefficient.

The sale of goods is known, and this applies to construction products, can be direct (sale of goods directly to the consumer), indirect (sale through intermediaries) and combined.

Depending on the number of intermediaries, the distribution channel can be short (one or two intermediaries) and long (more than 2 intermediaries who consistently buy goods from each other).

Selling through intermediaries has both positive and negative sides. On the one hand, the use of intermediaries is beneficial, since many manufacturers simply do not have the resources to carry out direct marketing. Even if a manufacturer can afford to create its own distribution channels, in many cases it will be able to earn more if it directs money into its core business.

If manufacturing generates a 20% rate of return and retailing only 10%, the firm will naturally not want to retail itself. Through their contacts, experience, specialization and scope, intermediaries offer the firm more than it could do alone.

Also, the advantage of this distribution system for the manufacturer is the ability to immediately supply large wholesalers large quantities of goods. Thus, there is no need to create and finance the activities of their own distribution channels.

On the other hand, working through intermediaries, the manufacturer to some extent loses control over how and to whom he sells the goods, and, as marketing experts note, does not always receive from trading firms necessary and sufficiently effective information about the position on the market and the promotion of goods.

And, besides, the longer the distribution route, the greater the cost of selling goods.

The marketing policy of the company in the field of sales is significantly different when the seller is the manufacturer himself and when the intermediary (Figure 2).

Sales policy	Manufacturer	Intermediary
Price policy	Uniform selling price, striving for a uniform retail price. Moderate trade margin	Price differentiation based on demand, region, consumer High retail margins
Product policy	Keeping your product on the market is usually conservative trade policy, because product innovation requires investment	The choice of a product that is in demand. The intermediary requires the manufacturer of modifications or a new product
Distribution policy	Large orders, large permanent intermediaries or consumers. Binding of the entire range	Small order quantities. Demand for an assortment that is in demand
Advertising and image policy	Promotion of your brand. Formation of the manufacturer's image	Formation of the image of the intermediary due to the trademark and the image of the manufacturer

Figure 2 - The difference between the marketing policy of the manufacturer and the intermediary

In the process of marketing activities, the problem of sales is solved already at the stage of developing the company's policy. The choice of the most effective system, channels and methods of marketing in relation to specific markets is carried out. This means that the production of products from the very beginning focuses on specific forms and methods of marketing, the most favorable conditions. Therefore, the development of a marketing policy is aimed at determining the optimal directions and means necessary to ensure the most efficient process of selling goods, which involves a reasonable choice. organizational forms and methods of marketing activities focused on achieving the intended end results.

The development of a marketing policy is preceded by an analysis of the effectiveness of the existing marketing system, both as a whole and by its individual elements, and the compliance of the marketing policy pursued by the company with specific market conditions.

It is not so much the quantitative indicators of sales by product and by region that are analyzed, but the whole complex of factors influencing the size of sales: the organization of the sales network, the effectiveness of advertising and other means of sales promotion, the correct choice of the market, time and methods of entering the market.

The analysis of the sales system involves identifying the effectiveness of each element of this system, evaluating the activities of the sales apparatus. Distribution cost analysis provides for a comparison of actual sales costs for each distribution channel and type of expenses with plan indicators in order to detect unreasonable expenses, eliminate losses arising in the process of product distribution, and increase the profitability of a functioning sales system. As a rule, in the company's sales management system, such a problem arises as the lack of an effective sales management mechanism, which gives rise to a whole chain of problems: overcrowded warehouses, non-payments, lack of working capital for the purchase of raw materials, production stoppage, etc. In this regard, it can be formulated the task of creating an effective sales system based on a unified marketing strategy of the company. This task, in turn, has the following local tasks:

Research marketing strategies, which allows you to identify strengths and weak sides sales system, which allows you to determine the possibility of its optimization, i.e., improving the company's position on competitive market each type of product,

Formation of pricing policy, optimization of pricing, which makes it possible to determine the optimal value of production and marketing costs, calculate the optimal value of sales volume or market share, at which this production is most profitable, which leads to maximization of profitability and sales growth rates.

Optimization of goods movement, which allows to ensure the maximum volume of sales and minimize marketing costs,

Analyzing and optimizing the product policy, which allows you to determine whether the share of each product in the planned assortment corresponds to the most optimal pricing strategies.

Analysis and formation of an optimal policy for generating demand and sales promotion, which allows you to create an optimal advertising policy, taking into account the compliance of the advertising budget with the actual sales volume and the use of the most effective advertising distribution channels.

Analysis and optimization of warehousing and transportation of products, which consists in clarifying and analyzing the quality of the methods used for calculating the optimization of transportation forms, transportation routes, delivery parameters and determining their feasibility. The solution of this problem makes it possible to ensure the regularity and speed of product deliveries, the use of the optimal form of transportation and transportation routes in terms of speed and economy,

Development of sales management and planning systems, which allows, firstly, to ensure a flexible response to market requirements, secondly, to more clearly coordinate sales efforts, realize the possibility of operational control, reduce the possibility of abuse and errors, and thirdly, to form a single vision of marketing policy.

In general, the solution of all problems allows to improve the quality management decisions firms in the field of marketing, including identifying risks in the field of sales management to prevent the causes of their occurrence, master the effective use of the infrastructure of the commodity markets of building materials with the involvement of modern organizational and technical means. In addition, it will help the company to increase its competitiveness, lead to intensification of sales, expansion of sales and ensure the conditions for the greatest profit of the company from sales. construction products. The implementation process associated with the application of long-term and tactical plans in marketing policies, procedures and rules is very complex. Proper strategic sales planning is essential, as well as a comprehensive evaluation of the strategic plan. And at the same time, one of the main elements of strategic marketing are marketing research, allowing the company to clearly assess its place in the market, determine the direction of further activities, develop its marketing policy.

2. Analysis of the retail activities of the trade enterprise Trade House "Premier"

2.1 general characteristics Trade House "PREMIER" as a subject of marketing activities

Trade on the territory of the Republic of Khakassia is a vast area entrepreneurial activity and the sphere of application of labor, which received new impetus for its development, significantly expanding the "field and rules of the game" in the economy. Many new enterprising people joined it, in a number of cases they radically changed their profession and life orientations. The process of saturation of the consumer market of Khakassia with building materials and the increase in competition require those who have recently joined this business and want to stay in it for a long time to have deep and comprehensive knowledge of its fundamentals in the context of various aspects of marketing activities.

Trade House "PREMIER" was founded on 14.08.1995. Its activity began with small volumes of retail trade turnover and the provision of a rather narrow range of goods. Over the past 12 years of work, it has managed to establish itself as one of the successfully developing trade enterprises in the city of Abakan, having, moreover, considerable resources in terms of scale: - warehouse space of more than 1000 sq.m. and production areas of 1000 sq.m, as well as company stores (framing workshop, Gift Gallery, Felix, Lefty, Hermitage), workshops for the production of blinds and windows.

Find, use the weaknesses of the goods provided by competitors,

Convince potential customers to buy your product and attract new customers

Offer additional services related to the sale of building materials.

The product development strategy is based on research work to improve services in the sale of goods, expanding the modification of materials. The firm positions the product, i.e. defines its features, characteristics that distinguish it from other sellers. Positioning strengthens the position of a specific service for the sale of building materials in the Khakassia market and increases the correspondence of the service to the needs of customers.

The strategy of conquering new markets involves expanding the service sector of external and internal markets, increasing the number of real consumers. This strategy is based on the production marketing concept, and the firm's management takes steps such as: studying demographic markets; market analysis retail organizations(counterparties, suppliers, competitors, etc. .); analysis of the specifics of a particular geography.

Diversification strategy. Trading House "PREMIER" has the necessary financial, material and labor resources, has a high reputation in the region, and the range of finishing materials it sells is of high quality, low price and competitiveness. The diversification strategy is often expressed in the introduction of new product groups and the conquest of new markets.

One of the most important components of product policy is innovation policy, which is a set of management methods that accelerate the integration of all types of innovations. It includes the process of finding an idea and creating a new service. Its main goal - to bring to a wide range of consumers, selling new types of materials and increasing profits, is carried out by the company almost in full.

One of the tasks of forming the optimal assortment is to determine the set of product groups that are most preferable for successful operation in the market. This choice is predetermined by the assortment strategy of the company and the principles of assortment policy, these are: the principle of flexibility, the principle of synergy.

The profits of the firm are reduced or increased - due to the cost of protection from competitors. Therefore, if we consider the Typical life cycle of a product, then TD "PREMIER" is suitable as a growth stage - a period of rapid perception of the product by the market, rapid growth in sales and profits, and a maturity stage - a slowdown in sales is associated with the earlier perception of this or that product by a potential consumer.

Pricing methods in TD "PREMIER".

As a component of the marketing mix, the pricing policy is developed taking into account:

The goals of the company TD "PREMIER",

External and internal factors affecting pricing,

The nature of the demand

Costs of sales, distribution and sale of goods,

The perceived and real value of the product,

competitor policies.

Pricing policy development includes:

Establishing the initial price of the product,

Timely adjustment of prices in order to bring them in line with market conditions, the actions of competitors.

AT modern conditions the excess of supply over demand, typical for the market of the Republic of Khakassia, the price impact on competitiveness and the possibility of strengthening the position of TH PREMIER turns out to be difficult. Many factors influence price formation: competitor prices, demand level, income level, life cycle stage, etc. are external factors. To internal factors include: marketing and pricing goals and strategies of the company, its production and distribution costs, etc. In the marketing activities of retail trade, price plays an important function: it reconciles the interests of the company and customers.

The following pricing scheme is applicable in the Trading House:

The firm determines the purpose of its marketing (survival, profit maximization, winning leadership);

· the company derives for itself a demand curve, which tells about the probable quantities of office equipment that can be sold on the market;

The firm calculates how the amount of its costs changes at different levels of service offering;

The company studies the prices of competitors;

the firm chooses the preferred pricing method;

The firm sets the final price for the finishing product.

Trade House PREMIER is not always able to work out options for its actions directly at the time of price changes, the only way to shorten the response time on its part is to anticipate possible price maneuvers. First of all, the company's management chooses one main or several alternative pricing strategies, depending on the rating of the enterprise itself, the size of the market it controls and the specific situation of the economic and political situation.

When planning a range of goods, both new and existing, Trade House PREMIER determines and analyzes the cost structure and, consequently, their price.

The PREMIER Trading House has its own clear pricing policy - it sets prices for different kinds goods and make changes to them in accordance with the change market conditions. The process of developing a pricing strategy for an enterprise consists of several stages:

Based on the strategy, the objectives of the pricing strategy are determined. The primary goal is to maximize profits. But in a competitive environment and changing market conditions, this task can be formulated differently, for example, to maximize profit while maintaining market leadership. In this case, the trading house pursues the goals - setting the highest possible prices for its goods, provided that it maintains a leading position in a certain market segment, which would practically exclude the possibility of competition and would allow working with sufficient profit for a long time;

The next step in developing a pricing strategy is to analyze the factors that affect the price, both internal and external. Internal factors include production costs, quality of materials (uniqueness, individuality, etc.), choice of market segments, company image, availability additional services, life cycle this product. External factors include the level of real and projected demand for a given type of product in these market segments and its elasticity, the availability of resources, the level of inflation, the presence of competition, competitors' prices for a similar product, aspects of government regulation. Market wholesale sales is strongly influenced by these factors, which largely determine the rules of the game. Environmental factors are beyond the control of the enterprise and should be considered from the point of view of the need to take into account their influence when developing a strategy for the development of retail sales of finishing and other goods in the PREMIER TH.

By choosing pricing strategy, TD "PREMIER" is ready to increase or decrease prices under the influence of external marketing environment factors. So, the delay of certain types of materials by suppliers, the reduction of the market share under the pressure of competitors force the Trading House to maintain its positions or strengthen them.

The emergence of excessive demand, inflationary processes sometimes force the company to raise prices. Changes in prices can cause an undesirable reaction for the company from consumers and competitors. Therefore, price regulation takes the form of reducing the number of discounts.

Communication policy in TD "PREMIER".

The purpose of the communication policy is to promote the product to the market. Its main elements are: advertising, public relations, sales promotion, personal selling.

Marketing activities at the enterprise are carried out by the Corporate Department and the Sales Department, which work to attract buyers of goods, promote this product on the Khakassia market. Among other things, the responsibilities of the staff of the department include the duties of:

Interaction with the media,

Conclusion of business contracts with contractors,

Media coverage of information about ongoing corporate events of the enterprise,

Direct sales of goods.

The marketing service of TD "PREMIER" is not just a subdivision for servicing production and sales, but a coordinating, planning and controlling body of the strategic production and marketing management.

Advertising distribution channels are impersonal mass advertising media. The company uses advertising in newspapers and magazines, on radio and television, city advertising (billboards), participation in exhibitions, advertising on transport, public relations.

Public relations. Trade House "PREMIER" establishes friendly relations with the general public, and as part of this, participates in charitable activities, exhibitions and fairs. It is based on the ability and desire to establish contact, beneficial mutual relations with the public.

The company provides almost complete information about their products. This activity is aimed at external environment, and on the employees of the Trading House itself.

One of the main tasks of the enterprise is the fulfillment of certain social obligations.

In practice, activities in this direction involve solving the problems of supporting and developing the initiative of their own employees (relations within the enterprise), promoting the creation of new opportunities for young people (education), supporting the poor (charity), etc.

Thus, human relations represent the impact on public opinion resulting from the activities of the enterprise, its advertising and charitable events.

In turn, the PREMIER Trading House is planning activities in this area for future influence on public opinion.

Personnel policy in TD "PREMIER". Personnel policy can be defined as the goals, objectives, methods and means of working with the organization's personnel. It is also a system of rules in accordance with which all personnel work is carried out. Or, in other words, it is a holistic strategy for working with personnel. Like other organizations similar to TD "PREMIER", this company pursues its own personnel policy - meaningful and purposeful. A clear HR policy formulated at the level of top management allows rational use of human resources, avoiding many losses (for example, those associated with staff turnover, lack of motivation to work). The personnel policy at the company corresponds to the strategy of the organization and provides for the recruitment and hiring of predominantly energetic, literate, creative-minded people, providing employees with greater independence in work and the opportunity to participate in managerial decision-making, all kinds of encouragement of initiative, an informal assessment of work that takes into account the individual contribution of each employee to achieve the overall goal of the organization.

"It must be borne in mind that knowledge of marketing is only in a narrow circle of specialists in the enterprise. It is necessary that marketing as an entrepreneurial philosophy, as a business concept, master and manage all employees, functions and departments of the organization."

Personnel policy can be defined as the goals, objectives, methods and means of working with the organization's personnel. It is also a system of rules in accordance with which all personnel work is carried out. Or, in other words, it is a holistic strategy for working with personnel.

Trading House "PREMIER" is an enterprise that provides services for the sale of goods, and therefore the personnel of the enterprise, according to the type of participation in the technological process, can be divided into specialists directly involved in production and specialists directly servicing the normal work of all departments and the Trading House as a whole.

Trade retail enterprise TD "PREMIER" operates in a competitive and constantly changing environment, in conditions of uncertainty and instability, so its activities are risky. This requires the personnel to have a special, increased responsibility and understanding that each individual employee with his work directly affects the overall results of the enterprise, its image and its fate. Any ordinary episode of commercial everyday life (purchase, sales, etc.) can lead an enterprise to both success and bankruptcy. This leaves a certain imprint on the specifics of labor, requires them to have the appropriate personal qualities needed to work in stressful situations.

Management is carried out in the trading house "PREMIER" traditionally according to the general canons and theories of personnel management. The personnel management system is a set of principles and methods for managing the personnel of workers and employees in an enterprise.

Human resource management is a complex process. It is carried out to create a cohesive highly professional team capable of achieving the goals set for the organization. The process consists of separate procedures and interrelated steps and includes the following steps:

Development personnel policy,

Formation of personnel of the organization,

Maintaining and increasing the potential of personnel

The personnel management system in the Trading House consists of five subsystems: personnel policy (discussed above), personnel selection, personnel assessment, personnel placement, personnel training.

Recruitment system. Recruitment consists in the formation of a reserve of personnel to fill vacancies. Recruitment in Trade House PREMIER includes procedures for calculating the need for personnel by categories of employees, a regulatory description of professional requirements for employees, methods of professional selection of personnel, as well as general principles for the formation of a reserve of personnel for vacant positions. Thus, main task selection of personnel is to determine the totality of people who are able in the near future to take new jobs (positions), change the occupation, based on internal motivation, material or moral incentives. Recruitment in the Trading House is largely determined by the requirements for personnel, formed in the personnel policy subsystem, and job models.

The following stages in the selection process can be distinguished:

Definition of criteria and indicators for evaluation, setting requirements for the position (to limit the range of potential candidates only to those who can meet the requirements);

Preliminary screening of candidates for the competition (processing and evaluation of primary information provided by potential candidates);

Assessment and comparative analysis candidates during competitive selection;

Presentation of an opinion on the results of the verification of several of the most deserving candidates, from among whom the final selection will be made.

Personel assessment. Evaluation is carried out to determine the suitability of an employee for a vacant or current position. When filling a vacant position, establish the employee's potential, i.e. professional knowledge and skills, life and work experience, socio-psychological type of personality, level of general culture, state of health and working capacity, and a number of other characteristics. Potential assessment allows you to judge the prospect of applying the abilities of a particular person in a particular position. An analysis of the employee's compliance with the position held is carried out after a certain time, by joint assessment of creative potential and individual contribution, taking into account the results of work.

Staff disposition. The placement of personnel in the Trade House "PREMIER" ensures the constant movement of personnel, based on the results of assessing their potential, individual contribution, planned career, age, terms of employment and the availability of vacancies in staffing enterprises. The placement of personnel provides for planning a career taking into account their vital interests: a rational combination of appointment, competition and election, depending on the category of employees and the reserve of personnel; systematic movement of employees of the apparatus (increase, transfer, decrease and retirement) depending on the results of the assessment; determining the terms of occupation of positions and the age of management personnel: the scientific organization of the workplace; determination of conditions and wages.

Training. In TD "PREMIER" training is designed to ensure that the professional knowledge and skills of employees correspond to the modern level of production and management. There are four types of training: training of workers and employees in institutions, providing for the acquisition of a basic specialty; advanced training in educational institutions(centers, schools, institutes), i.e. obtaining new knowledge in the basic specialty of an employee: retraining of personnel for acquiring a new specialty; postgraduate professional education.

The interaction of these types of training makes it possible to provide opportunities for the continuous improvement of the education of each employee, to regulate in a timely manner the correspondence between the number of employees and the professional and qualification structure of the personnel.

Trade House "PREMIERRE" implements a program of advanced training for employees in the company - internally, and outside it - externally. Learning is a complex ongoing process. For this purpose, a systematic learning model is used.

The stages of work that are highlighted in the model are in fact an action plan for employees of vocational training organizers (Figure 4).

Figure 4 - The system of work with personnel in the trading house "PREMIER"

Marketing policy in TD "PREMIER". The main tasks in the development of the company's marketing policy are the choice of channels for the distribution of goods, the decision on the marketing strategy.

As is known, modern marketing defines two leading types of marketing: direct and indirect. Trade House "Premier" uses direct sales. It is beneficial if the money saved due to a higher trade margin is higher than the costs associated with organizing the ownership of the sales structure. With direct marketing, there is a direct impact on the consumer, so you can control the quality of the goods and quickly respond to market requirements.

In most cases, the production and consumption of finishing materials do not coincide either in time or space. Therefore, no matter how diverse the consumer properties of the finished product, the company can count on real commercial success only if it (the product) is rationally organized distribution and exchange, i.e. sales.

The implementation of the marketing policy requires the restructuring of the entire production management system, increasing the efficiency of all departments and, ultimately, subordinating all elements of the product life cycle to the interests of the market.

Special departments for sales and advertising of products have been created at the trade retail enterprise TD "PREMIER", designed to solve the following most important tasks:

Development of short, medium and long term strategy sales,

Study of the factors that determine the structure and dynamics of consumer demand for the company's products, market conditions,

Studying the demand for the company's products and developing long-term, medium-term and short-term forecasts of the need for goods,

Study of consumer properties of products, customer requirements presented to them; orientation of developers and production to fulfill the requirements for the product,

The marketing policy of TD "PREMIER" is inextricably linked with the demand (its size, dynamics, structure) in the target market and with its own production, marketing, financial, organizational, managerial and other capabilities. This policy satisfies the needs of buyers to the maximum extent, and with the greatest convenience for them, and at the same time takes into account the factor of pressure from competitors, manifested in their marketing policies and practices.

The distribution policy determines the company's place in distribution channels, including marketing logistics solutions. The basis of the company's sales policy is to determine its place in the distribution channels.

A distribution channel is a set of interrelated organizations that make a product available for use. The following flows pass through distribution channels:

Physical flow (flow of goods),

Ownership flow (transfer of ownership of a product),

Cash flow (reverse),

Information flow (forward and reverse),

Flow of promotional funds (direct).

The most important characteristic is the level of the channel, which is determined by the number of participants in it.

Merchandise and distribution channels are characterized by the level of integration, width, length, as well as differences determined by the nature of the goods being moved and sold.

Depending on the nature of the interaction of the commodity producer with intermediaries, two types of vertical organization of indirect marketing channels are distinguished - traditional and coordinated. In the traditional vertical structure, each level of the distribution channel operates independently, seeking to maximize its own profit, and not the efficiency of the channel as a whole.

In a coordinated vertical structure, sales participants coordinate their functions in order to increase the efficiency of the overall sales activity and increase market power. The coordinator can be either a manufacturer or a wholesaler or retailer. Forms of vertical structure in the distribution channel: integrated (controlled by one owner), contractual (coordination of their sales programs by independent firms of different levels of the channel within the framework of contracts) and contactless (cooperation between the enterprise and the distribution network is ensured due to the high reputation of its brand or the image of its commercial organization ).

Choosing sales channels, or forming new ones, the company proceeds from the fact that each of them has its own economically justified scope, its structure and specialization, its purpose.

The criteria for choosing a distribution channel and a comparative analysis of the costs that are borne by the indirect distribution channels of the two types give an idea of how a company should be guided by when choosing a channel or when economic evaluation already active channel.

Because of this, when analyzing distribution channels and choosing the most appropriate ones, the enterprise proceeds both from the general goals of product distribution (delivery of the right goods to the right place and at the right time, and at the lowest possible cost) and the specific tasks that it has to solve).

The effectiveness of distribution channels largely depends on interaction with intermediaries, which can be called the basis of sales management. An important point in the philosophy of interaction between participants in the distribution channel is the understanding of the seller of goods of the expectations of buyers.

The starting point for creating a distribution system is to study the needs of real and potential buyers and offers from competitors. As you know, consumers are primarily interested in the timeliness of delivery of goods, as well as the willingness of the supplier to meet the urgent needs of the client, ensure the supply of quality goods, take back defective goods and quickly replace them, provide first-class service.

"Sales promotion activities help to increase the sale of products that are no longer considered new. The goal is to encourage repeat purchases, and in accordance with life cycle product on the market."

Sales promotion in TD "PREMIER" is carried out in two main areas: stimulation of consumers, stimulation of employees involved in the process of selling goods. The means of stimulating consumers of building materials include personal sales, discounts regular customers, product demonstrations, participation in exhibitions. These incentives are aimed at attracting new buyers of building materials, furniture and other goods.

Incentives for employees in TD "PREMIER" involve encouraging the efforts of employees, encouraging them to improve the service of existing customers or attract new ones. The management of the Trading House "PREMIER" strives to stimulate the process through material incentives - bonuses for the high results of the company's work, for Good work employee. Non-material incentives also take place. Employees of the company who have distinguished themselves by good work are encouraged with monetary bonuses.

For the organization of commercial activities for the sale of goods and finished products at the enterprise Trade House "Premier" a Sales Department has been created, the main tasks of which are:

Studying demand and establishing close contacts with consumers of products; search for the most effective channels and forms of implementation that meet the requirements of consumers,

Ensuring the delivery of products to the consumer at the right time,

Control over the course of product sales in order to reduce commercial (non-production) costs and accelerate the turnover of working capital.

Organization of the sales service of TD "PREMIER" - "by function". This form means that both foreign markets and manufactured goods are considered in the form of certain homogeneities. Such a structure at the enterprise has been worked out and is expedient, since the enterprise has few goods and markets.

The structure of the sales department at the enterprise Trade House "Premier" includes both management and production units. The management departments include the Sales Department. The sales department includes the following sectors: orders, demand studies, planning, commodity (operational), advertising, adjustments and Maintenance supplied products.

The production divisions of the sales department at the Trade House "Premier" include warehouses for finished products, a picking shop, expeditions and shipments.

Sales planning at the enterprise Trade House "Premier" includes:

The study of external and internal conditions,

Definition of goals,

Development of market and demand forecasts,

Preparation of forecasts for the sale of goods,

Drawing up plans for the supply of finished products,

Planning of optimal economic relations,

Choice of channels of distribution of goods,

Preparation of cost estimates for sales and distribution management, profitability planning.

The organization of sales at the enterprise includes:

Organizing the collection of information about the demand,

Conclusion with consumers of economic contracts for the supply of products,

The choice of forms and methods for the sale of products, methods of delivery to its consumer,

Preparation of products for shipment to the consumer,

merchandising technology,

Organization of information and dispatching service, reporting,

Organization of trade communication, legal and claims work,

Control and coordination of the work of the sales department of the enterprise Trade House "PREMIER" involves:

Assessment of the compliance of the implementation of marketing functions with the marketing research program,

Analysis of the action of the sales service, as well as the developed measures to coordinate sales activities and improve its efficiency,

Monitoring and evaluating the effectiveness of sales promotion and promotional activities,

tactical control,

Control over the supply of products,

Carrying out foreign trade operations,

Compliance with contractual obligations, timely payment of invoices,

Making claims against consumers for breach of contractual obligations and late payment of bills.

At the trading retail enterprise TD "PREMIER" there are problems in the sale of products, namely:

1. Organizational structure Trade House "PREMIER" is imperfect, and therefore there are no cooperative relations between the divisions of Trade House "PREMIER".

2. The employees of TD "PREMIER" lack entrepreneurial consciousness, which does not correspond to the real structure of the sales department and the requirements of the consumer market.

Trade retailer Trade House "PREMIER" needs the following activities:

Development and implementation new products for TD "PREMIER", which will entail the expansion of production,

Introduction to the production of new products, which will not only expand the range, but also improve the quality of the manufactured and sold product.

Only with the introduction of Trade House "PREMIER" these events, the development of the marketing policy of the enterprise will become the key to the commercial success of the company and the impetus for its further dynamic development.

2.3 Market opportunities of Trade House PREMIER and its target market

To analyze the market, it is necessary to study external factors - business cycle phases, economic conditions, as well as internal factors - product or service requirements, market segmentation, methods used by market participants.

Favorable changes in the industrial and financial sphere served as the basis for the stable development of the economy in Khakassia. The characteristics of the demand for recourse to the sale of building materials are as follows:

High demand for materials

Increasing demand for materials.

The volume of money incomes of the population is growing at a high rate, as is the growth of its consumption. The number of shops and trade enterprises is increasing. There are also marketing promotions that offer discounts on products.

"A necessary object of study in a comprehensive study of the building materials market is the consumer. Knowing your consumer is necessary for a company in order to better adapt to its requirements and operate effectively in the market."

The breakdown of buyers into separate groups, as you know, is called segmentation, and a market segment is a group of consumers characterized by the same type of reaction to the offered goods and to a set of marketing incentives.

Segmentation, as well as accounting for major events in people's lives, enables the company to find new target markets and thus expand the offer of construction and other products. Segmentation in TD "PREMIER" includes several stages: the choice of segmentation criteria, a detailed study of their characteristics, combining potential buyers into more or less homogeneous groups in the process of research in order to apply a marketing strategy to them.

Speaking about market development trends, it should be noted that the development of the target segment seems to be quite favorable. There is a rapid development of entrepreneurship in Khakassia, and what is especially significant in this case, its "civilization" is increasing. There are more and more large trading companies, aimed at long-term actions in the market, caring about their prestige and paying due attention to the improvement of the technological process.

The study of the behavioral response of buyers in the consumer market for the purchase of retail goods is based on the concept of a multi-attribute product and a hierarchical model of the buyer. The main goal of the concept is that the buyer does not search for goods, but the solution to the problem that the product can provide. Consumer response to marketing stimuli is any activity triggered by a marketing stimulus.

As the potential market expands, so does competition. In the competitive market of Khakassia, the model of which is represented by the following figure, there are many substitute products, there is a very high difference between the loyalty of satisfied and completely satisfied consumers.

Specialists of the Commercial Department of TD "PREMIER" empirically establish the nature of the relationship between customer satisfaction and loyalty, using various types of competition in the market (Figure 5).

Figure 5 - Main types and methods of competition in the market of Khakassia

If we consider the state of the market, then it is determined in Khakassia by the ratio of supply and demand.

Demand and supply are interdependent elements of the market mechanism, where demand is determined by the solvent needs of buyers, and supply is determined by the totality of goods offered by sellers.

The relationship between supply and demand develops in inverse proportion, determining the corresponding changes in the level of prices for goods.

The values of demand in the market of Khakassia have a certain value and refer to a certain period of time.

The fundamental property of demand is as follows: with all other parameters unchanged, a decrease in price leads to a corresponding increase in the quantity demanded.

There are cases when practical data contradict the law of demand, but this does not mean its violation, but only a violation of the assumption, other things being equal. The need to choose a strategy dictates the state of the market and its participants (Figure 6).

Marketing strategy - a rational logical construction, guided by which the organization expects to solve its marketing problems and which include specific strategies for target markets, the marketing mix, and the level of marketing spend.

The strategy sets goals for the medium and long term. Any economic strategy synthesizes theoretical and practical issues of functioning in the market on the basis of emerging patterns. In this regard, three competitive strategies are distinguished: due to cost savings, due to differentiation (horizontal, vertical), due to specialization.

Modern market conditions have formed four main competitive strategies in the market:

Power - for large, standard production,

Thread - for firms with a narrow specialization,

Adaptive strategy - for local, local business,

- "pioneer" strategy - characterized by the creation of new or transformation of old market segments.

The choice of a competitive strategy is formed under the influence of the market field in the Trade House "Premier" according to the M. Porter matrix (Figure 7).

With the development of mankind, with growing needs, improvement and invention of finishing materials for residential and industrial premises, the dynamics of demand for products will increase and, consequently, the market share that this product will occupy.

For the marketing of products, one should take into account such a detail as the distribution channels for products (Figure 8).

Sales channels	Consumers, buyers	Advantages and disadvantages
one . From company warehouses	Firms-customers	Only in large batches
2. Through stores	Building materials stores	Choice of ready-made products
3. Wholesale	-II-	- large parties (a large amount of money, barter is possible)
4. Retail	-II-	- quick sales and cash receipts are possible
5. Sale to firms and organizations	Furnishing of offices and firms	- barter and other services
6. Orders by phone, Internet	Any of the buyers, organizations	Telephone service required

Figure 8 - Sales channels for products

In the market for the manufacture and sale of products, the main competitors of the company are "Armada", "Comfort", "Jem", "Hozyain". Below is a general comparative assessment of competitiveness factors. Each factor in the table is given a score from 0 (weakest position) to 6 (dominant position).

To conduct an expert assessment, a group of qualified employees of the Trade House "PREMIER" was formed (Figure 9).

Factors of competitiveness	"Armada"	"Comfort"	"Master"	"Premier"	"Jam"
I expert
one . Goods (s/mat)
Quality	4	4	6	6	6
Brand prestige	5	4	4	6	6
Service Level	5	4	6	6	6
Patent protection	4	5	6	6	6
2. Price
Selling	4	4	5	5	6
Price discount percentage	5	5	6	6	5
3. Sales market
Advertising	5	6	6	6	5
Propaganda	5	5	6	6	5
II expert
one . Goods (s/mat)
Quality	5	4	5	5	5
Brand prestige	4	3	3	5	6
Service Level	4	4	6	5	6
Patent protection	3	5	6	6	5
2. Price
Selling	4	3	4	5	5
Price discount percentage	4	5	6	5	6
3. Sales market
Advertising	5	5	6	5	4
Propaganda	5	4	5	5	4
III expert
one . Goods (s/mat)
Quality	4	4	6	6	6
Brand prestige	5	4	4	6	6
Service Level	5	4	6	6	6
Patent protection	4	5	6	6	6
IV expert
2. Price
Selling	4	4	5	5	6
Price discount percentage	5	5	6	6	5
3. Sales market
Advertising	5	6	6	6	5
Propaganda	5	5	6	6	5
4. Total points	37	35	40	47	44

Figure 9 - Expert evaluation of the work of competitors

Thus, according to experts, the competitiveness of these products is approximately at the level of competitiveness of other firms operating in Abakan:

47/(37+35+40+47+44)* 100=23%, which corresponds to 23% saturation of the market with finishing goods.

At the same time, the market shares of other companies specializing in the sale of finishing materials, respectively, are:

1. "Comfort": 35/203*100=17%;

2. "Master": 40/203* 100=20%;

3. "Armada": 37/203*100=18%;

4. "Jam": 44/203*100=22%.

After analyzing the activities of competitors, we can say that the activities of these firms during their existence, develop and win their customers. Increasing the competitiveness of Trade House "PREMIER" will be possible due to a carefully developed marketing strategy of the company. Emphasis should be placed on the quality of service for a potential consumer and intensive advertising campaign Trading House "PREMIER", in the advertising of which the presence of unique properties of the product, its testing and obtaining a certificate of conformity will be considered.

3.1 Marketing research of consumer satisfaction of TD "PREMIER"

Trade retail enterprise Trading House "PREMIER" is a large retail trade group, one of the leaders in sales of finishing materials, furniture, manufacturing of structures from AL and PVC in the Republic of Khakassia.

Despite the active activity of the Trading House, and the growing competition in the market for the sale of finishing materials, there is some competition in the sales market in Khakassia. For this reason, the author conducted a marketing study, the purpose of which was to solve the problem faced by the enterprise - increasing the market share, improving the marketing policy and the PREMIER trade house as a whole.

Based on this, the research objectives were defined:

Determine the demand for finishing materials in the Khakassia market,

Find out which companies selling finishing materials in the region are used by customers,

Determine the reason for making a purchase in other companies,

Get an assessment of the quality of sales in retail store Trade House "PREMIER",

Find out the opinion of consumers in terms of the sufficiency of receiving information about the company's products sold,

Find out which methods of obtaining information about the company's products are most preferable for the population,

Determine the demographic profile of buyers using parameters such as age, gender, education, income.

The nature of the goals predetermined the choice of the type of research - descriptive. The author decided to use one of the widely known methods of conducting marketing research - a consumer survey aimed at mass respondents of various qualifications and competencies. The study proceeded in one direction - determining the attitude of customers to the products sold by TD "PREMIER".

The tool for implementing the survey in this work is a questionnaire (Appendix B). With the help of the questionnaire, primary information was obtained, which is necessary to determine the shortcomings in the organization of the provision of services for the sale of finishing materials, the coverage of the problem under study. The type of questions is closed. Variants of the questions used in the study are dichotomous and multivariate, the use of which should intensify the activity of respondents in filling out questionnaires, and facilitate the process of entering the data received.

"Marketing information is figures, facts, information, rumors, estimates and other data necessary for the analysis and forecasting of marketing activities."

The collection of primary marketing information consisted of a survey of respondents of various qualifications and competences. The number of respondents - 200 people. Primary data was collected within a few days. The approach to data collection is independent. Respondents answered almost all questions of the questionnaires.

The processing of the received information was carried out using the Microsoft Excel spreadsheet editor, which allows you to perform calculations, analyze data and work with lists in tables and on web pages.

Analysis of customer questionnaires showed that the respondents are well acquainted with this company.

The choice of forms of direct marketing revealed the best way obtaining information by respondents - the media. They are actively used by consumers of segments of finishing materials. Analyzing the ways in which clients receive information about the goods of the PREMIER Trading House, it turned out that the main source of obtaining this information is the mass media, which can be seen in the diagram in Figure 10.

Figure 10 - Sources of obtaining information about TD "PREMIER"

In addition, consumers know about the Trading House for a sufficient time, most of them for 3 years, which is shown in Figure 11.

Figure 11 - Fame of Trade House "PREMIER"

Analysis of the questionnaires showed that most of the clients used the services of other firms before becoming clients of the TD. The number of those who used the services of other trade enterprises - 78%, those who did not - 22% (Figure 12).

Figure 12 - Services of other firms

Analyzing the places of purchase of goods, we come to the conclusion that the majority of consumers prefer to buy goods in the Premier store (40%), the second place in terms of the frequency of purchasing goods is the Hozyain store - 35% of respondents purchase similar goods there. Least of all goods are purchased in the "Armada" store - 15% and in specialized stores - 10% (Figure 13).

Figure 13 - Choosing a place to shop

When answering the question indicated in paragraph 5 of the questionnaire, where it was found out what influenced the choice of an enterprise specializing in the sale of finishing materials, the respondents indicated that the main reasons were better service conditions, as well as advertising of the enterprise (Figure 14).

Figure 14 – Influence on firm choice

It is gratifying that the assessment of the range of products offered (Figure 15) in the TD "PREMIER" is quite high - the majority of respondents rated it as wide.

Figure 15 - Evaluation of the assortment in the TD "PREMIER"

As a result of the study, it was possible to find out what are the prices for the goods of the Trade House "PREMIER". The bulk of the respondents answered "acceptable" (Figure 16). The ratio is high, but not enough.

Figure 16 - Comparison of prices for similar products

Analysis of the following items of the questionnaire showed the level of quality of service in the Trading House "PREMIER". The highest score - employees - 4. The score is not low and shows that the management and employees of the company have something to strive for in the future (Figure 17).

Figure 17 - Quality of service in TD "PREMIER"

Consumer sensitivity to discounts offered in building materials stores is shown in Figure 18.

Figure 18 – Discount sensitivity parameters

It was possible to find out what percentage of receipt of information about construction products (Figure 19). Here - 80% positive evaluation. The ratio is high, but not enough.

Figure 19 - Receipt of information about goods and services of the Trading House

Analyzing the ways in which customers receive information about building materials (Figure 19), it was found that 76% of respondents are sure that the best way to obtain information is through the media, 12% prefer the advice of sales assistants, 6% - placement on information stands, 4% - advertising letters, 2% - in other ways.

Figure 20 - Ways to obtain information about goods

The last questions of the questionnaire were questions of a classification nature, which included questions about age, gender, education, income level, area of professional activity. Summing up the results of the study, it was possible to find out that the majority of clients are self-sufficient citizens who, for the most part, have higher education, the age limit is different: the majority of respondents are from 25 to 55 years old, i.e. working population of the Republic of Khakassia. With regard to employment, we can say that clients work in areas where there are no problems with wages (these are finance, credit, insurance, transport, trade, catering, education, culture), which indicates their ability to pay (from 3,000 to 15,000 rubles).

Thus, the study of the behavior of buyers and the assessment of the activities of the retail trade enterprise Trade House "PREMIER" made it possible to draw the following conclusions.

Most buyers enter the store to purchase a specific building product.

The most popular source of information about the place of purchase is advertising in the media, followed by outdoor advertising, information from friends and acquaintances, and more. Characteristically, over the past five years, the importance of outdoor advertising and the significance of "the first visit to the store out of curiosity" has somewhat decreased.

The degree of loyalty of the buyer to a particular store is strengthened. The main factors for choosing TD "PREMIER" are the best service conditions, further in importance: convenient location of stores, a wide range of goods, quality of service, recommendations from friends and the availability of discounts.

The vast majority of buyers currently rate the level of service in retail stores as high or average. There is a positive trend in customer assessment of the level of service in the store. When evaluating the range of goods in the sales outlets of TD "PREMIER", almost half answered that it is wide. There is also a positive trend in the evaluation of the assortment of goods by buyers. Advertising adequate product range, now there are much more, much fewer respondents who talk about the lack of advertising of the PREMIER trade house.

The majority of respondents believe that the prices for goods in the PREMIER Trade House are acceptable, which indicates the purchasing power of finishing materials in this company.

Giving an assessment of the forms of service in the trading floors of the company, more buyers say about the average level, less - about the high. In general, after analyzing this study, we can note a positive trend in the assessment of respondents.

Thus, the implementation of the goals and objectives set in the plan of marketing research confirmed the main hypothesis: Trade House PREMIER still has a strong competitive position, but the position of the Trading House cannot be considered sufficiently stable, primarily due to the active offensive of competitors. The choice of the strategy of this firm is influenced by the general state of the market for finishing materials and other goods sold, the degree of balance between supply and demand, their development trends, the level of saturation of the market with goods, pricing policy, the assortment structure of the enterprise, the average rate of return for individual commodity groups, the growth rate of sales, as well as the attitude towards consumers.

Analyzing the activities of the company, we can draw the following conclusion - the company has a future and is able to compete.

Based on the results of the marketing research described above, in order to improve the marketing activities of the retail trade enterprise TD "PREMIER", the following proposals can be formulated with the implementation of incentive measures within the framework of the elements of the "5R" concept, by coordinating and including in the marketing plan activities for the implementation of such an element of the complex, as marketing policy.

Carrying out communication activities.

The purpose of the communication policy, first of all, is to promote the product to the market. One of the main components of the communication policy is advertising. It must be remembered that advertising is one of the most effective measures aimed at stimulating demand. Therefore, it is necessary to popularize the products of the Trading House in the city of Abakan and the Republic of Khakassia through advertising. Since advertising is an expensive undertaking, it is necessary to analyze how much the costs of advertising campaigns will be justified.

In order to increase the competitiveness of finishing materials offered by the Trading House, it is necessary:

Placement of outdoor advertising - banner (panelboard) advertising with the brand name of TD "PREMIER" and trading floors, location address, preferably located along busy highways and in crowded places (leaders of media carriers - companies "Dzhem", "Line of Advertising" - the cost of manufacturing a banner from 5000 rubles, the cost of placement - from 2800 rubles per day, depending on the location);

Periodic placement in newspapers of colored leaflets-inserts with information about the goods of the Trading House (for example, the newspaper "Chance" is the most widely read newspaper in Russia, circulation - 24,000 copies, estimated cost of circulation - 15,000 rubles);

Placement of information about the activities and products of Trade House PREMIER on the pages of magazines that are in demand among the population, have good quality printing, and are also distributed on the territory of the Republics of Khakassia, Tyva, the south of the Krasnoyarsk Territory:

1. "Territory of choice" - circulation - 15000 copies, the cost of making the original layout - 250 rubles, the cost of placement - 20 rubles per square cm;

2. "Business guide to the market of goods and services" - circulation - 15,000 copies, layout - 300 rubles, cost of placement - 20 rubles per square cm;

3. "Telephone directory" - circulation - 20,000 copies, the cost of making the original layout - 400 rubles, the cost of placement - 40 rubles per square cm;

Development and production in an advertising agency of printed products (calendars, souvenirs) for placement in retail outlets. It would be advisable to choose the Advertising Technologies Agency as a media carrier (an individual approach to each client, a flexible system of discounts), the estimated cost of producing an original layout is 500 rubles, the cost of manufacturing depends on the circulation of products;

Placement of information about the enterprise on television, for example, in the program "For the benefit", broadcast by the Advertising Agency "Medved". It is possible to conduct a conversation in the form of "question-answer", where the viewer will receive more information about finishing materials.

According to the data obtained as a result of the study, the choice of forms of direct marketing revealed the best way for respondents to receive information - the media. They are actively used by consumers. Therefore, it would be advisable to hold presentations of finishing materials with the obligatory involvement of the media.

Do not forget about such an important component of the communication policy as Public Relations. It implies the establishment of friendly relations with the general public, i.e. these are seminars, charitable activities, presentations, participation in exhibitions and fairs. In this regard, it is necessary, if possible, to create a special PR department, whose employees would be charged with the following duties: control of information about the enterprise and its products that gets into the media, responsibility for the content of interviews with employees of the Trading House, publication of press releases, advertising materials about the enterprise and finishing materials, etc.

Activities aimed at maintaining the loyalty of existing customers and expanding the range of products provided.

Today, in the perspective of the work of the Trading House "PREMIER" - work with different affluent segments of the population. Such customers use basic products, and their service needs to be "streamlined". For this you need:

Development of a chain of stores in the regions of the republic;

Continuation of work with this segment, in terms of promotion through "mass marketing".

In addition to possible activities that should be carried out within the framework of the competitiveness of TD "PREMIER", it is necessary, within the framework of work with buyers, to initiate a set of works in order to retain existing and attract potential customers:

In order to retain and stimulate further cooperation with the enterprise, it is most possible to develop a program to support the poor;

Carrying out promotions to attract customers (discounts during the promotion period). The best dates for holding are July-August (as part of the celebration of the day of the city of Abakan); December (as part of the celebration of the New Year).

In order to improve the quality of service, it is possible to conduct a survey of consumers on the questionnaire proposed by the author (Appendix B). In addition, as part of the work with the buyer in the TD "PREMIER" it is necessary to conduct a regular analysis of financial flows in order to identify potential customers and determine the dynamics of interaction with existing ones.

Events aimed at maintaining the positive image of TD "PREMIER" and attracting potential buyers.

Regular placement of advertising and information materials in the media, in particular: advertising modules in the rating print media of the republic, on local television and radio. Conduct the placement of materials in such a way as to cover the circle of potential customers as much as possible;

Participation in exhibitions such as Best Items and Services of the South of Siberia", "Khak-Stroy-Expo". Within the framework of exhibitions where the Trade House "Premier" can be a sponsor, provide products and services to potential buyers, consult specialists of retail outlets and enterprises on the acquisition of finishing materials;

Placement of information about the range of goods offered by TD "PREMIER" in the catalog "The Best Goods and Services of the South of Siberia" on the site "Sib-Info";

Organization of round tables with existing and potential clients on new directions in terms of purchasing finishing materials with the support of the Municipal Entrepreneurship Support Fund;

Taking part in seminars as experts supported by the Ministry of Education and Science of the Republic of Kharkiv, such as "Youth Entrepreneurship", etc.

Carrying out activities within the framework of personnel policy.

Particular attention should be paid vocational training personnel and business qualities of the company's managers, which will be the key to successful sales of finishing materials. At the same time, it is necessary to develop consulting services in the trading floors of the enterprise, since in the course of the study it was found that it is easier for customers to make a decision based on the explanations of the sales assistant. In addition, it is necessary to regularly train the sellers of finishing materials in the skills of conducting business negotiations with the buyer and managing conflict situations.

Logistics of trading floors.

It is possible to improve the indicators of service comfort with the help of mandatory air conditioning of the halls. It is necessary to provide outlets with equipment that allows them to use more effective methods of communication, including for conducting audio presentations. Desirable implementation corporate identity clothing for all shop staff.

Measures aimed at improving the level of service and improving the forms of customer service.

Availability of a wide and sustainable range of finishing products in retail outlets, ensuring the satisfaction of the demand of the serving contingents of buyers;

The use of progressive methods of selling goods, providing the greatest convenience and minimizing the time spent on shopping;

Providing customers with additional services related to the specifics of the finishing materials they purchase;

Extensive use of in-store advertising and information; full compliance with the established rules for the sale of finishing materials and the procedure for selling in salesrooms;

Level maintenance inventory for the uninterrupted supply of goods of the required range, the availability of goods in the showcase for sale, the sequence of decisions on effective sale(placement in trading floor equipment, organization of placement of goods, placement of advertising media, etc.);

Carrying out activities within the framework of the marketing policy.

Search for stable sales channels in the domestic market, by opening stationary branches of the Trade House "PREMIER" in the territory of the Republic of Khakassia (these may be new districts-new buildings - 10th microdistrict, Krasny Abakan, etc.);

Ensuring the long-term market stability of the enterprise, the competitiveness of its products, using marketing research of the Khakassia market and the activities of competitors according to the attached questionnaire (Appendix B);

Realization of the economic interest of the manufacturer (obtaining entrepreneurial profit) on the basis of satisfying the maximum effective demand of consumers (analyzing prices for competitors' products);

Using methods to stimulate purchases at the expense of price, namely: daily low price - offering the buyer the lowest possible price every time he makes a purchase, and this price is not a sale price; a decrease in product prices if the company's costs for this type of product are reduced; special purchase - certain types Items are marked "special purchase" and either the item is discounted or a larger quantity of the item is sold at the same price.

The trading retail enterprise Trade House "PREMIER" needs to actively develop the potential of the territory not only in width, increasing the sale of finishing and other goods sold by the company, but also in depth, selling to potential customers the entire range of its products, thereby increasing profits, fulfilling the tasks of retaining the market shares, guided by three main principles:

- "respect for the individual" - refers to the employees of the company, who must work as a well-coordinated team and enjoy the same respect in the team;

- "everything for the client" - providing the lowest possible prices and a high level of service;

- "pursuit of excellence" - the continuous search for new ways and innovations in order to expand and continuously improve the company.

Thus, the sales policy of TD "PREMIER", formulated on the basis of the goals and objectives of sales, must comply with the business concept of the organization and the adopted course of action.

Conclusion

Having studied the marketing and, separately, the sales policy of TD "PREMIER", we can state with confidence that company is a stable, competitive institution among the wholesale and retail enterprises of the Republic of Khakassia. Success in the market for the provision of goods, achievements in marketing is largely determined by the quality of management of the enterprise.

Undoubtedly, specialized enterprises must monitor changes in customer attitudes towards products and make adjustments to the assortment. If you want to understand what your customers really want, you need to find out what they really need. Clients want a lot. Sometimes they may say that they need one thing, when in fact they want something completely different. Sometimes they don't express themselves clearly, and sometimes you misinterpret the priority of their needs. Customer service is about more than solving post-purchase problems. It is more than necessary costs. From the broadest point of view, customer service can be a tool that defines and satisfies the highest need of customers. Instead of a source of costs, it can turn into a source of profit.

The trading retail enterprise TD "PREMIER" has its own clientele, it has established relationships with suppliers. The enterprise is carrying out big job to attract a buyer. It widely provides customers with a full range of finishing materials.

Marketing research is an integral part of the marketing activities of a modern company. They allow you to strengthen the market position of the company by adapting its production to the preferences of consumers. This means that Trade House PREMIER, like all successful enterprises in the region's market, needs to conduct market research from time to time, having developed a marketing research design - a project of its enterprise and research. At the same time, it is necessary to take into account the availability of the results of similar studies, the significance of the results, their compliance with the costs of the study, and time constraints. You can use the services of specialized organizations to conduct research.

According to the author, marketing research is absolutely necessary for the existence of any modern company. In the conditions of competitive struggle, which is the basis of the entire modern economy, only firms that are guided by the needs and preferences of consumers, and not by their own, can survive. Indeed, in the end, it is precisely the preferences of consumers that determine the "survivability" of the company, and even more so its prosperity.

Based on marketing research, it turned out that today, such a retail trade enterprise as the PREMBER Trading House needs to more accurately represent the needs of the consumer, both existing and potential, to work out special accelerated work technologies focused on making specific decisions.

The activity of a retail enterprise is based on merchandising - marketing in retail outlets. The main task that the company must solve is to maintain a balance between the full provision of the range and convenience for customers when choosing a product and buying it.

In the course of studying the marketing activities of the enterprise in the market for the provision of finishing materials, the following main results were obtained:

The theoretical foundations of the marketing activities of the wholesale retail enterprise Trade House "PREMIER" are considered,

An analysis of the marketing activities of the trading retail enterprise TD "PREMIER" was carried out,

On the basis of the conducted marketing research, it can be concluded that the prospects for the development of the activities of the trading retail enterprise Trade House "PREMIER" are quite extensive. This enterprise is one of the leaders among its kind in the region.

Having theoretically considered the processes of marketing activities in the TD "PREMIER", based on the results of a marketing study of consumer preferences, as well as reviewing the position of the marketing activities of the enterprise and its competitiveness in the market for the provision of finishing materials, we can draw the following advisory conclusions:

The trading retail enterprise Trade House "PREMIER" needs to actively develop the potential of the territory not only in width, increasing the sale of its goods, but also in depth, selling to potential customers the entire range of finishing materials, thereby increasing profits, fulfilling the tasks of holding a market share.

Trade House PREMIER needs to continue to fulfill its main goal - to create a foundation for strong partnerships between the enterprise and the client, to grow a loyal client through the policy of marketing strategies. Thus, business development should follow the path of improving the quality of customer service and products sold, developing means of promotion, monitoring and control retail sales in the trade network of the enterprise, collecting information about the consumer's attitude to the product. All this is the primary need for the company in strengthening its position in the regional market for the sale of finishing materials.

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Annex A

Annex B

Figure 2 - Functions of the commercial director

Annex B

Dear friends, we are glad to welcome you as clients of the PREMIER Trading House!

Striving for the highest standards of customer service, improving the quality of work, Trading House "PREMIER" invites you to answer the questions below. Your answers will help the specialists of our firm to improve the level of customer service.

1. From what sources did you learn about Trade House PREMIER?

From friends

Other___________________________________________

2. How long have you been a buyer of Trade House "PREMIER"?

Less than a year

1 to 3 years

Over 3 years

3. Before becoming our client, did you use the services of other companies?

4. Products of which companies involved in the sale of building materials goods have you used or are using at the present time?

Comfort

Other_____________________________________

5. For what reason did you switch to the service in the company Trade House "PREMIER"?

More convenient location

More good relationship to clients

More reliable company

High professionalism and competence of employees

Dissatisfaction with contact with other firms

Wide

Average

7. In your opinion, in comparison with other firms, the prices in the Trade House "PREMIER":

professionalism in service 1 2 3 4 5

friendliness of company employees 1 2 3 4 5

efficiency of service 1 2 3 4 5

appearance of employees 1 2 3 4 5

attention to the client 1 2 3 4 5

9. Are you sensitive to discounts?

10. In your opinion, is there enough information for you about the goods and services of Trade House PREMIER?

Difficult to answer

11. Which method of obtaining information about the company's services is more preferable for you?

Information stands

Another way

Please provide some information about yourself:

12. What is your gender?

13. What is your age?

Up to 15 years

Over 50 years

14. What is your education?

Primary, secondary

Specialized secondary

I have a degree

15. If you are working, please indicate the area of activity:

Industry

Construction

Transport

Trade

Household service

healthcare

Education, science, culture

Finance, credit, insurance

Control

Other industry

16. What is average income per member of your family per month?

Up to 3000 rub.

3001-5000 rub.

5001-7000 rub.

7001-10000 rub.

More than 10,000 rubles.

Thank you for your answers!

We are glad to see you in our firm!

Coursework: Optimization of marketing activities in the service sector. Recommendations for improving the marketing policy of the holding "Composite Group" Recommendations for developing an enterprise marketing strategy

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