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Structural characteristics of the range of goods. Calculation and analysis of the structure of indicators of the assortment of chocolate Characteristics of the main indicators of the assortment

Introduction

In the modern market, in a competitive environment, the volume of consumer demand, and, accordingly, the success of the economic activity of trading enterprises is significantly influenced by the properties of goods, their quality, environmental friendliness, and assortment indicators are also of no small importance. In this regard, trade workers should not only be able to conduct an examination of goods when accepting them for sale and create conditions for maintaining quality during storage, but also know the range of goods and maintain it at the required level.

Market relations have led to the presentation of increased requirements for the formation and rational management of the range of consumer goods, which is one of the criteria for the competitiveness of firms. The modern assortment of consumer goods is diverse and differs in origin, purpose, storage conditions of various types of goods. Based on this, such an important function of the assortment as the systematization of the entire set of groups, subgroups, types and varieties of goods is determined.

In our country, the production of consumer goods is increasing every year. The retail turnover of state and cooperative trade is also systematically growing. The increase in turnover and consumption of products makes it necessary to study consumer demand. The study of consumer demand in the first place should be subordinated to the task of the most complete satisfaction of customer requests, which is achieved through the improvement of assortment indicators.

In this course work we will focus on commodity characteristics of products. The assortment of goods and its indicators such as breadth, completeness, stability, structure, renewal significantly affect consumer demand, and ultimately determine the efficiency of a trading enterprise. The purpose of the course work is to identify factors influencing the formation of an assortment of goods, to show how the assortment is managed in a trading enterprise using a specific example. In this paper, the assortment of goods in Aleitorg LLC was studied and conclusions were drawn about the enterprise, with proposals for improving the management of the assortment of goods. The objectives of this course work: to give the basic concepts of assortment management in a trading company; show the state and features of management in a trading enterprise; identify the main areas of improvement in the formation of quality.

Thus, the chosen topic is very relevant in the current conditions of a market economy.

In Russia, the range of various goods has increased many times over, a significant part of which is represented by products of insufficient quality and does not meet modern world requirements. Mistakes in choosing a product, ignorance of its properties, characteristics, can result in large losses and losses for the entrepreneur. Therefore, the knowledge gained during the consideration of this topic should be possessed by every highly qualified trade specialist in the field of commodity science, competitive in the labor market.

Chapter 1. Theoretical foundations of assortment management in a trading enterprise

1.1 The concept, properties and indicators of the range of goods

An assortment of goods is a set of goods combined according to some or a combination of characteristics (GOST R 51303-99). Thus, the assortment of goods is a system of individual elements, combined into groupings according to one particular attribute. This term comes from the French word "assortiment", which means a selection of different types and varieties of goods.

Along with this concept, in Russian and international practice, the term commodity nomenclature is used - this is a list of homogeneous and heterogeneous goods of a general or similar purpose.

Thus, the above concepts are close to each other. What they have in common is that they are both product lists. The difference lies in the purpose: the range is designed to meet the needs of consumers, and the product nomenclature may have a different meaning - to regulate a particular activity or other scope.

The range of goods is characterized by such characteristics as properties and indicators.

The property of the assortment is a feature of the assortment, which manifests itself during its formation and implementation.

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

The unit of measure for the assortment indicators is the name of the product or the commodity article, which may include the name of the type and / or trade mark. For example, orange juice (kind) "Champion" (trademark).

Let's take a closer look at the range.

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

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

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

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

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

There are two approaches to the definition of the term "breadth of assortment". On the one hand, it is considered as the number of groups of goods available for sale. In the practice of trade, breadth is determined by the total number of species, names, trademarks and other assortment units belonging to homogeneous and heterogeneous groups. This approach is more rational, since it allows for automated accounting and identification of goods using barcode technology.

Completeness of the assortment - the ability of a set of goods of a homogeneous group to satisfy the same needs.

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

The indicator of actual completeness is characterized by the actual number of types, varieties and names of goods of a homogeneous group, and the base indicator - by the regulated or planned number of goods.

Completeness coefficient - the ratio of the actual completeness indicator to the base one.

For example, the assortment of the store includes Swiss, Dutch, Russian, Edam, Suluguni, Roquefort cheeses. The first four items belong to the group of hard rennet cheeses. Therefore, the actual fullness index for hard rennet cheeses will be 4. Russian standards provide for 20 types of such cheeses, and five more types are imported. Therefore, the base completeness rate is 25 items, and the completeness rate in our example is 16%.

The stability (stability) of the assortment is the ability of a set of goods to satisfy the demand for the same goods. A feature of such goods is the presence of a steady demand for them.

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

So in the example discussed above, three out of five types of cheese are in steady demand. Therefore, the stability factor is 60%.

The identification of goods that are in steady demand requires the analysis of data on the sale of goods and their receipt.

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

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

Novelty is characterized by actual renewal - the number of new products in the general list and the degree of renewal, which is expressed as the ratio of the number of new products to the total number of product names (or actual breadth).

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

To update the assortment, new products of improved quality are being developed in order to stimulate their purchase by the consumer; design and development of new products that had no analogues before; expanding the range by increasing the completeness and depth to create a competitive advantage for the organization.

The structure of the assortment of goods is the ratio of the sets of goods selected according to a certain attribute in the set. It is characterized by the specific share of each type and / or name of goods in the general set.

In addition to these main indicators, the assortment is also characterized by depth, rationality, harmony and assortment minimum (list).

The depth of the assortment is the number of brands of goods of the same type, and / or their modifications and / or commodity articles. The unit of measurement of this indicator is the trademark, and in the presence of modifications - one of them. For example, the depth of the commercial assortment of fruit juices is determined by the number of brands (“Champion”, “I”, “Tonus”, “My family”, etc.), as well as their modifications (“Tonus”: apple-orange, peach- orange, etc.) and commodity articles that differ in packaging, its capacity (0.2; 1; 1.5; 2 l).

Actual Depth is the number of brands and/or modifications or SKUs available.

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

Depth coefficient - the ratio of the actual depth to the base.

A deep assortment can meet the needs of different customer segments for one product; maximize the use of space in retail outlets; prevent the emergence of competitors; offer a range of prices and encourage dealer support. However, it also adds to the costs of maintaining inventory, product modifications, and order fulfillment. In addition, certain difficulties may arise in differentiating between two similar assortment positions. A comparable assortment is usually easier to manage than a disparate one. It allows you to specialize in marketing and production, create a strong image and ensure stable relationships in the distribution channels. However, excessive concentration can make the enterprise vulnerable to threats from the external environment, fluctuations in sales, slowing down growth potential due to the fact that all the emphasis is on a limited range.

The rationality of the assortment is the ability of a set of goods to most fully satisfy the really justified needs of different segments of consumers.

Rationality coefficient - the weighted average value of the rationality indicator, taking into account the real values of the indicators of depth, stability and novelty of goods from different groups, multiplied by the corresponding weight coefficients.

When determining the coefficient of rationality of the assortment, all of the above indicators should be taken into account, taking into account the degree of significance or weight coefficient for each indicator. The weighting coefficients are determined by an expert and characterize the specific share of the indicator in the formation of consumer preferences that affect the sale of goods.

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

The harmony of the assortment is a property of a set of goods of different groups, characterizing the degree of their proximity in ensuring the rational distribution of goods, sale and / or use.

The enlarged assortment and its varieties are distinguished by the greatest harmony, the mixed assortment is the least harmonious.

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

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

Thus, we examined the basic concepts and properties of the assortment. It was found out that the assortment of goods is a system of individual elements combined into groupings according to one particular attribute. Assortment characteristic defines the fundamental differences between goods of different types and names and is designed to meet the needs of consumers. For a deeper study of the assortment, it is necessary to characterize the depth, rationality, harmony and assortment minimum of the goods.

1.2 Product range management and factors influencing its formation

The establishment of requirements for the rationality of the assortment begins with the identification of consumer requests for goods of a certain assortment. For this, such methods of marketing research as sociological (survey) and registration (observation) can be used, and for seasonal and fashionable goods - the method of historical analogies, which is based on the assumption that events that took place earlier can be repeated with a certain degree of probability. .

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

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

Assortment policy - general intentions, opportunities and main directions formulated by the top management of the organization in the field of assortment.

The purpose of the organization in the field of assortment is the formation of a real and / or predicted assortment that is as close as possible to the rational one in order to meet various needs and receive the planned profit.

To do this, the following tasks must be solved:

Established real and perceived needs for specific products;

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

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

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

The main directions of assortment formation are determined.

Formation of the assortment - the activity of compiling a set of goods that allows you to meet real or predicted needs, as well as achieve the goals defined by the management of the organization.

The formation of the assortment cannot be abstracted from a specific organization and must be based on pre-selected goals and objectives that determine the direction of development of the assortment.

Range formation factors. There are general and specific factors of assortment formation.

General factors influencing the formation of industrial and commercial assortment are demand and profitability.

Demand as a need, supported by the solvency of consumers, is the determining factor in the formation of the assortment. In turn, demand depends on the segment of consumers (their income, national, demographic and other characteristics).

The profitability of production and sales is determined by the cost, production and distribution costs, the size of which is influenced by government measures to support domestic manufacturers (preferential taxation, customs tariffs, etc.). Thus, the formation of the range of alcoholic products in recent years is largely determined by measures for the state regulation of its production and sale.

Specific factors in the formation of the industrial assortment are the raw materials and material and technical base of production, the achievement of scientific and technological progress, and the trade assortment is the production capabilities of manufacturers, specialization (class, type) of a trade organization, distribution channels, methods of sales promotion and demand formation, material and technical base trade organization, consumer segment.

The raw material base of production organizations is determined by the availability of natural resources, the state of the mining and processing industry that produces raw materials, semi-finished products and components, as well as the costs of production and delivery of raw materials. The insufficiency or laboriousness of the extraction, collection or cultivation of certain types of raw materials leads to a reduction in the range of relevant goods. So the remoteness of growing areas, the high labor intensity of collecting certain types of wild berries led to a reduction in the range of products produced on natural raw materials, and to their replacement with products based on synthetic food additives that mimic the taste, smell and color of berries (for example, soft drinks).

The material and technical base of commodity production also has a significant impact on the formation of the assortment. Lack of production space, lack or shortage of the necessary equipment lead to the fact that the range of goods in demand may be reduced. The consequences of this are excessive demand, rising prices and the replacement of scarce goods with counterfeit ones.

Achievements of scientific and technological progress are a powerful incentive to update the range of consumer goods. The development of fundamentally new goods that had no analogues before, as well as goods of increased quality, is possible mainly as a result of the development of science, engineering and technology.

The specialization of a trade organization is one of the most significant factors in the formation of a range of goods. It is determined when an organization is created, licensed or attested. The management of the organization decides on specialization, on which its subsequent activities depend, including the formation of the assortment.

Channels of distribution of goods are also important in the formation of the trade range. A well-established supply system through distribution channels acceptable for trade, the rhythm of delivery at the right time and in the required volume facilitate the work on the formation of the assortment, provide preference for the purchase of goods for which there is an established sales system.

Methods of sales promotion and demand formation, in particular, advertising support for goods, in a saturated market, also affect the formation of the trade assortment.

The material and technical base of a trade organization can have a certain impact on the formation of the assortment. If the company does not have warehouses that ensure the safety of goods in proper conditions, or sales floor space for displaying goods of a complex or expanded assortment, the organization should not plan such an assortment. For example, you can not include perishable or frozen food in the assortment in the absence of refrigeration equipment.

The consumer segment that a trade organization enters determines the range of goods in terms of quality and price (expensive or high-quality or cheap low-quality goods). The formation of the assortment can be influenced by national, religious and individual needs of consumers.

Thus, assortment management is an activity aimed at achieving the requirements of assortment rationality.

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

The regulation of the above factors is the essence of assortment management and is achieved by establishing certain requirements for a rational assortment. These requirements are regulated by a number of regulatory, technical and technological documents.

1.3 Classification of trading enterprises

There are many types of stores in the consumer goods market. In this case, the type of trade enterprise is determined by the range of goods sold. These can be specialized, specialty or general stores, shopping centers, etc.

Specialization is one of the forms of division of labor between trading enterprises, in which certain groups of goods are distinguished for sale in the assortment of a store according to a trademark or according to the complexity of customer demand (goods for hunters, for girls, for film amateurs, for craftsmen). The need for specialization is due to the continuous expansion of the range, increasing customer requirements for the quality of goods.

By specialization, shops are:

· specialized, trading in any one group of goods ("Fabrics", "Shoes", "Meat products", etc.);

· Highly specialized, selling only some commodity subgroup (“Silk fabrics”, “Men's shoes”, “Sausages”);

Combined, combining several product groups related in terms of common demand and satisfying a certain range of needs (“Fabrics, clothing”, “Meat, fish, vegetables”, “Furs, hats”). In these stores, there are departments or sections specializing in the sale of individual product groups;

· complex, trading in several subgroups of goods, united on any consumer basis ("Goods for women", "Children's World", "Sporting goods", etc.);

· universal, trading in almost all groups of non-food products, as well as food products of periodic demand. Each group of goods is sold in a specialized department and is represented by a wide range.

The types of stores listed above are specialized, and the rest are non-specialized. Here you can distinguish mixed shops that sell food and non-food products. Non-specialized stores include those that sell food or non-food products of many product groups (“Foodstuffs”, “Non-foods”), but in a narrow assortment. All these shops do not have specialized sections or even specialized workplaces.

Stores can also be classified by type. The type of retail trade enterprise is an enterprise of a certain type, classified according to the sales area and forms of trade customer service. The most common types of retail outlets are: Department Store, Supermarket, Produkty, Fabric stores, etc.

Along with the retail trade network, represented by stores of various types and types, in the consumer goods market, trade enterprises carry out retail trade through pavilions, tents, and vending machines.

An important area of trading activity is wholesale trade, i.e. trade in goods with their subsequent resale or processing. Wholesale trade entities are engaged in commercial intermediation and are intermediate links in the commodity distribution chain. Wholesalers specialize in establishing business links between manufacturers of goods and retailers and other buyers, as well as in the purchase and sale of goods from warehouses and the provision of related services.

The types of wholesale enterprises include: commercial firms, wholesale bases, commodity exchanges, wholesale stores, trading houses, auctions, fairs, brokerage and dealer offices, traveling salesmen, commercial and industrial agents. Their technological functions and tasks are different (this will be discussed in other training courses), and their economic characteristics are very similar.

Public catering occupies a special place in the consumer market. Its specificity lies in the fact that the subjects of this sphere carry out not only the sale of consumer products, but also its production, as well as catering and social events.

The activity of public catering enterprises is closely connected with the food industry, agriculture, and trade, however, it represents a special area - a set of economic entities united by the nature of the produced and sold products, the homogeneity of the raw materials used, the commonality of production processes of the material and technical base and forms consumer service.

A public catering enterprise is intended for the production, sale and (or) organization of consumption of culinary products, flour confectionery and bakery products.

The type of enterprise is a type of enterprise with characteristic features of service, the range of culinary products sold and the range of services provided to consumers. When determining the type of enterprise, the following factors are taken into account:

The range of products sold, their diversity and complexity of manufacturing;

· technical equipment (material base, engineering equipment and equipment, composition of premises, architectural and planning solution, etc.);

service methods and quality of service (comfort, communication ethics, design aesthetics, etc.);

the qualifications of the staff;

The range of services provided to the population.

In practice, the following types of catering establishments are distinguished: restaurant, bar, cafe, canteen, snack bar.

A restaurant is a public catering enterprise with a wide range of complex dishes, including custom-made and branded, wine and vodka, tobacco and confectionery products, with a high level of service in combination with recreation. Restaurants distinguish:

· according to the range of products sold (fish, beer, with national cuisine, cuisine of foreign countries);

· at the location (at the hotel, railway station, in the recreation area, restaurant car, etc.).

Bar - a public catering enterprise with a bar counter that sells mixed, strong alcoholic, low-alcohol and non-alcoholic drinks, snacks, desserts, flour confectionery and bakery products, purchased goods. Bars distinguish:

· according to the range of products sold and the method of preparation (dairy, beer, wine, coffee, grill bar, cocktail bar);

· on the specifics of customer service (video bar, variety bar, etc.).

Cafe - an enterprise for catering and recreation of consumers with the provision of a limited range of products compared to a restaurant; sells branded, custom-made dishes, products and drinks. Cafe distinguish:

· according to the range of products sold (ice cream parlor, confectionery parlor, dairy parlor);

· by contingent of consumers (youth, children, family, etc.).

A canteen is a publicly accessible enterprise or an enterprise serving a certain contingent of consumers that produces and sells dishes in accordance with a menu varied by day of the week. Canteens distinguish:

by the range of products sold (general type, dietary);

· on the served contingent of consumers (working, school, student, etc.);

By location (public, at the place of work, study).

Snack bar - an enterprise with a limited assortment of dishes of simple preparation from a certain type of raw material and designed to quickly serve consumers. Eateries are divided according to the range of products sold (general type and specialized: sausage, dumpling, pancake, patty, barbecue, tea, donut, pizzeria, etc.).

Restaurants and bars are divided into three classes according to the level of service and the range of services provided - deluxe, superior and first. Cafes, canteens, snack bars are not divided into classes.

The subjects of trade are classified, in addition, by the form of ownership. At the same time, they distinguish:

private enterprises that exist either as completely independent economic entities, or in the form of associations and their constituent parts;

state, which is understood as purely state (including municipal), where capital and management are wholly owned by the state, and mixed, where the state owns most of the capital or plays a decisive role in management;

mixed, i.e. enterprises where private and state capital are combined with a predominant share of the latter;

entities based on the ownership of joint ventures, including objects of ownership of Russian and foreign individuals and legal entities engaged in commercial activities in the consumer market.

Thus, trading enterprises in the consumer goods market are presented in a variety of ways. They are divided into specialized, special or general stores, shopping centers, etc. They can be classified by type. Common types of trade enterprises are: "Department store", "Universam", shops "Products", "Fabrics", etc. In addition, the subjects of trade are classified according to the form of ownership. At the same time, they distinguish: private enterprises, state-owned, mixed, entities based on the ownership of joint ventures.

Due to the division of labor in the sphere of circulation, trading entities partially separated themselves in the form of retail, wholesale and public catering enterprises.

Retail trade entities sell goods and provide services to customers for personal, family, home use, not related to business activities. The purpose of the commercial activity of a retail enterprise is to make a profit.

Chapter 2. The state and features of assortment management in a trading enterprise

2.1 Brief description of the Aleitorg store

LLC "Aleytorg"

A limited liability company was adopted in accordance with the law with Article 87-94 of the Civil Code and the Federal Law of February 8, 1998.

Aleytorg LLC is located at the address: 658100 Aleysk, st. Serdyuka, 56.

A trade enterprise has a seal with its name, brand name (symbols).

The Company is liable for its obligations only to the extent of its property.

The main goal of the Company is to make a profit from the proceeds.

The main activities of the trading company are:

1. organization of trade in food products;

2. carrying out barter operations;

3. purchase and sale of goods;

Pricing is formed in accordance with the current legislation.

The authorized capital of the Company is 45,753 rubles.

The store serves a contingent of customers with different income levels. It is mainly aimed at middle-income buyers.

The trade organization has a very convenient location, as there is a school, a clinic, a kindergarten, a stadium, and a grocery store nearby. This suggests that there will always be buyers in it.

The trading area of the Aleitorg store is 305.3 m 2. There is a warehouse, pantry, toilet, kitchen with a total area of 36.8 m 2, the area occupied by the administration is 30.1 m 2. The area of the trading floor is 170.6m 2 . The Aleitorg store occupies the first floor of a three-story hall.

The use of commercial equipment is associated with the total area, the layout of the main premises, the features of the goods, the form of sale. In the trading floor, wall panels, gratings, counters, brackets are used.

In the utility rooms, the following equipment is used: storage boxes for storing goods in a packaged form, refrigerators, racks, brackets. All commercial equipment used in the store meets economic, ergonomic, aesthetic requirements. Now the choice of commercial equipment is all kinds, but unfortunately not every head of the organization will allow you to have modern equipment in the store. The Aleitorg store is trying to update so that consumers are satisfied with the appearance of the store.

The enterprise performs unloading, packaging, transportation of goods, their acceptance in terms of quantity and quality, storage, preparation for sale, sale.

The main activity of the company is related to the sale of food products and customer service, selection, payment for goods, etc.

As of 01.01.2010 retail trade turnover amounted to 2798256 rubles. The average monthly turnover of the store is 233188 rubles. Aleytorg LLC employs 20 people. Of them:

10 people - sellers,

2 people - accountants,

1 person - economist,

1 person is a lawyer,

1 person - driver,

2 people - cleaners,

1 person - janitor,

2 people are laborers.

The mode of operation is optimal, since the main factors were taken into account when compiling it; the volume of consumer flows in the area of its activity and their distribution during the day provides for the most convenient hours for the population of the beginning and end of work.

The schedule for going to work is rational, because the duration of working hours provided for by labor legislation is observed. Time is provided for preparatory - final work with its inclusion in working hours, a rhythmic alternation of work and rest of employees during the day is provided.

The Aleitorg store practices a quality management system for the work of employees. To do this, employees take refresher courses and weekly sales classes. Accounting for the quality of work of sales workers is carried out daily and carried out by the head of the store. The director evaluates the quality of work of managers. The use of this system makes it possible to objectively assess the work of each employee and provide the right material incentives, which is expressed in a cash bonus - 15% of the salary of employees.

With a decrease in the quality of work, as a rule, this is not the performance of their functions by employees, violation of labor discipline, poor customer service and other omissions in work, disciplinary punishments are applied to employees in the form of deprivation of bonuses, and in extreme cases, dismissal. The structure of the management apparatus of a commercial enterprise involves the direct subordination of all categories of employees to the head of the organization.

Thus, we can conclude that Aleytorg LLC is an enterprise that is characterized as a steadily developing, solvent, timely payment of payments. It has no debts to the budget and its suppliers. The main activity of Aleitorg LLC is related to the sale of food products and customer service, selection, payment for goods. carried out at a high level

The location and logistics of the enterprise favor the successful implementation of commercial activities. The number, technical condition and size of the offer of competitors in the served territory are also favorable for the organization under study. Work on the conclusion and implementation of contracts

2.2 Analysis of the range of goods in the store "Aleytorg" and its main suppliers

Assortment of goods - a set of their types, varieties and varieties, combined or combined on a certain basis. The trade assortment is a range of goods to be sold in a retail distribution network. It includes a range of goods produced by many enterprises, and is divided into two commodity sectors: food and non-food products. Each of the industries is divided into commodity groups, which include goods that are combined according to a number of criteria (homogeneity of raw materials and materials, consumer purpose, degree of complexity of the assortment). Food products sold in the store can be divided into the following product groups:

Bread and bakery products

Groceries (cereals, flour, pasta, sugar, salt, tea, coffee)

Confectionery

Gastronomic products (sausages, smoked meats, canned food, cheeses, dairy products, alcoholic beverages)

Meat fish

Fruits, vegetables

Consider the depth of the trade assortment using the example of fruit juices, which are represented by the following trademarks: Dobry, Rich, Nico, Fruit Garden, My Family, BB, Yes, Favorite Garden, "Glorious", "Champion", "I", "J7", "Tone",

Based on these data, it can be established that the depth of the range of these products is 13 brands: Gl -13. In addition, the unit of measure for the depth indicator can be a brand modification or a trade article. For example, Dobry juice has the following modifications - orange, apple, pineapple, tomato, peach, multifruit: Rich - apple, orange, peach, mango, grape, multifruit; "Tonus" - apple-orange, peach-orange, cherry-apple, apple-grape. And for example, juice "Moya semya" is represented by the following commodity articles, which differ in packaging, its capacity - 0.2; 0.5; 1; 1.5; 2 l.

In a saturated market, a wide range of goods is provided by increasing the number of goods of certain types, but different brands and their modifications. Often the differences between brands produced by different manufacturers are not significant and are mainly due to different formulations, packaging and labeling. This is explained by the fact that the possibilities of developing fundamentally new types and names of goods are limited due to the absence or insufficiency of non-traditional raw materials and/or technologies. Therefore, in order to create demand and stimulate sales, manufacturing organizations are forced to spend more money, including on advertising and Branding (a method of creating prestige and brand awareness).

Let's consider the stability indicator of the assortment on the example of bread products. In the Aleitorg store, the assortment of bread is presented by the following names: Russian, Slavyansky, Stolichny, Wheat, Derevensky, Borodinsky, Whey Bread, Bran Bread, as well as loaves: "Sandwich", "Siberian", "Whey long loaf".

Thus, this assortment is represented by 11 items, that is, W d - 11, however, only six items (Y = 6) are in steady demand among consumers - these are Russian, Slavic, Wheat, Whey Bread »; loaves: "Sandwich", "Whey long loaf".

Based on these data, it can be determined that the stability coefficient of bread is about 54.5%:

This suggests that more than 50% of the bread sold in the store is a sustainable commodity and is constantly consumed by the population.

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

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

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

The novelty (updating) of the assortment is another important indicator that we will determine using the example of lactic acid products (in particular, for yogurts).

So, in the Aleitorg store, the assortment of yogurts is presented on

names: "Ermigurt", "Delight", "Gentle", "Miracle", "Rastishka", "Danissimo", "Activia", "Actimel".

Thus, the actual breadth of these products is 8 items (W d \u003d 8), and 3 of these items (H \u003d 3): "Gentle", "Danissimo", "Activia", appeared on the store shelves relatively recently, that is, they refer to a new product. Therefore, we can calculate the degree of renewal:

This coefficient shows us that the product renewal rate is 37.5%, which means that the product is periodically updated in the store, new types of goods are being purchased.

The reasons that prompt the manufacturer and seller to update the range are the replacement of obsolete goods that are not in demand. The list of the main firms and organizations supplying the enterprise, the share of their products in the total volume of purchases and the range of goods is given in table 1.

Table 1. - Classification of product suppliers in the Aleitorg store

Supplier name	Product range	Purchasing volume
thousand roubles.	Specific weight, %
total purchases	2798	100
local suppliers/manufacturers	369	13,2
bakery	bread and x / bul ed.	209	56,6
fish shop JSC "Aleisky"	preserves, dried and salted fish	48	13,0
confectionary shop	Confectionery	70	18,9
meat shop	Meat semi-finished products	42	11,4
intermediaries (wholesale bases)	2419	86,8
OOO Krasnotal	p-f-you, vegetables, fruits	270,5	11,1
000 TD "Abundance"	vodka	257,3	10,6
000 Solar Products	vegetable oil, seeds	95,2	3,9
000 Prodsib	b / a drinks, tobacco publishing, tt-gb-t.t k-png-rggat-t	209,2	8,6
000 Synthesis A	cond. ed	71,1	2,9
000"Ovchinnikovsky Meat Processing Plant"	sausage products, products	32,1	1,3
IP Kolyshkina T.V.	vegetables fruits	98,15	4,0
IP Kovalev P.O.	cereals	104,2	4,3
TPK "Festival"	cereals, spices, flavoring products, household chemicals	204,3	8,7
IP Zhigulin	cond. ed., snacks	85,6	3,5
000 "Optima"	cigarettes	75,8	3,1
000 Kuzbass Food Processing Plant	sausages, semi-finished products	76,86	3,2
000 "Barnaul Pishchevik"	sausages, delicacies, semi-finished products	73,2	3,0
PK Baltika OJSC	beer	78,6	3,2
000 Unisan	beer	56,1	2,3
000 Aleisky MSK	they say products	93,5	3,8
Trading House "Russian Cold"	p-f-you, ice cream	47,6	2,0
IP Barkanov S.D.	seafood, dry fish	33,7	1,4
JSC "Combine Russian	bread and x / bul products	42,5	1,7
CD "Iona"	flour cond. ed	32,6	1,3
000 Dairy Tale	they say products	61,5	2,5
KGUP pF "Molodezhnaya"	Egg, chicken meat	92,4	3,8
000 "Altai pasta"	poppy. ed.	28,6	1,2
BMZ "Persona"	mayonnaise, ketchup	46,5	1,9
CJSC "Altai Broiler"	chickens and p-f-you	33,2	1,4
others	128,69	5,3

Most of the goods come from intermediary firms or are imported by the organization independently from wholesale depots (86.6%) of all purchases. The share of costs for commercial products from manufacturers is 13.2%. Organized work on the purchase of goods from private entrepreneurs: fruits, vegetables, cereals and snacks. In addition, on the territory of the settlement there are shops for the production of bakery, confectionery, meat semi-finished products and fish processing products, owned by the Rural Consumer Society. They supply the store with a significant amount of products at relatively low prices, so the data in the table indicate low cost indicators for purchases, although the quantity indicators of deliveries when compared with non-resident suppliers are also high.

The basis for the delivery of products to the store is an application compiled by the head of the store on the basis of data on the sale of goods for the previous day and planned changes in the assortment and quantity of goods.

The level of profitability of the trade enterprise "Aleytorg" LLC determines the ratio of profit to turnover. Profitability shows how many percent of the profit in the turnover.

Thus, based on the foregoing, Aleitorg LLC calculates the quantity of ordered goods in such a way as to ensure the stability of the assortment and uninterrupted sales until the next delivery, and at the same time exclude the formation of excess stocks. When determining this quantity, the frequency of importation of goods and their average daily sale, irreducible stocks and balances of goods on the day of delivery are taken into account. When determining the frequency of importation of goods, the physical and chemical properties of the goods, the deadlines for their sale, the average daily sales volume, the size of the established irreducible commodity stocks and other factors are taken into account. When determining the need for the import of perishable goods, the capacity of the refrigeration equipment available in the store is taken into account.

2.3 Analysis of the structure of the range of sausage products sold by the Aleytorg store in Aleysk

Consider some indicators of the assortment of certain types of goods using the example of one of the Aleitorg stores. Let's determine the breadth of the assortment, for example, meat products (in particular, sausages), which are presented in the trade enterprise we have chosen.

When studying this type of product, it turned out that the assortment of sausages in this outlet is represented by five manufacturers: Aleisky Meat Processing Plant, Barnaul Food Worker, Kuzbass Food Processing Plant, Ovchinnikovsky Meat Processing Plant, Siberian Food Company. In turn, sausages were divided into boiled and smoked. Boiled sausages are represented by types of boiled sausages and hams, and smoked - by types of boiled-smoked, semi-smoked and raw smoked, these categories are already divided into servelats, salts and actually traditional sausage

Table 2. - The structure of the assortment of sausages in the store "Aleytorg" by suppliers for the period 2007-2009.

Thus, according to Table 2, which discloses the structure of the assortment of sausages by suppliers, we see that the main supplier of sausages in the trade enterprise "Aleitorg" is the Ovchinnikovsky meat processing plant. It accounts for 38.2% of the entire range of sausages sold in the Aleitorg store in 2009. The sausages of the Aleisky Meat Processing Plant are least of all in demand; in 2009, they accounted for 4% of all products. You can see it more clearly in Figure 1.

Figure 1 - The structure of the assortment of sausages sold by the store "Aleytorg" by suppliers in 2009.

1. Aleisky Meat Processing Plant 4.00%

2. Kuzbass Food Processing Plant 10.01%

3. Siberian Food Company 16.30%

4. Barnaul Food Worker 31.49%

5. Ovchinnikovsky Meat Processing Plant 38.20%

Table 3. - The range of boiled sausages sold by the Aleytorg store for the period 2007 - 2009.

product name	Average daily assortment of boiled sausages, kg.
product name	2007	2008	2009
Kuzbass food processing plant:	8	9	13
Georgievskaya	5	5	5
Beskyden	-	2	5
Kaiser	3	2	3
	30	30	31
Dairy	10	10	11
Tea room	10	10	10
Pokrovskaya	10	10	11
Barnaul food worker:	60	60	60
tender	10	10	10
doctoral	-	10	10
Creamy	20	20	20
amateur	30	20	20
Ovchinnikovsky Meat Processing Plant:	70	71	72
Dairy	15	16	15
Veal Premium	20	20	22
Tea room	20	20	20
doctoral	15	15	15

Thus, from the data of the table it can be seen that the number of products supplied by the store LLC "Aleitorg" for the period 2007-2009. increases every year. And also the assortment is expanding, for example, such sausages as “Doctorskaya”, “Beskiden”.

Table 4. - Assortment of smoked sausages sold by the Aleytorg store for the period 2007-2009.

product name	Average daily assortment of smoked sausages, kg
product name	2007	2008	2009
Aleisky Meat Processing Plant:	10	12	13
Aleiskaya	10	12	13
Kuzbass Meat Processing Plant:	16	18	32
Tyrolean	6	4	8
Original with cheese	-	4	6
Alpine	4	4	8
Danube	-	4	4
merchant	6	2	6
Siberian food company:	20	20	23
Baltic	10	10	13
Festive	10	10	10
Barnaul food worker:	40	41	44
Krakow	17	20	20
merchant	-	6	6
Delicacy	10	10	8
spicy	13	5	10
Ovchinnikovsky Meat Processing Plant:	50	51	54
Krakow	25	26	30
Moscow	10	10	10
Moscow Myasodelov	15	15	14

The data in this table also shows how the supply of smoked sausages is increasing every year. Having counted all the names of this type of product, we found that the actual breadth of the range of sausages is 29 items: W d \u003d 29.

Latitude serves as an indirect indicator of the saturation of the store with goods: the larger it is, the higher the saturation. Latitude indicators change depending on the saturation of the store and the state of demand. In conditions of shortage, when demand exceeds supply, it is more profitable for the manufacturer and seller to have a narrow range of goods, since a large latitude requires additional costs for the development and production of new goods. In addition, the production of a variety of goods requires more extensive purchases of raw materials, expansion of production facilities, new types of packaging, and labeling. In trade, for a wide range of products, additional floor space is required for displaying goods, and in addition, transportation costs increase.

In a saturated market, vendors and manufacturers strive to meet a variety of needs. When supply exceeds demand, commercial efforts are required to create consumer preferences, which is achieved, among other means, by increasing the breadth of the assortment. Breadth acts as one of the criteria for the competitiveness of firms.

Thus, for manufacturers and sellers, expanding the range is a measure that is more forced than desirable.

Chapter 3

3.1 Measures to improve the management of the assortment in a trading enterprise

Ensuring the required level of customer service and the growth of the main economic indicators of the activity of a trading enterprise depend on the correct formation of the assortment of goods in the store.

Despite financial difficulties and economic instability, the company has managed to keep the market for the sale of goods and expand its activities related to retail trade in recent years. The company provides customers with a wide range of products, which means an increase in demand and, consequently, an increase in sales, which in turn leads to an increase in the volume of settlement transactions. The analysis of the factors affecting the sale of goods showed that despite the increase in trade in general, many growth reserves were not used, therefore it is necessary:

1) to improve the storage conditions of goods, in order to avoid spoilage of products, for this, it is necessary to additionally purchase large-sized refrigeration equipment;

2) due to constant queues, in order to increase the throughput of customers, and also, taking into account the wishes of the customers themselves, it is necessary to think about changing the existing method of selling in the store to a self-service method. Of course, the reorganization of the trading floor of the store into a self-service hall will require some material costs. An economic calculation of the effectiveness of the self-service method in the Aleitorg store will be presented in part 3 of the work.

3) conduct marketing research of the market;

4) reduce the purchase of slow-moving types of goods;

5) establish a more uniform supply of goods from suppliers;

6) pay special attention to the conditions for fulfilling contractual obligations;

7) pay attention to the level of qualification of warehouse workers;

8) increase the level of labor organization;

9) ensure strict control over all indicators affecting the volume of sales.

The main characteristic of the organization is the assortment offered for sale. In order to find out what goods the buyer wants to see on the windows of this store, at what price, what services the buyer expects, it is necessary:

a) conduct a mini-survey among buyers;

b) analyze the offered assortment in nearby competing stores.

Exceptional prospects for operational analysis are opening up in connection with the use of computers in retail trade organizations. With the help of a computer, it is possible, first of all, to carry out operational control and analysis of supply contracts. Details of contracts and product specifications (by types of goods and delivery time) are entered into the computer once and stored in the machine's memory for the entire period of the contract. The automated control system provides for accounting, control and analysis of all commodity-settlement operations.

In particular, it provides a set of data in the following sections: the daily movement of goods in the range (receipt, sale, stock), the fulfillment of supply contracts, and the status of settlements. Provides an inventory of inventory items at any time.

3.2 Measures to expand the range of goods in Aleytorg LLC

It should be noted that in order to maintain its position in the market, an enterprise needs to maintain a wide range of products offered, conduct a carefully thought-out pricing policy, choose the most optimal suppliers and continue to apply all possible methods of forming and stimulating customer demand.

In the store of Aleytorg LLC, products of inexpensive brands, mainly locally produced, are sold especially well - these are sausages from the Aleisky meat-packing plant, bread and bakery products from the Aleisky bakery, confectionery from the Aleysk Confectionery Plant, preserves, dried and salted fish from the fish workshop OAO Aleisky and others. Therefore, it is necessary to focus on them: to increase the supply of locally produced products. It is necessary to conclude a supply contract with the Aleisky Meat Processing Plant for the supply of boiled sausages.

It is necessary to expand the existing range of products (services) sold, namely:

Organize the delivery of fresh cakes, it is also possible to organize the acceptance of orders for the implementation of cakes from the population. To organize the sale of cakes, it will be necessary to conclude an agreement with one of the firms in Aleysk that manufactures cakes. So, original and not expensive cakes are produced by the dining room of the Aleiskaya Fair "Three Fat Men". For sale, you can import 6-9 different types of cakes (capacity of a confectionery showcase), to organize orders on the trading floor, you must have a company catalog with a description of the cakes, orders should be transferred to the production workshop by phone;

Include in the assortment of alcoholic beverages expensive varieties of cognac, whiskey, etc.;

Expand the range of sweets sold by weight. The fact is that at present, the store mainly sells sweets in gift boxes, the assortment of caramel and marmalade sweets is very narrow. As for sweets, the offers of Barnaul suppliers are the most profitable, as their products are of excellent quality and have already proven themselves well in the local market.

The management of the store needs to think about the possibility of creating a department for renting video cassettes and creating a pharmacy kiosk, at least with a minimum range of products;

Conclusion

Let us conclude that in modern conditions of market relations, the formation of an assortment, the solution of issues related to its management and improvement, as well as the development and consistent implementation of an assortment policy are the most important conditions for organizing the effective operation of an enterprise.

Thus, in this course work the following questions were revealed:

In the first part of the work, the basic concepts and properties of the assortment are considered; factors influencing the formation of the assortment, the regulation of which is the essence of assortment management and is achieved by establishing certain requirements for a rational assortment. The classification of trade enterprises is considered.

The second chapter of this work briefly characterizes the Aleytorg LLC store as a steadily developing, solvent, timely company that pays for payments. In the course of the work, an analysis of the assortment of the store was carried out, the main suppliers were considered.

In the third part of the work, specific recommendations are given and measures are developed to expand the range, improve the conditions for storing goods, develop a more uniform supply of products from suppliers, and the possible introduction of a self-service method in the Aleitorg store.

A well-thought-out assortment policy not only allows you to optimize the process of improving the assortment of goods, but also serves as a kind of indicator for the company's management of the general direction of actions that can correct current situations.

Bibliography

1) Assortment policy of the company: educational and practical guide / V.V. Zotov - M: Eksmo, 2006. – 240 s. – (Targeted Marketing)

2) Theoretical foundations of commodity science: textbook / V.E. Sytsko [and others]; under total ed. V.E. Sytsko - Minsk: Higher School, 2009. - 208 p.

3) Snegirev V. Retail store. Assortment management by product categories - St. Petersburg: Peter, 2007. - 416 p.: ill.

4) Commodity policy of the industry enterprise: textbook / V.E. Sytsko, V.V. Sadovsky, A.V. Tselikova - Minsk: Higher School, 2007. - 239 p.

5) Commodity research and examination of consumer goods: Textbook. – M.: INFRA-M, 2005. – 544 p. - (Higher education).

6) Simonova A.P. "Assortment policy of the company" - Minsk: Higher school, 2006. - 423 p.

7) Economics and organization of the activities of a commercial enterprise: Proc. allowance / Under the total. ed. Solomina A.N. – M.: INFRA-M, 2006. – 436 p.

8) // Marketing and marketing research

9) Dashkov L.P. Organization, technology and design of commercial enterprises / L.P. Dashkov, V.K. Pambukhchiyants. - M.: ITK "Dashkov and K", 2008. -508 p.

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Expansion of the product range

Assortment managers tend to add new products to the assortment, either because their own sales force and distributors demand to expand the assortment to better meet customer needs, or because the company needs to expand its product line to increase sales and therefore profits.

Therefore, the expansion of the product range should be planned, and not chaotic. It should also be noted that the oversaturation of the assortment leads to the "eating" of some goods by others (the so-called "commodity cannibalism"), when previously normally sold positions cease to be sold. In addition, an excessive choice can confuse the buyer - from this follows the conclusion that the introduction of new headings into the assortment is planned and thoughtful. If we introduce a new toothpaste into the range - why do we do it? At the request of buyers? Who defined it? In what form? What do we expect from this position? What will be the basis for expanding the range of this paste?

What assortment is needed to meet the needs of customers? What forms of work with the assortment will provide the maximum return on investment? Effective inventory management answers these questions and leads the company to the fact that the assortment most fully meets all the needs of customers and optimizes the resources of the enterprise.

Similar articles:

Tracking the movement of inventory in warehouses and...

On the one hand, it is quite difficult to guess the wishes of customers and please everyone - each customer has his own preferences and needs, especially if we are talking about consumer goods (food, clothing, household chemicals, shoes, household goods, cosmetics, mobile phones and etc).

On the other hand, it seems obvious that it is necessary to optimize the assortment in such a way that the product that the client needs is always in stock and in stock.

But you need to take into account that no method of inventory optimization will work if we have chaos in the assortment policy, if the accounting in the information system is kept incorrectly and if there is no logic for building the assortment.

Let's talk about an important point that needs to be taken into account before we take on analytics - this is the general structure of the assortment.

General assortment structure

So, it is necessary to put things in order in the assortment. Everything should be laid out on its shelves - in other words, structured and classified, but not just on the inspiration of the director, but based on the general idea of the store. For whom have we created such a range? Who do we want to attract to our store? For whom do we work every day and import goods?

Two main trends in the retail market can be attributed to the main reasons that make us pay serious attention to the classification of the assortment when doing business:

The product itself is no longer a competitive advantage - the buyer requires the service as an integral part of what he agreed to give his money for.
The world of consumer and food products has already become a universe - new products appear in the world every day (see sidebar).

In 2002, more than 3,000 new trademarks were submitted for registration to the Federal Institute of Patent Property (FIPS - the state body of the Russian Federation). Moreover, we are not talking about a new packaging of an old product or a new taste of an existing product. The number 3000 is exactly new products. In Russia today, from 60 to 100 new products appear weekly.

Source: McKinsey&Co, Rospatent, studies by Kachalov and Colleagues

With such an abundance of commodities, we must not let the situation take its course, otherwise we risk getting a huge uncontrollable mass of goods that can hardly be turned around in our store. It is necessary to put things in order in the assortment and constantly keep abreast, that is, analyze the assortment and take timely measures to update or change it.

Commodity classifier

For effective assortment management, first of all, it is necessary to create a product classifier and an assortment matrix.

A properly designed and structured product classifier is the resource that will allow the store to analyze the assortment and make decisions about its renewal or rotation.

How to correctly compose a commodity classifier?

To describe the assortment, a number of basic terms have been adopted, which we propose to use in order to put things in order in our assortment.

Commodity classifier– division of all goods into levels: classes, product groups and product categories. At the same time, goods at each level are combined into a class or category, or a position according to common features or properties.

Levels of division of the commodity classifier

There are three main levels of division of the commodity classifier:

1st level - class of goods: The larger the store format, the more division levels. In some cases, the first (highest) level of the classifier may be a class of goods - for example, "food products" and "non-food products" or "clothes" and "shoes" - that is, what the buyer thinks is united by a common functional purpose. For example, “food products” are what they eat, and “non-food products” are what they don’t eat at all, “clothes” are what they wear on the body, “shoes” are what they wear on their feet. But in stores of a smaller format or where all goods are homogeneous (for example, a store sells only clothes, and for a specific buyer, say, for young people), the allocation of a class is not necessary.

2nd level – commodity group: this is a set of goods united by some common features - the type of goods, the method of production, etc. (For example, "dairy products", "baked goods", "women's clothing", "men's shoes", "furniture", "lamps", "home accessories). As a rule, in a store of any format, this level is present and is often the highest level, below which the product category already goes.

3rd level - product category: this is a set of goods that the buyer perceives as similar to each other, or goods that are combined by sharing. Simply put, a product category is what a customer goes to the store to buy. (For milk. For bread. For kefir. For shoes, for boots. For a washing vacuum cleaner. For a plasma TV. For wallpaper for the hallway. For a sofa in the living room). Here it is important to conduct a very clear detailed analysis of your main buyer in order to understand in what categories he thinks, what did he come to your store for? If your store has a deep specialization in the same computers, then people will come to you who want to get detailed advice and find something special - for example, a home office computer with a lot of special programs. In this case, the division in your store into categories may be “computers for the office”, “computers for home”, “computers for schoolchildren”, “computers for professionals”, and then divided into subcategories (or subcategories) by brand and manufacturers.

EXAMPLE: Sample product classifier for building and finishing materials store

Three levels of division are shown with an example of detailing to the level of categories: for example, the class "Plumbing", the group "Baths and cabins", a category, for example, "Acrylic bathtubs". Of course, each store will have its own classifier, since even a store with a similar theme will differ from its competitor - perhaps your store has other groups or categories and a different proportion between product classes.

It is important to note once again that we combine products according to the totality of common features in the mind of our buyer. It often happens when a store focuses on brands that are convenient for the buyer to work with (for example, we sell plumbing fixtures from the Finnish manufacturer XXX, plumbing fixtures from the German manufacturer AAA, plumbing fixtures from the French manufacturer BBB, and so on). But the buyer thinks in other categories - he came to the store for a washbasin, toilet and bath. In this case, it is right to do it in a way that is convenient for the buyer, and to transfer the classification by manufacturers “XXX”, “AAA”, “BBB” to the level of subcategories (or subcategories).

Assortment matrix

The assortment matrix is a list of all commodity items, including seasonal goods that may be temporarily out of stock in the store. But this is not just a list of products - the matrix is built on the basis of the classifier and is the result of structuring the assortment. Subcategories, brands, properties and other accounting units will be added to the division levels in the classifier.

For each company there is a matrix that meets the tasks of a particular store with its specific customers. Moreover, this should not be a chaotic document in MS Word or Excel format with scattered columns, but a detailed and structured list of all commodity items subject to a certain logic.

All goods in the matrix are approved for sale, and information about suppliers, delivery conditions, packaging, dimensions, properties, etc. can be added here. An assortment matrix is developed on the basis of a document on the assortment policy, which reflects the procedure for working with the assortment. In fact, a well-composed matrix is the main document on the basis of which all work with an assortment is based.

The assortment matrix is the result of studying and taking into account such factors as:

consumer demand (who is our main consumer - age, income level, marital status, education, how they relax, what they buy most often, why they shop in our store, what they want to receive, what services they expect from us or competitors);
the range of competitors (which competitors are present, what advantages it has, what price level competitors have, what services they offer, who from other networks is still going to “come”);
specificity of the region or city (city with developed infrastructure, industrial, port city or regional center, regional capital or outskirts);
location features (sleeping area, in the city center, near a busy highway, near a market, etc.);
format requirements (self-service or counter sales, mini market, supermarket, discounter or boutique, etc.)

Based on the existing assortment matrix, a assortment minimum- a list of commodity items that must be constantly present in the store at a certain period of time. Again, the assortment minimum depends on seasonal fluctuations in demand and other factors related to the specifics of the store - opening hours (round the clock or traditionally with a lunch break), location of the store (in a prestigious center, in a residential area, on a busy suburban highway), main customers (retired grandmothers or working young people who do not yet have families and children) and so on.

An example of building an assortment matrix based on a classifier

If you do not know which structure of the classifier or assortment matrix is better, focus on the sequence in which the buyer makes a purchase decision. Keep in mind that this selection sequence may not be spoken or even realized by the buyer. If you relate to the buyers of your store, write how you would make a decision. If you don’t, ask someone you know to do it or try to imagine yourself in the place of this buyer. For example,

I need dairy products - yoghurts - Danone - cherry.
I need a refrigerator - single-chamber - domestic - Biryusa.
I need linoleum - imported - I don't know the trade mark - in a flower.
I need a wardrobe - three doors - with a mirror - made of light wood.
I need a backpack - for a hike - I don’t know the brand - 50 liters - green is better.

Do not forget that within the matrix, division levels must be the same so that you can further easily analyze groups, categories and products within a category in comparison.

You can also talk about such concepts as the properties of the assortment.

Assortment properties

Assortment width is the total number of different product categories included in the assortment. For example, a grocery supermarket may have products in such categories as “milk”, “meat”, “cheese”, “fish”, “baby food”, “diet food”, “salads”, “household chemicals”, “goods for houses”, “animal food”, “magazines and postcards”, “souvenirs and gifts”. The wider the assortment, the more likely it is that the buyer's requests will be satisfied and the wider range of buyers we can attract.

Assortment depth- the total number of product items within each product category in the assortment. In other words, the deeper the category is represented, the better we can guess the needs of our buyer, the more choice we will give him. If we are dealing with a specialized store, for example "Cheese", then the buyer rightly believes that the assortment in such a store will not be very wide, but deep enough - that is, there will be mostly cheeses, but of various types: hard, soft , processed, goat, sheep, smoked, grated, sausage, moldy, green, low fat, lactose free… and so on. The deeper the assortment, the higher the specialization of the store.

Organizational moments

Before we begin to analyze the assortment, we need to put things in order in the organization itself. It will be difficult to deal with the assortment even if there is an excellent classifier, if our staff does not know how to use the system or inventory records are kept incorrectly.

In addition to structuring the assortment, it is also necessary to look at the organization of work and business processes occurring in the company itself. How do we order and reorder goods? How do we receive and store goods? How do we conduct inventories (and do we do them at all)? What is the procedure for moving goods from the warehouse to the trading floor? Do my managers know what they need to do and what area of work they are responsible for? Are they trained to work with the new computer system? Are they motivated enough? And so on - the larger the company, the more such questions will arise.

If we want to not only analyze the assortment, but also manage it, then we also need to check and streamline relationships with suppliers, for which we ask ourselves the following questions:

Why am I working with this supplier (the answer should not be because we go fishing together or because he is such a sociable guy who is a pleasure to do business with);
Does the supplier bring me everything clearly in accordance with the order, or does he take liberties (they ordered tea in assortment, but received all green tea with jasmine);
Does the supplier bring me everything on time (they come to me for bread in the morning, but for some reason they bring it in the afternoon, or whatever) or with delays for an indefinite time;
If this provider doesn't suit me, do I have a fallback? Do I need a backup supplier?
What kind of relationship do we have with the supplier - does someone dictate the terms of the deal or do we have an equal partnership? Or are we just making an act of sale without mutual obligations?
Do I have to invest more in the development of his product than I get from selling it?
Are the conditions under which we work with the supplier optimal? Can they be improved?

What else should the manager pay attention to before he can start analyzing the assortment? Of course, on the external component of the store’s work: are the rules for displaying goods on the trading floor observed, are the sellers polite enough (and can they be found at all), is it convenient for customers to enter and exit with purchases, is it possible to park near the store, and so on. All efforts to optimize the assortment can be nullified by the banal lack of parking for cars, if our store is designed for a buyer with a car. Take a look at the store through the eyes of the buyer - the store should be pleasant, accessible and "own" for customers.

Information system (database and its users)

Enterprise resource management systems are also called the ERP system (the abbreviation ERP stands for "enterprise resource planning - enterprise resource planning"). Sometimes they are also called CIS - corporate information systems. This system should be modern enough to structure the goods according to the tasks of the store. It should be clear and easy to manage. It should at least be! In practice, it often happens that a company at the beginning of its development saves on the information system and orders either a system without some modules or a system only for the central distribution warehouse. And all the necessary information is manually entered by purchasing specialists or product managers into Excel spreadsheets. Or they do not contribute at all, believing that there is no need to do extra work.

An example from personal practice: A set of dishes comes from the central warehouse to five chain stores, and there, on the spot, the goods come under different names - depending on the understanding of the task by the manager of the operational department of each store. For example, it was originally listed as "Cookware set Lemon 12 pers, yellow, made by Limax, Russia, AX-134". When one chain store arrives at the warehouse, it appears as: "Cookware lemon, Limax, 12 pers.yellow", and on the other it becomes "AX-134 Lemon, set, 12, yellow, Russia". When trying to analyze sales in each store, we will have at least two or even five different positions, which by no means reflect the real picture of sales.

Also, inaccurate data may be entered into the database due to a change in the name of the supplier or a change in the article by the supplier. All this should be reflected in the information system and your staff should understand the importance of a uniform approach to data entry.

And do not forget about the people - the users of the same system. The system may be very good, but it does not matter in itself. Any system is just a reflection of the information that we, the specialists, have brought into it. Therefore, it is very important that all employees of your company know how to work with databases and have a consistent understanding of the standards for entering information into the database.

This is the “nervous system” of the store, and the further well-being of the entire organization will depend on how professionally people do this work. The data from the information system must match the actual data in the warehouse. Providing a reliable and powerful system and competent users is not enough for effective assortment management. All the data can be perfect on paper, but what really matters is what you can actually take on the shelf and give to the buyer. Therefore, it is imperative to conduct timely inventories and maintain order in the warehouse. All internal and external movements of goods must be tracked and carried out only using documents and entering the movement of goods into the information system.

And only having dealt with the structure of the assortment, assessing how well the business processes in the company are debugged, whether the information database is up-to-date and whether our people know how to handle it, and whether the goods movement is recorded correctly, we can start analyzing the assortment.

The article uses materials from the book by Buzukova E. A. “Assortment of a retail store. Methods of analysis and practical advice”, publishing house “Peter”, 2006 from the series “Library of the store director”, ed. Sysoeva S.

Author: Buzukova E.A., assortment policy specialist,
consultant, member of Super-Retail Club

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

Depending on the location of the goods, there are:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Depending on the nature of the needs, there are:

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

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

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

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

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

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

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

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

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

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

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

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

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

Table

Assortment properties and indicators

Properties	Indicators	Coefficient calculation
Depth - real; - basic	The actual number of subgroups and product categories in a homogeneous product group (P d) Basic number of subgroups and product categories in a homogeneous product group (P B) Depth Ratio (Kg)	K g \u003d P d / P B * 100%
Latitude is real; - basic	Number of species, varieties, names available for sale (W d) Basic number of species, varieties, product names (Sh B) Latitude factor (K w)	K w \u003d W d / W B * 100%
	Number of new types and names of goods (N) Degree (coefficient) of renewal (K n)	K n \u003d N / W d * 100%
Sustainability	Number of types and names of goods in steady demand (Y) Stability factor (Ku)	K y \u003d U / W d * 100%
Rationality (P)	Rationality coefficient (K p)	K p \u003d (K g * VG + K w * VSH + K n * VN + Ku * VU) / 4, where VG, VSH, VU, VN are the weighting factors for indicators of depth, latitude, novelty, stability

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

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

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

the presence of a stable demand for a particular product;

inventory replenishment schedule;

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

mismatch between demand and the amount of inventory available.

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

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

Index- this is a quantitative or qualitative expression of the properties of the assortment.

The following main properties and indicators of the assortment in merchandising are distinguished.

Range width (W)- this is the number of groups, types, varieties and names of goods of homogeneous and heterogeneous groups.

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

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

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

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

where W d is the actual latitude,

Wb - base latitude.

There are two concepts of latitude related to its varieties: general and group.

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

Thus, the total width in Auchan hypermarkets is 45 thousand assortment units belonging to 40 groups at a time, and up to 80 thousand assortment units during the year. In supermarkets, the total breadth during the year fluctuates between 30-50 thousand assortment units.

assortment unit- this is a name, trade mark or commodity article, conventionally accepted as a unit, and used to measure assortment indicators by counting. A product of a certain type may have different names (for example, cream ice cream, cream ice cream in a cup with raisins, etc.)

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

A trademark is part of an assortment or company trademark. For example, Korkunov chocolates, Ochakovo beer, Baltika, Three Bears, etc. A trademark can refer to goods of the same type and have a significant number of modifications. So, Ochakovo beer is produced in the following modifications: light, classic, original, and Baltika beer: No. 1, 2, 3 ... to No. 9.

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

Quite often, under the same brand name, there are goods belonging to different types, but to the same product group. For example, the Ochakov Dairy Plant produces milk, sour cream, butter, kefir, etc. under the brand name "33 cows". At the same time, goods of different homogeneous groups can be produced under one prestigious brand name. So, tea and a non-alcoholic drink under the Lipton trademark, vodka and a low-alcohol cocktail Flagman, etc., enter the sale. In this case, a product complex of heterogeneous goods appears, united by a brand name (for example, Adidas clothes and shoes).

Group latitude- the number of homogeneous groups of goods produced and sold by the organization. Thus, the group breadth of the Auchan hypermarket is approximately 40 groups, for the Seventh Continent supermarkets - 25-40 groups. Each group can include from several tens to hundreds of types and varieties of goods and up to several thousand trademarks, names and trade numbers.

With a group breadth of assortment, a group of homogeneous goods acts as a generalized unit of measurement. A group of homogeneous products is a set of products united by common properties and purpose.

Groups of homogeneous products are established in the OKP, as well as SanPin.

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

In conditions of shortage, when demand exceeds supply, it is more profitable for the manufacturer and seller to have a narrow range of goods, since with a large latitude, additional costs are required for the development and production of new goods. In addition, the production of a variety of goods requires more extensive purchases of raw materials, expansion of production facilities, new types of packaging, and labeling. In trade for a wide assortment, additional areas of the trading floor are required for displaying goods, and in addition, transportation costs increase.

In a saturated market, manufacturers and retailers strive to meet a variety of needs. When supply exceeds demand, commercial efforts are required to create consumer preferences, which is achieved, among other means, by increasing the breadth of the assortment. Breadth acts as one of the criteria for the competitiveness of firms. Thus, for manufacturers and sellers, expanding the range is a measure rather forced than desirable. What is the attitude of the consumer to the breadth of the range on the one hand, the wider the range, the more diverse needs can be satisfied. On the other hand, with an ultra-high breadth of assortment, it is difficult for the consumer to navigate in this variety, which makes it difficult to choose the right product. Therefore, breadth cannot serve as an indicator of the rationality of the assortment.

Completeness of the range (P) is the ability of the product homogeneous group meet the same needs.

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

The indicator of actual completeness (P d ) characterized by the actual number of types, varieties and names of goods of a homogeneous group, and basic (P b ) – regulated or planned quantity of goods.

Completeness factor:

where P d is the actual completeness,

P b - basic completeness.

For example, the assortment of the store includes Swiss, Dutch, Russian, Edensky, Suluguni, Roquefort cheeses. The first four items belong to the group of hard rennet cheeses. Therefore, the actual completeness indicator for the group of hard rennet cheeses will be equal to 4. Russian standards provide for 20 types of such cheeses, five more types are imported. Therefore, the base completeness rate is 25 items, and the completeness rate in our example is 16%.

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

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

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

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

Assortment depth (D) is the quantity trademarks goods of the same type, their modifications and / or commodity articles.

The unit of measurement of this indicator is the trademark, and in the presence of modifications - one of them. For example, the depth of the commercial assortment of fruit juices is determined by the number of brands (“Champion”, “I”, “Tonus”, “My family”, etc.), as well as their modifications (“Tonus”: apple-orange, peach- orange, etc.) and commodity articles that differ in packaging, its capacity (0.2; 1; 1.5; 2 l).

Actual depth (D d ) - the number of brands and / or modifications, commodity articles available.

Basic depth (D b ) – the number of trademarks and/or modifications or article numbers offered on the market or potentially available for release and taken as a basis for comparison.

Depth factor:

where G d - actual depth,

Г b - base depth.

The higher this indicator, the more fully the species assortment of a particular product is represented. In a saturated market, a wide range of goods is provided by increasing the number of goods of certain types, but different brands and their modifications.

Assortment stability (U) is the ability of a set of goods to satisfy the demand for the same goods.

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

where Y is the number of goods in steady demand

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

The novelty of the range- the ability of a set of goods to satisfy changing needs through new goods. Novelty is characterized by a real update - the number of new products in the general list (H) and the degree of renewal K n, which is expressed as the ratio of the number of new products to the total number of product names (or actual breadth).

Novelty coefficient:

where H is the number of new products.

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

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

The consumers of new products are the so-called innovators and super-innovators, whose needs often change due to the desire for a sense of novelty. Often, new products satisfy not so much physiological as mental and social needs. Thus, the buyer of a new prestigious brand of car, having an old model car that is suitable for use as a vehicle, primarily satisfies social needs.

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

Assortment structure (С)- this is the ratio of the totality of goods in the set selected according to a certain attribute.

It is characterized by the specific share of each type and/or product name in the total set.

The structure of the assortment can be expressed both in natural and in relative terms. They are calculated as the ratio of the number of individual products to the total quantity of all products included in the assortment. The assortment structure, calculated in physical terms, determines the structure of turnover in monetary terms. However, there is no direct relationship between them.

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

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

Decree of the Government of the Russian Federation of 10.01.1998 No. the assortment list of goods of a retail trade enterprise is established independently, however, the seller of the enterprise must coordinate it with Rospotrebnadzor.

Rationality of the assortment (P)- this is the ability of a set of goods to most fully satisfy the really justified needs of various consumer segments.

rationality coefficient- the weighted average value of the rationality indicator, taking into account the real values of the indicators of depth, stability and novelty of goods of different groups, multiplied by the corresponding weighting coefficients.

where K y is the stability coefficient,

K n - coefficient of novelty,

K g - depth coefficient,

Z y, n, g - coefficients of weight or significance.

With a certain degree of reliability, the coefficient of rationality may indicate a rational assortment.

Assortment Harmony (GR)- this is a property of a set of goods of different groups, characterizing the degree of their proximity in ensuring rational commodity circulation, sale and / or use.

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

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

PROPERTIES AND INDICATORS OF THE RANGE

When forming the assortment, the complex of properties and indicators of the assortment is regulated, which requires an understanding of their essence and knowledge of the range of properties and indicators of the assortment (Table 1).

Table 1. - Nomenclature of properties and indicators of the assortment

Names and symbols	Calculation of indicators
properties	indicators
Latitude (W):	Latitude indicators:
real (W L))	valid (W L))	W L = d
basic (W b)	basic (W b)	W b = b
	Latitude factor (K w)
Fullness (P):	Completeness indicator:
valid	valid (P D))	P D \u003d q of a homogeneous group of goods
basic	basic (P b)	P b \u003d b of a homogeneous group of goods
	Completeness factor (K p)
Stability (U)	Sustainability index (U)	Y = y
Stability factor (K y)
Novelty (N)	Novelty index (N)	H = n
Degree (coefficient) of renewal (K n)
Structure (C)	Relative indicator of the structure (Ci) of individual goods (i)
Assortment minimum (list) (A m)	Index of assortment minimum (A m)	A m = m
Rationality (P)	Rationality coefficient (K p) *
Harmony (H)	-

Notes:

2. Explanation of symbols:

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

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

Аi is the quantity of an individual product in physical or monetary terms;

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

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

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

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

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

Range breadth- the number of types, varieties and names of goods of homogeneous and heterogeneous groups. This property is characterized by two absolute indicators - the actual and base latitude, as well as a relative indicator - the latitude coefficient.

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

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

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

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

In a saturated market, manufacturers and retailers strive to meet a variety of needs. When demand exceeds supply, commercial efforts are required to create consumer preferences, which is achieved, among other means, by increasing the breadth of the assortment. Breadth acts as one of the criteria for the competitiveness of firms.

Thus, for manufacturers and sellers, expanding the range is a measure rather forced than desirable.

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

Completeness of the range- the ability of a set of goods of a homogeneous group to satisfy the same needs. Completeness is characterized by the number of types, varieties and names of goods of a homogeneous group. Completeness scores can be real or baseline. Actual Completeness Score is characterized by the actual number of types, varieties and names of goods of a homogeneous group, and the base - by the regulated or planned number of goods. Completeness factor(K P) - the ratio of the actual completeness indicator to the base one.

For example, the assortment of the store includes Swiss, Dutch, Russian, Edam, Suluguni, Roquefort cheeses. The first four items belong to the group of hard rennet cheeses. Therefore, the actual completeness indicator for the group of hard rennet cheeses will be equal to 4. Russian standards provide for 20 types of such cheeses, five more types are imported. Therefore, the base recall rate is 25 and the recall rate is 16%.

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

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

Range stability- the ability of a set of goods to satisfy the demand for the same goods. A feature of such goods is the presence of a steady demand for them. Stability factor- the ratio of the number of types, varieties and names of goods that are in steady demand among consumers (Sh D) to the total number of types, varieties and names of goods of the same homogeneous groups (Sh d).

For example, three out of five types of cheese are in steady demand (see above for an example). Therefore, the stability factor is 60%.

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

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

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

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

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

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

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

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

Assortment structure characterized by the specific share of each type and/or product name in the total set. Indicators of the assortment structure can have natural or monetary terms and are relative. They are calculated as the ratio of the number of individual products to the total quantity of all products included in the assortment. The structure of the assortment refers to the real or predicted assortment and is not applicable to the training assortment, as it shows the relationship between the individual structural elements of the assortment through their quantitative ratio.

The structure of the assortment, calculated in physical terms, differs from the structure of the same assortment in terms of money. This can be illustrated by the example of the structure of the assortment of fabrics given in Table. 2 (prices for fabrics and their quantity are conditional).

As can be seen from the data in Table. 2, the share of paper fabrics in physical terms is almost 3 times higher than in monetary terms. Woolen fabrics have the lowest specific gravity in physical terms and the highest in terms of money.

When regulating the assortment structure, one should take into account the economic benefits of the enterprise in the case of the predominance of expensive or cheap goods, the cost recovery for their delivery, storage and sale, as well as the solvency of the consumer segment that the trade organization focuses on. The choice of indicators of the assortment structure in one expression or another is determined by analytical purposes. If it is necessary to determine the need for storage space, as well as the area for displaying goods, then analyze the structure of the assortment in physical terms. When analyzing the profitability of certain types of goods, the structure of the assortment in monetary terms is taken into account.

Table 4. - The structure of the range of fabrics in natural

and monetary terms

Assortment of goods, types, indicators.

One of the most important commodity characteristics of goods is the assortment characteristic, which determines the fundamental differences between goods of different types and names.

Product range- a list of goods, united on any basis and satisfying human needs.

By location:

1) trade - a list of goods located in the trade network and in the sphere of circulation (GOST 51303-99); Unlike the industrial assortment, the trade assortment usually includes goods from different manufacturers. The exception is branded stores of manufacturing organizations;

2) industrial - an assortment list of goods produced by a certain branch of industry or a separate industrial enterprise (GOST 51303-99);

3) combinator as-t is a set of several groups of goods-in, which are connected by a common demand and satisfy individual needs.

4) a mixed assortment of goods is a combination of food and non-food products of various groups. A mixed assortment is represented, as a rule, by the largest number of groups and types of goods.

By breadth of coverage:

1) simple - a range of goods represented by such types that are classified according to no more than three characteristics; Such an assortment is represented by a small number of groups, types and names of goods that satisfy a limited number of consumers;

2) complex - an assortment of goods provided by such species that are classified according to more than three criteria; This assortment is characterized by a significant number of groups, types, names of goods that satisfy a variety of needs for goods;

3) branded - a set of goods of the same type, but different brands. Such goods can satisfy both physiological needs and social, psychological ones. These are prestigious brands of cars, clothes, shoes, perfumes;

4) expanded - a set of goods that includes subgroups, types, varieties belonging to group 1, but differing in individual characteristics; 5) related - a set of goods that perform auxiliary functions and are not related to this group of goods;

6) mixed - a set of goods of different groups.

According to the degree of satisfaction of needs:

1) rational - a set of goods that satisfy real needs, which depend on the standard of living of the population, the achievements of science and technology;

2) optimal - a set of goods that meets real needs with the most beneficial effect for the manufacturer;

But: with maximum benefit for the consumer at a minimum cost of production and bringing to the consumer.

By the nature of the needs:

1) real - a valid set of goods available in a particular organization of the manufacturer or seller;

2) predictable - a set of goods that will have to satisfy the buyer.

Assortment indicators - a qualitative expression of the properties of the assortment:

1) latitude - the number of species, varieties, the name of goods of homogeneous and heterogeneous groups;

2) completeness - a list of goods of various types, varieties of a homogeneous group;

3) sustainability - the ability of goods to meet the demand for the same goods;

4) update (novelty) - the ability of a set of goods to meet the changed needs at the expense of new goods;

5) assortment list - the minimum - allowable quantities of types of consumer goods.

6) the structure of the assortment is the quantitative ratio of commodity groups, subgroups, types, varieties and names of individual goods in the general set of goods. Assortment structure indicators have physical or monetary terms and are calculated as the ratio of individual groups, types, names of goods to the total number of goods included in the assortment.

7) rationality - a set of goods that satisfies really justified needs that provide a certain level of quality of life.

8) the optimal assortment - a set of goods that meets real needs with the most beneficial effect for consumers.

32. The concept of a range of goods. The difference between the trade assortment and the production one. Assortment systematization indicators.

Assortment of goods - a nomenclature list of types and varieties of goods distinguished by marketing indicators, a list of types and varieties of goods at a manufacturing or trading enterprise.

Industrial assortment - a nomenclature list of goods produced by a particular industry. Production assortment - a list of goods that is in the production program of the enterprise.

Trading assortment - a set of goods sold in the trading network, including goods manufactured by various local producers and imported goods. The trade assortment presented on the shelves of a trade enterprise determines the type of trade enterprise (universal and special, trade enterprises with a combined and mixed assortment) and the form of trade service. In stores of the same type of different sales area, the assortment will vary significantly by the number of types of goods and product groups.

The difference between the sales assortment and the production assortment - The assortment offered by the manufacturer (manufacturing enterprise) is mainly determined by the requirements of technical uniformity in production, the raw materials used, technological knowledge, etc. In a trading enterprise, the assortment is determined by the format of the store, the size of the sales area, the needs and requirements of consumers, the competitive environment, etc. Unlike the industrial assortment, the trade assortment includes, as a rule, goods from different manufacturers. Also: the trade assortment is much wider than the production one, since it is formed by selecting goods by groups, types, varieties, models, styles, sizes and other features.

Assortment systematization indicators:

The breadth of the assortment is a certain number of different product lines (product categories) that is offered to the market, the number of types, varieties and names of goods of homogeneous and heterogeneous groups.

Breadth of assortment - the number of groups and subgroups of goods included in the assortment of the store. According to their share in turnover and stocks, the assortment structure of specialized and department stores is distinguished.

The depth of the assortment - in marketing, the number of varieties per article of goods, the number of products in one assortment group.

Assortment depth - the number of varieties of goods presented within the assortment type. The average assortment depth is calculated as the average number of products in all product lines offered for sale.

The novelty of the range goods - in marketing, the ability to meet changing needs through the use (consumption) of new products.

The novelty of the assortment characterizes the emergence of new varieties of goods for a certain period of time.

Completeness is a qualitative characteristic of the relatedness of the available number of goods according to certain characteristics.

33. Hierarchical structure of the assortment of goods: commodity articles, trademarks, product lines and categories. Concept, essence.

The hierarchical structure of the assortment is the quantitative ratio of product groups, subgroups, types, varieties and names of individual products in the general set of goods that have the nature of subordination. Assortment structure indicators have physical or monetary terms and are calculated as the ratio of individual groups, types, names of goods to the total number of goods included in the assortment.

An article is a symbol assigned to a product in order to distinguish it from another, similar product. Numbers, various names and names, individual letters and combinations of letters (which do not give words), numbers with letters, names with numbers and other combinations are used to designate the article. Over time, the symbol is so associated with the product that, naming the article, they mean the product with all its qualitative features and properties. The article is assigned to the goods only after the expediency of its production is revealed and the technical specifications for the goods are approved. conditions. The article is indicated in price lists, standards, invoices, contracts, product labels, bill cards, and in some cases on the product itself.

Trademark - any name, symbol, number, word, design or image used by a seller or manufacturer to identify his product and distinguish it from similar products of other manufacturers. In other words, a trademark is a combination of the name of a product and its graphic image. It is used for greater recognition by the consumer of the product, narrowing the compared range of products and simplifying the selection procedure, since often the main role in choosing a product is played by its belonging to a certain brand.

A product line (assortment group of products) is a group of products that are closely related to each other by functionality, sharing, sale to the same consumer groups, distribution by the same distribution channels or belonging to the same price range. The goods line of the Lviv Bus Plant, for example, has buses. Each product line needs its own marketing strategy.

A product line refers to a group of products that are closely related to each other in one of the following ways:

Products satisfy the same needs, solve the same problems of customers. For example, the problem of personal transport is solved with the help of bicycles, motorcycles, cars;

The goods are intended for the same clearly defined groups of consumers (goods for newlyweds, for people with a solid complexion, etc.);

Goods are sold by merchants of the same type. For example, an assortment of a city street kiosk;

Prices for goods are in a strictly defined range compared to the bulk of similar goods (goods for the poor, goods for the very rich).

Task number 13:

1. The concept and types of assortment of goods. Range indicators and their definition (structure, completeness, breadth, stability, novelty, rationality and optimality).

Product range- this is a set of goods combined according to any one attribute or their combination. The range of goods is divided into industrial And trade.

Industrial product range produced by a separate industry or a separate industrial enterprise. The industrial assortment is sold by manufacturing enterprises and is the basis for the formation of the trading assortment of individual wholesale and retail trade enterprises. In marketing, the production assortment is usually called the product line of the enterprise. In this case, marketers mean a set of goods united by a manufacturer on some basis - one purpose, the same level of price, etc. Therefore, using this concept is not entirely correct.

Trading assortment of goods - This is an assortment presented in wholesale and retail trade enterprises. It is formed from goods, as a rule, from manufacturing enterprises of different industries based on consumer demand trends. In marketing, the concept consumer product line. Under this term, marketers understand the entire set of goods offered to the market by different manufacturers that satisfy the same need (or a set of identical needs) to varying degrees and at different prices.

Merchandisers should stick to standard terminology that is clear and precise.

The range of consumer goods can be:

- simple, i.e. represented by such species that are classified according to no more than three features;

- difficult - represented by species that are classified according to more than three features;

- enlarged - when the goods are combined according to common characteristics in certain aggregates;

- deployed - presented types of goods.

The desire of enterprises to increase competitiveness is an incentive for the development of a range of goods.

Demand is a flexible, changeable, elastic phenomenon. The size, structure, dynamics, distribution of demand for goods by social groups of consumers depend on a complex of socio-economic, demographic, trade-organizational, national and natural-climatic factors, as well as random, market influences. Therefore, enterprises are constantly updating and expanding their range, adapting it to the growing demands of consumers.

According to the degree of novelty in the assortment, products can be divided into the following groups:

- fundamentally new products having no analogues on the market, created as a result of fundamentally new discoveries and inventions using the achievements of scientific and technological progress. These commodities satisfy a qualitatively new need or raise an old one to a new qualitative level;

- advanced goods, having qualitative differences from analogues presented on the market. They have a wider range and a high level of consumer properties;

- modified goods, presented on the market earlier, but subjected to unprincipled, often aesthetic, improvement (sometimes only the packaging changes);

- market novelty goods, new only for this market; old goods that have found a new scope.

The product update process is called modernization. Changing the properties of a product, giving it new ones is called modification. If the obsolete product is not withdrawn from production and sale, then the appearance of a new or modernized product is called product differentiation.

A large number of types, types and varieties of goods with design, quality, cost differences allows us to satisfy the needs of consumers with different preferences and solvency.

Initially, manufacturing enterprises develop a standard product that is acceptable for most sales markets, then create modifications of a standard product in accordance with the specific requirements of individual market segments (consumer groups).

Consider the production range of passenger cars manufactured by domestic and foreign manufacturers (Table 6.1).

Assortment competition of manufacturing enterprises creates an oversaturation of the market with homogeneous goods (overstocking), but allows trading enterprises to choose the best brands, models, modifications of goods and the most favorable purchase conditions, to form a trading assortment that best suits consumer demand. The basis of the formation and optimization of the assortment is the analysis of its indicators.

An indicator of the assortment of goods is a quantitative characteristic of one or more properties of the assortment.

Professor I. M. Lifits proposes to determine the following indicators when analyzing the assortment:

- breadth of assortment the number of a set of goods allocated according to a certain grouping attribute and presented in the form of a classification grouping;

- completeness of the range the total number of a set of goods;

- assortment structure - the ratio of the sets of goods selected for a certain attribute in the set;

- sustainability of the range - the degree of fluctuation in the number of a set of goods;

- assortment renewal - the intensity of replenishment of the set with new goods and the removal of obsolete goods from it.

During the analysis, the absolute and relative values of the indicators are determined. Absolute indicator determined by counting sets of goods, it can be actual and basic (preferred). Relative indicator obtained by comparing the actual and baseline, it is used to evaluate the range.

The determination of the absolute indicator of the breadth of the assortment is carried out by counting the goods in the set, allocated according to a certain attribute. When determining the relative indicator of latitude, the quantitative composition of the set of goods present on the market, in the catalog, standard is taken as the base indicator.

Determining the breadth of assortment in stores can be carried out as follows.

Initially, the actual breadth of assortment (Shf).

The breadth factor indicates that the breadth of city bikes in stores is not optimal. If the characteristics of the assortment are equivalent, the group indicator of latitude is determined as the average of the values of individual indicators.

Definition completeness of the assortment based on counting the total number of product varieties. The completeness of the assortment determines the possibility of satisfying the needs of buyers when choosing a product from an alternative set and depends on the breadth of each attribute and the pure attributes on which the assortment is formed.

Definition assortment sustainability allows you to set the amplitude of fluctuations in the breadth and completeness of the range. The indicator characterizes the quality of customer service.

The initial data for the calculation are the values of the absolute indicators of the completeness and breadth of the assortment. Fluctuations in the value of the indicator can be characterized by the coefficient of variation.

You can determine the stability coefficient of the assortment (Ky.) by the formula

TO at = 1 - V, (1)

Where V- the coefficient of variation.

Sustainability can be characterized by the stability of the supply of a product. The calculation is made according to the formula:

Where t- the number of days during which this type (variety) of goods is on sale; T - number of working days in a month, quarter.

When examining a range of products with a short life cycle (consumer radio-electronic equipment, computer equipment, perfumes, clothes, shoes), it is necessary to evaluate range update.

Base update rate calculated by the formula

where m is the period of obsolescence of the goods.

Actual update rate (Qf) is calculated as the share of new modifications of goods in the range of goods on sale:

N o - the number of new product samples, pieces; N- the total number of product samples.

Relative update rate (K o is calculated by the formula

50 models of cell phones (N = 50) are sold in the communication salon; During the year, 15 phone models were replaced with new ones ( N o = 15). Calculation:

When researching the market and the range of goods, the most informative information is provided by the analysis of the structure of the range, the volume of sales of goods sold for the corresponding periods of time.

In commodity science and practical marketing, when analyzing the structure of the assortment, the concept of "assortment group" is used - a set of goods united by signs of the identity of the principles of operation (for example, an assortment of TVs) or the commonality of selling to the same categories of consumers (children's clothing), or selling through one and the same the same group of trading enterprises (pharmacy goods), or trade in a certain range of goods (range of cheap goods).

A comparative analysis is carried out for each selected (assortment) group. As part of the comparison, a coefficient is established that characterizes the compliance of the assessed assortment with the base one.

The most important element of the analysis is the correct definition of the characteristics of a group of goods. As a rule, this is the purpose, the nature (type) of the source material, the gradations of quality and prices, the types of products, their parameters (size, growth, etc.), i.e. signs that determine the possibility and completeness of satisfaction of needs.

For example, when analyzing the structure of an assortment of clothes, it is important to determine the proportion of products for seasonal purposes (functional, group structure of the assortment), the nature of the source material (morphological structure of the assortment). Then the intraspecific structure is established in terms of size, height, complexity of styles, etc.

The share of goods is determined in quantitative and cost terms.

The analysis of the structure of the assortment provides the possibility of forming a rational assortment, i.e. one that satisfies consumer demand and provides the greatest profit to the enterprise.

Based on the results of the assortment analysis, an action plan and recommendations for its formation and optimization are drawn up.

Assortment Property - a specific feature of the assortment, which manifests itself during its formation. Assortment index - a quantitative expression of the properties of the assortment, while the number of types and names of goods is subject to measurement. Assortment Properties characterized by quantitative and qualitative indicators. As a rule, each of the properties of the assortment can be expressed in absolute and relative terms. When forming the assortment, the complex of properties and indicators of the assortment is regulated, which requires an understanding of their essence and knowledge of but! nomenclature of properties and assortment indicators Assortment index - a quantitative characteristic of the property of the assortment. Range breadth - the number of types, varieties and names of goods of homogeneous and heterogeneous groups. This property is characterized by two absolute indicators: the actual and base latitude, as well as a relative indicator - the latitude coefficient. Actual latitude (W) - the actual number of types, varieties and names of goods available. Base Latitude (WB) is the latitude taken as the basis for comparison. The number of types, varieties and names of goods regulated by regulatory or technical documents (standards, price lists, catalogs, etc.) or the maximum possible can be taken as the base latitude. The choice of criteria for determining the base latitude indicator is determined by the goals set. For example, when analyzing the assortment and competing stores, the maximum list of goods available in all surveyed stores can be taken as the baseline. The concept of breadth is closely related to the property - the depth of the range. Assortment depth - the number of different types, models included in one product group. Based on the fact that the depth of the assortment is the number of different types, varieties, models included in a product group, two approaches to calculations can be noted. The first - the depth of the assortment is determined by the number of levels in the hierarchical classification, on which the assortment of a given enterprise is presented. The second is the number of types and varieties of goods of a certain commodity group. The foregoing demonstrates the close relationship between the concepts of "depth" and "fullness". Completeness of the range characterized by the number of types, varieties and names of goods of a homogeneous group. Completeness scores can be real or baseline. The actual indicator of completeness is characterized by the actual number of types, varieties and names of goods of a homogeneous group, and the base indicator is characterized by the regulated or planned number of goods.

Completeness factor (Kp) - the ratio of the actual completeness indicator to the base one. The indicators of the completeness of the assortment have the lowest value in a saturated market. The greater the completeness of the assortment, the higher the likelihood that consumer demand for goods of a certain group will be satisfied. The increased completeness of the assortment can serve as one of the means of stimulating sales and satisfying a variety of needs due to different tastes, habits and other factors. Although an excessive increase in the completeness of the assortment can also make it difficult for the consumer to choose, therefore, completeness should be rational. Correspondence of the assortment of goods to demand - the ability of a set of goods to satisfy the demand for the same goods. A feature of such goods is the presence of a steady demand for them. The coefficient of conformity of the assortment to demand is the ratio of the number of types, varieties and names of goods that are in steady demand among consumers (Shs) to the total number of types, varieties and names of goods of the same homogeneous groups (Shd). Identification of goods that are in steady demand requires marketing research by methods of observation and analysis of documentary data on the receipt and sale of various goods. Manufacturers and sellers most often seek to expand the number of products that are in steady demand. However, given the constant change in needs, the sustainability of the range must be rational. Novelty (updating) of the assortment - the ability to choose products to meet changing needs through new products. Novelty (N) is characterized by the degree of renewal (K,), which is expressed through the ratio of quantity. Commercial activity. new products to the total number of product items (or actual breadth). Update - one of the directions of the rational formation of the assortment - is carried out, as a rule, in a saturated market. But even in a saturated market, updating the assortment may be the result of a shortage of raw materials, production capacities necessary for the production of previously produced goods. The structure of the assortment is characterized by the specific share of each type and name of goods in the total set. In the methodology for assessing the optimal structure of the assortment, one should take into account: » method for calculating the share of goods; the choice of the base value as a criterion for the optimal structure of the assortment; choice of an indicator of the optimal structure. Indicators of the assortment structure can have natural or monetary terms and are relative. They are calculated as the ratio of the number of individual products to the total quantity of all products included in the assortment. The structure of the assortment refers to the real or predicted assortment and is not applicable to the training assortment, as it shows the relationship between the individual structural elements of the assortment through their quantitative ratio. When regulating the assortment structure, one should take into account the economic benefits of the enterprise in the case of the predominance of expensive or cheap goods, the cost recovery for their delivery, storage and sale, as well as the solvency of the consumer segment that the trade organization focuses on. The choice of indicators of the assortment structure in one expression or another is determined by analytical purposes. If it is necessary to determine the need for storage space, as well as the area for displaying goods, then analyze the structure of the assortment in physical terms. When analyzing the profitability of certain types of goods, the structure of the assortment in monetary terms is taken into account. Rationality of the assortment - the ability of a set of goods to most fully satisfy the really justified needs of different segments of consumers. rationality coefficient - the weighted average value of the rationality indicator, taking into account the real values of the indicators, breadth, completeness, stability and novelty, multiplied by the corresponding weighting coefficients. When determining the rationality ratio of the assortment, all of the above indicators should be taken into account, taking into account the degree of significance or weight coefficient for each indicator. The weighting coefficients are determined by an expert, they characterize the specific share of the indicator in the formation of consumer preferences that affect the sale of goods. The complexity of their calculation lies in the fact that there are no common weight coefficients for all or at least for a group of goods. They are specific to each product. The harmony of the assortment - a property of a set of goods of different groups, characterizing the degree of their proximity in ensuring rational commodity circulation, sale and use. The group assortment and its varieties are distinguished by the greatest harmony, the mixed assortment is the least harmonious. Harmony provides a qualitative characteristic of the assortment and is not measured quantitatively, as a result of which this property is descriptive.