Functions of wholesale pharmaceutical organizations. The essence of the organizational and economic mechanism of wholesale trade Purpose of wholesale trade
An important link that provides the necessary intensity and acceleration of the process of commodity circulation in the transition to market relations is wholesale trade, the main task of which is the trade in goods with their subsequent resale or professional use. By organizing the movement of goods through distribution channels, wholesale trade contributes to the synchronization of production and consumption of goods.
Being an integral part of a unified system of commodity circulation, wholesale trade requires a radical restructuring. Therefore, one of the important long-term tasks of state policy in the development of wholesale trade is its structural restructuring, which provides for the spread of such forms of its organization that should be maximally oriented towards small business among users of wholesale services.
In recent years there has been a sharp decline in the volume of wholesale operations. The role of wholesale enterprises in supplying retail trade enterprises with goods has significantly decreased. In this regard, the second important task of the state policy in the field of development of wholesale trade is to stop the decline and stabilize the volume of wholesale operations.
The existing potential of the wholesale link should be actively used to stimulate and fully support inter-regional integration processes in the consumer market.
The existing material and technical base of wholesale trade was created over many decades. Warehouse needs updating. This should happen not only through the construction of new modern warehouses equipped with progressive technological equipment, but also through the reconstruction and technical re-equipment of existing warehouses, rationalization of the existing material and technical base.
Among other tasks of the state policy in the field of development of wholesale trade, it is necessary to note the development competitive environment and overcoming monopoly in the market of wholesale trading activities, as well as stimulating the work of the wholesale link to introduce active forms of promotion of domestic goods on the market.
In connection with the new tasks put forward for wholesale trade, the goals of its development should be:
- * Creation of a developed structure of distribution channels;
- * maintaining the proper intensity of commodity flows;
- * formation of reserve sources of financial support for the process of distribution;
- * Ensuring savings in total distribution costs.
In the market-oriented system of economic relations, the functions of wholesale trade also change. So, in relation to wholesale buyers, its functions should be reduced to:
- - assessment of needs and demand;
- - transformation of the industrial assortment into a commercial one;
- - accumulation and storage of commodity stocks;
- - delivery of goods;
- - lending;
- - information and consulting services.
The functions of wholesale trade in relation to suppliers of goods should be as follows:
- - concentration of commercial activities;
- - support for the process of transfer of ownership of goods;
- - investment support for the process of product distribution;
- - minimization of commercial risk;
- - Marketing service.
The reorientation of wholesale trade in terms of purpose and functionality will not only create conditions for deepening reforms in trade, but will also ensure the strategic stability of the consumer market as a whole.
Historical development process commodity economy contributed to the isolation of the sphere of circulation and the allocation of intermediary industries in it - wholesale and retail trade. Wholesale trade precedes retail, as a result of wholesale, goods do not enter the sphere of personal consumption, they either enter production consumption or are purchased by retail trade for sale to the population. The concept of wholesale trade and its essence throughout the entire period of development economic theory is the subject of research and study.
Thus, some researchers propose to separate the interpretation of this phenomenon in a broad and narrow sense.
An extended interpretation means that the buyer does not purchase the goods for his own consumption, but for further processing or resale for profit. In a narrow sense, wholesale trade is interpreted as the activity of special commodity enterprises of domestic trade, with the participation of which an act of exchange is carried out between the seller and the buyer. Wholesale trade, being the most important link in the free interaction between the participants in the sale and purchase act, implements this act in large volumes, in large consignments of goods.
Another part of the scientists, in particular, Professor A. V. Zyryanov, proposes to consider wholesale trade in relation to macroeconomics and the microlevel of the economy. The macroeconomic aspect of organizing wholesale trade involves:
- -- study of the intra-industry composition of the sphere of circulation;
- -- analysis of the species composition and structure of wholesale enterprises in various sectors of the economy.
The microeconomic analysis of wholesale trade covers the study of the internal organization of wholesale firms and enterprises.
Wholesale trade occupies an important place in the economy of market states, as it has a number of advantages for manufacturers:
- · delivers goods without significant change in their appearance - to processors, resale agents and large consumers;
- · unloads the sales authorities of the manufacturer, since there is no need to issue a lot of invoices, invoices, accounting documents and other documentation;
- · the costs associated with the sale of products are reduced, since instead of a large number of small retailers, deliveries are made to a small list of large wholesalers.
Thus, wholesale turnover is the total volume of sales of goods by manufacturing and trading enterprises, as well as by intermediaries to other enterprises and legal entities for subsequent sale to the population or for industrial consumption.
The role and purpose of wholesale trade is most clearly seen when considering its functions.
At the macro level, wholesale trade performs the following functions:
- 1. integrating - ensuring the relationship between partners in the supply of products, to find the best channels for marketing products;
- 2. evaluation - determining the level of social necessary costs labor through pricing;
- 3. organizing and regulating - ensuring the rational construction and harmonious functioning of economic systems with the help of impulses that stimulate structural changes.
The macroeconomic functions of wholesale trade are transformed at the micro level into various functions of wholesale trade enterprises:
- o economic integration of territories and overcoming the spatial gap;
- o transformation of the production range of goods into a trade;
- o formation of commodity stocks for insurance against changes in demand for goods;
- o price smoothing;
- o storage;
- o refinement, bringing the product to the required quality;
- o packing and packing;
- o lending to its customers, especially small retailers;
- o marketing research of the market and organization of advertising campaigns.
The functions of wholesale trade can also be divided into two types: traditional - mainly organizational and technical (organization of wholesale sales, warehousing, storage of stocks, transformation of the range of goods, their transportation) and new ones - arising under the influence of market development. The development of market relations contributes to the emergence of new elements in the activities of wholesale enterprises. For example, providing a variety of management and consulting services to its clients. The list of specialized services includes consultations on the operation of goods, especially technically complex ones, their repair and warranty service.
The organization of the wholesale purchase and sale is one of the most important functions of the wholesale trade since in the process public division labor, she isolated herself into an independent sub-branch of trade. When contacting product manufacturers, wholesalers act as representatives of demand, and when offering goods to buyers, they act on behalf of the manufacturer. With the help of wholesale trade, the buyer in the face of retail trade saves time, as it is freed from purchases from many manufacturers, reduces material costs associated with the storage, formation of an assortment of goods and their delivery.
It is a well-known fact that the storage of stocks at a wholesale enterprise is much cheaper than their placement in a retail network. Especially great importance has storage by wholesale organizations of goods, the production and demand for which are seasonal. Unfortunately, the proportions of stock placement in the wholesale and retail trade in the Russian Federation are far from optimal. Considering in this regard the experience of storing goods in foreign countries, it should be noted that the wholesale link plays a leading role in the accumulation of inventory. Wholesale organizations are more adapted to the specialized performance of storage functions. Retailers, having strengthened ties with wholesale suppliers, are freed from the maintenance of a significant part of the inventory. At the same time, the size of the utility rooms of stores is reduced, therefore, the area is increased. trading floors, the number of personnel serving previously near-store warehouses is decreasing.
Transfer for storage to wholesalers finished products, raw materials, materials is also beneficial for industrial companies, especially those with a seasonal production cycle.
Associated with the product storage function is the assortment conversion function. The list of operations combined in this function includes:
- · sorting of goods, their complete set;
- · crushing and consolidation of batches of production, its standardization.
Thus, wholesalers transform the industrial supply of goods into assortment groups corresponding to the demand of individual buyers.
The need for this function is especially relevant in modern conditions, when, due to the development of specialization, production is effective only with the release of mass batches of goods, and consumption is increasingly characterized by an increase in the range of products with small volumes of purchases of individual goods.
Wholesale enterprises organize the delivery of goods to various regions of the country, thereby improving the territorial division of labor. Implementation of the transport function wholesale activity manifests itself during the delivery of goods from the warehouses of enterprises to retail network or non-market consumers in their region.
The above functions are carried out by wholesale enterprises from the moment of their occurrence, that is, separation in the sphere of circulation. In the same time further development and the improvement of the activities of wholesale enterprises is impossible without the fulfillment of tasks that were previously unconventional for them, arising under the influence of market requirements.
In particular, wholesale trade is designed to become a center for concentrating and transmitting information on market research issues, that is, they are called upon to perform an information function. Wholesalers using their position as a crossing point information flows, are able to fully ensure the collection, accumulation, processing of commercial information and, having summarized and analyzed it, transfer it to the supplier or buyer.
Marketing research for the purpose of studying the market and further transferring this information includes the following elements: determining the market capacity, characterizing the market situation, studying the market opportunity, determining the current and future needs of the buyer, and others.
Of great importance is the development of such a function of wholesale trade as commercial lending and transaction financing. In practice, wholesale firms often finance the manufacturer by providing him with an order for a certain product with a guarantee of its sale and paying in advance a part of the ordered batch of products. As for retail organizations, here wholesale enterprises provide financing by selling goods to them with deferred payment.
Loan conditions vary. They depend on the size of the trade transaction, the creditworthiness of the buyer, the quality of the goods sold, and the economic situation.
An important direction in the development of the wholesale trade function in the process of forming market relations is the development of management and consulting services.
Thus, among the main tasks that wholesale trade should solve, the following come to the fore:
- 1) collection and creation of a market research data bank with current and future forecasts of the state of supply and demand for industrial and technical products and consumer goods;
- 2) placement of production of goods in strict accordance with the actual needs of consumers in terms of assortment, quantity, quality;
- 3) timely, rhythmic, high-quality provision of consumers in accordance with the received orders, agreements and contracts;
- 4) the formation of commodity stocks and the organization of warehouse storage for the purpose of operational maneuvering or in case of covering the current and unforeseen needs of customers;
- 5) introduction of progressive forms and methods of wholesale trade using highly mechanized loading and unloading means of mobile transport, highly efficient types of reusable packaging;
- 6) wide use economic methods regulating and stimulating the entire system of relationships between the wholesale trade process between suppliers, intermediaries and buyers while maintaining a sufficient share of commercial success for everyone;
- 7) obtaining the maximum possible cumulative savings as a result of reducing the level of distribution costs at all stages of the implementation of the wholesale trade process.
Despite the positive developments in the market economy, and above all its commercialization, demonopolization and numerous opportunities for free competition, the current state of wholesale trade also needs to solve a number of problems, such as the formation of market infrastructure elements.
Consequently, topical issue is a general assessment of the activity of wholesale enterprises of the Russian Federation on present stage economic development.
Under wholesale trade refers to any activity of selling goods or services for their further resale or industrial use. In this case, the wholesaler can be both individual as well as the firm. It is only important that the main activity is wholesale trade.
The main functions performed by the wholesale trade are:
Collection and processing of information about demand, buyers and offers;
Procurement and formation of a product range. The wholesaler has the opportunity to purchase goods of the widest range in large quantities from different producers;
Selection, sorting and formation of the most acceptable supply lots for the buyer. The wholesaler, on the basis of large batches of deliveries, forms small ones, if necessary, sorts them, packs them, etc.;
Warehousing and storage of goods;
Transportation of goods. Sometimes wholesalers provide direct delivery of goods to the places of their sale;
Participation in the promotion of goods on the market;
Risk distribution. Wholesalers take the risk of theft, damage and obsolescence of stock;
Financing of deliveries and sales. This can be either an advance payment for the delivered goods to the manufacturer, or a credit to the seller or buyer;
Provision of consulting services.
The number of listed functions and the level of their implementation depend,
2 .Essence and functions of retail trade. Retail Features.
Under retail refers to any activity for the sale of goods and services to end customers who purchase them for the purpose of consumption.
The main functions of retail trade are due to the need to create the most favorable conditions for potential buyers to meet their needs and requirements for individual goods. The goods offered in retail trade must have the required quality indicators and be presented in the required assortment, in a certain place and at a time acceptable to the buyer. To make all this happen, retail ensures the following main functions:
Identifies real needs and requirements for goods;
Taking into account real needs, it forms a range of goods and services, organizing deliveries from a wide range of suppliers;
Makes payment for incoming goods;
Carries out various operations for the acceptance, storage, labeling of goods, sets prices for them;
Provides suppliers and buyers with forwarding, consulting, information and other services;
Participates in the promotion of goods on the market, which is ensured through advertising, sales promotion, as well as direct work of trade workers with buyers.
64. Technology effective sale product. Sales promotion methods. Advertising activity.
Stages of sales technology
Sales techniques, the stages of which involve working with customers, are different, namely practical use gives the manager's approach to a potential buyer. The seller of the product must understand what technique is most effective at the moment of communication with a potential buyer.
Consider in tabular form the main stages of sales, this:
| Sales stages, names | Seller's actions |
| Greeting the buyer, getting to know each other. | An attempt to establish informal contact with the buyer, you must definitely introduce yourself, make it clear that you are ready for a conversation, start an active conversation. |
| Disclosure of client needs. | Important point conversations when it is necessary to find out what exactly the buyer wants, for what purposes, perhaps, to offer an alternative product. |
| Advertising, product presentation. | You can keep up the conversation about the quality output of products, offer the goods of interest to the client from the favorable side. |
| Acceptance of questions, refutation of objections. | When there are no questions, the client can leave, and when there are, it is necessary to work them out, making sure that it is not clear to the buyer to correctly answer him with conviction in the purchase. |
| Checkout | Completing the transaction by selling the goods, you can offer services and help in its delivery if the buyer has doubts. |
Among sales managers, there are their own slang stages of contacts with the buyer, let's consider how they complement the main stages, are part of them, namely:
Being “on the same level” with the client is when the seller of the product tunes in to the client, be able to also reflect his speech and behavior, be open when the buyer is talking, openly with the seller;
Make it clear to the potential buyer that you support him "on the same side with him", respond to his request, do everything you can for him. This may be a price reduction or a change in delivery times, if you are not competent, make it clear that you will definitely talk to management about this;
Non-verbal contact, at the level of a light touch on the arm or shoulder, determines the “magic of contact”, the method is especially effective in heterosexual communication;
“a compliment is always pleasant”, the method is perceived with a bang, a person is pleased that they speak well of him, about his appearance or abilities, he must have polite intonations, a pleasant smile, so that everything looks real, not “sycophancy”;
In a conversation about a product, everything suits the buyer, but its cost causes a strong reaction, the “we offer a bonus” method can mitigate negative information, it works when the seller announced the cost and immediately started talking about the bonus;
Having pre-possessed information about the products, analyze possible questions, answer them and add them to your presentation;
The favorite tactic of all sellers, “yes, but”, is when you have to agree with the client on all issues, but justify your position with reason.
Each sales manager has his own developments that he applies, these are just the directions for creative work.
Sales promotion-; the use of a variety of incentives designed to accelerate and/or enhance the market response. Incentives include: 1) stimulation of consumers (distribution of samples, coupons, offers for a refund, packages sold at a reduced price);
2) stimulating the sphere of trade (offsets for the purchase, provision of goods free of charge, offsets to dealers for the inclusion of goods in the nomenclature, joint advertising, issuance of bonuses, holding trading competitions dealers);
3) stimulation of the company's own sales staff (by awards, competitions, sales conferences). The solution to the issues of sales promotion of goods is based on the calculation of the costs of motivation for one of following methods:
1) the method of calculation from cash or the capabilities of the commodity producer;
2) the method of calculation as a percentage of the amount of sales;
3) the method of competitive parity or equilibrium, reflecting the collective wisdom of the industry;
4) calculation method based on specific goals and objectives. Motivation includes all types of marketing logistics
Information Support, market research, stimulation of increasing the competitiveness of goods, organization of the activities of all departments of the logistics system from the standpoint of marketing, advertising, product distribution, marketing planning and control.
Source: https://znaytovar.ru/s/methody-stimulirovaniya-sbyta.html
Advertising is a kind of non-personal form of communication. It is carried out with the help of media. Advertising is intended to various tasks enterprises (usually in the field of increasing profits). Promotion paid from special funds is formed in such a way as to arouse the maximum interest of potential consumers in a product or service. Advertising activities in Russia include, in addition to direct advertising in the media, etc., the distribution of souvenirs, printed publications, exhibitions and other events that raise the prestige of the manufacturer or product. All types of promotional activities are designed to stimulate trade. - Organization promotional activities, like any process, has its own functions: studying the demand for a product, determining its niche in the market; compiling a list of goods that need advertising; creating a campaign plan; working out the budget together with the advertising agency, determining the costs for all types of proposed promotions; conclusion of an agreement with advertisers, provision of product samples, necessary information, data; technical consultations, development and editing of layouts, coordination of activities; advertising agency bills. If the company does not connect agencies to advertising, then it must work out the campaign on its own, adhering to a similar plan. Only in this case, advertising activities will be able to have a sufficient impact on the formation of consumer demand and the behavior of the consumer audience. - To grow profits, it is necessary to build a promotion in such a way that it covers as many potential buyers as possible. This cannot be achieved without demand study and analysis target audience. Sun umbrellas will not be a hit in Antarctica. Given this, it is necessary that advertising activities be based on scientific basis. Distinguish the following activities: Directly advertising. It can be placed in print media, the Internet, radio, etc. Sales promotion. The efforts that the manufacturer directs to enhance consumer demand. These can be competitions among sellers or buyers, discounts, gift promotions, prizes, sweepstakes. Building a public reputation. The efforts of manufacturers and sellers in this area should be aimed at creating in the minds of the buyer, client or potential business partner a stable positive image of the company (service, product), which for them can be an adviser and assistant. Radio and the press are not enough here, other creative forms of image creation will be required: exhibitions, festivals, etc. In the broadest sense, public relations events should cover public opinion and behavior, industrial and financial relations, relations with buyers, sellers, manufacturers, and even government (at least at the regional level). During this period, not just advertising, but propaganda is appropriate. Publications placed not on a paid, but on an editorial site, press responses (Internet, television, etc.), fairs, creation / maintenance of the company's style and, first of all, sponsorship work perfectly. The authority of the enterprise is formed on the basis of dissemination of information about the leading position of the company in the production or sale of goods, especially exclusive ones. The buyer must believe that the production of such goods requires complex multi-level research, highly qualified specialists involved in design and execution, and the latest, very sophisticated technologies. Development trademark. Such an organization of advertising activities will create an image of the enterprise, which, in turn, will lead to an increase in profits. Promotion should be carried out by specialists who have received special education.
Advertising - information disseminated in any way, in any form and using any means, addressed to an indefinite circle of people and aimed at drawing attention to the object of advertising, generating or maintaining interest in it and promoting it on the market.
Approval of texts, scripts, etc.; - payment.
3. Advertising distributor (advertising agencies): - carry out relationships with the media, placing orders in them and controlling their implementation; - create advertising products on the basis of orders received from advertisers, develop plans for integrated advertising campaigns, other promotional activities, using the potential of both creative and technical specialists; - make settlements with advertisers and mass media; - cooperate with printing houses, studios, advertising combines, freelance specialists.
An advertising appeal is a paid informational message in any printed publication intended to appeal to a mass audience in order to inform, promote, induce, persuade to purchase a particular product or service.
1. Informational texts - should be simple and concise.
2. Reminding - brief.
H. Inspiring texts - must contain repeated repetition of the name of the product.
4. Persuasive texts in an emotional form focus on the merits of the product.
1. Introduction
2. Situational analysis: - Problems of advertising use; - Favorable opportunities for the use of advertising;
3. Key strategic decisions A: - Purposes of advertising; - The target audience; - Competitive advantages of the goods; - Image and characteristic features of the goods; - Item position.
4. Creative plan
5. Media plan
6. Communication plan: - sales promotion; - public relations; - direct marketing; - personal selling; - sponsorship, merchandising, packaging, point-of-sale advertising
7. Implementation and evaluation
Legislative bases:
According to Art. 18 of the Law "On Advertising" social advertising represents public and state interests and is aimed at achieving charitable goals. The Federal Law "On Advertising" does not allow the use of unfair, inaccurate, unethical and other types of illegitimate advertising.
66. Public relations. Functions and methods of public relations. Direct marketing. In-store and out-of-store form of direct marketing. The role of sales personnel in marketing communications.
Public relations is the activity of a firm to establish public relations, with the necessary social environment in order to shape public opinion, direct thoughts, feelings and behavior certain groups people to solve the problems of the company.
The private goals (tasks) of public relations are:
- formation of the company's image; - ensuring communication of the company with the media;
– work with the population; – work with public organizations; – work with authorities and authorities;
– work with partners and competitors; – informing the public; – sounding public opinion; – tracking (monitoring) of public opinion; - representative activity; – prevention of conflicts; - formation of a circle of "friends of the company"; - overcoming the crisis of the company; - sponsorship.
Goals of public relations. This is strengthening the position of an enterprise or organization in a market environment, increasing competitiveness and performance, creating and maintaining a positive image.
Functions and methods of public relations.
Direct marketing is the art and science of directly influencing the consumer in order to sell a product or service and develop a direct relationship with the client.
Forms of direct marketing
There are the following forms of direct marketing: - direct mail marketing; - catalog marketing; - telemarketing; - television marketing; - electronic commerce.
In-store and non-in-store forms of direct marketing. The role of sales personnel in marketing communications.
67. Planning of marketing activities, basic principles and objectives. Directions marketing planning(grocery and production). The structure of the marketing program.
Planning is a type of activity related to setting goals and actions in the future. A plan for the optimal allocation of resources to achieve the goal.
Effective internal planning implies the need to comply with the following basic principles:
It must have the necessary flexibility and adaptability, i.e., respond in a timely manner to changes external environment enterprises;
Planning should be done, first of all, by those who will then implement the developed plans;
The level of competence in planning should correspond to the level of competence in relation to the management of enterprise resources.
Planning in marketing is aimed at solving the following main problems:
Definition of goals (for example, differentiation of goods taking into account selected market segments, development of new goods or markets, solving the problem of competitiveness, etc.), as well as the basic principles and criteria for evaluating the planning process itself;
Formation of the structure and reserves of private plans, the nature of their interconnection (for example, linking plans for the sale of goods in certain market segments, marketing and production activities foreign branches and branches, etc.);
Determination of the nature of the initial data necessary for planning (state and prospects of the market, current and prospective needs of the end users of the enterprise's products, forecast data on changes in the commodity structure of foreign markets, etc.);
Definition common organization planning process and framework (levels of competence and responsibility of managers, rights and obligations of organizational and structural divisions of the enterprise, etc.).
The planning procedure should be a dialogue between the highest levels of management, dealing with strategic problems, and the lower ones, solving tactical problems.
Directions of marketing planning (product and production)
The standardized (typical) structure of the marketing program contains:
Characteristics and forecast of the development of the target market, including factors of the macro- and micro-environment of marketing; the market position of the company with the rationale for the choice of strategy and tactics of behavior in the target market; a marketing complex with justification of developments in product, communication, marketing, pricing and personnel policies; sources of funding for the program and control over its
implementation.
68.Organization of marketing service. Two levels of marketing service management. Tasks that solve marketing services.
The formation of a marketing service is not a formal allocation of a special unit, but, first of all, a reorientation in its activities to the requirements of production and the market.
The marketing service does not appear immediately, but is formed gradually, gradually combining the main marketing functions that were previously dispersed throughout individual divisions(market research, advertising, assortment formation, trade, pricing policy, etc.)
Marketing services include two levels of management: 1) central marketing departments (departments); 2) operational departments (sectors).
In the general apparatus of enterprise management, central marketing services are not just subdivisions for servicing production and sales, but coordinating, planning and controlling bodies of strategic production and marketing management. Marketing services not only regulate the sale of goods, but also directly participate in the management of the production programs of enterprises, depending on the specific requirements of consumers for manufactured products.
The main task of the marketing service is to focus on the consumer, constantly monitoring his needs, as well as analyzing the activities of competitors: determining their strengths and weaknesses and possible market actions.
In the process of implementing marketing at the enterprise, the following tasks are solved: a comprehensive study of the market; identification of potential demand and unmet needs; planning the product range and prices; development of measures to fully meet existing demand; planning and implementation of sales; development of measures to improve management and organization of production.
The marketing service should determine the directions for improving marketing activities, develop and achieve the implementation of plans and programs for marketing activities; communicate marketing information to all departments of the enterprise.
69. Structures of marketing services (functional, product, geographical, consumer, matrix), their advantages and disadvantages. Basic requirements for building marketing services.
Functional organization marketing is the simplest. Specialization, clear delineation of competence, standardization management processes determine the high efficiency of this organizational structure. However, its effectiveness usually decreases as the range expands and the number of markets increases. Existing problems: difficulties in coordination; the need to transfer the solution of tasks that go beyond the competence to the highest level; lack of motivation among employees due to a lack of understanding of the ultimate goal.
The product (commodity) organizational structure is characterized by the fact that the manager has the ability to coordinate and control all work on the product (group, product family), knowing its market opportunities well. Disadvantages: high possibility of conflicts with unclear separation of powers, product implementation by functional managers.
The geographical organizational structure allows you to specialize in certain territorial zones, knowing their consumers well. The disadvantage is the need for well-established coordination with other "geographical" divisions and functional services.
The main advantage of a market organizational structure is the concentration of market activity in target markets: the disadvantages are basically similar to those in the presence of a product (commodity) organizational structure.
The matrix organization of the marketing service is based on systems approach, is characterized by structural flexibility if it is necessary to adapt to new operating conditions. Along with permanent functional departments with a matrix organizational structure, temporary project teams are created to solve specific problems. Project team leaders involve specialists from other departments located at different levels of the hierarchy to perform work.
Basic requirements for building marketing services:
1. Flexibility, mobility, adaptability. These qualities are necessary not only for the actual marketing structure of the company, but also for its organizational and managerial mechanism as a whole. The marketing service is the “drive belt” that sets the rhythm of work for the entire company required by the market, gives it the features of flexibility and adaptability to changing market conditions. Flexibility is provided by the ability of the organizational structure to change its forms in a timely manner when changing strategic objectives, and the possibility of change should be inherent in the structure itself.
2. The simplicity of the marketing organizational structure is an indispensable condition for its effectiveness. The complexity of the structure always causes a rise in the cost of the management process, makes it more cumbersome, and therefore less susceptible to ongoing changes. Simplicity is also one of the conditions for the effectiveness of communications between departments of the marketing service and the presence of a small number of its links.
3. Correspondence of the scale, complexity of the structure of the marketing service with the structural and spatial dismemberment of the organizational structure of the company, the features of the profile of its activities, the nature of strategic goals and their corresponding tasks.
4. Correspondence of the organizational structure of marketing to the nature of the products produced, the breadth, completeness and depth of the assortment. This means that any organizational structure must be based to some extent on the commodity principle.
5. Orientation of the organizational structure of marketing with all its competitive differences to end consumers. Any organizational structure that does not adhere to this principle is ultimately doomed to failure.
6. Endowment of the marketing organizational structure with due rights, including coordinating ones, which allow it to integrate all the economic activities of the company in order to achieve market goals.
70. The policy of the enterprise in the field of quality. Ways to improve the quality of goods. Organization of quality control.
Quality Policy- the main directions and objectives of the organization in the field of quality, formally formulated by top management.
The main goal of the policy enterprises in the field of quality should be a stable assurance of the quality of products and services that meet the requirements and expectations of consumers.
Quality Policy this is the fundamental basis from which the formation of a quality system begins. It is an element of the general policy of the enterprise (it includes economic, commercial, social, environmental and technical policies) and is approved by top management. Its development and implementation is carried out independently by each enterprise.
The policy should be consistent with the organizational goals and objectives of the supplier, the expectations and needs of the consumer.
The company's management should take all measures that would ensure that the quality policy is understood, implemented and reviewed at all levels of the organization. The company's policy indicates that its management adheres to clearly defined approaches and principles, based, as a rule, on a certain quality philosophy.
documented and signed the head of the enterprise, the quality policy enables all employees, as well as consumers and suppliers, to get a clear idea of \u200b\u200bthe official attitude of the enterprise management to quality. It should be formulated in such a way as to relate to the activities of each employee, and not just the quality of products or services offered by the enterprise. Its wording should be short and easy to remember. Examples of quality policies of various foreign firms and domestic enterprises are given below.
The standard requires that the management of the enterprise, along with the policy, define and document quality objectives and its commitment to quality.
The management of the enterprise must bring the company's policy in the field of quality (as well as its obligations) to each employee of the enterprise.
Control- this is the process of determining and evaluating information about deviations of actual values from given values or their coincidence and analysis results. You can control the goals (goal / goal), the progress of the plan (goal / will be), forecasts (will be / will be), the development of the process (will / be).
The subject of control can be not only performing activities, but also the work of a manager. The control information is used in the regulation process. So they say about the expediency of combining planning and control in single system management (Controlling): planning, control, reporting, management.
Control is carried out by persons directly or indirectly dependent on the process. Verification (revision) is control by persons independent of the process.
The control process must go through the following stages:
1. Definition of the control concept (comprehensive control system "Controlling" or private checks); 2. Determining the purpose of control (decision on the appropriateness, correctness, regularity, effectiveness of the management process); 3. Check planning:
a) objects of control (potentials, methods, results, indicators, etc.); b) standards to be checked (ethical, legal, production); c) subjects of control (internal or external control bodies); d) control methods; e) the scope and means of control (full, continuous, selective, manual, automatic, computerized); f) the timing and duration of inspections; g) the sequence, methods and tolerances of inspections.
4. Determining the values of actual and prescribed.5. Establishing the identity of discrepancies (detection, quantification) .6. Making a decision, determining its weight.7. Solution documentation.8. Metacheck (validation check).9. Communication of the decision (oral, written report).
10. Evaluation of the solution (analysis of deviations, localization of causes, establishment of responsibility, study of possibilities for correction, measures to eliminate deficiencies).
Types of control are distinguished by the following features:
1. By belonging of the subject of control to the enterprise: internal; external;
2. On the basis for the control:
voluntary; according to the law; according to the Charter.
3. According to the object of control: control over objects; control over results.
4. By regularity: systemic; irregular; special.
Quality control should confirm the fulfillment of specified product requirements, including:
Incoming control (materials should not be used in the process without control; inspection of the incoming product must comply with the quality plan, fixed procedures and may have various forms);
Intermediate control (the organization must have special documents fixing the procedure for control and testing within the process, and carry out this control systematically);
Final control (designed to identify compliance between the actual end product and that provided by the quality plan; includes the results of all previous checks and reflects the product's compliance with the necessary requirements);
Registration of control and test results (documents on control and test results are provided to interested organizations and individuals).
71. Marketing strategies. Development of an enterprise marketing strategy based on the analysis of the components of the organization's environment. Application of the SWOT-analysis method for choosing a marketing strategy.
Under the marketing strategy should be understood the process of planning and subsequent implementation of various activities in the field of marketing of the organization, which are aimed at achieving the goals set for the company. Since the marketing strategy is included as an integral element in the overall strategy of the company, it outlines the main directions of the organization's activities in the market space in relation to consumers and competitors. The development of a marketing strategy will be influenced by the main goals of the company, its current market position, the organization's resource potential, an assessment of its market prospects and possible actions of competitors. The main goals of a marketing strategy are usually: an increase in sales, which can occur in two ways: by increasing the flow of customers or the number of orders; increase in company profits; ensuring the attractiveness of products for a particular target audience; gaining a larger share of the market space; achieving leadership positions in its market segment. The goals of the marketing strategy should not contradict the main mission of the company and the strategic goals of the business as a whole. Marketing strategies are also subject to all marketing activities of the company (advertising, public relations, sales organization, etc.). The application of a marketing strategy is the gradual implementation of an interconnected set of operational-level strategies, which include marketing strategies, advertising, pricing, etc. In the modern world, companies often do not just maintain or increase the share of an existing market, but search for new markets.
It is important to know that most of the data needed for market analysis (demand, prices, sales of goods, etc.) will be uncertain, and in the future they may change both for the worse and for the better. It is worth saying that to predict these processes, a sufficiently large amount of data is required, which is not always possible to collect, and management decisions must be taken under conditions of uncertainty. The risks of such decisions are high, since even for relatively small organizations, the manager's intuition alone is not enough for successful actions in the market. This is the reason for the need to use limited, “cheaper” options for developing strategies, such as SWOT analysis.
The task of SWOT analysis as an internal decision-making tool for an organization operating in a market with intense competition, it will identify problem areas in comparison with competitors, as well as opportunities and threats from the external environment. The results of this analysis will be, first of all, the basis for the development by the leading specialists of the organization of an interconnected set of strategies, measures to compete, optimize business processes, etc.
SWOT analysis - ϶ᴛᴏ determination of the strengths and weaknesses of the organization, as well as opportunities and threats coming from its immediate environment (external environment):
Strengths(strengths) - advantages of the organization;
Weaknesses - shortcomings of the organization;
Wholesale- this is a set of intermediary operations between economic entities for the purpose of marketing (selling) products, on the one hand, and acquiring (purchasing) goods for their subsequent use in production and sale to retail trade enterprises for subsequent sale to the population, on the other.
Wholesale trade is the most important link in the free interaction between the participants in the act of buying and selling goods. It acts as a trade intermediary between manufacturers of goods, retailers, catering companies and other wholesale consumers. Wholesale trade enterprises carry out the sale of goods for subsequent resale or processing.
Wholesale trade in the market is carried out different kinds wholesale trading companies.
Wholesalers differ from retailers in a number of ways:
1. Wholesale transactions, as a rule, are large, the trading zone is large.
2. The wholesaler pays little attention to sales promotion, the location of his enterprise, since he deals with professional clients, and not with the final consumer.
3. Differences in legal support and tax legislation (valid in countries with developed market economies).
The main functions of the wholesale enterprise:
supply of goods to retail trade enterprises;
· a complete set of assortment of goods according to requirements of retail trade enterprises;
organization of timely delivery of goods;
study of the demand of the population;
impact on industry in order to produce goods in accordance with demand, in the required consumer assortment and High Quality;
organization of the delivery of goods for export;
storage of stocks of goods.
Wholesale trade enterprises are classified according to a number of criteria:
By product specialization:
· universal with an unlimited range of food or non-food groups of goods;
specialized, having an assortment of certain food groups or not food products.
By the territorial scale of the markets served:
· nationwide;
regional.
By functional orientation (place and role in the process of product distribution):
Wholesale and marketing (output bases);
· trade and purchasing bases;
· wholesale trade bases;
wholesale and retail associations (ORO)
With the development of market relations, new types of wholesale enterprises of various organizational and legal forms are being created. It can be joint-stock companies holding companies, associations, concerns, trading houses, wholesale markets, commodity exchanges, auctions, fairs, etc.
In recent years, certain positive trends in the development of the urban wholesale link have been outlined, which are a direct reflection of the operation of market laws and mechanisms. These include:
Strengthening corporate principles in the organization, interaction and interpenetration of the wholesale and retail links of trade;
Universalization of activity of wholesale enterprises;
Shifting the functions of wholesale enterprises with a relatively developed warehouse base towards the provision of storage services to wholesale market operators;
Acquisition by food and processing enterprises of the function of wholesale trade and wholesale suppliers of raw materials;
Growth in the number of wholesale structures acting as organizers of wholesale turnover;
Involvement of wholesale trading structures of the city in the processes of inter-regional interaction.
At the same time, the existing system of food distribution, the achieved level of development of the wholesale market and the organization of wholesale trade in food products in Moscow have major shortcomings and unresolved problems, including:
Insufficient social orientation of retail trade with a lack of distribution centers for servicing discount stores and their analogues in the wholesale link;
High distribution costs due to the low level of logistics organization; the presence in the commodity distribution network of up to 6 links of intermediaries, most of which are neither organizational nor technologically necessary;
Storage of part of the volume of imported food (up to 50% for certain commodity groups) in unsuitable premises: workshops and warehouses of industrial enterprises, non-residential premises, garages, sports facilities, etc. The existence of this channel removes significant volumes of food products from the system of state quality control and tax control;
High import dependence of the food supply of the city, exceeding 80% for certain commodity items (meat, animal butter, fruits). At the same time, commercial organizations that purchase food for urban needs do not conduct active marketing Russian market and prefer to work with foreign suppliers. There is practically no system for monitoring the situation on the wholesale food market in Moscow;
The well-known monopolization of certain sectors of the city's food market, including by Moscow producers.
Many wholesale fruit and vegetable enterprises are in a difficult financial situation and have significant overdue debts to the federal and city budgets. Wholesalers' own trading activities are limited; they lost, in particular, their positions in the most profitable sectors of the fruit and vegetable market.
The depreciation of fixed production assets at most wholesale enterprises reaches 65 - 85%. Significant investments are needed in their technical re-equipment and ensuring chemical safety.
The organizational and economic mechanism for purchasing food for urban needs requires significant adjustment. It is necessary to increase the effectiveness of the impact of these purchases on the price situation and the development of the wholesale food market, reduce the burden on the city budget for financing and lending purchases for the formation and maintenance of the city food fund.
The legal and regulatory framework for wholesale trade is underdeveloped. There are problems in the field of property and land relations, including in terms of the conditions for attracting investors-developers to wholesale food markets and managing the city's shares in joint-stock companies at wholesalers.
One of the most important elements of the distribution and distribution system is wholesale trade - the activity of purchasing products (services) in large quantities for the purpose of their resale or professional use.
The most important task of wholesale trade is to systematically regulate the supply of goods in accordance with the demand of the population. The objective possibility of successfully solving this problem is due to the intermediate position of wholesale trade: it concentrates a significant part of commodity resources, which makes it possible not to be limited to passive operations, but to actively influence the sphere of production, retail trade and, through it, the sphere of consumption.
Wholesale trade plays an essential role in the system economic ties between regions of the country, industries, product manufacturers and retailers.
Establishing business ties with industry and agriculture, wholesale trade acts as a customer of products, its functions include the purchase and delivery of products from manufacturers. It should be noted that it is designed to actively involve local commodity resources in trade and conduct decentralized purchases of products from various sources. By organizing the importation of products, the wholesale trade controls whether the industry complies with contractual obligations to supply products of the appropriate assortment and quality, strictly within the stipulated time. In the warehouses of wholesalers, purchased products are sorted out, discounted in case of non-compliance with the needs of buyers, a decrease in consumer qualities.
Wholesale trade can and should actively influence the volume and range of products produced, demand the replacement of the output of goods that are not in demand with goods whose needs are not fully satisfied, and strive to improve the quality and expand the range of products. Wholesale trade has the right to stop acceptance and return products of low quality, which forces industrial enterprises to improve its consumer properties.
In order to purposefully influence the change in the trade situation, the wholesale trade must have data on the state and prospective changes in situations in the sectoral and regional markets, investigate and predict the demand of the population, and have an idea of the capabilities of suppliers.
The role of wholesale trade provides for its active participation in ensuring the sustainable sale of goods to consumers. Wholesalers control the completeness of the assortment in the stores of the serviced area, ensuring the constant availability of goods available in warehouses for sale, participate together with suppliers in promotional events, and organize the resale of goods that are over-purchased by stores to other areas where they are in demand.
At the macro level, wholesale trade performs various market functions:
- integrating - to ensure the relationship between partners, manufacturers, sellers and buyers - to find the best channels for marketing products;
- estimated - by determining the level of socially necessary labor costs through pricing;
- organizing and regulating - to ensure the rational construction and harmonious functioning of the economic system with the help of impulses that stimulate structural changes.
The macroeconomic functions of wholesale trade are transformed at the micro level into various sub-functions or functions of wholesale trade enterprises, among them are the following:
- function economic integration territories and overcoming the spatial gap;
- the function of converting the production assortment into a trading assortment of goods;
- the function of forming stocks for insurance against changes in demand for goods;
— price smoothing function;
- storage function;
- the function of refinement, bringing goods to the required quality, packing and packing;
- the function of lending to its customers, especially small retailers;
- function marketing research market and advertising.
The development of market relations contributes to the emergence of new elements in the activities of wholesalers, for example, the provision of various management and consulting services to their customers.
By linking production and retail trade, wholesalers influence production; acquisition trade assortment and supplying them to retailers; concentration and storage of commodity stocks; creation of rational ways of commodity circulation, etc.
Wholesale trade actively influences the production of products, their assortment and quality by:
- implementation of orders for the production of the desired products;
– conclusion of contracts for the supply of goods;
- refusal to accept low quality products;
- holding wholesale fairs, exhibitions, product reviews, etc.
Wholesale trade enterprises study demand, concentrate and refine the population demand accounting data received from retail trade enterprises, and on their basis order products to commodity producers. Thus, wholesalers help suppliers to draw up production programs, determine the volume and range of manufactured and grown products, which contributes to the development of production in the right direction.
The study of the demand of the population should not be limited to existing needs. Wholesale trade is designed to stimulate the creation of new types of food, take into account the current demand of the population and anticipate its possible changes, and contribute to the targeted formation of demand. Changes in demand must be promptly taken into account in the process of interaction of wholesale trade with suppliers. Wholesale trade enterprises must exercise the strictest control over the quality of foodstuffs coming from food producers and prevent the entry into the retail trade network of products that are not in demand by the population. Qualitative acceptance and certification of products is carried out by merchandisers of wholesale trade enterprises together with the State Quality Inspectorate and experts of the Chamber of Commerce by randomly checking incoming consignments of goods. As a result of quality control, the grade of a part of the product is reduced or it is returned to suppliers to eliminate the identified defects.
Today, wholesalers must know the market well and meet its needs by seeking additional resources and promoting their better use.
The activity of wholesale trade depends on:
- the absence in the sale of products that are not in demand by the population;
- updating the assortment and improving its quality;
— ensuring the high quality of products supplied to retail and catering enterprises;
- introduction of new types of food into production.
One of the functions of wholesale trade is the concentration and storage of inventories necessary to replenish current stocks in retail trade, seasonal and special-purpose products. With an efficiently operating system of product distribution, it is in the wholesale trade that the bulk of the inventory should be, and in the retail trade, products can be stored within a certain norm, based on customer demand and the availability of storage facilities.
Wholesalers should encourage retailers to purchase goods. At the same time, the development of such functions of wholesale trade as commercial lending and transaction financing is of great importance. Experience shows that in many cases the choice of a distribution channel depends on the extent to which its organizer can lend himself to market transactions of interested parties. Wholesale trade enterprises often finance the manufacturer by giving him an order for a certain batch of products with a guarantee of its sale and paying in advance a part of the ordered products. Wholesalers finance retailers by selling goods with a deferred payment.
The attractiveness of wholesalers depends on the level of service offered to customers, which in turn depends on:
— speed of order fulfillment;
- capabilities express delivery products on special order;
– ensuring different party shipment;
— use of the most convenient modes of transport;
— the presence of a highly efficient service service;
— sufficient level of commodity stocks;
- the level of prices for products and services.
When choosing a particular wholesaler, customers should have information about:
- about the range of products;
- about the area of activity;
- on the commercial position, determined by the duration of work on this market;
- about technical equipment and organization technological processes in warehouses and storages;
— on the presence or absence of convenient access roads to warehouses;
about the pricing policy.
For a wholesale enterprise, the ability to attract new customers is important.
Wholesale trade, like no other link, is able to actively regulate regional and sectoral markets through the accumulation and movement of products. This line of work should take a decisive place in all its activities. Wholesale trade enterprises are called upon to improve the links in the movement of goods, to develop centralized supply and circular delivery of products. Currently, there are significant shortcomings in the activities of wholesale enterprises. Often, the terms of delivery of products are not observed, contractual obligations in terms of its volume, assortment and quality are violated.
The efficiency of the functioning of the entire national economic complex largely depends on the work of wholesale trade enterprises, the balance domestic market meeting the growing needs of the people. Under the new economic conditions, the scope of wholesale trade will be significantly expanded. The strengthening of the role of commodity-money relations is associated not only with the development of wholesale trade in consumer goods, but also with the transition to wholesale trade in means of production. These two forms are becoming the most important channels for the planned movement of food resources.
2. Types and forms of organization of wholesale trade
AT Russian Federation The process of formation of wholesale trade is far from being completed, so it is difficult to talk about some kind of established structure of wholesale trade. In countries with traditional market economies, such a structure has long been established. Wholesalers are usually divided into four groups as follows.
Wholesale merchants. The first group consists of wholesalers merchants - large independent commercial enterprises. According to the US, they account for more than half of the total wholesale turnover. Their main feature is that they acquire ownership of all the goods they deal with.
In turn, wholesalers merchants are divided into two types - with full and limited service cycles.
Wholesalers with a full service cycle include wholesalers, distributors of food products. They assemble a range of products at a specific location, provide trade credit, store and deliver products to consumers. In addition, they offer assistance in their promotion and implementation, provide services. Often they act as sales divisions of manufacturers.
The most widely such wholesalers are engaged in the supply of groceries, tobacco products and alcoholic drinks.
Limited service wholesalers acquire ownership of products but perform fewer functions—they do not provide credit or assist in the delivery of goods and their sale.
A traveling salesman wholesaler usually sells and delivers products to customers. Its rather limited range includes food products (milk, bread, snacks) that it offers to supermarkets, delis, hospitals, restaurants and hotels.
Wholesalers exporters, serving groceries and other retailers, offer mainly products and assortment and trade on a consignment basis, i.e. retain ownership of the product until it is sold. In this case, they undertake the delivery of products, its placement on the trading floor, maintenance of inventory, financing.
Agricultural production cooperatives are formed by farmers on a collective basis and are engaged in the production of agricultural products for sale in local markets. They assign brand names to parts of their products in order to promote them to the market.
In general, the share of wholesale merchants in Western countries accounts for more than 50% of the total turnover.
Agents and brokers. This is a completely different type of wholesalers. They differ in that they do not take ownership of the goods and work for a commission. They usually specialize by the type of product line or the type of customer they serve. Agents and brokers account for approximately 10% of the total wholesale turnover.
The main difference between agents and brokers is that agents usually work with clients on a long-term basis, while brokers work on a one-time basis. In turn, agents are subdivided into producer agents, sales agents and commission agents.
Manufacturers' agents, the largest group of all wholesalers' agents, work for several manufacturers and deal with non-competing products with exclusive distribution rights in a certain territory. They conclude with each individual manufacturer official written agreements regarding pricing policy, distribution points, ordering procedures, means of delivery, commission rates (usually 5-10% of sales volume), etc.
Sales agents, under the terms of the contract, are responsible for marketing all products of manufacturers, and in essence turn into marketing divisions of manufacturers. They perform all marketing functions, except for obtaining ownership of products, and in most cases work for small firms in areas such as food processing.
Commission agents receive goods on a consignment basis from manufacturers. They are engaged in the selection of products and the organization of their marketing. As a rule, such agents work on the basis of short-term agreements. Sometimes they offer credit, store and deliver goods, and receive a commission for their services. Most often, this category of agents is used in the trade of agricultural and marine products.
Unlike agents, brokers do not take on the task of selecting products, storing and delivering them, and especially financing them, but are engaged in bringing buyers and sellers together and helping them negotiate. As a rule, they are well informed about the state of the market, conditions of sale, sources of credit, pricing, potential buyers and receive a commission from buyers of goods for their services. The most common are brokers in the food markets. The share of agents and brokers in the wholesale trade turnover of Western countries reaches 10%.
Wholesale offices and manufacturers' offices. In order to more tightly control the processes of inventory management, sales promotion, manufacturers often create their own wholesale departments and offices to sell their products. Sales departments are more often created at enterprises of individual food products and, in addition to marketing, take on the functions of storing inventory.
Specialized wholesalers. Another type of wholesale trade is represented by its own specialized wholesale organizations, which include wholesalers - buyers of agricultural products. So, wholesalers - buyers of agricultural products usually buy products from the population and the producers of farmers, cooperators, small private traders, form larger lots for shipment to food industry enterprises, bakeries, bakeries and wholesale enterprises.
In the last years of the XX century. The structure of wholesale trade is changing significantly. Especially active are independent wholesalers, who are trying to establish themselves more thoroughly in the distribution channels. To do this, they pay special attention to obtaining competitive advantage, creating a consumer's sense of commitment to the brand of goods or firms, obtaining a reasonable share of the profits.
Wholesale turnover is one of the main indicators economic activity wholesale businesses. Its volume and structure characterize the degree of development of production and the level of public consumption.
Depending on the volume, structure, types and forms, indicators of the economic and financial activities of the enterprise are determined.
There are primary wholesale turnover - this is the sale of goods by industrial enterprises directly to retailers and wholesalers, as well as intermediary turnover - this is the sale of the product by wholesalers - retailers.
The wholesale turnover has a different economic content than the proceeds from the sale of products in industry or retail turnover.
The wholesale turnover does not reflect the production and sale of goods directly to the population for personal consumption, but characterizes the movement of goods from the sphere of production into the sphere of circulation.
According to the size of turnover, there are: large, medium and small turnover.
- Large-scale wholesale trade occurs when large political parties receive goods from enterprises and send them through wholesale trade links.
— The average wholesale turnover is formed by wholesale enterprises that buy products not only from industry, but also from other large wholesale enterprises.
-Small wholesale turnover is formed at wholesale bases at grassroots wholesale enterprises.
Depending on the purpose of commodity resources, wholesale trade is divided into three types:
- sales turnover;
- intrasystem;
- inter-republican;
Wholesale sales turnover includes the sale of goods to organizations and retailers located in the area of activity of the wholesale enterprise.
Intra-system wholesale turnover determines the mutual supply of goods by wholesale enterprises to one system within one system.
Inter-republican trade turnover covers the sale of goods outside the republic on the basis of free purchase and sale.
Thus, the intra-system and inter-republican wholesale trade turnover reflect the movement of goods between the wholesale trade links.
The sum of the three types of wholesale trade is the gross wholesale trade.
Wholesale turnover for each of the three types is divided into two forms:
1) Warehouse (sale of goods from warehouses of wholesale enterprises. Goods delivered to warehouses are checked, sorted, completed, and so on).
2) Transit (delivery of goods is made directly to retail, wholesale, bypassing intermediate links).
Wholesale of goods in transit can be carried out with participation in settlements (with investment of funds) and without participation in settlements (organized turnover).
The transit turnover with participation in the settlements is first settled with suppliers, and then, as the seller of the product, presents invoices for payment to buyers. At the same time, wholesale enterprises use their working capital, use bank loans, pay benefit tax to the budget, and receive wholesale and marketing concessions in price.
Transit turnover without participation in settlements provides only for the intermediary activity of wholesale trade, while producers and buyers conduct payments for goods directly between themselves. The role of the wholesale link is limited to the organization of contractual relations and the supply of goods. It participates in placing orders and drawing up specifications for goods, controls the progress of their shipment. In this case, wholesalers do not receive wholesale price reductions.
The growth of wholesale trade, as evidenced by world experience, is determined by the following significant trends in the economy:
- an increase in mass production large enterprises remote from the main users of the finished product;
- an increase in production volumes for the future, and not for the implementation of specific contracts already concluded;
— an increase in the number of levels of intermediate producers and users;
— the growing need to tailor products to the needs of intermediate and final consumers in terms of quantity, packaging and variety.
In accordance with this, wholesale trade performs the following tasks:
1. Directs the flow of goods from the producer to the consumer. Many material goods acquire market value only because trade delivers them to the right place.
2. Takes over the inventory needed to ensure timely deliveries to customers in the face of changing demand.
3. Bridges the time gap between producer and consumer. Agricultural products such as grain, sugar beets, potatoes are purchased at harvest time and stockpiled until demand arises. This allows you to manage shortages and surpluses, and avoid significant price fluctuations.
4. Encourages new demand. Even a technically complex product acquires economic value only when there is a buyer for it.
Conclusion
Wholesale trade is the sale of large quantities of items of material and technical equipment, raw materials (for enterprises of light and food industry), consumer goods to enterprises and organizations for processing or resale. Wholesale trade is characterized by two main features that distinguish it from retail:
1) sale of goods, raw materials, materials in large quantities to organizations and enterprises
2) sale for subsequent processing or resale.
The main function of the wholesale enterprise is the sale of goods to customers, therefore, the volume of these sales, or wholesale turnover, characterizes the volume of the enterprise as a whole.
Wholesale can be made from the warehouse of the enterprise or bypassing the warehouse, directly to the address of the buyer.
The volume of wholesale sales from a warehouse is called warehouse turnover, and without delivery to the warehouse - transit turnover.
The sum of warehouse and transit turnover is the total, or gross, turnover of the wholesale enterprise.
Thus, the total wholesale turnover is the total volume of sales of goods to manufacturing and trading enterprises, as well as intermediaries to other enterprises and legal entities for subsequent sale to the population or for industrial consumption.
An analysis of the wholesale turnover allows trading enterprises to determine to what extent the turnover plan has been fulfilled and whether the demand of buyers has been satisfied, what changes have occurred in the turnover during the reporting period and how they are justified, to reveal new phenomena, as well as existing reserves in the development of turnover. Conclusions and generalizations are important for developing a forecast for the sale of goods.
Any enterprise in a market economy is constantly planning its activities. The result of the planned work is a constantly updated document - the business plan of the enterprise.
Wholesale depots independently draw up plans for warehouse and transit trade turnover, determine the structure of trade turnover, and the size of commodity stocks.
Wholesale enterprises draw up a turnover plan independently for a year with a quarterly breakdown, and then refine the turnover plan for each month of the quarter
The process of planning wholesale turnover is a complex, sequential, multi-stage process, the stages of which naturally follow one from the other, and all of them are interconnected, there is a balance relationship between them. From the material studied, it can be seen that the value of trade is influenced by a large number of various factors: fluctuations in demand, inflation rate, stability and size of monetary incomes of the population, etc.
Bibliography
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