The process of organizing the wholesale trade of the enterprise. Organization of activities at a wholesale trade enterprise

Wholesale - the distribution of goods for further processing and retail, but not to the final consumer.

The main tasks of organizing the processes of a wholesale trade enterprise are:

- search for suppliers of goods, their purchase from manufacturers, delivery and storage for buyers;
- formation trade assortment in accordance with the requirements of retailers;
- providing enterprises-manufacturers with the sale of their goods;
- marketing research for manufacturers of goods and retail trade enterprises, information service.

Under market conditions, wholesale trade provides for the needs caused by differences in commodity exchange, and organizes the movement of goods in the sphere of circulation, which is necessary in view of the uneven distribution of production and consumption over the periods of the year and regions.

Data on the sale on the wholesale market of individual consumer goods are given in Table. 2.1.

Table 2.1

Sale of consumer goods in the wholesale market

Type of consumer goods	Industrial enterprises and organizations	Organizations wholesale trade
Type of consumer goods	in % of total (100%)
Meat and poultry
Sausages
Canned meat
Butter animal
Fatty cheeses (including cheese)
Margarine products
Sunflower oil

Confectionery


Pasta

In any economic system, intermediaries are needed, the role of which is played by wholesale trade. Instead of one-time deliveries, it has the ability to organize multiple deliveries from one manufacturer, as it attracts several consumers to participate in transactions at the same time, separated by the scale of purchases and distances.

With the help of wholesale trade, the economic integration of the territory takes place and the role of spatial factors is reduced. Wholesale trade provides the relationship between partners in the supply of products and finding distribution channels. It regulates the level of social necessary costs through pricing and ensures the rational functioning and structural changes of economic systems. The production assortment in the wholesale trade is transformed into a trade one. Commodity stocks are formed, storage is provided, finalization is carried out, bringing goods to the required quality, their packing, packaging.

As a result, the material costs associated with the storage and formation of a range of goods are reduced, especially in seasonal production and consumption. Without wholesale trade, suppliers and consumers will have to enter into several transactions instead of one - with an intermediary (Figures 2.4 and 2.5).

Rice. 2.4.

Rice. 2.5.

Everyone will have to take on a number of functions that are not characteristic of him for the storage and assembly of resources. With huge territorial, quantitative and volumetric differences in the characteristics of sales, this leads to an increase in costs, a slowdown in the circulation process and a decrease in production efficiency as a whole.

Wholesalers often finance the manufacturer by providing an order for a batch of products with a guarantee of its sale and paying in advance for a part of the purchased batch. Wholesale trade finances retail enterprises by selling goods with deferred payment. The role of wholesale trade is determined by the level of customer service, which includes the speed of order fulfillment, the willingness to take back the delivered goods, the variation in the size of the shipment lot, the mode of transport, the highly efficient service of a well-established warehouse network, the availability of sufficient inventory and the level of selling prices.

Intermediaries more effectively perform special distribution functions (operational, logistical and providing). Operating functions include the processes of purchasing goods, reselling and the risk associated with the storage of goods. Logistics functions include product picking, storage, presentation to customers, and delivery to consumers. Providing functions create conditions for information support of the market, marketing communications and lending commercial transactions.

The development of trade and intermediary organizations is carried out in a complex solution of general problems of the economy and the sphere of circulation, which involves taking into account a number of organizational and economic factors (Fig. 2.6).

Rice. 2.6.

Factors for the effective operation of wholesalers include the availability of goods, reliability, stability, efficiency and cost-effectiveness of deliveries.

Availability assumes that the product can be presented for trade at any necessary moment, regardless of its novelty, popularity and place of production. Reliability characterizes the supplier's mobility, his readiness to quickly respond to changes in supply and demand.

Stability ties implies customer confidence in the quality of the goods supplied, compliance with the terms of delivery. Efficiency provides for minimum terms for the implementation of orders and compliance with agreements, and economy- acceptable prices for goods, on the basis of which it is possible to ensure profitability economic activity. The presence of these characteristics in the work of the wholesale trade allows you to establish long-term commercial relations as a solid basis for long-term business activities.

Intermediation is also associated with intermediate consumption, born of the final demand of individual consumers for a product in which the product is included as a component material or packaging. With regard to consumers - processing and mining enterprises - we often encounter the manifestation of the effect acceleration, when small changes in final demand are reflected in much larger quantities in intermediate demand, especially if several stages in the organization of processing and production are required.

The growth in demand for cheese increases not only its production at dairy enterprises, but also increases orders for the supply and, accordingly, milk production in farms. They change the feed ration of animals, which means that feed production is affected. Necessary optional equipment- bathtubs, cheese makers, presses. Consequently, machine-building production is expanding, and it needs special metal, components, etc. Thus, the circle of enterprises of various industries is captured.

Wholesale functions can be performed by distributors, sales agents, commission agents, commodity brokers, sales organizations. There are universal, specialized, independent and dependent intermediaries, commission agents, dealers, attorneys. TO universal distributors are intermediaries. They carry out the whole complex of functions of organizational and commercial activities. These are the purchase of goods, transportation, storage, the transformation of the production range into a trade one, consumer lending, advance payments to suppliers, and advertising of goods.

Specialized intermediaries focus their activities on individual functions of establishing economic ties. According to the accepted classification commission agents search for partners, conclude contracts on their own behalf, but do not purchase products that do not change ownership. According to the results of the sale, settlements with them are carried out at commission rates depending on the turnover. Dealers usually products are purchased with varying degrees of prepayment and sold at prices from which they form their own income.

Attorneys- these are entrepreneurs acting on the basis of an agency agreement, when sellers or buyers involve intermediaries in transactions on behalf and at the expense of the principal. The manufacturer reimburses all expenses of the attorney for the fulfillment of his obligations and pays him the appropriate remuneration. Agents do not have ownership of the goods sold.

Independent intermediaries act as buyers of goods on the basis of a sales contract with a full range of trade and intermediary services. Dependent intermediaries are authorized sales agents working on the basis of fixed-term and open-ended labor agreements. Dependent intermediaries include brokers - entrepreneurs who are looking for sellers and buyers, bring them together, but do not participate directly in the transaction.

In the material supply system, there are effective commercial centers. Here on paid basis between enterprises there is an exchange of resources, unnecessary equipment is sold, deals are concluded for the production and supply of non-traditional products, it turns out advertising services. There are supply bases and wholesale shops in the cities. They are designed to supply enterprises with products of any assortment, accept orders for the supply of lots of various sizes, and organize the delivery of resources from other bases, depending on the nature of the order and the urgency of its execution.

An example of a wholesaler is Fleming, a food wholesaler with 5,000 different stores. Its trade turnover is 6 billion dollars. in year. In Russia, on the basis of another company - Master Foods - a set of chocolate products of any assortment and mass of a one-time batch is compiled. This allows it to generate daily sales of $1.5 million.

The forms of organization of wholesale trade include trading house, commodity exchange, auction and fair.

The trading house is characterized by conducting large commercial transactions directly with the existing goods. Commodity exchange is commercial enterprise, where transactions of purchase and sale of contracts for goods are simultaneously carried out, which, as a rule, are not available, but they will be produced and delivered in the future, after a certain time.

The exchange operates on strictly defined days with a fixed start and end time. The structure of the exchange includes operational information and expert departments (to familiarize visitors with the procedure for conducting transactions, market conditions, price dynamics, consultations, etc.), brokerage (intermediary functions), quotation commission (determination of reference prices and market conditions), auction department ( sale of goods at public auction).

For the implementation of exchange transactions, an exchange bulletin is published, which, along with an information board, is a source of commercial information and reflects the results of the price quotation of the past exchange day. It contains data on the lower and upper price of transactions for each type (group) of goods, a typical (reference) price and market conditions. The current price for goods is set at the conclusion of transactions in the process of public auction in compliance with certain rules. When buying, prices are not called lower, and when selling - above the proposed level.

The subject of exchange transactions, as a rule, are contracts, and not the goods themselves. Distinguish spot (spot) and future (future) transactions. The former are concluded for real goods in stock, on the way, ready to be shipped, for use, the latter for disposal (for example, next year's harvest, which depends not only on the organization of agricultural work, but also on weather conditions). The final price may be lower (if there is an excess) or higher (if there is a shortage) of the purchase price. In futures transactions, the seller sells the contract for the goods, fearing a price decrease in the future, and the buyer, expecting their increase, purchases it for subsequent resale or processing.

Auction - a method of selling products by one seller to several buyers in separate lots or single copies from a public auction at free prices based on the competitiveness of buyers. Individual entrepreneurs and entire enterprises that have submitted an appropriate application take part in the auction as buyers and sellers. Information about the products offered at the auction (technical and economic characteristics, release date, quantity, initial price) is given in a specially compiled catalog. Bidding begins with the announcement of the original auction price. The highest bidder is declared the buyer of the auction products.

The form of creating economic ties is the conclusion of contracts as a result of the demonstration of the free sale of products at wholesale fairs. This is a periodically operating market where the product is simultaneously demonstrated, advertised and sold. Commercial and industrial exhibitions are designed to show scientific and technological achievements. They can be short-term, mobile and permanent. Here commercial transactions are made according to the exhibited samples.

Wholesale trade as mediation includes the following elements: search for a counterparty, preparation and execution of a transaction, lending to the parties, forwarding operations, cargo insurance, customs formalities, promotional activities, Maintenance. Trade and intermediary organizations can also perform production operations for the processing of purchased and sold goods (for example, the manufacture of ice cream, sausages and other products).

The number of operations and the sequence of their execution depend on the size of the consignments of goods and types Vehicle by which they are delivered.

If the process of wholesalers includes storage operations, then the structure of the technological process in general view can be represented as follows (Fig. 2.7).

Operations for the receipt of goods are the initial stage of the technological process. In the presence of railway sidings, wagons, gondola cars, platforms, tanks, containers are fed to the warehouse branch from the railway station. A place for unloading transport, means of mechanization is being prepared, work force, pallets for storage and movement of goods. The received goods can be sent in transit to the consumer or unloaded, accepted and moved, depending on its readiness.

Unloading is carried out in compliance with the rules for conducting loading and unloading operations. When unloading from railway cars, the integrity of both the cars themselves and the locking and sealing devices is checked. Then the wagon is opened, the incoming cargo is inspected (marking, appearance, no bias). The cargo is unloaded with stacking on pallets and trolleys. The number of shipping items is checked, the batches are delivered for acceptance.

When delivering goods by car the condition of the car body is checked, the serviceability of the seal and compliance with

Rice. 2.7.

vice specified in the bill of lading. The state of packing and its compliance with the special marking on the container, the integrity of the container and packaging are checked. Stowing, moving goods to the storage area is underway.

Upon receipt of cargo in a damaged wagon (with locking and sealing devices) or a container, the mass and number of pieces of cargo are checked. In case of non-compliance with the data specified in the transportation document, a commercial act is drawn up.

Acceptance of goods in terms of quantity and quality involves checking the fulfillment by suppliers of contractual obligations in terms of quantity, assortment, quality and completeness with registration of acceptance and acceptance of goods for accounting. Acceptance is carried out by financially responsible employees on time.

Goods accepted in terms of quantity and quality, if necessary, are placed in containers, packaged and moved to the storage area. To ensure the safety of goods, it is of great importance to develop a rational scheme for the placement of goods, assigning various groups, subgroups and names of permanent storage places to goods and indexing (a symbolic numerical designation of storage places for goods).

The placement scheme and the choice of storage equipment are predominantly influenced by the method of stacking goods (stacked and shelved), the specifics of the stored goods. In practice, the following are used: storage of goods according to the principle of uniformity, depending on their size and weight; separate storage of goods of increased and reduced consumer demand, as well as specific goods.

Operations for the storage of goods involve their rational placement and the creation of the necessary conditions of detention. Placement depends on the storage method. Requirements for storage conditions require compliance with temperature, humidity and other mandatory conditions established by the standards, specifications And sanitary regulations. Maintaining the necessary conditions is ensured by regular inspection, cleaning, disinfection and other actions that reduce losses from damage, fight, shrinkage and other causes.

Operations for the release of goods include the selection of goods, their acquisition and packaging, paperwork, transfer to the expedition, loading and dispatch of finished goods for further sale. On vacation selection goods are kept individually (at the request of each buyer) and comprehensively (simultaneously for several buyers). Location on staffing the selected goods after the control reconciliation of invoices are packed (stacked) separately for each consumer (retail store). shipping documents ( packing list) are drawn up and included in the design of packaging places.

Ready-to-ship item after necessary work for sorting and picking, they are transferred to an expedition for shipment to consumers in accordance with applications and contracts various types transport or self-delivery by the consumer.

The expedition conducts route picking of consignments of goods, taking into account the best use of transport and minimum mileage, as well as operational accounting of received goods. From the expedition, the goods are moved to the loading area, from where they are delivered to consumers.

Questions for self-examination

1. What is the task of organizing a wholesale enterprise?
2. What are the forms of organization of wholesale trade?
3. What includes manufacturing process wholesale business?
4. Describe the order of acceptance of goods at the wholesale enterprise.
5. What are the features of storage and distribution of goods at a wholesale enterprise?

The most important quantitative indicator of activity is the volume of wholesale trade. It includes:

sale of goods to retail trade organizations for their subsequent sale to the population;
release of goods to production organizations for processing.

The analysis of wholesale trade turnover is carried out mainly by the same methods as retail trade. Features of the analysis are determined by the grouping of wholesale sales.

Depending on the ways of promoting goods, wholesale turnover is divided into 2 types: warehouse and transit.

Warehouse involves the importation of goods from manufacturing organizations to wholesale organizations for part-time work, sorting, selection of an assortment of goods and subsequent sale of these goods to retail trade organizations. At transit In the same trade turnover, goods come from production organizations directly to retail trade organizations, bypassing intermediate links, i.e. wholesale trade organizations.

Transit turnover, in its turn, divided into two types: with the participation of the wholesale organization in the calculations; without such involvement.

In transit trade with the participation of a wholesale organization wholesale organizations pay settlement documents of suppliers for goods, as well as settlements with buyers of goods. The advantage of this type is that it makes it easier for the supplier (manufacturer) to receive payments, since the supplier is not in a settlement relationship with multiple retailers, but with a single wholesaler.

In transit trade without the participation of wholesale organizations there are direct links between production organizations and retail trade organizations, both when shipping goods and when paying for shipped goods. Here, all settlements are carried out directly between the supplier (shipper) and the recipient of goods (buyer). Shipment of goods in transit eliminates unnecessary commodity distribution links, accelerates the turnover of goods and reduces distribution costs. However, under these conditions, it is necessary to ensure proper control over the assortment, completeness and quality of shipped goods. Transit trade turnover is most common for goods of a simple assortment.

What is the role of the wholesale organization in the context of the use of transit trade without participation in the calculations? Here she acts as an organizer of trade turnover: she concludes contracts with production organizations for the wholesale sale of goods, and with retail organizations- for the wholesale of goods. The wholesale organization does not take part in the calculations, it only controls the supply. The advantage of this type of turnover is that there are prerequisites for reducing calculations and paperwork.

The analysis should begin with a comparison of the actual data with the base data in general for the wholesale turnover, separately for warehouse and transit turnover, as well as for individual forms of payment.

Then it is necessary to consider how the plan of trade turnover was carried out in the context of various forms of payment.

The next step in the analysis is study of the structure of wholesale trade. Here it should be established how the implementation was carried out in the context certain types and groups of goods, as well as what measures were taken to improve the range and quality of goods.

A significant role in the analysis of wholesale turnover is played by the study of the rhythm of the shipment of goods by the wholesale organization in accordance with the terms stipulated by the contracts.

In the process of analysis, the coefficients of the rhythm of the shipment of goods are calculated, as well as the deviation from the average percentage of shipments, the standard deviation

Wholesale organizations receive goods from suppliers and deliver goods to buyers on the basis of concluded contracts. It is important to check whether the wholesale organization has concluded contracts with all suppliers and buyers, whether they were concluded in a timely manner, and whether the range of goods is sufficiently deciphered in the contracts.

Failure to perform or improper performance of contracts for the supply of goods is considered as a violation of contractual discipline and entails property liability of the parties that entered into the contract (payment of fines, penalties, forfeits). The fact that there have been violations of the terms of delivery of goods is also evidenced by the presence on the balance sheet of wholesale organizations of the balance of goods shipped, accepted by buyers for safekeeping, i.e. goods for which the buyers refused to pay because these goods do not meet the terms of the contracts.

Having studied the wholesale turnover, one should consider the reasons for the identified deviations from the plan and outline ways to eliminate the negative aspects in the activities of the wholesale organization.

Analysis financial condition, financial results and distribution costs of wholesale trade organizations carried out in the same manner as in the analysis of the activities of retail trade organizations.

Wholesale trade, determining the structure and direction of commodity flows and transforming the production assortment into a trade one, acts as a conductor of a sufficiently large mass of goods to the consumer market. For wholesale trade are characteristic:

purchase of large consignments of goods from manufacturers;
increase in the number of stages of intermediate users of products;
adaptation product range to the requests of intermediate and final consumers;
pursuing a policy of timely updating and improving the quality of goods;
availability of sufficient capital to organize and maintain trading activities;
acceptance of risk in the circulation of goods.

Thus, manufacturers and organizations retail there is every reason to resort to the services of wholesalers.

Wholesale trade enterprises carry out the sale of goods, the performance of work and the provision of trade services to buyers for the subsequent resale of goods or professional use.

Consider the main classification features of wholesale trade enterprises: form of ownership, purpose, scope of territorial services, specialization of trading activities (Table 3.2).

Table 3.2

Classification of wholesale trade enterprises

property	Purpose	territorial service	Specialization trading activities
		district, interdistrict	Non-specialized
mixed	Trade and marketing		Specialized
Municipal	purchasing		Universal
State	distribution centers	Regional, interregional	With a combined range
consumer cooperation	Supply logistics centers	Federal	Mixed assortment

The predominant form of ownership of trade enterprises is private: business partnerships and joint-stock companies. The activities of wholesale trade enterprises are determined by their purpose and functions. At the same time, the influence of the territorial factor is also taken into account. If a wholesale trade enterprise is located in the zone of production of goods, then it carries out trade and marketing activities and bringing goods from production areas to consumption areas. They purchase products from commodity producers, sort and complete shipping lots in their warehouses and send them to trading enterprises.

In the wholesale trading network there are trading and purchasing organizations whose warehouses are located in areas where goods are consumed. They are engaged in the purchase of products in various areas of its production. Then the goods are sold to retailers located in the area of their territorial service.

Companies play a certain role in shaping the goods market. Having the status of a regional or federal level, they act as wholesale trade organizations for the sale of domestic and foreign goods. Companies have distribution or logistics centers.

Wholesale and small wholesale trade enterprises are universal and specialized general food and non-food warehouses, warehouse stores, wholesale and small wholesale trade centers.

The sale of goods, the minimum lot of which cannot be less than the number of units in one manufacturer's retail package, is carried out by Discount, Cash & Carry, Discounter stores.

Small wholesale and wholesale food markets are of particular importance when bringing goods from the producer to the consumer. They allow you to bring goods closer to the consumer, organize their sale mobilely and in a place convenient for the buyer. The wholesale market is focused on the necessary range of goods sold at affordable prices, and is interconnected with the process of product distribution. The work of the markets is controlled by the sanitary service, quality inspection, insurance company, security organization. The formation of wholesale markets is justified if there is a real need for them (requests of buyers, interests of producers).

Measures for the development of wholesale trade are:

determination of measures to promote the development of wholesale trade in the territories of the constituent entities Russian Federation;
development and implementation of regional wholesale trade development programs;
stimulation investment projects aimed at the construction of logistics supply centers that receive and store agricultural products, the formation of consignments of goods for shipment to business entities engaged in wholesale and (or) retail trade food products;
support for agricultural consumer cooperatives, organizations consumer cooperation carrying out trade and procurement activities in countryside;
organization and holding of exhibitions in the field of trade activities, fairs.

A specific feature of the organization of activities in a commercial enterprise is that here not only the process of movement of goods from the sphere of production to the sphere of consumption is carried out, but also a change in the forms of value takes place. Therefore, in trade it is necessary competent organization both commercial and technological process.

The technological process includes a set of consistently interconnected methods, techniques and labor operations aimed at preserving the consumer properties of goods and accelerating the delivery of goods to the trading network and consumers. The technological process ensures the processing of flows, starting with the receipt of goods in the store and ending with their complete preparation for sale. The technological process includes such operations as acceptance of goods in terms of quantity and quality, storage, packaging and packaging of goods, their movement and display in trading floors shops, etc.

The scheme of the trade and technological process in the wholesale trade is shown in Figure 3.

Rice. 3. Commerce - technological process in wholesale trade.

As can be seen from Figure 3, the trade and technological process in the wholesale trade includes the receipt of goods, during which the goods are accepted in terms of quantity and quality and unloaded. The trading process provides a change in the forms of value. The peculiarity of this process lies in the fact that the subject of labor here is not only goods, but also buyers. Store employees sell goods and serve customers, and customers participate in the trading process. Providing direct delivery of goods to consumers, the trading process also includes such types of organization of commercial activities as studying the demand of the population, forming an assortment and advertising goods, providing customers with additional services, current replenishment of goods, etc.

Organizational forms of wholesale trade

Wholesale trade connects practically all sectors of the economy, all enterprises and organizations engaged in material production and commodity circulation. It includes the stages of promotion of goods from manufacturers to retailers. There are the following forms of wholesale trade:

direct links between manufacturers and buyers;

through intermediary organizations and enterprises;

· commercial contacts of market participants.

Direct links in economic relations between producers and buyers of goods are practiced during transit (carriage) deliveries of a batch of products.

Economic relations for the supply of products can be short-term up to a year and long-term. A quick change in the range of products, a high rate of renewal of its range, a one-time nature of consumption require short-term economic ties, but in most cases long-term ties are more economically feasible.

The organization of direct long-term economic relations allows:

· release the parties from the annual drawing up of the supply contract (the contract is drawn up for several years);

periodically adjust the range and quarterly delivery times;

· to work out the manufacturing technology of products and thereby improve its quality;

Coordinate production schedules with interested enterprises;

· to reduce terms of submission of specifications;

Reduce paperwork in the area of circulation.

Wholesale trade through intermediary organizations and enterprises (wholesale stores and bases, small wholesale and company stores, etc.) is appropriate for buyers who purchase products on a one-time basis or in volumes less than transit norms.

Commercial contacts of market entities are of several types. So, at present, direct commodity exchange is very common - barter deals. In this case, agreements are used on the supply of a specific type of product from one enterprise to another, and vice versa. Gets widespread auction trade, in which the seller, in order to obtain the greatest profit, uses the competition of buyers present at the sale. A significant role in wholesale trade is given to the commodity exchange. Commodity exchanges carry out the purchase and sale of not goods as such, but contracts for their supply. At the same time, free purchase and sale of contracts is carried out (the buyer is free to choose the seller, the seller - the buyer). The possibility of establishing commercial contacts between the manufacturer and potential buyers create wholesale fairs. The wholesale purpose of fairs is to establish direct business contacts between market entities (manufacturers, intermediaries, buyers),

interested in the sale and purchase of specific commercial products.

Direct form of wholesale sales of goods

Sales of products- is its sale in order to turn goods into money and meet the needs of consumers. Sales of products is part of marketing, its effectiveness depends on advertising work, market research and product range planning.

Operations of direct wholesale of goods are carried out by manufacturers without the involvement of intermediaries. Direct sale of goods is now very widespread.

The direct form of sale of goods has a number of advantages. Firstly, with this form, the manufacturing enterprise can better study the market of its goods, maintain close cooperation with the main consumers. Secondly, scientific research is carried out aimed at improving the quality of products. Thirdly, direct wholesale of products speeds up the sales cycle and, consequently, the turnover of capital, which allows you to increase the total amount of profit.

At the same time, the direct form of selling goods increases the costs of the manufacturer, since he is forced to create expensive stocks of goods, ensure their storage and sale to specific consumers. Therefore, only large competitive enterprises are able to independently sell their products. Direct sale of industrial goods can be carried out through its own regional sales branches. With the help of these branches, the manufacturer has the opportunity to store products and control the process of its implementation. Regional sales branches become a means of direct influence on the market, while part of the trading profits receive industrial enterprises(firms). Sometimes manufacturers organize a warehouse of their products with the consumer. As a rule, this method of selling industrial products is common in developed countries in cases where the customer purchases products from the supplier for more than 100 thousand dollars annually.

In addition to sales branches, manufacturers can sell their products through their own sales offices, which are usually located in industrial premises and do not create reserves.

In the Russian Federation, direct wholesale sales of products are carried out through the sales departments of manufacturing enterprises and very rarely through wholesale sales bases created at manufacturing enterprises. Individual enterprises sell goods through their retail network.

Industrial enterprises (firms) acquire ownership of stores for several reasons. First, selling products through independent wholesalers is very expensive. Secondly, with the help of their own shops, industrial enterprises study the market, explore new forms of trade and technical services. Third, own network retail stores greatly facilitates the formation and use in practice of a trial market to test and study the demand for new products.

In the direct form of selling goods, direct marketing (direct marketing) and telephone marketing are used.

Direct Marketing- this is direct work with customers, regular contacts of manufacturers with their clientele. Phone Marketing- Work with clients by phone. Moreover, requests can be received by phone not only about the goods and services of the company, but also about subsequent maintenance.

Commercial form of indirect wholesale of goods

Commercial form of wholesale sales of goods includes two ways of implementation:

through independent wholesalers;

through agents

brokers.

The form of indirect wholesale of goods includes the following types(methods) of marketing or market coverage strategies:

· intensive;

selective (selective);

exclusive distribution and franchise;

targeted;

not targeted.

Intensive marketing means connecting to the marketing program of all possible marketing intermediaries, regardless of the form of their activity. This type of marketing is practiced in Western countries for consumer goods, as well as branded branded goods. The advantage of this type is the presence of a very dense sales network, and the disadvantage is the existence of a large number of small buyers and complex control over their ability to pay.

Selective (selective) marketing provides for limiting the number of intermediaries depending on the possibilities of servicing, providing spare parts, and creating repair shops. Most often, such sales are used for expensive, prestigious goods.

Exclusive distribution and franchising is a way for a manufacturer to reach the market through only one trader (firm). The trader is obliged not to sell goods of a competing brand, to implement the policy of the manufacturer. Franchise - provides for long-term contractual relations between the manufacturer and the firm (franchisor) that sells goods in a limited area.

Targeted marketing includes a set of marketing measures aimed at a specific group of consumers.

Non-targeted marketing contains marketing activities addressed to all potential customers. This type of marketing requires large advertising costs.

The best form of organizing economic relations of wholesale enterprises with serviced trading enterprises for the sale of goods are contracts for the sale of goods, contractual relations are the best forms of communication with stable relationships between wholesale bases and their customers. Before the transition to market relations, the contractual relations of wholesale depots with a serviced retail network were of a formal, ineffective nature. Accounting for the implementation of these contracts retailers was practically not carried out, the issues of supplying goods to the retail network were resolved at the discretion of wholesale depots. As a rule, retail trade enterprises did not impose penalties on wholesale links, fearing to spoil relations.

Market relations have led to fundamental changes in contractual relations between suppliers and buyers of goods. Wholesale depots and buyers of goods have become independent, equal partners, guided in economic relations solely by their own interests and financial gain. Buyers of goods have the right to freely choose suppliers and determine the forms of economic relations with them themselves. In case of one-time, episodic purchases of goods from suppliers, buyers, at their discretion, can purchase goods without concluding contracts on the basis of orders (bids) submitted by them by agreement of the parties by issuing payment documents. Sales contracts are concluded with stable economic relations between the parties and fairly large regular volumes of deliveries. The contract of sale should provide for the quantity, assortment and delivery time of goods, the order of delivery, the quality and completeness of goods, and the property liability of the parties. In particular, it is important to stipulate in contracts the procedure for submitting applications for the current delivery of goods, the responsibility of wholesalers for each case of non-fulfillment of an application for the delivery of goods to stores assortment list, as well as the responsibility of retailers for each case of non-submission or late submission of an application for delivery (delivery) to goods stores. The contract should provide for the possibility of centralized delivery of goods in a sorted form directly to retail trade enterprises, the procedure for personal selection of goods from the supplier, the procedure for settlements, prices, the procedure for the provision of wholesale trade services, their cost and other conditions.

Rice. 4. Scheme of organization of workflow in wholesale trade with the participation of a wholesale enterprise in the calculations.

Wholesale of goods, in contrast to retail, is the sale of goods to wholesale buyers (enterprises). The result of such a sale is expressed by a certain amount of wholesale turnover, one of the main indicators of the activity of the base. Wholesale of goods can be carried out in two forms - in transit, when the wholesale base sells goods without bringing them to their warehouses, and by selling goods from their warehouses.

The result of these forms of sale will be a wholesale transit turnover and, accordingly, a wholesale warehouse turnover. In the wholesale turnover of trading bases, the prevailing specific gravity accounts for the wholesale and warehouse turnover. The transit turnover of wholesale depots, in turn, is subdivided into turnover with participation in settlements (paid or with an investment in base own funds) and without participation in settlements (unpaid, organized).

During transit with participation in settlements, the base pays the supplier the cost of the shipped goods, which it then receives from its customers. When transiting without participation in settlements, the supplier presents invoices for payment not to the wholesale base, but directly to the recipient. When organizing a transit turnover, the wholesale base performs an intermediary role between the supplier and the recipient. However, she concludes contracts with the supplier and recipient, presents orders (orders), monitors the implementation of contracts.

The labor intensity of transit turnover is much lower than warehouse turnover, therefore, with relatively high transit margins (markups), it is beneficial for wholesale depots. Wholesale buyers should provide for the possibility of transit deliveries of goods and the size of transit margins (markups) in contracts with bases.

The basis for the transit shipment of goods is an order that is issued by the wholesaler and addressed to a specific supplier (manufacturer), and a copy is sent to the buyer - the client of the base. An order for several consignees is called a distribution order.

Orders for the first quarter are usually attached to the contract, and for subsequent quarters they are submitted by the buyer within a certain period before the start of the corresponding quarter. Copies of orders are sent to all consignees. Orders and orders are issued according to uniform forms containing the correspondent (details of the supplier and buyer, the basis of the order, the name of the payer) and the invoice (name of the product, quantity, price, amount, etc.) parts.

Rice. five Scheme of the movement of goods in the wholesale turnover

The following methods are used for wholesale warehouse turnover wholesale goods from warehouses: by personal selection of goods by buyers; by written, telephone, telegraph, teletype, telefax requests (orders); through traveling merchandisers (traveling salesmen) and mobile rooms for commercial samples; through auto warehouses; postal parcels. The sale of goods with personal selection is practiced, as a rule, for products of a complex assortment (fabrics, garments, knitwear, haberdashery, etc.), when the choice of styles, patterns, colors requires the participation (familiarization) of a representative of a cooperative or store. To create convenience for buyers in the selection of goods, the wholesale bases of consumer cooperation organize the wholesale sale of goods through the halls of commodity samples. The Commercial Samples Hall is the commercial center of the modern base. It concentrates the main work related to the organization of the sale of goods: familiarizing buyers with samples of goods available in warehouses, as well as with new goods, registration of relevant documentation for the sale in the operational accounting of goods. Here, the workplaces of merchandisers with the necessary organizational and technological equipment are highlighted.

In the halls of commodity samples, there are also workplaces for commodity salesmen and invoicers, who, depending on the specialization of warehouses, are formed into the corresponding departments and groups. The sales manager, together with the representative of the buyer, on the basis of familiarization with product samples and selection by the buyer of goods, draws up an order (selection list) in triplicate for the selection of goods in the warehouse, which they both sign. One copy of the order is transferred to the buyer for control, the other for issuing an invoice, the third to the warehouse for individual selection and preparation of goods for release. To account for the movement of goods, commodity managers-sellers fill out cards quantitatively sum accounting, which are summarized in file cabinets for each product group.

The sale of goods by written, telegraphic and telephone requests without preliminary personal selection is carried out for goods of a simple assortment or well-known goods of a complex assortment.

Applications received at the base by mail or telephone are registered in a special journal, checked in terms of compliance with the concluded contract and transferred for execution. It is recommended to draw up applications on forms of the established form, printed and sent to buyers.

Separate wholesale bases organize, through post offices, sending parcels with various non-food products to the population or shops. This form of trade is carried out according to special catalogs, which give a description (description) of the goods sent by parcels, as well as the conditions for their payment and ordering.

Sending parcels of goods directly to the public is called individual or retail mail order. Individual parcel trade has great prospects for its development, especially for serving residents of small villages and remote settlements where there is no stationary retail trade network.

Wholesale bases may apply other forms and methods of wholesale. In the conditions of market relations, individual wholesale enterprises organize and retail sale goods to the population through their own stores (tents) or use auto shops. In these cases, wholesale bases are actually transformed into wholesale and retail enterprises (firms) or trading houses.

Services provided by the wholesale base to their customers, as a rule, must be paid. Specific amounts of payment for services should be established in the contracts concluded between the wholesaler and customers. They should reflect the costs of these services, taking into account their labor intensity and ensure the normal profitability of these operations, and economically interest wholesale enterprises in providing services to their customers. Consequently, the income of the wholesale enterprise consists of the sale of goods - trade allowances and fees for wholesale trade services.

Thus, the organization and technology of the wholesale sale of goods is the most important object of commercial and marketing activities firms.

Establishment of economic relations with buyers of goods;

organization and technology of wholesale;

Organization of accounting and replenishment of stocks;

With the optimal implementation of all these areas, the successful operation of a wholesale company is possible.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

The process of organizing the wholesale trade of the enterprise. Organization of activities at a wholesale trade enterprise

Send your good work in the knowledge base is simple. Use the form below

Similar Documents