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Characteristics of the main indicators of the assortment. The main characteristics of the range of goods. Determining the update index

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.

The trademark is part of the assortment or brand 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 certain group will be satisfied.

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

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

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 products is provided by increasing the number of products 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.

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 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 competitive advantage organizations.

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, new product may not be in demand. Therefore, updating the assortment should also be rational.

Assortment structure (C)- 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.

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

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

Assortment minimum (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 different groups, multiplied by the corresponding weight 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.

Product range- a set of goods, united by any one attribute or their combination.

The product range 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 stores. trade enterprises.

In marketing, the production range 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 unparalleled on the market, created as a result of fundamentally new discoveries and inventions using advances 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 cars produced by domestic and foreign manufacturers (Table 6.1).

Table 6.1

Production range of passenger cars of domestic and foreign production

Classes

cars

car model

AvtoVAZ

The production range of passenger cars is represented by cars of eight classes. Foreign manufacturers, as a rule, produce cars of almost all classes, several modifications (features of the engine, transmission, interior and interior design; the presence of devices that increase ease of operation, comfort, as well as devices that ensure safety).

Russian manufacturers produce cars of two classes, which are designed for the largest group of consumers. The assortment does not allow covering all consumer groups, it is limited, and, accordingly, the demand for domestic cars is also limited: their sales volumes, both in quantitative and value terms, are significantly lower than foreign ones. To increase sales volumes, it is necessary to increase the number of models and modifications of domestic passenger cars.

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 profitable terms purchases, to form a trade assortment that best meets customer 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).

Example. In the stores "Sport A" and "Sport B" city road bikes are sold, the features of the assortment are shown in Table. 6.2.

Table 6.2

Trade range of bicycles in sporting goods stores

The breadth factor indicates that the breadth of city bikes in stores is not optimal. The closest to the optimal range of city bikes store "Sport B".

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.

Consider an example of calculating the indicator.

In table. 6.3 shows how the availability of food products (bread) on the trading floor changed in two stores during the working day.

Table 6.3

Availability of bread in the store

The shops

The coefficient of variation of the completeness of the assortment V in store A is 0.6, and To y = 1.00 - 0.6 = 0.4. For store B, the corresponding value V = 0.29, and To y = 1.0 - 0.29 = 0.71. Consequently, the stability of the assortment in store B is significantly higher.

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 species(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(household radio-electronic equipment, computer technology, perfumes, clothes, shoes), it is necessary to evaluate range update.

Table 6.4

Store Assortment Sustainability Indicators

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.

Assortment structure characterized by the specific weight of commodity groups, subgroups, types and varieties of goods in the assortment (Table 6.5).

Table 6.5

The structure of the trade assortment Vehicle sporting goods store

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 most big profit enterprise.

As part of the analysis, the assortment structure of an enterprise can be compared with a basic structure that can reflect the structure of consumer requests, the structure of the assortment of competing stores, the structure recommended by research organizations (Table 6.6).

Table 6.6

Assessing the conformity of the assortment structure to consumer preferences

Shoe width	The actual structure of the assortment (Сф, %)	Preferred assortment structure (C, % )	The degree of compliance of the actual structure with the preferred one (Sf / Sp or Sp / SF)
			Kc \u003d 1/3 \u003d 0.33
			Kc \u003d 4/12 \u003d 0.33
				Kc \u003d 56/90 \u003d 0.62
				Kc \u003d 4/25 \u003d 0.25
			Kc \u003d 1/4 \u003d 0.25

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

Characteristics of the product range

As a system that satisfies human needs, the assortment has a number of characteristics that describe its state at a certain point in time.

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

Assortment index - this is a quantitative 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 assortment indicators is the name of the product or the commodity article, which may include the name of the type or brand.

The main indicators of the assortment are structure, completeness, depth, stability, novelty.

The main indicators of the range

Assortment structure- the composition of product groups and other divisions included in the assortment, as well as the quantitative ratio between them. In other words, the assortment structure is a percentage of certain sets of products to their total number.

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

The structure of the assortment can be expressed both in natural and in relative terms.

Completeness of the range - the ratio of the actual number of varieties of goods (available for sale) to the base number of goods. From this definition, we can conclude that the completeness of the assortment gives an idea of the "saturation" of goods available for sale.

Express the completeness of the assortment through the coefficient of completeness Kp assortment, which is determined by the formula:

To P = B f / AT n

where AT f - the actual number of types of goods at the time of inspection, units; AT n - the number of species provided for by the assortment list, supply contract, standards, etc., units.

Range breadth - the number of items, product groups, that is, assortment divisions.

The breadth of the assortment is determined by the number of product groups and is estimated by the breadth coefficient:

To w = G f / G n

where G f- number of product groups at the time of determination, units;

G n - total number of product groups, units

Assortment depth - this is the number of brands of goods of the same type, their modifications or trade articles.

The depth of the assortment is determined by the number of varieties of goods for each item.

For example, the depth of the commercial assortment of fruit juices is determined by the number of brands ("Champion", "I", "Tonus", "Dobry", "My family", etc.), as well as their modifications ("Tonus": apple- orange, peach-orange, etc.) and commodity articles that differ in the capacity of the package (0.2; 1; 1.5; 2 l).

Depth factor is the ratio of the actual depth to the base.

The assortment depth coefficient is estimated by the formula:

To G = P f / R n

where R f- the actual number of varieties of goods at the time of inspection, units;

R n- the number of varieties provided for by the assortment list, the terms of the contract, price lists, etc., units.

The higher this indicator, the more fully the species assortment of a particular product is represented.

Varieties of assortment depth:

1. Actual depth - is the number of brands or modifications available.

2. Base depth- this is the number of brands or modifications offered on the market or potentially available for release and taken as a basis for comparison.

Assortment stability - it is the ability of a set of goods to meet the needs of buyers for consumer goods.

Sustainability (stability) characterizes the constant availability of goods of the corresponding type on sale.

Stability factor- this is 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.

The stability coefficient K y is determined by the formula:

To at \u003d 1 - (P " f1 + R" f2 +. + R" fn / R n h n)

where R" f1 , R" f2 ,.,R" fn- the actual number of varieties (types) of goods, from those provided by the assortment list and not available for sale at the time of individual checks, units;

R n - the number of varieties (types) of goods provided for by the assortment list, units; n is the number of checks.

The assortment stability coefficient is usually determined for a specific period (month, quarter, year). It has been established that the optimal assortment stability coefficient should be expressed by the following values: for department stores - 0.80; for specialized stores - 0.75.

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

Range renewal - the ability of the assortment to replace its constituent goods with goods with more improved indicators of consumer properties.

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

Novelty is characterized by actual renewal, i.e. the number of new products in the general list; and the degree of renewal, the ratio of the number of new products to the total number of product names (actual latitude).

Novelty coefficient (Ko): Ko \u003d Ro / Rf

where Ro- the number of new varieties of goods that appeared at the time of the check, units;

RF- average number of varieties, units.

The coefficient of novelty characterizes the degree of renewal of the assortment, the emergence of new products.

It should be noted 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, so updating the assortment should also be rational. For example, a new product may not be in demand.

Also, the product range is characterized by several other indicators.

1. Compatibility- the degree of complementarity and compatibility of various product groups.

4. Assortment height- the average price of the assortment group.

5. Assortment mobility- the ability to change in accordance with the needs and demands of consumers.

6. Assortment stability- the ability to keep assortment matrix from the most demanded and profitable assortment positions.

7. Relevance of the range- this is a constant demand by consumers for assortment positions presented by the company.

Introduction

On the modern market in a competitive environment on the volume of consumer demand, and, accordingly, on the success economic activity trade enterprises are 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 range of consumer goods is diverse and differs in origin, purpose, storage conditions. various kinds 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. aim term paper is to identify the factors influencing the formation of the 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 modern conditions. market economy.

In Russia, the range of various goods has increased many times over, a significant part of which is represented by products that are insufficiently High 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 basis assortment management in a trading company

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 value for hard rennet cheeses would be 4. In Russian standards 20 types of such cheeses are provided, 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.

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.

harmony assortment-property a set of goods of different groups, characterizing the degree of their proximity to ensure 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 environment organizations).

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 has a certain influence government measures to support domestic manufacturers (preferential taxation, customs tariffs and etc.). So, the formation of the assortment alcoholic products in recent years, largely determined by measures to state regulation its production and distribution.

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 -production capabilities manufacturers, specialization (class, type) of a trade organization, distribution channels, methods of sales promotion and demand formation, material and technical base of a trade organization, consumer segment.

Raw material base 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 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 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 chain through distribution channels acceptable for trade, the rhythm of delivery to the right time and, to the extent necessary, 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. It can be specialized, special or department 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, combined on any consumer basis (“Goods for women”, “ Child'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. A type of retail establishment is a particular type of establishment, classified by selling area and forms. trade service buyers. 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.

Among the types wholesalers includes: commercial firms, wholesale depots, 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.

Enterprise activities Catering closely associated with food industry, both with agriculture and with 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 community production processes material and technical base and forms of customer 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, take into account the following factors:

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.

Restaurant - a public catering enterprise with a wide range of complex dishes, including custom-made and branded, wine and vodka, tobacco and confectionery, with an increased level of service in combination with the organization of recreation. Restaurants distinguish:

By the range of products sold (fish, beer, with national cuisine, cuisine 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 owned by Russian and foreign individuals and legal entities, carrying out 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.

Retailers 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 a brief description of shop "Aleytorg"

LLC "Aleytorg"

Society with limited liability was adopted in accordance with the law with Article 87-94 of the Civil Code and federal law dated 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, clinic, Kindergarten, stadium, grocery store. This suggests that there will always be buyers in it.

The trading area of the Aleitorg store is 305.3 m2. warehouse space, 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 use Wall panels, gratings, counters, brackets.

In the utility rooms, the following equipment is used: storage boxes for storing goods in a packaged form, refrigerators, racks, brackets. Everything shop 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 hours of work stipulated labor law. 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 level of labor quality, 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 sanctions 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 retail trading 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). Foodstuffs 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 trading range using the example of fruit juices, which are represented by the following trademarks: "Kind", "Rich", "Nico", "Orchard", "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; one; 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.

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 locality 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, take into account physiochemical properties goods, the deadlines for their sale, the average daily sales volume, the size of the established non-reducible commodity stocks and other factors. 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) Special attention pay 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 transactions.

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 are especially well sold, mainly local production- these are sausages of the Aleisky meat-packing plant, bread and bakery products of the Aleisky bakery, confectionery products of the Confectionery plant in Aleysk, preserves, dried and salted fish of the fish shop of JSC Aleisky, etc. Therefore, it is necessary to focus on them: increase supply of local 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 manufacturing facility 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

We conclude that in the current 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 effective work enterprises.

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: tutorial/ V.E. Sytsko [and others]; under total ed. V.E. Sytsko - Minsk: graduate 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.

Ministry of Agriculture of the Russian Federation

Federal State Educational Institution

higher professional education

ALTAI STATE AGRARIAN UNIVERSITY

Department of Agribusiness

MALYSHEVANATALYA VLADIMIROVNA

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

(on the example of Stroydvor LLC)

Specialty: 080111 "Marketing"

Discipline: "Commodity research, examination and standardization"

Leading teacher: Velichko N.N.

COURSE WORK

Group student 4321

full-time education N.V. Malysheva

(signature, date)

Barnaul 2007

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

Chapter 1

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

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

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

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

1. Economic characteristic Stroydvor LLC………………27

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

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

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

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

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

Introduction

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

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

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

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

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

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

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

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

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

1. Assortment, assortment indicators,

formation and management

1. The concept of "Assortment of goods"

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

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

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

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

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

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

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

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

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

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

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

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

Rice. 1 Product range classification

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

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

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

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

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

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

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

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

2. Properties and indicators of the assortment

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

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

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

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

Table 2. Nomenclature of properties and indicators of assortment.

Names and symbols		Calculation of indicators
properties	indicators
Latitude (W): Valid	Latitude (W): Valid (W d) Basic (Sh b) Latitude factor (K w)	W d = d = ∑ m P d W b \u003d b \u003d ∑ m P b K sh \u003d (W d / W b) 100,%
Fullness (P): Valid	Completeness indicator (P): Valid (P d) Basic (P b) Completeness factor (K p)	P d \u003d d of a homogeneous group of goods P b \u003d b of a homogeneous group of goods K p \u003d (P d / P b) 100,%
Depth (D)	Depth indicator: Valid (Gl d) Basic (Gl b) Depth Ratio (Kg)	Gl d = n d Gl b = n b K g \u003d (Gl d / Gl b) 100,%
Stability(U)	Sustainability index (U) Stability factor (K y)	K y \u003d (U / W d) 100,%
Novelty (update) (N)	Novelty index (N) Degree (coefficient) of renewal (K n)	K n \u003d (n / W d) 100,%
Structure (C)	Relative structure index (С i) individual goods ( i)	C i = A i / Si
Assortment minimum (list)( BUT m)	Assortment minimum indicator ( BUT m)	BUT m = m
Rationality (P)	Rationality coefficient (K p)	K p \u003d (∑ m (K y * vu + K n * vn + K g * vg) / 3
Harmony (H)	Coefficient of harmony (K gar)	K gar \u003d n gar / W d

t-number of homogeneous groups of goods;

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

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

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

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

D - quantity of an individual product in physical terms;

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

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

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

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

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

Let's take a closer look at the range.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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 (c) for each indicator. The weighting coefficients are determined by an expert and characterize the specific share of the indicator in the formation of consumer preferences that affect the sale of goods. The complexity of their calculation lies in the fact that there are no common weight coefficients for all or at least for a group of goods. They are specific to each product.

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

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

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

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

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

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

3. Formation and management of the assortment

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

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

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

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

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

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

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

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

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

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

To do this, the following tasks must be solved:

Established real and perceived needs for specific products;

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

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

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

The main directions of assortment formation are determined.

Assortment formation system includes the following highlights.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

production in general.

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

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

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

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

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

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

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

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

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

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

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

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

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

General factors: demand, profitability.

Specific factors:

· raw material base;

· material and technical base of commodity production;

· achievement of scientific and technical progress;

specialization of the trade organization;

· channels of distribution of goods;

methods of sales promotion and demand formation;

material and technical base of the trade organization;

consumer segment.

Principles of building an assortment of stores

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

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

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

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

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

Compliance with the assortment profile established for a trading enterprise;

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

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

Determination of the range of interchangeable goods;

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

Expansion of the assortment due to new products;

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

Stages formation of assortment in stores

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

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

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

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

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

Methods for forming the assortment of the store

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

Assortment list method

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

Consumer complex method

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

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

Assortment structure optimization

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

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

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

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

2. Analysis of assortment indicators

at Stroydvor LLC

1. Economic characteristics of Stroydvor LLC

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

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

Shop PE "Polyakov" is located in a one-story building retail space 50 m2. Shop opening hours: Monday - Friday from 9 am to 7 pm, Saturday from 9 am to 5 pm, without lunch, Sunday is a day off. The store staff consists of: a salesperson, a merchandiser, a director, 2 drivers, a manager, an accountant, a forwarding driver. The store is located in a residential area of the city, which negatively affects the business of the store, because. significantly reduces the influx of buyers. The store has a traditional form of sale - through the counter, installed 1 cash machine. This is enough to serve customers in a small store.

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

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

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

Table 1 The size of the enterprise.

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

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

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

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

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

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

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

table 2 Size and structure of fixed non-productive assets

Indicators	2003		2004		2005
Indicators	rub.	%	rub.	%	rub.	%
cars and equipment	77761	15,75	76820	15,75	75898	15,75
Vehicles	415000	84,05	410020	84,04	405099	84,04
Other types of fixed assets	1007	0,2	1016	0,21	1022	0,21
Total fixed assets	493768	100	487861	100	482019	100

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

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

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

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

Table 3 Availability of labor force and efficiency of its use

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

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

Table 4 Composition and structure of commercial products

Products	2003		2004		2005		Average over 3 years
Products	rub.	%	rub.	%	rub.	%	rub.	%
Paint and varnish products	42000	11,15	46000	10,66	49500	9,7	45833	10,43
Hardware	8000	2,12	12000	2,78	13500	2,65	11167	2,54
Drywall	82000	21,77	93000	21,54	104500	20,49	93167	21,2
Dry mixes	35500	9,43	38000	8,8	41300	8,1	38267	8,71
Clay	11350	3,01	14200	3,29	16700	3,27	14083	3,2
Cement	15700	4,17	18200	4,22	27400	5,37	20433	4,65
Wallpaper	29100	7,73	32800	7,6	35000	6,86	32300	7,35
Hardware	7000	1,86	9500	2,2	12200	2,39	9567	2,18
Electrical goods	28000	7,43	34000	7,88	46000	9,02	36000	8,19
Wooden crafts	36000	9,56	41000	9,5	49000	9,61	42000	9,56
Sanitaryware	82000	21,77	93000	21,59	115000	22,54	96667	21,99
Total	376650	100	431700	100	510100	100	439484	100

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

To calculate the cost products sold and the correct distribution of financial resources in the enterprise use cost accounting. Cost items are shown in Table 5.

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

Table 5 Cost of goods sold

Expenditures	2003		2004		2005		2005 in % to 2003
Expenditures	rub.	%	rub.	%	rub.	%	2005 in % to 2003
Products at wholesale price	512089	36,38	722365	29,39	843206	25,84	164,66
Fuel, energy, fuels and lubricants	68249	4,85	104298	4,24	180640	5,53	264,68
Salary	393839	27,98	501954	20,42	593563	18,19	150,71
Deductions on social security	68360	4,85	116275	4,74	135166	4,14	197,73
Costs for equipment operation	57680	4,1	63613	2,59	94118	2,88	163,17
Other costs	307485	21,84	949171	38,62	1416958	43,41	460,82
Total	1407702	100	2457676	100	3263651	100	231,84

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

Table 6 Financial performance

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

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

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

Latitude commodity nomenclature organization is represented by 25 product groups:

1. Building materials.

2. Rolled metal, metal products.

3. Lumber.

4. Reinforced concrete, brick.

5. Insulating materials.

6. Roofing materials.

7. Facade materials, siding.

8. Finishing materials.

9. Paint and varnish and chemical products.

10. Plumbing equipment.

11. Heating equipment.

12. Electrical products.

13. Electrodes.

14. Furniture, commercial equipment, safes.

15. Doors, windows, gates.

16. Glass.

17. Stoves and fireplaces.

18. Equipment for baths and saunas.

19. Climate engineering and ventilation.

20. Tools, equipment, special equipment.

21. Security industry.

22. Hardware.

23. Overalls, shoes.

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

25. Services.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Conclusion

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

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

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

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

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

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

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

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