Introduction

The distribution system of goods is a key link in marketing and a kind of finishing complex in all the activities of the company in the creation, production and delivery of goods to the consumer. Actually, it is here that the consumer either recognizes or does not recognize all the efforts of the company as useful and necessary for himself and, accordingly, buys or does not buy its products and services.

But still, the sale of products must be considered as a constituent element of the marketing mix. Other components of the marketing mix are product, price, and communications. Before making direct distribution of products, it is necessary to make sure that the product is of proper quality, at an acceptable price, and work has been done in the field of promotion measures.

The relevance of the chosen topic is due, first of all, to the fact that marketing, being one of the decisive components of the activity of a modern company, is at the same time the most vulnerable, poorly mastered link in this activity. In this regard, this paper discusses the issues of improving the marketing activities of the enterprise using marketing.

The object of the study is TK Lial LLC. The subject of the study is the marketing activity of the Company.

The purpose of the thesis is to develop recommendations for improving the efficiency of marketing activities of the specified company.

The goal set defines the main tasks:

· consideration of theoretical aspects of sales and marketing activities;

· analysis of financial, economic and marketing activities of the enterprise;

· analysis of the market, competitive environment, identification of strengths and weaknesses of the enterprise, assessment of potential opportunities and risks;

· development and justification of measures to improve the sales activities of the company using marketing;

· Evaluation of qualitative and calculation of quantitative indicators of the effectiveness of the proposed activities.

The theoretical part of the thesis discloses the basic principles of marketing activities and the main components of the marketing activities of the enterprise.

The practical part of the diploma contains data on the general characteristics of the enterprise "TK Lial" LLC and its activities; analysis of the external environment of the enterprise; reviewed the data of the Company's marketing activities; proposals for its improvement are presented and their expected effectiveness is evaluated.

The main theoretical and methodological sources in writing this work were domestic and foreign literature of a managerial nature. In the diploma project, literature was used by both foreign authors (F. Kotler "Fundamentals of Marketing", E. Dichtil, H. Hershgen "Practical Marketing", JJ Lambin "Market-Oriented Management. Strategic and Operational Marketing"), as well as Russian authors (Godin A.M. “Marketing”, Golubkov E.P. “Fundamentals of Marketing”, Bagiev G.P., Tarasevich V.M. “Marketing”, etc.).

The structure of the work consists of an introduction, three chapters, a conclusion, a list of references of 34 titles and 5 appendices.

1. Theoretical and methodological foundations of the marketing activities of a modern enterprise. Theoretical aspects of modern marketing

1 The concept and essence of marketing policy

The formation of an effective sales market is one of the most important conditions that determine the effectiveness of the marketing activities of an enterprise. The enterprise needs to carry out measures in advance to ensure effective demand for manufactured (sold) products.

In the economic literature, there are several definitions of marketing and marketing policy of the enterprise. From the point of view of V. Shapovalov, Sales is the activity of an enterprise to bring goods from the manufacturer to consumers. This activity includes two interrelated areas - the sale of goods (transfer of ownership of the goods) and the physical movement of goods from the places of production to the places of sale and consumption (transportation, storage in warehouses, etc.) Terms of sale and service are part of the marketing mix offered to buyers and affect their choice, as well as the quality of the product.

A distribution network can be defined as a structure formed by partners participating in a process of competitive exchange for the purpose of placing goods and services at the disposal of individual consumers or industrial users. These partners are manufacturers, resellers and end users - buyers. Any sales channel performs a certain set of functions necessary for the exchange.

Sales Functions:

· studying the results of market segmentation and advertising planning;

· conclusion of contracts with consumers or intermediaries;

· accounting and control of the implementation of contracts;

· development of a plan for the shipment of goods to customers;

· definition of sales channels;

· organization of reception, storage, packaging, sorting and shipment of goods to customers;

· information, resource and technical support for the sale of goods;

· sales promotion;

· establishing consumer feedback and regulation.

The marketing system used by the enterprise is one of the factors of the competitiveness of the goods. Therefore, the company must develop the right marketing policy.

Sales policy - the general approach of the enterprise to the sale of goods, a system of decisions on the organization of the sale and physical movement of goods. The strategic goal of the marketing policy should be to achieve the highest possible level of customer service at the optimum cost of the enterprise. This means that it is necessary to provide the service required by buyers and at the same time possible and beneficial for the seller. Based on this goal, specific quantitative and qualitative sales goals for individual products can be set. For example: a prestigious image of the product, limited sales, full control over sales, or, conversely, the maximum availability of the product.

The marketing policy of an enterprise can affect the sale of a product and its profitability, its status and reputation. Therefore, it is necessary to analyze its state in the enterprise. The objectives of such an analysis are:

· evaluate how the marketing policy corresponds to the above strategic goal;

· find out how the marketing system used corresponds to the nature of the product, the characteristics of the target market, the image of the company, etc.;

· determine how cost-effective it is;

· to identify the shortcomings and possible ways to improve the marketing policy and the practically applied marketing system.

According to T. Maslova, marketing policy is a behavioral philosophy or general principles of activity that a company is going to follow in the field of building channels for distributing its goods and moving goods in time and space.

In this context, the main principles of activities in the field of distribution can be called the following:

· purposefulness (correspondence of the decisions made to the achievement of the goals set by the company);

· comprehensive consideration of marketing information (regarding the requirements of buyers, the needs and problems of potential participants in the distribution channel, own marketing costs, the marketing policy of competitors, the state policy in the field of regulation of contracts and agreements with other market participants, etc.);

· complexity (consideration of marketing policy in inseparable parallel connection with other elements of marketing - commodity, price, communication and service policy);

· coordination (compatibility of decisions made on sales with decisions in the field of goods, pricing, communications and service);

· consistency (consideration of sales and other marketing tools as elements that cause a synergistic effect from their combined use);

· flexibility (willingness to revise their positions if necessary).

In other words, marketing policy is a conscious management of the distribution of goods.

In accordance with the basic principles of the marketing policy, a marketing strategy is developed and then tactics.

A marketing strategy is a long-term and medium-term decision on the formation and change of marketing channels, as well as the processes of physical movement of goods in time and space in market conditions. The marketing strategy is a kind of "fairway" in which the company will move in its quest to achieve its goals.

Sales tactics are short-term and one-time events. Tactical measures are aimed at eliminating the deformation that occurs in the activities of production units and the sales network due to unforeseen changes in market conditions, errors of management personnel and can lead to a complete contradiction with the strategic goals of the company.

The instrument of influence on the consumer by the firm in the framework of the marketing policy is the marketing mechanism. This mechanism includes, on the one hand, distribution channels, their structure, the very process of choosing marketing channels, and, on the other hand, actions to develop and implement marketing activities for the physical distribution of goods.

Distribution channel - a set of organizations or individuals that assume or help transfer to someone else ownership of a particular product or service on their way from producer to consumer.

Main functions of distribution channels:

¨ transportation: any action to move a product from its place of production to its place of consumption;

¨ "fragmentation": ensuring the availability of goods in quantities that meet the needs of end consumers;

¨ storage: providing access to the product at the time of its acquisition by the buyer;

¨ layout: formation of a block of specialized and / or complementary goods required in different consumption situations;

¨ establishing contact: actions that facilitate access to remote and large groups of buyers;

¨ creation of information links, development of knowledge about the needs of the market and the conditions of competitive exchange;

¨ accepting part of the risk: bearing the burden of responsibility - financial, organizational and, to a certain extent, moral - for the functioning of the channel itself.

Figure 1 shows the length of distribution channels.

Figure 1 - Possible length of the distribution channel

one). The direct marketing system provides for the direct sale of products to the final consumer. Its distinguishing feature is the ability for the manufacturer to control the way the product passes to the final consumer, as well as the conditions for its implementation. However, in this case, the enterprise incurs significant non-production costs due to the need to create expensive inventory. It spends a large amount of resources to carry out the function of directly bringing (selling) the goods to the end consumer, while assuming all the commercial risks of product distribution. At the same time, from the position of an enterprise - manufacturer, the advantage of this form of marketing is its right to the maximum amount of profit that can be earned from the sale of manufactured products (services). The commercial benefit of a direct distribution channel is enhanced by the possibility of directly studying the market of their products, maintaining close relationships with consumers, conducting research to improve the quality of goods, influencing the speed of implementation in order to reduce the additional need for working capital.

Direct sales are carried out using the following belonging to the manufacturer:

· regional sales branches with a staff of qualified specialists who know the local market, competitors, able to offer the conditions for the sale of goods and services that meet the needs of consumers;

· sales offices or services without creating inventories with the functions of concluding transactions “on order”, studying the market, maintaining contacts with consumers;

· special agencies with or without the right to conclude transactions, the functional duties of which, among others, include the demonstration of goods to the client;

· retail network (kiosks, shops, salons, etc.).

It also provides for the use of the media and personal contacts of the owner of the enterprise - the manufacturer with the end user.

). In the case when the system provides for the participation of resellers in the sale and the difference between the producer and the end user is mediated, such a relationship is called indirect. Such channels may be "single layer", "two layer", etc. Indirect channels are built on the experience of intermediaries and various forms of cooperation with the trading network. Here, the company shifts a significant part of the distribution costs and the corresponding share of the risk to formally independent counterparties, reducing control over the movement of goods, and, as a result, cedes a part of the commercial benefit to them.

3). If an enterprise simultaneously uses two or more ways to transfer goods to the final consumer, they speak of a "mixed" distribution channel.

Depending on the number of intermediaries of the same type at one level of the distribution channel, one speaks of the "breadth" (or "density") of the channel.

There are three options for channel width:

1)if the manufacturer seeks to distribute his product through all intermediaries who want to accept the product in his assortment, and does not make any fundamental differences between them, then this is intensive distribution.

2)if a manufacturer deliberately limits the number of intermediaries selling his product, and even - in an extreme form - grants exclusive rights to distribute his products within their marketing territories, then this is an exclusive (exclusive) distribution. Sometimes there is a situation when the manufacturer sets the condition of exclusive dealership, in which dealers should not deal with goods of other firms.

)If the manufacturer offers his product not only to the only intermediary, but not to all those who “beg” for cooperation, then this is a selective distribution.

There are a great many intermediaries in modern trade relations. However, they can be conditionally divided into several types on the basis of independence (independence from the manufacturer):

¨ distribution bodies of the manufacturer (sales department, traveling salesmen, sales branches);

¨ resellers (wholesalers and retailers acquire goods in their ownership and then act at their own discretion);

¨ distribution partners (agents, brokers, brokers, sales representatives, commission agents, they do not acquire the goods in their ownership, but only carry out the "docking" of the interests of producers and entities interested in purchasing the goods).

From an organizational point of view, there are conventional distribution channels, vertical marketing systems and horizontal marketing systems. A typical distribution channel consists of one or more independent manufacturers, wholesalers and retailers, each of which, in an independent business, maximizes its own profit without regard to the possibility of maximizing profit for the channel as a whole.

Vertical marketing system - a distribution channel structure in which manufacturers, wholesalers and retailers act as a single system. The efforts of individual participants in the vertical marketing system are united, their marketing activities are coordinated, and duplication of functions is excluded. An example of vertical marketing systems are companies of large grocery stores that have facilities for the production of ice and ice cream, bottling lines for various drinks, bakeries; All these products are supplied to the stores of this company.

A horizontal marketing system is an agreement between several organizations at the same level of the distribution channel on joint actions in order to use the marketing opportunities that appear. Under such an agreement, organizations can pool their capital, production and marketing resources. Participants of the agreement can be both non-competing and competing organizations in the market. A striking example of a horizontal marketing system is the cooperation between Henkel and Indesit. An advertising campaign is being carried out in which Indesit recommends the use of a special product manufactured by Henkel to remove limescale from the metal components of the washing machine. The advertising is paid for by Henkel. The benefits for both participants are obvious.

After choosing the distribution channels, it is necessary to organize their effective functioning, i.e. resolve issues in the field of physical distribution. The term “commercial logistics” is used to refer to the activity of moving goods and storing them. Commercial logistics includes the coordination of the movement of raw materials, semi-finished products, materials and finished products to provide a given level of service at minimal cost. The goal of logistics is to minimize the total cost of storing and transporting goods. The costs of the logistics system are the sum of the costs of transportation, storage of goods and cargo handling, inventory management, order processing, as well as losses associated with shortages (lost profits due to the lack of the right product in the warehouse.

2 The essence of marketing, its goals, forms, principles and functions

Marketing affects the lives of all of us. It is the process by which goods and services are developed and made available to people to provide a certain standard of living.

Due to the ambiguity of the concept and different points of view of authors in the world economic literature, there are many definitions of marketing.

From the point of view of F. Kotler, marketing is a type of human activity aimed at meeting needs and requirements through exchange; the social process by which individuals and groups obtain what they need and want by exchanging one commodity or value for another. /15, p.12/

According to G. Abramishvili, marketing is a management concept that ensures the market orientation of the production and marketing activities of the company. /1, p.7/

H. Hershgen believes that marketing is, firstly, the principle of enterprise behavior, which consists in the consistent direction of all market-related decisions to the requirements and needs of consumers and buyers (marketing, as a principle of enterprise management); secondly, marketing means efforts to gain advantages from consumers over competitors through a set of special market activities (marketing as a means); thirdly, marketing can be described as a systematic search for solutions based on modern tools (marketing as a method).

L.E. Basovsky interprets marketing as a set of actions of the company in the market conditions of the needs of consumers in the income of the company. /6, p.11/

The American Marketing Association offers the following interpretation: marketing is a set of processes for planning, creating, promoting, distributing goods and services

T. Levitt understands marketing as an activity aimed at obtaining by the company information about the needs of the buyer so that the company can develop and offer him the necessary goods and services.

J.-J. Lambin emphasizes that marketing is both a business philosophy and an action-oriented process. / 18, p. 32/

Summarizing these and many other interpretations of marketing, we can formulate its definition as follows: marketing is a system for managing or organizing the development, production and marketing of goods or the provision of services, based on a comprehensive accounting of the processes occurring on the market, focused on meeting personal or production needs and providing achievement of the company's goals. /22, p.11/

It should be added that marketing can be considered in at least four of the following aspects:

· as an ideology of modern business

· as a system of marketing activities

· as a marketing management practice

· as a set of measures to promote goods and create demand

From the point of view of social significance, four alternative marketing goals can be formulated: maximization of consumption, maximization of the degree of satisfaction of needs, maximization of consumer choice and maximization of quality of life.

It is believed that the maximization of consumption maximizes both production and employment, and hence the welfare of society.

The goal of maximizing the degree of satisfaction of needs comes from the fact that more important is not a simple increase in consumption, but the achievement of an increase in the degree of customer satisfaction.

Following the principle of maximizing consumer choice, it is necessary to provide such a variety of products that consumers can be able to find products that exactly suit their tastes.

Maximizing the quality of life is one of the alternative public goals of marketing, according to which marketing should not only ensure the quantity, quality, variety and availability of goods at affordable prices, but also the quality of the cultural and physical environment of people.

Depending on the emphasis in marketing activities, as well as depending on the scope and object of application of the marketing concept of company management, there are various types of marketing. /21, p.33-38/

Depending on the type of goods, there are:

¨ Marketing of consumer products, i.e. goods purchased to meet personal needs

¨ Marketing of goods for industrial purposes (industrial marketing), i.e. goods that are purchased for processing and further use in business

¨ Service Marketing

Depending on the demand in the market, there are eight types of marketing:

¨ Conversion marketing, applied in case of negative demand for a product or service. The task of marketing in this case is to change the negative attitude towards the product to a positive one. Conversion marketing activities: product change, price reduction, more effective promotion. Conversion marketing is used, for example, by tobacco companies when the activity of public health authorities, education, social insurance, and the public leads to a sharp decrease in the number of smokers.

¨ Promotional marketing used when there is no demand for a product. The goal of this form of marketing is to find ways to link the inherent benefits of a product to the needs and interests of potential consumers in order to change their indifferent attitude towards it. Stimulating marketing is aimed at overcoming the possible causes of such a situation (complete ignorance of the product capabilities by consumers), removing obstacles to its distribution, etc. Main tools: sharp price cuts, increased advertising, optimization of distribution channels

¨ Developmental marketing is used in conditions of latent demand, which characterizes the state of the market, when many consumers are not satisfied with existing products. For example, hidden demand could be for harmless cigarettes or more fuel-efficient cars. In this case, it is necessary to measure the magnitude of potential demand and develop a new product that satisfies it. Activities: development of products of a new quality level, use of advertising, creation of a specific product image targeted at specific consumer groups

¨ Remarketing is used when demand falls. The main task of remarketing is to restore demand, through such activities as product modernization, reorientation to new markets, stimulating promotions. An example of the use of remarketing can be the production of soft drinks or beer with the brand "Light" with a reduced calorie content, if the results of marketing research indicate that a significant number of consumers are oriented towards low-calorie products.

¨ Synchromarketing is used for irregular (fluctuating) demand, which is characterized by seasonal, daily or even hourly fluctuations in demand. The task of synchromarketing is to smooth out fluctuations in demand using flexible prices, promotion methods, and other marketing elements.

¨ Sustained demand is used with full demand, i.e. when the organization is satisfied with the volume of sales. The task of this form of marketing is to maintain the existing level of demand, taking into account changes in the system of consumer preferences and increased competition. A classic example of full-fledged marketing is the activity of General Motors, which in the 1920s managed to overtake Ford by opposing the reliable, but standard-looking, Ford Model T painted in the same black color with its modern car model made in a wide range of colors

¨ Demarketing is used when there is excessive demand, the value of which exceeds the ability and desire of the organization to satisfy it. The task of demarketing is to find ways to temporarily or permanently reduce or contain demand in order to eliminate a number of negative market phenomena (for example, speculation). Demarketing is also used to ensure that consumers do not have a disadvantageous impression for the company about its low production capabilities. The main demarketing tools: price increase, reduction of advertising work, transfer of rights to manufacture this product to other companies (but using or mentioning the brand of this company)

¨ Counter-marketing is used for irrational demand - the demand for products that are unhealthy or negative from a social point of view (drugs, pornography, cigarettes). The goal of counter marketing is to convince people to give up harmful products by drastically raising prices, limiting their availability, combined with defamatory information. This type of marketing, as a rule, is carried out by the state, various public organizations (for example, the City Without Drugs Foundation).

Depending on the promoted object, the following types of marketing are distinguished:

¨ Marketing of physical products and services

¨ Organization marketing - activities undertaken to create and maintain a favorable image of the organization

¨ Marketing of an individual (personal marketing) is an activity undertaken to create, maintain or change the attitude or behavior of the public towards specific individuals

¨ Idea marketing - usually interpreted in relation to such social ideas as reducing smoking, increasing the birth rate, protecting the environment, etc.

¨ Place marketing is an activity undertaken with the aim of creating, maintaining or changing customer relationships or behavior in relation to individual places: areas of economic activity (location of factories, shops, offices), places of recreation (attracting vacationers and tourists to specific cities, regions, countries) and etc. Marketing is based on the key provisions presented in Table 1.

Table 1 - Key provisions of marketing

Marketing Provisions Essence Consumer Orientation This principle means that in the process of marketing management, all actions should be directed to the person. The lower scale of the criterion for evaluating the effect of this provision is “do no harm”, the upper one is “do everything in your power to make the person feel better”. Orientation of the company to the needs of consumers involves a deep and comprehensive study of the needs of the market, the market environment and the motivations of consumers. Market capacity, pricing system and price dynamics, consumer properties of goods, features and methods of work of partner firms, distribution channels are subject to analysis. Segmentation and identification of the target market. The enterprise must identify consumer groups that differ in the homogeneous nature of consumer preferences and the same type of reaction to marketing impact measures . The main goal is to achieve advantages over competing firms, increase the efficiency and focus of their actions, avoid conflicts and aggravate direct competition in the market. firms depending on the changing market requirements and specific requests of end users, the elasticity of supply and demand, both in terms of price and other conditions. This principle requires the orientation of production towards the individualization of the products manufactured by the company. Innovation. First of all, innovation implies continuous improvement, modification and updating of products, the development of more advanced technologies and new areas of research and design work. The innovation policy also includes the introduction of new forms and methods of entering new markets, the introduction of novelty in sales promotion and advertising, the formation of new services in the management of the company, the definition of new channels of distribution and sales network.

The stated principles predetermine the content of marketing functions, which can be summarized as follows:

¨ Comprehensive market research (including demand research and forecasting)

¨ Product assortment planning based on market requirements and own capabilities

¨ Pricing and working with prices

¨ Organization of goods distribution

¨ Demand Generation and Sales Promotion

¨ Planning, managing and controlling marketing activities

In principle, all functions can be reduced to two: analytical (information) and managerial. The first of these involves primarily conducting marketing research. The second covers the planning and practical implementation of marketing activities, where the marketing mix created and used by the company plays a leading role.

3 Marketing management process

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

Table 2 presents all stages of marketing management.

Table 2 - Marketing Management Process

MARKET OPPORTUNITIES ANALYSIS

Marketing research and marketing information systems

Marketing Environment

Markets of individual consumers

Enterprise Markets

SELECTION OF TARGET MARKETS

Determination of demand volumes

Market segmentation, selection of target segments and product positioning in the segment

DEVELOPMENT OF THE MARKETING COMPLEX

Product development

Setting prices for goods

Merchandise Distribution Methods

Product promotion

IMPLEMENTATION OF MARKETING ACTIVITIES

Strategy, planning and control

The starting point of marketing activities is the analysis of market opportunities.

Market opportunity analysis begins with market research and information gathering.

Modern marketing research is the process of searching, collecting, processing data on the external environment of an enterprise and preparing information for making operational and strategic decisions in the business system; it is a function that, through information, connects marketers with markets, consumers, competitors, with all elements of the external marketing environment. /6, p.79/ The main goal of marketing research is to develop a concept of a general idea of ​​the structure and patterns of market dynamics and to substantiate the need and capabilities of a particular company to more effectively adapt its production, technologies and structure, as well as products or services brought to the market to the demand and requirements of the end user.

When conducting marketing research, information obtained on the basis of primary and secondary data is used. The primary data are obtained as a result of the so-called "tests" specially carried out to solve a specific marketing problem. field marketing research; their collection is carried out through observations, surveys, experimental studies. Under the secondary data used in the conduct of the so-called. Desk marketing research refers to data previously collected from internal and external sources. Internal sources of secondary data can be company reports, marketing statistics (characteristics of turnover, sales volume, etc.), data on marketing costs, reviews of consumer complaints and complaints, business correspondence, etc. External sources may be: publications of national and international organizations; publications of state bodies, ministries, municipal committees and organizations; publications of chambers of commerce and industry and their associations; yearbooks of statistical information; catalogs and prospectuses of various firms; share price tables; court decisions, etc. Desk methods of collecting information involve the traditional (classical) method of document analysis, informative-targeted analysis and content analysis of documents. Field methods of collecting information include observation, experiment and survey.

Depending on the nature and goals, there are three relevant areas of marketing research: exploratory, descriptive and casual. Each such direction includes certain methods of collecting and analyzing marketing information. / 10, pp. 131-133 /

Exploratory research - marketing research conducted with the aim of collecting marketing information necessary to better identify problems and assumptions (hypotheses) within which marketing activities are expected to be implemented, as well as to clarify terminology and set priorities among research objectives. For example, it has been suggested that poor sales are due to poor advertising, but exploratory research has shown that the main reason for insufficient sales is the poor performance of the distribution system, which should be studied in more detail in subsequent stages of marketing research. To conduct an exploratory study, it may be sufficient just to read published secondary data or to conduct a selective survey of a number of specialists on this issue. On the other hand, if exploratory research is aimed at testing hypotheses or measuring relationships between variables, then it should be based on special methods. Among the methods of conducting exploratory research, the following can be distinguished: analysis of secondary data, study of previous experience, analysis of specific situations, work of focus groups, projection method.

Descriptive research - marketing research aimed at describing marketing problems, situations, markets (for example, demographic situation, consumer attitudes towards the company's products, etc.). When conducting this type of research, answers are usually sought for answers to questions that begin with the words: who, what, where, when and how. "Who" is the consumer of the product. "What" is considered in this case as the products supplied by the firm to the market. "Where" is considered as the places where consumers purchase these products. "When" characterizes the time at which buyers are most actively buying these products. "How" characterizes the way these products are used. As a rule, such information is contained in secondary data or collected through observations and surveys, and experiments.

Casual research - marketing research conducted to test hypotheses regarding cause and effect relationships. The basis of this study is the desire to understand some phenomenon based on the logic of the type "If X, then Y". The marketer always seeks to determine, say, the reasons for changing consumer attitudes, changing market share indicators, and so on. Unfortunately, based on the logic of "if ... - then ..." to study the problems of marketing (as well as other problems) is very difficult, and sometimes impossible. For example, consumer behavior is influenced by many factors that cause them to act in contradictory ways. But even a partial clarification of the problem can give positive results. The most positive results of casual research are obtained by setting up experiments.

The point of conducting marketing research is that, by analyzing the data received, the organization, in order to effectively adapt to the state of the market and the requirements of the end consumer, can appropriately adjust one or more elements of the marketing mix.

The analysis should uncover a number of attractive market opportunities from the firm's point of view. Each will require more in-depth study before being settled on as the next target market. To ensure that the opportunity is sufficiently attractive, the firm will need to conduct a more thorough assessment of current and future demand. With a positive result, the next stage is to segment the market to identify consumer groups and needs that the company can best satisfy.

Businesses are now moving more and more from mass and product-differentiated marketing methods to targeted marketing, which helps sellers to better identify available marketing opportunities. /9, p.52/

Target marketing requires three main activities:

1.Market segmentation - the breakdown of the market into clear groups of consumers, each of which may require separate products and (or) marketing mixes. The company determines different ways to segment the market, profiles the resulting segments and evaluates the degree of attractiveness of each of them.

2.Selection of target market segments - evaluation and selection of one or more market segments to enter them with their products.

.Product positioning in the market - providing the product with a competitive position in the market and developing a detailed marketing mix.

Having made a decision about market positioning, the company develops a marketing mix to support it. The marketing mix is ​​a combination of four components: product, price, distribution methods and promotion methods.

A good is any medium that can be offered on the market (physical objects, services, enterprises, activities, ideas, etc.) for acquisition, use or consumption in order to satisfy certain needs. /21, p.148/

In marketing, as a rule, a three-level product structure is used. And the choice that buyers make is a compromise between these levels:

1.goods as such

2.goods in real performance (quality, external design, etc.)

.goods with reinforcement (warranty, after-sales service, delivery, etc.)

An entrepreneur or trade enterprise must first of all determine the list of products produced and sold by types, types, varieties, sizes and brands, i.e. range. The main characteristics of the product range are: its depth and breadth, the principle of formation, the behavior of the product on the market.

The depth and breadth of the assortment are important for the formation of the offer and the distribution of the degree of risk. The wide assortment is based on the number of offered assortment groups; deep assortment - on the number of positions in each assortment group. A balanced assortment is based on the relationship between the offered assortment groups in terms of end use, distribution channels, consumer groups and price range.

The principle of forming a product range can be as follows: functional (office furniture, food products, dairy products), consumer (children's goods, military goods), marketing (goods sold in a department store, supermarket, small wholesale market) and price (cheap goods, goods economy class, luxury goods).

According to the behavior of goods on the market, they are divided into leaders (they determine the success of the enterprise, a wide clientele, profit), locomotives (pull other products of the enterprise, contribute to the establishment of the brand), inviting (attract buyers with their cheapness, these are well-known goods that are sold at lower prices than elsewhere; however, branded products can have a high bargaining price), tactical (add to existing product range so that the customer does not turn to a competitor), deployable (need support and an opportune moment to enter the market), exit ( require modification or withdrawal from the market).

When releasing a product to the market, an enterprise must take care of its recognition, an individual market face. To do this, use trademark symbols and information. A trademark (trademark) is a duly registered designation assigned to a product to distinguish it from others and indicate the manufacturer. There are four types of trademark designation: a company name (a word, letter or group of words, letters that can be pronounced), for example: a network of building materials stores "SuperStroy"; trade image (personalized trademark), for example: the popular Russian singer Valeria is the face of Emansy cosmetics; brand name (symbol, drawing, distinctive color or designation), for example: the image of a heart surrounded by a halo is the brand name of the Kalina Concern; trademark (company name, trademark, trade image or a combination thereof, legally protected). A trademark provides a guarantee of quality, individualization of the company's goods, creation of demand, advertising, legal protection of property.

The concept of service in the system of product policy has two meanings: the actual service, when it comes, for example, to consulting, design, dry cleaning, hairdressing, etc.; and serving its products to the intermediary or end user of the product or service. Service is pre-sales, sales and after-sales, the latter, in turn, is divided into warranty and post-warranty. Pre-sales service consists of troubleshooting problems caused by the transportation of goods, bringing them into working condition, testing, demonstrating to the buyer in operation, etc. In a number of cases, pre-sales service includes activities that help ensure demand for a given product, take into account the wishes of buyers regarding modifications of the supplied goods, their additional completion, etc. Service of the goods during sales is an invariable component of trade. The first requirement for the seller is knowledge of the product, including information about the materials, constituent parts, manufacturing methods of the product, its functions, restrictions on use, etc. If the goods are sold through intermediaries, success largely depends on the service and support that the manufacturers of the goods provide to them. After-sales service - a set of services provided to the consumer after the purchase of goods (installation, adjustment, repair, etc.). After-sales warranty service consists in the modern production of all works on which the uninterrupted operation of equipment during the warranty period depends. The after-sales service also includes the initial training of the sales staff of the intermediary or the end buyer in the rules and methods of using the goods. Post-warranty service is one of the most important indicators of the competitiveness of an enterprise and goods, and an extremely profitable business. Its task is to reduce equipment downtime, increase overhaul periods, and improve operational safety.

In addition to the set of services offered, the consumer is interested in their volume and quality. The manufacturer or intermediary seller needs to constantly monitor the compliance of the services offered with the requirements of customers, comparing them with the services of competitors.

One of the most important aspects of marketing is pricing. The price should ensure the profitability and competitiveness of the goods in accordance with the method of positioning the enterprise in the market.

The price is understood as a monetary expression of the value (importance) of a product, service, factor of production in the process of exchange. However, the price is not always expressed in monetary terms; we can say that the price is the sum of goods, values ​​that the consumer is willing to sacrifice in exchange for the purchase of a particular product or service. /8, p.368/

There are three approaches to determining the basic, initial prices that are used in negotiations between the manufacturer (or trader) and the buyer:

The simplest pricing method based on the calculation of costs and standard margins that ensure profit. Trade margins for different products and markets can vary greatly and change over time.

This approach to pricing does not take into account the magnitude of market demand and the prices of competitors (although these factors can be indirectly taken into account when determining trade margins), but nevertheless it is quite popular, because. is pretty clear and simple.

A pricing method based on the determination of the break-even point. Break-even point - the position of zero profit or zero loss on the break-even chart, illustrating the change in gross income, profit and total costs (cost) depending on sales volume. The calculation of the break-even point (TB) can be carried out using the following formula:

TB = Fixed Costs / (Price - Variable Costs per Unit)

The approach to determining the price, based on the opinion of consumers. It must be borne in mind that the consumer does not care about production costs, this is the concern of the manufacturer. The desire to survive in the competitive struggle should stimulate the reduction of costs and the achievement of this indicator to the modern level. In this regard, marketing is very democratic: the buyer votes with his money for a particular product, making his choice based on comparing the price of the product with its value, utility. Thus, the lower limit of the price is determined by the requirements due to costs and profits, and the upper limit depends on the buyer's perception, on what price the buyer is willing to pay. Guided by this method in the formation of prices, it should be remembered that the choice of the buyer is greatly influenced by the so-called. habitual prices that operate in a fairly wide market space for a relatively long period of time. In this case, since the price is perceived by the consumer as habitual, its value is not influenced by the market position of the manufacturer. Even with a slight increase in price, a significant decrease in sales can be expected.

A pricing method based on tracking competitors' prices. In this case, the following approaches can be used:

a) Based on the prevailing pricing traditions in the market

The manufacturer sets prices, respecting the customs of pricing and the price level prevailing in the market. At the same time, if the manufacturer has improved the quality of the product, he has the right to raise prices. This pricing method is usually used in the market of undifferentiated mass goods - metal, grain, sugar, cement, etc.

b) Follow market leader prices

The manufacturer determines his prices based on the prices of the market leader, whose leadership is determined by such important indicators as the largest market share, product quality, its prestige, etc. Since the market positions of other market participants are weaker than those of the market leader, the prices they set. Usually below the leader prices. As a result, producers, without even agreeing, sell goods in a certain, as if agreed, price range.

Obviously, in most cases, two or more approaches are used simultaneously when determining the price, while the specific weight of each of them can be different.

Basic, list prices usually change to take into account differences between customers and terms of sale. In this regard, the following approaches to adjusting and adapting prices are used:

1.Price discounts. The following types of discounts may apply:

· Functional - price reduction for organizations of the goods distribution system that perform certain functions of selling goods, storing them, etc.

· Discounts for cash payment (cash discount) - are provided for paying the bill in a very short time. Providing such discounts improves the financial position of the enterprise in terms of cash

· Discounts for the quantity of goods purchased - are provided for the purchase of a certain quantity of goods

· Seasonal - discounts for buyers making off-season purchases

Other discounts

2.Incentive pricing is the temporary setting of a price below the list price level, sometimes below the cost price, in order to activate sales in a short period of time. It is carried out to attract buyers who, along with cheap goods, can buy goods that have the usual margins, as well as to reduce inventory.

3.Discriminatory pricing is the sale of a product or service at two or more different prices, regardless of cost. The setting of discriminatory prices is carried out in different forms:

1) depending on the segment of buyers - different buyers pay different money for the same product (for example, the sale of the same product in a regular store and a luxury store);

) depending on the variant of the product - different versions of the goods are sold at different prices, but without taking into account the difference in costs;

) taking into account the location - the goods are sold at different prices in different places, although the costs for these places are the same (for example, the price of theater tickets is different for different places in the hall);

) taking into account time - prices vary depending on the season, day of the week and even hours of the day.

4.Psychological pricing is based on the fact that when determining the price, not only economic, but also psychological factors are taken into account. For example, studies have shown that consumers perceive more expensive products as higher quality, especially when they are unable to verify the quality of the product. There are so-called reference prices that the buyer keeps in mind and uses them when looking for a product. A qualified buyer always knows what price for a particular product is high or low. Producers and sellers can actively influence the formation of reference prices.

Psychologists have repeatedly noticed that there is a kind of “threshold” effect of “round” prices, especially if the price goes into a lower digital category. Therefore, they would rather set a price of 999 rubles than 1,000 rubles.

Based on psychological attitudes, one should not be afraid to set prices in advertising, in a shop window, but in various documents related to the promotion of goods. Offers with prices are not to be afraid. The visual perception of the price, as a rule, causes more confidence in the seller, speaks of his confidence in the correctness of his pricing policy.

In some cases, a smaller number of goods (washing powders, foodstuffs, medicines, etc.) are packaged in packages with the same dimensions as those of competitors, while setting a lower price for this product. In this case, the true weight or volume is indicated on the package. This method of price fixing, or rather promotion in general, is aimed at the inattentive buyer.

Distribution methods, marketing policies and distribution channels are detailed in paragraph 1.1.

Promotion is understood as a set of various activities to bring information about the merits of a product (service) to potential consumers and stimulate their desire to buy it. The role of promotion is to communicate with individuals, groups of people and organizations through direct (eg advertising) and indirect (eg office interior) means.

The communication complex includes advertising, sales promotion, personal (personal) selling and public relations.

Advertising refers to any paid form of non-personal presentation and promotion of ideas for products and services carried out by a specific customer. Advertising can be aimed both at promoting individual products (commodity advertising), and at promoting organizations, creating a big name or a favorable business reputation (corporate or image advertising), and at promoting ideas (healthy lifestyle, environmental protection, etc.). d.). Advertising may be informational, encouraging, reminding, or suggesting direct or indirect comparison of a particular brand of product with other brands.

Advantages Disadvantages Directions for use for certain groups of goods, services Print advertising High degree of perception; the possibility of expressing ideas by various artistic means; high-quality reproduction; duration of existence and use; no restrictions on the amount of information; large audience coverage Labor intensity of technical execution; high manufacturing cost; insufficient efficiency of release; image of waste paper; Difficulty of dissemination among target groups Virtually all types of consumer goods, industrial products and services; for consumer goods, mainly leaflets, booklets, posters are used. Press advertising Flexibility, wide audience coverage, high degree of trust in printed information; high electoral opportunities for specialized publications; audience of secondary readers Insufficient efficiency; short duration of existence; relatively high cost Virtually for all types of consumer goods, industrial products and services Radio advertising Massive audience coverage Efficiency of airing; choice of air time and program; low cost Lack of pictorial range; short duration of exposure for consumer goods and services; as an accompanying event during fairs and exhibitionsFilm and video advertisingEffective impact due to the combination of moving image and sound; high selectivity of the audience on special viewings; the possibility of establishing instant business contacts after viewings Insufficient efficiency of production; labor intensity of production; high price; the complexity of organizing special viewings for groups of target impact Almost for all types of consumer goods, industrial products and services (for mass-market goods - short commercials; for industrial products and services - advertising and prestigious films. Television advertising Wide audience coverage; impact efficiency due to combination image, sound, and motion; high audience selectivity on special screenings; ability to establish instant business contacts after screenings; low audience selectivity; high cost; advertising overload; transience of advertising impact; ) with a very wide range of applications Exhibitions and fairs Visibility of products and the possibility of showing them in action; instant business contacts; positive impact of elements of a festive atmosphere High cost to organize and participate; rare frequency; insufficiently wide regional coverage of target impact groups for almost all types of consumer goods, industrial products and services (for consumer goods - industry-wide fairs and exhibitions - sales) Promotional souvenirs Effective strengthening of business contacts; high degree of penetration; repeated advertising impact on a wide range of people; limited way of expressing an advertising idea; high cost in mass distribution Expensive souvenirs - for advertising industrial products (services) and the advertisers themselves; inexpensive souvenir products in mass quantities - for advertising goods of mass demand Direct mailing Selective coverage of representatives of target groups; flexibility and efficiency; lack of promotional materials of competitors in the postal items; the personal nature of the message; low cost of mailing Difficulty in creating an information bank of recipients Consumer durables, services, industrial and technical goods Outdoor advertising Flexibility and efficiency; high frequency of repeated contacts; Lack of audience selectivity; limited implementation options for consumer goods; for trademarks of industrial enterprises that produce consumer goods, as well as products for industrial purposes Separate PR events High selectivity of individual promotional events; the possibility of establishing promising contacts; positive perception by the general public High cost; lack of quick economic results For large enterprises and associations - manufacturers of consumer goods and products for industrial purposes in order to promote trademarks and create a positive image in the eyes of the public Computerized advertising Huge potential for establishing direct business contacts with the consumer Weak development of computerization; limited artistic presentation (in Russia) in information banks For advertising goods for industrial purposes and services, consumer goods in wholesale trade

Sales promotion refers to a variety of incentive measures, mostly short-term, to promote the sale or marketing of products or services. /12, p.48/ Long-term incentive measures include the provision of consulting support and warranty service.

Sales promotion includes: consumer promotion, trade promotion and sales promotion.

Consumer incentives are aimed at increasing the volume of purchases by consumers. The list of incentive methods is quite large and continues to expand:

· Use of coupons (certificates that give customers the right to purchase certain products at reduced prices)

· Temporary price reduction

· Return of part of the price

· Lotteries, contests, competitions and games

· Package sales at discounted prices

· Free provision of samples and their free testing

Trade promotion is aimed at encouraging the intentions of wholesalers and retailers to take on the sale of these products, provide them with the best places in stores, and use advertising. The main methods of stimulating trade are:

Price discounts

· Cash Aid (provided for the purpose of getting wholesalers and retailers to give special attention to certain products in some way)

· Providing merchants with a certain amount of free goods if their purchases exceed a certain amount

Incentives for sales staff are aimed at motivating their work. The following methods are used:

· Choosing a specific form of remuneration

· Cash rewards

· Competitions and contests with obligatory encouragement of winners

And, finally, an integrated method, which is aimed at both consumers and resellers, and business partners and includes all methods of the promotion complex, is the holding of exhibitions and fairs.

Under the personal (personal) sale refers to the oral presentation of the product in a conversation with one or more potential consumers for the purpose of its sale /4, p.67/. The steps in the personal selling process are as follows:

Compiling a list of potential buyers

Collecting information about potential buyers of interest

Establishing initial contact with potential buyers

Conducting a presentation (negotiations) aimed at attracting and retaining the attention of potential consumers in order to persuade them to make a purchase

5.Elimination of disagreements and objections that arose during the negotiation process

6.Make a deal

.Transaction support (fulfillment of delivery conditions, installation, commissioning, personnel training, etc.)

Public relations (or PR) - the formation or maintenance of a favorable image of the company, persuading the public of the need for the company's activities and its beneficial impact on society. /9, p.53/

Allocate external and internal function of PR. The external function is aimed at creating and maintaining a positive image of the organization among the layers and groups of the public that are external to the organization, at informing about the activities of the company and its products. Activities in the field of external PR can be aimed at highlighting the following aspects of the company's activities:

Marketing: new products, new use of old products, personnel changes, large orders, successful deals, contracts, major events, new guarantees, credit changes, sales policy changes, price changes, service changes, opening of new markets.

General news: management elections, board meetings, anniversaries of the organization, activities during national holidays, conferences and special meetings, open days, employee awards, exhibitions.

Coverage of current events: achievements in activities, statistics, new discoveries, payment of taxes, speeches by leaders, analysis of economic activity.

Personnel news: new appointments, celebrity visits, winners of competitions within the organization, promotions of managers and employees, interviews with officials and employees.

Confirmation of the status of the organization: the history of the organization, the history of the slogan and emblem of the organization, the trademark.

The internal function is aimed at creating and maintaining corporate social responsibility. We are talking about the high reputation of the organization among its staff, the formation of a favorable climate within the organization, support for a sense of responsibility and interest in the affairs of the organization.

To perform this marketing work, the firm needs to create four systems - marketing information, marketing planning, marketing service organization and marketing control. The marketing planning system includes both strategic and marketing planning./15, p. 551/

Strategic planning is the management process of creating and maintaining a strategic alignment between a firm's goals and its marketing potential and opportunities.

The strategic planning system has as its main goal the creation of a strong firm, in which there are at least a few promising lines of activity, compensating for those that may not be going through the best of times.

The strategic planning process consists of formulating the firm's mission, defining its goals and objectives, analyzing the business portfolio, and forward planning for the organization's growth.

To ensure the growth of the firm, strategic planning requires identifying market opportunities in areas where the firm will have a clear competitive advantage. These possibilities can be identified:

1.On the path of intensive growth on the scale of the current commodity market activity:

· deep market penetration - finding ways for the firm to grow sales in existing markets through more aggressive marketing

· expanding the boundaries of its market - an attempt by a firm to increase sales by introducing existing products into new markets

· product improvement - the company's activities to increase sales by creating new or improved products for their markets;

2.On the way of integration growth within the industry:

· regressive integration - the acquisition by the firm of ownership or putting under tighter control of its supply system

· progressive integration - the acquisition by the firm of ownership or putting under tighter control of its distribution system

· horizontal integration - the acquisition by the firm of ownership or setting under tighter control on its part of a number of enterprises of competitors;

3.On the path to diversified growth:

· concentric diversification - replenishment of the assortment with new products that, from a technical or marketing point of view, are similar to the company's existing products

· horizontal diversification - replenishment of the company's assortment with new products that are not related to those currently produced, but may arouse the interest of the clientele

· conglomerate diversification - replenishment of the assortment with products that have nothing to do with either the technology used or its current products and markets.

Within the framework of the marketing planning system, long-term and annual plans are developed for each of the specific production of goods, which have already been assigned strategic tasks. The main sections of the marketing plan are: a summary of benchmarks, a statement of the current marketing situation, a list of threats and opportunities, a list of tasks and problems, a statement of marketing strategies, action programs, budgets and control procedures.

Marketing control is a complete, systematic, independent and periodic analysis of the marketing environment, goals, strategy and activities of an enterprise (firm, company) - or production unit - to identify problem areas and develop recommendations aimed at improving marketing activities. /9, p.660/

Organizations apply three types of marketing controls to their market activities: control over the implementation of annual plans, control of profitability and strategic control.

When creating a marketing service, the most common option is a functional organization, in which the responsibility for the implementation of each individual marketing function is borne by its own manager, reporting to the vice president of marketing.

Geographic organization allows sales agents to focus their efforts on a specific geographic market.

Organization for commodity production, in which the production of each individual product is managed by its own manager, cooperating with specialists from other functional services.

Organization on a market principle, in which the main markets are assigned to market managers. A number of large firms use the organization on the commodity-market principle.

Chapter Conclusions

In the first chapter of the thesis, the theoretical and methodological foundations of the marketing activities of a modern enterprise, the theoretical aspects of modern marketing are considered.

Sales - the activity of the enterprise to bring goods from the manufacturer to consumers. This activity includes two interrelated areas - the sale of goods (transfer of ownership of the goods) and the physical movement of goods from the places of production to the places of sale and consumption (transportation, storage in warehouses, etc.) Terms of sale and service are part of the marketing mix offered to buyers and affect their choice, as well as the quality of the product.

Marketing is a system for managing or organizing the development, production and marketing of goods, based on a comprehensive accounting of the processes taking place on the market, focused on meeting personal or production needs and ensuring the achievement of the company's goals.

The difference between marketing and sales is that commercial sales efforts are focused on the needs of the seller, while marketing is focused on the needs of the consumer.

The fundamental principles of marketing are consumer orientation, segmentation and identification of target markets, adaptation of production and sales to changes and the pursuit of innovation.

The stated principles predetermine the content of marketing functions, which can be reduced to analytical (information) and managerial. The first of these involves primarily conducting marketing research. The second covers the planning and practical implementation of marketing activities, where the marketing mix created and used by the company plays a leading role.

Modern marketing research is the process of searching, collecting, processing data on the external environment of an enterprise and preparing information for making operational and strategic decisions in the business system. The data obtained as a result of marketing research, in order to effectively adapt the company to the state of the market and the requirements of end users, are used to design and adjust the elements of the marketing mix.

The marketing complex is a set of tools for direct management of marketing activities and includes: product policy, pricing policy, marketing policy and communication policy of the enterprise.

Using the tools of the marketing mix, the company develops and implements specific strategic and tactical marketing decisions. Each firm is interested in the effective management of its marketing activities. In particular, she needs to know how to analyze market opportunities, select suitable target markets, develop an effective marketing mix, and successfully manage the implementation of marketing efforts.

Using the theoretical aspects of marketing activities and the marketing policy of the enterprise discussed in the first chapter, we will analyze the marketing activities of the enterprise.

2. Analysis of the activities of the enterprise LLC TK "LIAL"

1 General characteristics of the enterprise

history of the company

LLC TK "Lial" is a trading organization of CJSC "Furniture Company" Lial ", engaged in the production of furniture. The opening of production took place in 1998, when modern German equipment of the HOMAG concern was purchased for the production of furniture. Two basic programs have been launched into serial production: operational - "Manager" and for managers - "Director". In 2000 A design and engineering department was created. Two new programs of operational furniture have been launched into serial production: "Mongoose" and "Comfort", the latter, with curvilinear forms of tabletops. Its novelty program "Comfort" aroused great interest at the 12th international exhibition "Furniture-2000" ("Expocentre" on Krasnaya Presnya, Moscow). In 2002 a network of regional warehouses is being created in 5 cities of Russia: Ufa, Chelyabinsk, Tyumen, Surgut, Perm. In August of the same year, a new ergonomic program of operational office furniture "Compact" was launched into serial production, specially designed for small spaces. Also at the 13th international exhibition "Furniture-2001" ("Expocentre" on Krasnaya Presnya, Moscow) a program of furniture for executives - "Cardinal" was presented. In 2009 in the city of Sterlitamak (Bashkortostan) a furniture factory is acquired. The second production site of CJSC "Furniture Company "LIAL" - CJSC "Sterlitamakmebel" is being created. Fully equipped with modern woodworking equipment "HOMAG" allowed to increase the planned output of finished products by 2.5 times. In March 2009, two furniture programs were launched into mass production : for educational institutions and for dormitories The program of furniture for hotels - "Plaza" is presented at the annual exhibition in Moscow "Mebel-2002". production facilities are concentrated in the city of Sterlitamak.In Yekaterinburg, a Central warehouse for finished products with an area of ​​2400 sq. m.

Company's mission

LLC TK "Lial" is a successful Yekaterinburg Company demonstrating stable and confident growth. The company grows by itself and we offer our customers to grow together, creating the most favorable conditions for doing business. Working with end users is one of the main priorities of the Company, so it tries to provide all customers with the highest possible level of service.

Vision (concept)

· LLC TK "Lial" has a market strategy, mission, philosophy, standards of business interaction, shared by all employees of the company and contributing to business development.

· LLC TK "Lial" has an impeccable business reputation and adheres to business ethics.

· LLC TK "Lial" is a reliable partner for a business of any scale.

· LLC TK "Lial" allows customers to fully concentrate on their core business, supplying furniture of the required quality and just in time.

· LLC TK "Lial" studies the entire range of needs of its target customers and satisfies them as fully as possible.

Company position in the market

LLC TK "Lial" is one of the largest companies engaged in the supply of office furniture. Company staff 200 people. Director Oikher A.D. Location: Russia 620014, Yekaterinburg, st. Chelyuskintsev, 2 / Sheinkmana 5. In terms of sales of its own products, the Company can rightfully be considered one of the leaders in the Ural region. The dynamic growth of all recent years, as well as a convenient geographical location, have made it possible to turn a small Company producing a limited range of office furniture into a Corporation with an established sales system, powerful resources and a professionally organized warehouse.

Main activities:

• Manufacture and sale of office furniture:
• Production and sale of furniture for educational institutions
• Manufacture and sale of furniture for dormitories
• Supply of furniture from European manufacturers - Italy, Finland, Poland
• Supply of office chairs and work chairs (Nowy Styl Group, Poland-Ukraine)
• Development of furniture layout plans

A total of 200 people work in the office and warehouse of OOO TK Lial in Yekaterinburg. Managers, specialists and warehouse workers interact with each other in accordance with job descriptions and internal situation, as well as guided by the traditions of interpersonal communication. Social relations, as well as the organization of the wages of workers and employees, are regulated by labor contracts. LLC TK "Lial" has developed a comprehensive system of measures to organize the recruitment, selection, adaptation, stabilization of the team, training and retraining of personnel. The organizational structure of the enterprise is presented in Appendix A.

Particular attention should be paid to the work of the sales and commercial departments. The functions of a commercial department specialist include searching for new customers, negotiating with potential buyers, concluding an agreement, and supplying a trial batch of furniture. After the first transaction, the client is transferred to the sales department, his manager is assigned to him, who conducts further cooperation with him. The specialist of the commercial department carries out all the most painstaking and difficult work to find and attract customers. Accordingly, his salary is much higher than that of a sales specialist. It consists of four components - a fixed salary, a percentage of the transaction, which is 3%, reimbursement of overhead costs (compensation for travel expenses, hotel accommodation, meals) and a social package.

A sales specialist does not spend such efforts on finding and attracting customers, but works with an already existing customer base. Accordingly, his wages are much lower. It consists of a fixed salary, a percentage of the transaction, which is 1%, reimbursement of overhead costs (if any) and social. package.

But in practice, such a scheme of work of departments is not effective. The commercial department does not fully engage in the search for customers, but continues to accompany the prospective customer in the future, instead of transferring him to the sales department. Naturally, some of the customers move to the sales department, but, as a rule, these are small customers who have already ordered the bulk of the furniture and are now only completing one or more jobs. Clients who, after the first transaction, refused to work with the Lial company for one reason or another are also transferred. Sales department specialists have to look for customers themselves, thus duplicating the work of the commercial department.

2 Analysis of the financial and economic activities of TK Lial LLC

To analyze the financial and economic activity, the data of the balance sheet and the income statement for 2009, 2010 and 2011 were studied. (see appendices B, C, D).

Sales growth rate for 2011 was 114% (163809/143607*100)

In tables 4, 5 we will analyze financial indicators for 2010-2011.

Table 4 - Profit analysis for 2010-2011

Indicator 2010 (thousand rubles) 2011 (thousand rubles) absolute deviation (thousand rubles) relative deviation (%) income and expenses from ordinary activities Proceeds from the sale of goods, products, works, services , услуг13387015008016210112,11Валовая прибыль9737137293992141Коммерческие расходы66917200509107,6Управленческие расходы----Прибыль (убыток) от продаж304665293483214,35Прочие доходы и расходыПроценты к уплате86119321071224,39Прочие операционные доходы659778991302119,74Прочие операционные расходы763993301691122,14Внереализационные доходы25230250119,84Внереализационные расходы19420511105,67Финансовый результат до налогообложения120132632062271,69Налог на прибыль288783495271, 7Profit (loss) from ordinary activities91324801567271.63Extraordinary income and expenses----Financial result91324801567271.63

The proceeds from the sale increased by 20202 thousand rubles. or 14% with a cost increase of 12.11%. In this regard, both the profit from the sale of goods increased by 16210 thousand rubles, and the net profit of the enterprise by 1567 thousand rubles, which is more than 2.5 times compared to 2010.

An increase in profit indicates the growth of the enterprise.

Table 5 - Indicators of financial condition for 2010-2011

Name of the indicator Value of the indicator Comment on the indicators and their trend borrowed funds of the enterprise as part of the sources of funds. (p. 490: p. 300) 7006/106834=0.0710627/153153=0.07 ):p. 690)(11256+388)/ 99828=0.12(14128+17610)/ 142526=0.22 This coefficient shows what part of short-term liabilities can be repaid from available cash. During the year, the absolute liquidity ratio increased by 0.1 the company is sufficiently solvent. Quick liquidity ratio (line 260 + line 250 + line 240): line 690 (11256 + 388 + 42409) / 99828 \u003d 0.54 (14128 + 17610+ 30930)/142526 =0.44 The quick liquidity ratio decreased by 0.1 and does not correspond to the norm, which is 0.7-1. This is due to the fact that the main part of the company's working capital is accounts receivable. Current liquidity ratio (line 290-line 216): line 690 (78437-0) / 99828 \u003d 0.8 (106056-0) / 142526 \u003d 0 .75 This ratio shows the possibility of covering debts. During the analyzed period, it decreased. There is a low probability of paying off debts to creditors at the moment, since the ratio does not meet the standard ratio of 2. Short-term liabilities exceed current assets, which indicates that the company does not have a reserve stock to compensate for losses that an enterprise may incur during the placement and liquidation of all current assets, except for cash. Calculation of profitability indicators Profitability of production activities (p. 050: p. for the production and sale of products. During the analyzed period, the profitability of production activities increased by 2.07% the enterprise has a profit from the ruble of sales. In 2011, the commercial margin increased by 1.88%, which is positive.

Assessing the liquidity of the Company, the following conclusions can be drawn: the company is solvent, but there are large accounts receivable and accounts payable. This suggests that it is necessary to revise the terms of work with clients and tighten the terms of payment. bad payers.

Office furniture is a product of seasonal demand, and, as a rule, the peak of sales occurs at the end of the year, this is due to several reasons:

Holiday season ends

By the end of the summer, everyone is trying to complete the renovation in an apartment or office, and after the renovation is completed, they buy furniture.

Seasonality is well seen in Table 6.

Table 6. - Uniformity of sales volume of TK Lial LLC by quarters.

2009 год%2010 год%2011 год%I кв.2000516,072503617,432900217,7II кв.2605220,933000920,93659322,34III кв.3355026,953890327,094355626,59IV кв.4488936,054965934,585465833,37Всего за год124496100143607100163809100

Table 7 - Dynamics of the range and structure of the turnover of LLC TK "Lial" for 2009-2011

Furniture Program 200920102010, change in the dynamics of the structure of the turnover, thousand owl weight, %amount, thousand owl weight, %, thousand owl, %cardinal101258,1312995951689612,1812,09152110.5915789,189,55KOMOK ,93120897,38-2,90Компакт1536312,343514124,473945324,0811,74Мангуста1300610,45100036,97110006,72-3,73Менеджер3011224,193033021,123298720,14-4,05Школьная мебель79986,4295536,65119967,320,90Мебель для общежитий75536,0789976, 27123667.551.48Other100038.0399886.96112336.86-1.18Total:124496100143607100163809100.00

The table shows that the implementation of furniture programs is uneven. The sales volume of the "Cardinal" program has grown, because of this, the sales of the "Director" series have decreased, because these two programs are approximately in the same price range and are designed for senior and middle managers. The "Compact" series has taken a leading place in sales due to its novelty and interesting design. The share of the Manager program has decreased, but its place in the total volume of sales is quite large. The sales volume of the Comfort and Mongoose programs is quite small and their share is constantly decreasing. School and dormitory furniture occupies a small place in the total sales volume, but their share is steadily growing.

3 Market and competitive analysis

A favorable situation is emerging for the active growth of the furniture market in Yekaterinburg: according to players, an increase in the effective demand of the population, the number of new buildings for residential and office purposes contribute to an increase in market turnover by 15-20%. The main competition is for middle class consumers. The furniture market in Yekaterinburg, as noted by the players, has formed in all segments. Almost all federal companies and factories - furniture manufacturers came to it. The final chord of expansion into the region will be the opening this year of IKEA. A new milestone in the development of the furniture market will mark, according to operators, the beginning of an era of competent positioning of network retailers and conceptual furniture shopping centers. In the next two to three years, the number of furniture shopping centers will double

According to the Commodity Market Committee, there are 340 companies selling furniture in the city, which is 2% of the total number of trade objects, including tenants in shopping centers, malls and market complexes. The network of specialized furniture stores includes 93 objects, their share in non-food retail is 5%. About 10% of furniture trade objects are network structures that include five or more stores, such as Miass Kitchens - 6 salons, Centro-Mebel - 6 points of sale, etc. Many companies include two or three objects (MHM, Shatura, N. Verto, etc.). Over the past 1.5 years, the network of specialized stores has increased by six objects (from 87 to 93). 56% of the assortment in specialized stores, according to the estimates of the Commodity Market Committee, is occupied by domestic furniture, 23% - imported. Of the total number of Russian manufacturers whose products are sold in Yekaterinburg, up to 50-60% are small town and regional enterprises. Today, about 100 furniture manufacturers officially operate in the Sverdlovsk region, 69 of them are located in the capital of the Urals.

The number of players significantly increased last year - almost 3.8 times (from 63 to 245) - in the opening shopping centers and malls. There are five specialized furniture shopping centers in our city - "Gallery 11", "EMA", "A2", "Red House", "Fifty". In large shopping malls, chain furniture retailers act as anchor tenants. Vostochny shopping center announced its specialization as a furniture shopping center this year.

This and next year, the number of retail space for furniture makers may increase significantly. A landmark event for furniture makers will be the opening in October of this year of the Mega shopping center with an area of ​​28 thousand square meters. m of the Swedish retailer IKEA. As market participants noted, despite the increase in furniture trading floors, the stage of fierce competition has not yet arrived. As for IKEA and the RMC, they are unlikely to be able to satisfy such a diverse demand of the townspeople, but they will still pull over a certain percentage of buyers. One of the disadvantages of IKEA is that they offer standard furniture, and the client usually wants furniture that is different from the exhibition sample - a different color, size, etc.

The volume of the Yekaterinburg office furniture market is at least 1 billion rubles. in year. Players note its growth and increase in consumer demand against the backdrop of active construction of office buildings. The market is growing by 14-15% annually. Over the past year, large federal manufacturers and sellers of office furniture, such as Deffo, Cambio, Kraft, UNITEX, etc., have strengthened their positions in the local market. Federal operators carry the brand culture with them. This affects sales, especially when it comes to a tender, for example, of a large bank. Among local manufacturers and sellers, the largest players are Eurofurniture, Lial, MDF, Office-komplekt, and others. The share of local players is very high. Many manufacturers of office furniture constantly appear in the city, since the production technology is not too complicated, in total about 100 companies operate in this segment.

The main trend in the office furniture market was a decrease in the share of economy class and a shift in demand towards furniture of a higher price level. It is expected that operational office products from China will soon appear in this segment. At the level of a decline in demand, with the advent of a serious player, someone will have to disappear from the market. An indicator of an increase in demand for furniture of an average price level is an increase in the cost of a workplace. If in the segment of operational furniture the price changes are insignificant, then the demand for cabinets for middle managers increased by 30%, and the price - by one and a half times”. We can state import substitution in this price category: Previously, office furniture was almost all imported and expensive, now it is of high-quality Russian production and is more affordable. Today in this niche there is competition at the level of brands of domestic manufacturers.

The premium-class office furniture segment is more conservative, and there are no significant changes in it. Among the companies operating in this price category are Elekkom, Eos, Torchetti, Day and Night, etc. Unlike the middle segment, where the products of domestic factories dominate, in the upper niche the share of imports close to 100%. The leaders here are Spanish and Italian factories. Retailers' assortment often overlaps, and often the supplier is chosen according to the level of services.

In order to identify direct competitors of TK Lial LLC and analyze their pros and cons, we will develop a map of strategic groups (see Figure 4).

Figure 3 - Map of strategic groups.

Explanation for Figure 3:

The size of the circle roughly corresponds to the market share of each of the competitor groups. - All furniture - Home furniture - Office furniture

Names of firms belonging to different strategic groups:

1.All furniture (expensive): Linda, MHM, N.Verto, Febru, Grandma's chest of drawers,

Day and night.

2.Home furniture (retail): Gallery 11, EMA, A2, Red House, Fifty dollars.

3.Federal manufacturers and sellers of office furniture: Daffo, Cambio, Kraft, Unitex, Felix.

.Local manufacturers and sellers of office furniture: Eurofurniture, Lial, MDF, Office kit, Euro-office 2000, Karat-E.

.Vendors of Italian office furniture: EOS-furniture, Torchetti, Ellekom,

.All furniture (inexpensive): Screen, Cedar, Mir Office Project, Central furniture, Shatura.

LLC "TK Lial" is in the 4th group, this group occupies a fairly large market share in Yekaterinburg and the region. Direct competitors of our Company: Karat-E, Eurofurniture, MDF, Office kit, Respect, Euro-office 2000. Therefore, it is worth analyzing our work and the work of our direct competitors, and identifying our strengths and weaknesses (Table 8). Also, special attention should be paid to the 3rd group - federal manufacturers and sellers of office furniture: Deffo, Cambio, Kraft, Unitex, Felix. Although they are not included in our strategic group, they are the closest competitors and attract some of our potential customers.

Table 8 - Comparative analysis of direct competitors of TK Lial LLC

Factors / FirmsLIALooffice-setEuro furnitureEuro-office 2000Karat-EQuality: Plate, Edging, Equipment44344Price (1 - high, 5 - low)53334Discount system (1-non-flexible, 5-flexible)44445Delivery time23344Warranty (6 months - 3 years)34544Furniture programs: Quantity, interesting design53544Associated services: Delivery Furniture assembly Departure of a specialist Design project53453Completion of premises on a turnkey basis44453Advertising activities32543Total:3530363734

The table shows that the company "Lial" occupies a certain place in the market of manufacturers and sellers of office furniture, but this place is far from the first. Euro-Office 2000 and Eurofurniture are very serious competitors, Karat-E is also catching up with us.

The strengths of LLC TK "LIAL" are the optimal ratio of price and quality, a fairly flexible system of discounts, a wide range of furniture programs that are interesting in terms of design. The company provides additional services, such as the visit of a specialist to show catalogs, samples of slabs and edges, and measure the premises. At the preliminary stage of cooperation, a design project is drawn up. Within the city of Yekaterinburg and the region, free delivery and assembly of furniture is carried out. The Company also completes turnkey premises, including office supplies.

The downside is the delivery time, they can reach from 1 to 2 months. Not every client will agree to wait for several jobs for such a long time. The second important point is the short warranty period, it is only 6 months. Whereas Eurofurniture gives a guarantee for its products up to 3 years. And the Felix factory gives a guarantee for its furniture up to 7 years and the delivery time is no more than 2 weeks, despite the fact that it is a federal seller of office furniture, and the production facilities are located near Moscow and Podolsk.

Our Company is ahead of Euro-Office 2000 in almost all indicators. Their only drawback is their rather high price. But the company is constantly improving production, saving on costs, and for the last 2 years the price of products has not increased, while the Lial Company has increased prices 2 times over the same period.

Eurofurniture and Karat-E are also serious competitors. "Karat-E" offers the best conditions for terms, discounts and guarantees for its products. But LLC "TK Lial" loses in the following points: there is no service for a specialist to visit the customer, delivery and assembly of furniture, even in the city, is carried out for a fee, and the company cannot complete the complete set of premises.

Factory "Eurofurniture" offers a wide range of furniture programs, good service, warranty and flexible system of discounts. But it loses to our Company in terms of price, as well as the quality of the edge of several operational programs needs to be improved.

Office-komplekt is not such a strong competitor as other companies, but it should not be left out of sight either.

Advertising activity is at a high level only for two competitors. Others, including Lial, have an average or below average level. It is likely that firms that are price leaders in the market, have an impeccable business reputation and have been operating on the market for quite a long time, believe that they do not need active advertising support.

2.4 Supplier analysis

For the manufacture of furniture LLC "TK Lial" uses only high-quality and environmentally friendly materials. The main material used for the production of furniture is chipboard with a texture and embossing "shagreen", MDF and fiberboard. The main suppliers are Kronolitos (Baltic), UVA-Drev (Udmurtia). LDSP - laminated chipboard. The advantages of this material in furniture production: strength, reliability, low price, high aesthetic qualities, long service life, environmental friendliness. In production, it is used for the manufacture of basic parts: countertops, supports, doors, side panels, tops, drawer fronts. MDF is an environmentally friendly material, as additional synthetic binders are not used. MDF is a slow-burning, bio-resistant, weather-resistant raw material and a cheaper material than wood used for furniture production. In production, it is planned to use it for the facades of kitchen cabinets and tables, countertops of office furniture. Fiberboard - fibreboard. It is used for the manufacture of the back walls of cabinets and the bottom of drawers. The use of fiberboard ensures high performance of furniture with its minimum thickness, reduces the cost of a unit of production.

Edge material. In the production of furniture, only PVC edge 2mm, 0.4mm is used, which ensures a particularly long service life PVC (Polyvinyl chloride), is used for processing external and internal parts, is resistant to mechanical stress, and has high performance. Supplier "Rehau" (Germany).

Accessories. At a complete set of furniture domestic and import accessories are used. Handles, shelf holders, hinges, hanger rods, drawer guides from the well-known German company Hettich, the Russian company Mir Stekla and the Steinel Trade Group

Package. All products are delivered unassembled. Panel parts are packed in 2 layers of corrugated cardboard. Glass doors are packed separately in bubble wrap and corrugated cardboard with a rigid chipboard lining around the perimeter. Fittings and assembly diagrams are inside the package.

Main suppliers: Promkomplekt and Uralgofratara.

Any supplier according to all criteria is evaluated on a 5-point scale. This method allows you to determine the shortcomings in working with each supplier.

The main supplier of the plate is Kronolithos. The plate is supplied from the Baltic States in large quantities, it is of high quality at a low price. TK Lial LLC has been working with this supplier for a long time, and trusting partnerships have been established over the entire period of work. The work began with several trial batches, which were purchased at a fairly high price and only on an advance payment. Now TK Lial LLC has very good discounts and a trade credit for a period of 1 month. Disruptions in deliveries are extremely rare and often the fault is not the supplier, but the railway, or the cargo may be delayed at customs. There are practically no complaints about the quality of the plate either. The only downside to working with this supplier is the high shipping costs.

The second supplier of board UVA-Drev from Udmurtia performs poorly on almost all counts: high price, lower board quality, frequent supply disruptions, high transport costs, frequent board quality claims and less favorable payment terms. This supplier is not the main one. Negotiations are constantly underway to provide discounts and installment payments. But the supplier does not want to make concessions, explaining that he does not see any interest in working with TK Lial LLC, because. The company buys small batches of slabs.

Rehau is a good partner. It is a PVC edge supplier. The low price, relatively low transportation costs, just-in-time delivery and the absence of claims for product quality determine mutually beneficial and long-term cooperation with this supplier. The only thing that needs to be worked out is payment. Now TK Lial LLC pays for the goods upon receipt. But given the long term of cooperation and good business relations, it is possible to negotiate the provision of installments or even deferred payment.

With Promkomplekt LLC "TK Lial" cooperates recently. Good quality packaging. At the moment, it is purchased in small lots and at a price list, i.e. without discounts. It is necessary to continue cooperation with this supplier, reach large volumes and, accordingly, more favorable working conditions and payment.

The world of glass is perhaps the most unpromising supplier. The low quality of the supplied products, high prices, a large number of quality claims and high transportation costs make cooperation unprofitable. TK Lial LLC should consider whether to continue working with this supplier and consider other offers.

5 Customer analysis

The analysis of the market, which consists in obtaining the maximum possible information about the real and potential partners of the enterprise, is aimed primarily at customers by TK Lial LLC.

The study of consumers is carried out by the commercial department and the sales department. The analysis uses information obtained on the basis of existing business relations, orders from regular customers, customer letters, commercial offers, as well as data obtained using market research methods (for example, via the Internet, thematic and industry directories, economic publications, telephone conversations and personal meetings). Based on research, market segmentation is carried out in order to maximize consumer satisfaction.

The segment in which TK Lial LLC operates can be defined as a regional one. 77.95% of clients are located in Yekaterinburg and the cities of the Sverdlovsk region, 19.92% - in the cities of nearby regions (Tyumen, Perm, Chelyabinsk, KhMAO). The Company's customers, as a rule, are corporate clients, wholesalers and furniture stores; the company also works with small private clients. The company uses several ways to transfer goods to the final consumer at the same time, this indicates a "mixed" distribution channel. Also, TK Lial LLC strives to distribute its goods through all intermediaries who want to accept goods in their assortment, and does not make any fundamental differences between them, this indicates an intensive distribution.

Among the fairly significant buyers are: the Institution of Justice for the Sverdlovsk Region, the Ural State University named after. A.M. Gorky, Kalina Concern, State Civil Defense and Emergency Situations for the Sverdlovsk Region, Main Directorate of the Ministry of Justice of the Russian Federation for the Sverdlovsk Region, the Federal Security Service of the Russian Federation for the Sverdlovsk Region, the Ural Electro-Chemical Plant, Sverdlovenergo, Tyumenenergo, Tyumentransgaz ”, Administration of the city of Perm, Office of the Judicial Department of the Chelyabinsk Region, Surgutneftegaz, Kogalymneftegaz.

A survey was conducted to determine whether customers are satisfied with the quality of the furniture supplied and their attitude towards the company TK Lial LLC. The survey was conducted in the form of a questionnaire. Participants had to answer the questions of the questionnaire, which is presented in Appendix D.

The survey was conducted among corporate customers: the Institution of Justice for the Sverdlovsk Region, Ural State University named after. A.M. Gorky, "Kalina Concern". The clients of the salons "Titul", "Sea of ​​Furniture" and "Office Furniture" also answered questions.

Based on the results of the survey, the following conclusions were made: In general, customers respond positively to the work of the Company. The ratio of price and quality is optimal. The furniture program "Compact" is especially distinguished. The highlight of this program is a smooth design, soft contours. The rejection of rectangular shapes, rounded corners, combined with various color schemes and organization of the workplace space, allows you to create the most optimal and comfortable conditions for employees. The company's managers are competent and always attentive to customers, the furniture is delivered at the agreed time, the assemblers work quickly and efficiently. However, a big disadvantage in the work of the Company is the timing of the manufacture and delivery of furniture, as well as a large number of quality claims. From the moment a complaint is filed until it is resolved, a lot of time passes. This suggests that the work of the logistics department is illiterate. The packaging is fragile, torn, often there are not enough fittings and assembly schemes. When asked whether customers would cooperate with the Lial Company in the future, almost all answered positively, subject to reduced delivery times, defects and improved packaging.

6 SWOT analysis of TK Lial LLC

The essence of this analysis is to assess the prospects of the enterprise in two aspects. Speaking about the current state of the enterprise, its advantages and disadvantages are determined, and a look at the future reveals the possibility of continuing further activities and threats to the successful implementation of plans.

Table 2.15 Matrix of SWOT-analysis of LLC TK Lial activity

BenefitsFeatures12 · Own production · Modern equipment · Own warehouse · Compliance of price and product quality · Flexible system of discounts · Interesting furniture program design · Providing additional services to customers · Improved terms of supply · Flexible seasonal positioning · Positioning in promising market segments. Disadvantages Threats · Lack of coordination between departments · Long production times and a large number of quality claims · lack of consumer awareness · Competitive activity Emergence of new stronger competitors · Instability of cash flows. · Expansion of the range of programs and services by competitors · The use of counter-advertising by competitors

Chapter Conclusions

In Yekaterinburg, a favorable situation is emerging for the growth of the office furniture market. They note the growth and increase in consumer demand against the backdrop of active construction of office buildings. The market is growing by 14-15% annually. The share of local and federal players is very high. But, along with this, many manufacturers of office furniture constantly appear in the city, since the production technology is not too complicated, and at the moment there are about 100 companies operating in this segment. Among local manufacturers and sellers, the largest players are Eurofurniture, Karat-E, MDF, Office-komplekt, and TK Lial LLC. Undoubtedly, TK Lial LLC is one of the largest manufacturers in the Ural region. But among direct competitors, the company is far from the first place. Despite this, the Company is in the growth stage, it has good potential. The sales growth rate for 2011 was 14%. Profit increased in 2011 by more than 2.5 times. Profitability over the past year has also grown by almost 2 times. The company is quite solvent, but the main part of the company's working capital is accounts receivable, there is also a large amount of accounts payable. In 2011, the firm worked with 447 customers, about 80 of them have permanent status. The competitive advantage of TK Lial LLC is the prices and interesting design of furniture programs. Based on the results of the analysis of the activities of TK Lial LLC, the main weaknesses were identified. Measures to eliminate shortcomings and improve the marketing activities of the company are proposed in the third chapter.

sales logistics commodity

3 A set of marketing measures to improve the marketing activities of the enterprise.

For TK Lial LLC, the strategic goals are to increase the share of the office furniture market in Yekaterinburg, to take a leading position in the segment of local manufacturers of office furniture, and to improve its marketing activities.

These goals can be achieved by focusing the company on marketing, and as a result, on meeting the needs of consumers.

To improve the efficiency of the marketing activities of the company "TK Lial" LLC, the following set of measures is recommended:

1.Identify market segments, understand and study their needs. Develop exit and outreach strategies.

2.Change the structure of sales and commercial departments, introduce a marketing department.

.Build a sales department for consumers.

.Improve the relationship between the logistics department and other services.

.Eliminate comments regarding the quality of furniture, delivery times, improve the range.

.Improve the communication policy of the enterprise.

Let's consider the proposed activities in more detail.

1 Market segmentation

As already mentioned in the second chapter, the segment in which TK Lial LLC operates can be defined as regional and nearby areas. All shipments are centralized from a warehouse in Yekaterinburg. In 2002, a network of regional warehouses was created in 5 cities of Russia: Ufa, Chelyabinsk, Tyumen, Surgut, Perm. But the costs of renting offices, warehouses, transportation, storage and wages of employees turned out to be significantly higher than expected. And sales are lower. In 2011, all warehouses were closed.

Companies should not abandon the policy of expansion to other regions. We need to develop our dealer network.

In Tyumen, TK Lial LLC cooperates with Soliton-Market LLC.

LLC "Soliton-Market" has 2 furniture stores, respectively, good relations with consumers (regular customers), has its own warehouses for storing goods, its own office, transport and qualified personnel. In 2011, this enterprise sold office furniture for about 7 million rubles, the share of the furniture of the Lial Company amounted to 2.5 million rubles, which is 36%. During 2006 LLC "Soliton-Market" plans to sell office furniture in the amount of 8 million rubles. The director of this enterprise agrees to sign a dealer agreement with TK Lial LLC, provided that the Company provides a permanent dealer discount of 20% from the price prices, in exceptional cases, a one-time provision of an additional 3% discount for a volume exceeding 2 million rubles. Delivery of products is carried out by self-delivery or paid additionally. Also, contractual relations must be of an exclusive nature, providing for strict obligations: The Lial company is obliged to make deliveries only to this intermediary within Tyumen. Soliton-Market LLC, in turn, undertakes to work only with the office furniture of the Lial Company. In addition, the Lial Company must constantly provide materials with advertising of its trademark, booklets, catalogs, and conduct staff training once every six months.

The economic benefits of such an agreement are easy to calculate:

million - 20% -1% (sales and hospitality expenses) = 6.3 million rubles. Thus, in 2006 Lial's office furniture turnover will amount to approximately 6.3 million rubles (excluding inflation and price increases).

In the Chelyabinsk region, you need to conclude a dealer agreement on the same terms with IP Orlov. In 2011, office furniture sales amounted to 6 million rubles. Accordingly, in 2006 IP Orlova's sales of office furniture will amount to 7 million rubles. Consequently, LLC "TK Lial" in 2006 sells through this intermediary in the Chelyabinsk region furniture in the amount of 5.5 million rubles.

In Surgut, Lial will be represented by IP Sulimova. The conditions of the dealer agreement are the same, but due to the specifics of this region, the dealer discount will be 15%, and commercial expenses will increase to 3%. Sales of office furniture by IE Sulimova in 2011 amounted to 13 million rubles, in 2006 it is expected to reach 15 million rubles. Accordingly, "Lial" sells office furniture in Surgut in 2006 through a dealer in the amount of 12.3 million rubles (15-15% -3%).

The regions of the north are a tasty morsel for any enterprise. In the future, the Lial Company should continue its expansion into the Yamalo-Nenets Autonomous Okrug and Khanty-Mansi Autonomous Okrug.

In Ufa, our dealer will be the Style store. The turnover indicator for 2011 is less than in other regions, it is 4 million rubles. The growth rate of the office furniture market is lower than the national average and is about 10%. In 2006, the projected trade turnover is 4.4 million rubles. Accordingly, the Lial Company sells through this intermediary furniture in the amount of 3.5 million rubles (4.4-20% -1%).

The economic benefit from the conclusion of TK Lial LLC dealer agreements with Soliton-Market LLC, IP Orlov, IP Sulimova and the Style store is obvious.

In 2006, the projected sales volume through the dealer network will be 27.6 million days. rubles.

All buyers of furniture can be divided into several groups:

· Home furniture buyers (kitchens, upholstered furniture, cabinet furniture)

· Buyers of office furniture

· Buyers of furniture for schools and educational institutions

· Buyers of furniture for hotels and hostels

· Buyers of furniture for bars and restaurants, etc.

We are interested in buyers of office furniture, which, in turn, can also be divided into corporate, retail and intermediaries (wholesalers, furniture stores).

At the moment, the Company's marketing policy is such that anyone can become a client, be it a corporate customer or a buyer who came at the same table. Furniture is made to order in large quantities, the production time is a month, and even more in the season, in addition to this, the table must be brought and assembled, and delivery and assembly around the city is free of charge. Thus, it is not profitable for the Company to work with small private clients.

There are several types of clients, cooperation with which is the highest priority for TK Lial LLC:

1.Corporate clients. As a rule, such clients immediately order a large amount of furniture or gradually, over a certain period of time, furnish their offices and branches. The minimum life of the furniture is five years. Therefore, after a certain period, the client changes the furniture, as a rule, turning to the company with which he worked before, and which has established itself as a reliable business partner. TK Lial LLC already has an established customer base, but there are customers who, for one reason or another, did not work with the Company.

The task of the sales and marketing departments is:

· work with the existing client base, informing clients about all new programs, distribution of booklets, price lists and catalogues;

· collecting information about potential customers, studying their needs;

· identification of clients who stopped working with the Company, analysis of the reasons why further cooperation did not take place

· studying the unmet needs of competitors' customers and "poaching" customers from competitors.

2.Furniture salons. In Yekaterinburg, there are many shopping centers and salons that sell furniture to retail customers. The Lial company already cooperates with several salons. The advantages of such work are that the salon takes on part of the costs of finding customers, promoting products, warehousing, storing, delivering and assembling furniture. Another advantage is that the Company does not lose "small" customers, but sends them to the salon, where the client will overpay a certain amount, but he will not have to wait more than a month for his table, because. The salon has a warehouse stock of products, which replenishes as needed.

When working with salons, the following sales promotion programs should be applied:

· providing permanent discounts;

· providing discounts from the price for volumes;

· providing discounts for new product samples;

· provision of representative materials with advertising of the manufacturer's trademark;

· service organization;

· organization of personnel training;

· supply of spare parts;

3.Higher educational institutions, schools. The market share of local manufacturers of office furniture is quite large. Furniture programs are generally similar. But few of them produce furniture for schools and educational institutions. However, the furniture in many educational institutions is very old and needs to be replaced. With the transition to paid education, many departments allocate funds for repairs and equipping their classrooms with new furniture. Work with such clients should be based on the principle of personal selling. The manager of the sales department in the course of telephone conversations finds out the needs of the client, arranges a meeting. Further provides booklets, price lists, catalogs. Makes measurements of the premises, draws up a design project. The client makes his own adjustments. After agreeing on the order, an invoice is issued, a discount is necessarily negotiated, even if it is a small amount of furniture. After payment, the furniture is put into production. The time of delivery and assembly of furniture is coordinated with the client. If all stages were successful, and the client was satisfied with the work of the manager and the quality of the furniture, then in the future he will advertise the Lial Company to his colleagues from other departments. Work with USU is based on this principle. Orders are usually small, but constant. In 2011, the University purchased furniture for 2 million rubles. There are about 15 state higher educational institutions in Yekaterinburg, and the number of commercial higher educational institutions is growing every year. If Lial Company concludes contracts with 5-6 of them in 2006, then the projected turnover in this segment, taking into account the price increase by 10%, will be about 13 million rubles (6 * 2 million rubles + 10%). By 2007, it is planned to conclude agreements with 10 - 12 higher educational institutions; turnover, taking into account the increase in cost by 10%, will be approximately 29 million rubles (24 + 10% + 10%). As a rule, in 1.5 - 2 years, an educational institution manages to furnish most of its audiences. Therefore, in 2008 we can predict a decline in orders. But as already mentioned, the service life of furniture is about 5 years. And after a certain time, the client will again contact the Lial Company.

In parallel, sales managers must go out with educational furniture to schools. It is not yet possible to calculate the economic benefit, because no experience in this segment.

3.2 Structure of the sales department. Establishment of a marketing department. Interaction of the logistics department with other services

At the moment, the Company has two departments engaged in the search for customers and the sale of furniture. Functions of employees are duplicated. It is advisable to combine these two departments into one.

The structure of the new sales department is shown in the figure.

Figure - The structure of the sales department of TK Lial LLC

Dealer network specialist manages all four regions of Tyumen, Surgut, Chelyabinsk region, Ufa. Takes orders, makes design projects, monitors the timing of furniture manufacturing, ships finished products, controls payments, accepts and processes complaints. Issues and sends all necessary documents.

In the future, as the dealer network expands, it is planned to accept one more person.

The department for work with schools and higher educational institutions is engaged in attracting new customers and maintaining existing customers. One specialist works with schools, the second with institutes. As the client base expands, another specialist will be required to work with higher education institutions.

The corporate client department consists of three people:

the first is engaged in the development and maintenance of VIP clients;

the second one works with corporate clients, his duties include: working with the existing client base, searching for new ones, identifying clients who have stopped working with the Company, analyzing the reasons, and “poaching” clients from competitors;

the third person works with tenders.

A salon specialist works with existing salons and searches for new ones.

The incoming customer service specialist combines telephone work and secretarial functions. Allocates new incoming clients to departments, or sends them to the salon, during the absence of any of the employees, performs part of its functions.

The payment of sales department specialists will be based on the same principle as before the restructuring of the department: a fixed salary, a percentage of sales, reimbursement of overhead costs and social benefits. package. The percentage of the transaction will vary depending on the status of the client, if the client is regular, then the specialist receives 1% of the order, if the client is new, then for the first 3 transactions the specialist receives 3%, for the next 1%.

A specialist in working with incoming clients receives a fixed salary, a monthly bonus based on the results of the work of the entire department and social services. package.

An important condition for the effective work of the entire department is the interchangeability of specialists among themselves.

Functions of the Head of Marketing Department:

creation of a workable marketing team

collection and evaluation of market information

improvement of the concept of marketing and its strategy

direct marketing planning and management

preparation of marketing budgets

direct assessment of the competitiveness of the product

development of plans for promising products

setting a competitive price level

direct market interaction

organization of marketing training

control and improvement of the sales network

after-sales planning

search for new markets

implementation of marketing in all departments of the enterprise

Marketing functions.

Marketer 1:

planning, design and product development

pricing

Marketer 2:

market research

sales planning

sales forecasting

sales control

Marketer 3:

sales support

public relations

An important condition in the activities of the department is the interchangeability of marketers among themselves.

The logistics department is just being formed at the enterprise. At the moment, its functions are blurred, and actions are not coordinated with other services.

The following tasks should be assigned to the logistics department: ensuring the acceptance of finished products from production, accounting for goods and organizing warehousing, building logistics routes for the optimal movement of goods, making shipments to counterparties, self-delivery and forwarding of goods, control over the quality of products and packaging, placement of applications for production and the formation of a production plan, control over its implementation, elimination of claims.

In a word, the logistics department must link into a single system all stages of the Company's work from the production of furniture to its shipment to the client and installation.

In addition, the logistics department provides free furniture assembly within the city of Yekaterinburg. Elimination of claims arising from the fault of the Supplier must also be free of charge, regardless of the location of the client.

One of the tasks of the logistics department is to conduct marketing research related to the study of supply and demand in the office furniture market and the transfer of analytical reports to the marketing department and sales structures to coordinate and develop the Company's sales policy.

Only if all these functions are performed, as well as well-coordinated and coordinated work of the logistics service with other departments and, first of all, with the sales and marketing department, will the company achieve its goals.

3 Improving the product policy of the enterprise

To increase the effectiveness of the commodity policy of TK Lial LLC, it is recommended to carry out the following set of measures:

Taking into account the trends in the development of the office furniture market in the direction of increasing the cost of the workplace and shifting emphasis from economy class furniture to furniture for middle managers, the Company should pay special attention to Comfort series furniture. Now the share of this series in the total sales is very small. This is due to the fact that the furniture of the Comfort series is non-ergonomic and inconvenient to use due to the curvilinear shapes of the tables and their sizes. The design department, based on the research of the marketing department, should finalize and improve this furniture program.

The sales volume of the Mongoose series is small and is declining every year. The furniture is not interesting in its design and quite expensive. The company needs to discontinue this series and develop a new program. Market analysis shows that furniture on a metal frame is becoming more and more in demand. The task of the design department should be to develop a creative program of furniture on metal frames. The program must be presented in several colors that are in harmony with each other. Glass cabinets must be made in a metal frame. The furniture will be designed for middle managers and will be in the middle price category.

The opening of a new production site in Sterlitamak made it possible to significantly increase the volume of furniture production. But at the same time, the percentage of defects in manufactured products increased. This suggests that the factory employs unskilled personnel, there is no product quality control and there is no good employee motivation system. The logistics service should take over the function of control over the quality of products, over the absence of re-sorting of products by color and names, and the absence of underinvestment in fittings. It is also necessary to carry out certification and training of personnel, to introduce a system of fines and incentives in production.

One of the functions of the logistics department is the placement of orders for production and the formation of a production plan. In addition, it is necessary to determine the size of the minimum warehouse stock, which will consist of the most popular items in the range of manufactured furniture. During the period of greatest demand, the size of the warehouse stock should be increased.

It is also necessary to carry out a set of measures in working with suppliers:

1.Refuse to cooperate with UVA-Drev and Mir Stekla. The entire slab will be purchased from a single supplier, Kronolithos. This will increase the volume of the consignment of goods, thereby reducing transportation costs. It is also necessary to negotiate with the supplier so that he takes on part of the transport costs.

2.Continue cooperation with the packaging supplier Promkomplekt, increase the volume of the consignment, increase the percentage of the discount and receive an installment payment.

.With Rehau, you need to negotiate a deferred payment.

All these activities will reduce the time of production from one month to two weeks. Do not refuse customers who have an urgent order, but form it from stock. Reduce the cost of manufactured products. To improve the quality of manufactured furniture and reduce the number of complaints from customers.

As the experience of carrying out previous promotional activities shows, the period during which the company receives a return on a massive advertising campaign (approximately 2 weeks long) is about 2.5 months. During this period, the number of buyers increases and the volume of sales increases accordingly. Then gradually the effect of promotional activities weakens. From this it follows that the Company "Lial" should conduct advertising campaigns 3-4 times a year. In addition, text ads in the thematic headings of newspapers should be constantly submitted, information on the corporate website on the Internet should be updated in a timely manner, and targeted distribution of commercial offers, price lists, catalogs by fax and e-mail should be carried out regularly.

Point out the main competitive advantage of TK Lial LLC - the high quality of the furniture supplied at low prices.

To draw the attention of customers to a high level of service quality: a specialist visits to measure the premises, make a design project, delivery and assembly of furniture around the city is free of charge.

Of particular note is that the terms of furniture manufacturing have been reduced from 30 days to 14 days. The term of shipment of items from the warehouse program is no more than 3 days.

To draw the attention of buyers to the fact that since 2006 a new program on metal supports "Creative" has been launched into production, the furniture program for middle managers "Comfort" has also been finalized and improved.

Emphasize the benefits provided to regular customers: trade credits, discounts.

According to the results of a study of the market for advertising services in Yekaterinburg, it is recommended to contact the advertising agency "A 4". Advertising agency "A 4" has been operating in the advertising and PR market of Yekaterinburg for more than 5 years. During this time, he has established himself as a developer of spectacular and effective advertising campaigns for many enterprises. Prices for the services of the company "A 2" are approximately at the level of the average market, but if you conclude a long-term cooperation agreement, then the discount on the agency's services will be 5%. The duration of the promotional activities is approximately 2 weeks. During this time, the following is carried out:

2.Transmission of radio messages on two radio stations - 30 times

Modern marketing requires the company not only to create a good product, to set an acceptable price for it, to ensure its availability for target consumers, but also to carry out regular communications with its regular and potential customers.

To ensure effective communication, many businesses use the services of marketing intermediaries such as advertising agencies, sales promotion specialists, public opinion specialists, in order to create a positive image of the organization. For most manufacturers and intermediaries, the question is not whether to engage in communication or not, but how much and how to spend money in this area.

An important element in the system of marketing communications is the sales promotion of the company entering the market of energy-saving lamps. Navigator. Based on the characteristics of the consumer properties of the new product, a sales promotion program should be developed, covering resellers, end users and construction organizations.

Based on the analysis of the market for energy-saving lamps, it was revealed that in order to promote lamps Navigator to the market of the North-West region, the most effective sales channels and the least expensive are the zero and single-level channels. The zero-level channel (direct marketing) involves the sale of energy-saving lamps to construction and electrical installation organizations through personal sales. The one-tier channel includes retailers selling construction products.

For the most complete use of such a tool as personal selling, a well-built system of motivation for managers and staff training is necessary.

A sales promotion program has been developed, containing various incentive tools in relation to construction organizations and intermediaries, the main purpose of which is to increase their activity and increase the volume of purchases and sales (table 3.1). A sales promotion program with respect to its customers aims to offer them a substantial commercial benefit from the acquisition.

Table 3.1 - Matrix of the set of main incentive methods when promoting energy-saving lamps to the market of the North-West Navigator

Incentive method	Direct sales	Intermediaries
	Free distribution of prototype products for construction organizations
	Money back guarantee for purchased products in cases where the lamps burned out before the warranty period
	Presentation of gifts when buying a batch of 1000 pcs.
	Holding a competition for the title of the best partner of the year (the intermediary who purchased the largest volume of products during the year receives a gift ticket abroad)
	Participation in construction and electrical exhibitions
	Providing volume discounts: from 2000 pcs. - 5% from 3000 pcs. - 7%
	Provision of transport services when purchasing a batch of 1500 pcs.
	Low price compared to competitors
	Sale of products on credit
	Presentations of new types of products in construction organizations

For products entering the regional market for the first time, it is necessary to conduct an advertising campaign in order to familiarize potential consumers. The advertising campaign budget is shown in Table 3.1.2.

	Description	Periodicity, placement	Rationale
	With the corporate logo of Spektr LLC, phone numbers and addresses of the organization, an inscription with the slogan "A new word in the world of energy saving"
"Industrial Wholesaler"	Black and white module in the newspaper	Page number three, 60 sq. cm, 8 numbers	Distributed free of charge in large cities of Russia
	Creation of a thematic group. Described the company's activities and products
Energy portal. RU	Placing a banner on the electrical portal energoportal.ru	Banner placement period 4 months	The most popular energy technical portal

To date, there are many technologies to achieve this goal, but the more original advertising, the more noticeable it is. In addition, in a crisis, everyone is trying to save money, and advertising is now one of the first articles on which they save money.

Therefore, the executors of the work developed an advertising campaign plan that meets all the requirements and allows you to achieve your goal.

The developed media plan will allow you to reach the largest possible audience, inform potential customers about the appearance of goods on the St. Petersburg market and draw attention to energy-saving lamps Navigator.

Thus, the developed marketing activities are an important part of improving sales by introducing market novelty goods to the St. Petersburg market, which will allow you to win the planned market share and take a stable competitive position in the market.

Introduction

With the transition to market relations, an increasingly important role is played by marketing policy, market research, product quality improvement, sales management, that is, what constitutes the essence of the content of the concept of marketing.

It is known that the most successful in the market are those manufacturers who are engaged in product marketing, which have significantly expanded their activities beyond the purchase and sale. Their responsibilities include both control over production processes and non-production stages, including advertising.

It is in the marketing programs that measures are taken to improve the product and its range, to study buyers, competitors and competition, to ensure pricing policy, demand formation, sales promotion and advertising, optimization of distribution channels and sales organization, expansion of the range of services provided, as well as their improvement.

At present, it is the consumer with all the numerous shades of his requests that attracts the attention of commodity producers. Successful marketing of products is the ultimate and main goal of an enterprise of any form of ownership, which is why the proposed topic of work is relevant.

The main and determining factor in the well-being of the company is the market, or rather the buyer. Ultimately, the entire activity of the firm finds its concentrated expression in his position.

When forming a marketing policy, the manufacturer faces problems related to the choice of channels for the sale of products, and their improvement, the formation of prices for goods, and the study of the competitive environment. In order to maximize the satisfaction of demand for manufactured products, the manufacturer needs an optimal scheme for delivering products to the consumer.

The purpose of the final qualifying work is to improve the organization of marketing activities of a trade organization.

To achieve this goal, it is necessary to solve the following tasks:

to study the theoretical foundations of the organization of marketing activities in modern conditions;

explore the methodology for determining the channels for the sale of goods;

determine the functions and methods of marketing;

reveal the organizational and economic activities of the enterprise;

analyze the marketing activities of the enterprise, having previously disclosed its organizational and economic characteristics;

to study the methods of marketing policy of the organization;

identify areas for improving the marketing activities of the organization and determine the effectiveness of the proposed activities.

The object of the study is Stik LLC, Blagoveshchensk.

The subject of the final qualification work is the sales activity of Stik LLC.

When writing the work, the methods of comparative analysis, the economic and statistical method, the balance method, observations and questionnaires were used.

The main sources of information are annual reports for 2007-2009, statistical reports on trading activities, reports on the sale of goods, financial plans, technological maps, documents used in the activities of the enterprise, reference books and literary publications on marketing.

1. Theoretical foundations of the organization of marketing of goods in market conditions

1.1 The role of the marketing activities of the enterprise

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

In countries with developed market economies, the share of marketing commercial operations of industrial firms is constantly growing. Industrial firms that have established a well-functioning sales apparatus have a great competitive advantage.

The development and justification of a marketing policy involves the solution of the following issues in relation to a particular product:

- choice of channels and methods of distribution, method and time of entering the market;

− selection of a marketing system and determination of necessary financial costs;

− determination of the system of distribution of goods and the cost of delivery of goods;

− determination of forms and methods of sales promotion.

According to Gerchikova I.N. when developing a marketing policy, specific methods of working with consumers are analyzed and developed, and the most effective means recommended for implementing the marketing policy are identified.

These include:

skills and preferences of end users regarding the nature of distribution: wholesale, retail, mail order;

fame and reputation of the company, the attitude of consumers to the trademark of the company;

availability of connections and contacts with potential buyers;

forms of attracting the attention of a potential buyer to a new product;

evaluation by buyers of a new product and analysis of customer feedback on its technical and economic indicators and other characteristics.

When forming a marketing policy, it is of great importance to address the issue of improving the methods of working with end users. At the same time, the main role is given to assessing the costs of introducing technical means of customer service (receiving orders), computer equipment for accounting for goods received at warehouses and sold to consumers through a retail network or directly from a warehouse.

Resellers, especially large firms, have their own sales network - dealers; have their own material and technical base - warehouses, shops, showrooms, workshops for maintenance and repair; equipped with computer technology for constant accounting and control over the quantity of products sold through stores, over the availability of spare parts in warehouses. They have the ability to deliver the right spare part to the dealer at any point in a matter of hours.

When choosing a reseller, consider the following questions:

− scope of services provided by the intermediary to the manufacturer;

− relation of the intermediary to the trade mark of the manufacturer;

- the possibility of increasing sales with the help of an intermediary;

− costs necessary to maintain the intermediary;

− the location of the intermediary in relation to the clients;

− the extent to which the intermediary's practice conforms to the manufacturer's requirements;

− participation of an intermediary in sales promotion activities;

− the financial position of the intermediary;

− forms of management of an intermediary firm;

− the amount of expenses in connection with the use of an intermediary;

- the attitude of the intermediary to the activities of a competitor;

− regularity of payment of invoices by an intermediary;

− the volume of market information provided by the intermediary;

− the presence of complaints from end-users about the work of an intermediary;

− efficiency of operations performed through an intermediary.

When selling industrial goods, it is possible to send a written offer to a potential buyer, enter into negotiations or consider a specific seller's offer (offer), as well as establish personal contacts at an exhibition, in a showroom.

When selling consumer goods, this is, first of all, the choice of the most suitable and reliable reseller.

The right choice of a way to enter the market largely depends on the following factors: experience in the market; availability of business relations with counterparties in the market; availability of suitable intermediaries or other trading partners in the market; fame and reputation of the company in the market; availability of infrastructure in the market and its features.

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

The analysis of the sales system involves identifying the effectiveness of each element of this system, evaluating the activities of the sales apparatus. Distribution cost analysis provides for a comparison of actual sales costs for each distribution channel and type of expenses with plan indicators in order to detect unreasonable expenses, eliminate losses arising in the process of product distribution, and increase the profitability of a functioning sales system. It is not so much the quantitative indicators of sales by product and by region that are analyzed, but the whole complex of factors influencing the size of sales: the organization of the sales network, the effectiveness of advertising and other means of sales promotion, the correct choice of the market, time and methods of entering the market.

When choosing channels and methods of distribution, first of all, the role of each channel in the overall program of the production department, its effectiveness, the size of distribution costs, the system for locating warehouse and other service premises, as well as pricing features are revealed.

The justification for the effectiveness of marketing activities is the multivariate calculation of distribution costs and the choice on its basis of the optimal option for the main areas of marketing activities in the market or its segment.

V. A. Goremykin points out that it is expedient for a manufacturing enterprise to evaluate the possibilities of selling its products. The result of this assessment is the development of a sound and realistic marketing policy and the choice of a marketing system that covers the most significant aspects of the market, including pricing policy, sales promotion and promotion activities, product distribution and delivery system.

The organization of the distribution system includes everything that happens to the product in the period of time from the moment of its production to the beginning of consumption.

The goods distribution system ensures the creation of such conditions under which the goods will be where they are needed, at the time they are needed, in the quantities in which they are in demand, and of the quality (meaning safety during transportation) that the consumer. In addition to transport and forwarding services, this includes the organization of optimal storage facilities and the creation of a distribution network, both wholesale and retail.

The sales system implies the presence in the structure of the company of such divisions that are directly involved in the sale of products on the market, both external and internal. The functions and scope of authority of such units are different.

Own sales system - subsidiaries and branches abroad and in their own country: production and marketing; marketing abroad; export in their country.

Representatives of the firm are leaders abroad and in their own country; foreign universal representatives, permanent and temporary; traveling salesmen in the domestic market; sales offices, agencies in their own country and abroad; sales offices, retail outlets.

Joint marketing activities - joint marketing firms; joint marketing agreements; participation in sales associations and associations.

The creation of own sales companies in the foreign target market is due to the following advantages: the ability to maintain product prices at a higher level and quickly adapt them to existing demand; savings on the costs of promoting goods to the market, on transportation costs and advertising; ensuring the rapid and effective dissemination of information on new products; providing high-quality after-sales technical service; using the experience of management and marketing activities accumulated in the parent company, which conducts training and retraining of managers and administrators, as well as ordinary employees.

The parent company provides its own dealers with a fairly wide range of services and financial support, in particular, in organizing and holding product demonstrations in showrooms, at exhibitions and fairs, in organizing permanent exhibitions of samples of products sold by the dealer. Financial support is provided to dealers through the provision of loans, price discounts, subsidies, funds for advertising and promotion in the target market.

Joint ventures that carry out marketing operations are created when it is necessary to take into account the specific conditions of a particular country - national legislation prohibiting the creation of firms wholly owned by foreign capital; when direct contacts with buyers are hindered by existing trade rules (for example, the mandatory use of tenders in import operations); when the market is divided between large firms or is difficult to access.

The sales apparatus of other firms is used on the basis of agreements on the sale of products through the sales system of the corresponding firm.

The choice of a marketing system depends on the size of the necessary financial costs, their feasibility and effectiveness, which is determined by comparing alternative options and making appropriate calculations.

Overseas production and marketing branches and subsidiaries allow large firms to more thoroughly study the markets, customer demand, take into account their tastes and needs, more actively generate demand, and better perform maintenance. At the same time, the creation of one's own foreign base requires large investments, the payback of which must be known in advance.

The choice of a distribution system involves finding the cheapest and most convenient option for delivering goods to the buyer, taking into account the conditions of transportation, warehousing and storage of goods on the way, loading and unloading from vehicles, reliability in terms of maintaining the quality indicators of the goods.

The term "goods movement" is used in the management activities of firms and means an integrated approach to the implementation of transport, storage, insurance operations and related paperwork.

Merchandising can have a significant impact on the size and structure of costs, especially overheads. Thus, the costs associated with the organization of the movement of such goods as metals, chemicals, fertilizers, some petroleum products can be up to 25% of export earnings, in the food industry - up to 30%. Significantly affect the amount of profit received by the cost of moving machinery and equipment.

Distribution costs in a distribution system may include the following costs:

- for the transportation of goods (transportation costs), calculated as paid transport tariffs;

- for the transportation of goods from the enterprise to the point of transportation (to vehicles or to a warehouse);

- for the transportation of goods from vehicles to the buyer's warehouse;

− for loading the goods at the sender, unloading at the recipient and possible reloading along the way (stevedoring costs);

− storage of goods during transportation, repackaging, re-sorting;

− for the supply and maintenance of goods in warehouses until they are sold (at auctions, from consignment warehouses);

- for packaging, labeling, paperwork, insurance of goods in transit;

− for payment of cargo dues in ports and border stations, payment of taxes, administrative expenses, etc.

In cases where the seller considers it inappropriate to engage in the process of commodity circulation himself, he entrusts it to a transport and forwarding company and pays her the appropriate remuneration.

The choice of a distribution system requires careful consideration in terms of costs and the achievement of an optimal result with comparable indicators. The most important factors are minimizing the costs of product distribution, determining the level of service and the duration of delivery of goods to the target market and to a specific buyer.

The most effective means of sales promotion in the target market are advertising of the product, use of the trademark, and maintenance of the products sold.

Determining the effectiveness of advertising activities involves analyzing the structure of advertising costs, both in general and by individual elements: for advertising campaigns, for the use of specific advertising media, for the production of advertising materials and their distribution.

The organization of advertising activities includes: the choice of the most effective advertising media for a given product and market; conducting targeted advertising campaigns; placement in the periodicals of carefully crafted advertisements, open and indirect advertising, customer reviews about the product; use for advertising purposes of specialized newspapers and magazines, reference books, scientific journals; holding promotional events for journalists, scientists, medical workers about new products - equipment, achievements in the field of science and technology; use of a trademark for promotional purposes.

The effectiveness of advertising activities is determined by analyzing the following indicators: advertising costs per thousand potential buyers for each medium and type of advertising; the percentage of buyers who paid attention to advertising and bought the product; the popularity of the company's products as a result of advertising activities. Determining the effectiveness of advertising also involves finding out to what extent advertising promotes sales. This is done using the ratio of the cost of promotional activities to the results achieved with its help (increase in sales). Such an analysis contributes to the correct choice of advertising media and the timing of its implementation, as well as more reasonable planning of financial costs for advertising when developing a marketing program. The organization of the maintenance system plays a paramount role in determining the marketing policy of the company, since the position of the company in the market depends on its functioning. A good organization of maintenance attracts buyers more than the high technical and economic characteristics of the goods when it is impossible to quickly and efficiently repair.

Efficient customer service requires a high level of warranty maintenance and repair; providing customers with services, long-term guarantees and free services.

The assessment of the financial resources necessary for organizing a correct and efficient system of customer service involves the calculation of the costs of creating and equipping service stations, spare parts warehouses, repair shops with modern computer technology, providing qualified personnel for mobile workshops that provide services at the place of operation of the goods, and others. costs that are taken into account when developing a marketing program.

Among the most important methods of sales promotion, it is also necessary to include the system of formation of consumer demand and their needs. This system involves establishing personal contacts with consumers at points of sale, at business meetings, presentations, symposiums, exhibitions and fairs, targeted distribution of catalogs and brochures of the company, display and demonstration of goods. First of all, machinery and equipment in operation with the expectation of specialists and company managers, provision of goods for temporary free use to potential consumers, sale of goods on credit and with installment payment.

A large diversified company needs an omnichannel distribution system that has its own characteristics in each target market. But such a system is being created consistently, step by step.

At the initial stage, when sporadic export deliveries are carried out, there is no need to create a specialized apparatus, they are handled by the sales department of the production department. As the volume of exports increases, it becomes necessary either to create an export department or to use independent export firms located in the country.

At the second stage, when a stable entry into the foreign target market is planned, it becomes necessary to select an independent reseller based on the goals and strategy developed for this market. Perhaps the use of several intermediaries of different categories at the same time.

Subsequently, a reseller who has proven himself in the best way may be granted the exclusive right to sell products in the territory assigned to him. After establishing well-established stable relations, it is possible to introduce a representative to the board of the intermediary firm, and then acquire a controlling stake in the intermediary firm and include it in the manufacturer's sales system as a branch or subsidiary.

1.2 Choice of distribution and distribution channel

Merchandise planning is the systematic, informed decision making regarding the physical movement and transfer of ownership of a product or service from producer to consumer, including transportation, storage, and transactions.

The functions of commodity circulation (distribution) are carried out through channels, which include all organizations associated with the movement and exchange of goods and services, which are participants in distribution channels or intermediaries.

The decision to choose a distribution channel is one of the most important decisions to be made by the management of an enterprise, since the characteristics of the chosen channel significantly affect all other marketing decisions. In terms of its importance, the distribution system of goods is comparable to such important internal factors as production, research, and the level of technical support.

Moreover, it is a significant part of the entire policy adopted in the company, the foundation for building all long-term relationships.

It takes a long time to build good relationships with channel members. When they are already formed, it is quite difficult for a new enterprise to maneuver, and it is easier for an old one to organize the sale of new goods. The choice of channels also affects costs and profits. An enterprise that takes on all the functions must pay for them: accordingly, it receives all the income.

An enterprise that uses independent (external) channels can reduce the relative costs of product distribution; however, it also has a lower relative profit, since the relevant sales organizations must receive their share. In this case, the total profit can increase if the sales enterprises help to increase sales beyond what the enterprise itself can achieve.

A distribution channel is a set of individuals and legal entities that assume ownership of goods or services along their route from producer to consumer.

Distribution channel participants perform the following functions:

Research work (gathering information for planning and improving the exchange);

Sales promotion (creation and dissemination of information about the product);

Establishing contacts (establishing and maintaining communication with existing and potential buyers);

Adaptation of goods to the requirements of the buyer (sorting, installation, packaging);

Negotiating (agreeing on prices and other conditions for the implementation of an active transfer of property);

Organization of commodity circulation (transportation and warehousing);

Financing (search and use of funds to cover the costs of the channel);

Acceptance of risk (acceptance of consequences and responsibility for the functioning of the channel).

There are two main types of distribution:

Direct distribution channels are associated with the movement of goods and services from the producer to the consumer without the use of independent intermediaries. They are most commonly used by businesses that want to control their entire marketing program, seek close contact with consumers, and have limited target markets.

Indirect distribution channels are associated with the movement of goods and services from the producer to an independent participant in the distribution of goods, and then to the consumer. They usually attract companies that, in order to increase their markets and sales, are willing to give up many sales functions and expenses. Due to the fact that indirect channels include independent participants, it is necessary to develop an overall marketing plan and distribution of responsibilities. Under contractual agreements, all conditions relating to the movement of goods, prices, etc., are clearly stipulated for each participant in writing. For example, a manufacturer and a retailer may sign a contract specifying delivery times, discounts on supply sizes, commissions, terms of payment, promotional and handling support, and display case labeling. With a controlled channel, the dominant enterprise in the processes of product distribution, the leader, plans a marketing program and distributes responsibility. Depending on the balance of power, the leader may be a manufacturer, wholesaler, or retail store. Distribution channels are characterized by the number of channel levels.

Channel level - any intermediary that does some work to bring the product and ownership of it closer to the final recipient.

Four levels of distribution channels are distinguished and applied in practice.

The zero-level channel consists of the firm that produces the goods and the direct consumer. In this case, the following methods of direct sale are used: peddling, mail order, trade through its own retail network. A single-level channel includes one intermediary, in the consumer market this is usually a retailer.

Two-level channel - includes two intermediaries, a wholesaler and a retailer. Three-level channel - three intermediaries, i.e. wholesaler, wholesaler and retailer. The firm chooses for itself the length of the channel, depending on market conditions.

The strongest is the zero-level channel, called the marketing channel, which consists of a manufacturer selling a product directly to the consumer. Direct marketing without intermediaries is optimal if the product requires a complex after-sales service, is not subject to additional processing in the warehouse, if the consumer is concentrated in one or two regions, the difference between production costs and the market price is sufficient to ensure high costs for direct marketing, if the price is not is subject to frequent changes, so the use of a large number of market experts is not necessary.

Although the direct marketing channel is the simplest, it is not necessarily the cheapest. In the case of a fairly diverse range of products, a large number of markets, economic feasibility dictates the study of more complex types of distribution channels.

From the manufacturer's point of view, the longer the channel, the more difficult it is to control its functioning. In a corrupt economy, intermediate links in the administrative system can serve as a source of profit through higher prices for consumers, without creating any value for them. It is impossible to effectively manage the distribution channel without the selection and motivation of intermediaries. The main goal of management is to achieve a long-term partnership - such that all participants in the channel can make a profit. Periodically, individual participants should be assessed, checking their compliance with certain requirements.

When choosing a distribution channel, the main condition is its availability for the manufacturer. To achieve commercial success when using a particular distribution channel, you need to carefully analyze all financial issues. It is necessary to conduct a comparative description of the costs of the enterprise for possible distribution channels. These costs include: the cost of recruiting and training sales personnel; Administrative expenses; the cost of advertising and sales promotion, the organization of product distribution, including the cost of transportation, warehousing; commission level. It should be borne in mind that at the initial stage of the enterprise, marketing costs increase, but they are not of a permanent nature.

A comparative assessment of the cost of individual distribution channels should also be linked to the prospects for growth in the volume of sales of goods. It is also important to note that the choice of a distribution channel is usually associated with the conclusion of long-term agreements between counterparties. The wrong choice of distribution channel can lead to the cancellation of legal agreements, which, of course, will affect the results of the enterprise and the intermediaries participating in this agreement. The commercial relations of the manufacturer with intermediaries are fixed by a contract, which stipulates the responsibility and obligations of the parties in the event of losses, unclear fulfillment of contractual obligations, the amount of commission and bonus deductions, etc. The conclusion of a contract with an intermediary serves as a legal basis for resolving disputes and disagreements. The contract usually includes a clause prohibiting the intermediary from making any changes to the product without the written consent of the manufacturer. To guarantee the uninterrupted sale of products, as a rule, a clause is introduced obliging the intermediary to purchase a certain number of products and spare parts immediately after signing the contract in order to create a warehouse stock. The contract must clearly and precisely stipulate the procedure for terminating it. In world practice, the following reasons are considered valid and to some extent justifying the actions of the initiator of termination of the contract: gross violation by any party of the articles of the contract, bankruptcy of one of the partners or its self-liquidation, frequent violation of payment terms. When preparing a draft contract with an intermediary, it is advisable to familiarize yourself with the agreements already concluded, with the practice of drawing them up at other enterprises, to analyze their advantages and disadvantages, and the causes of disagreements between the parties.

Once the distribution channels are selected, the management of the enterprise faces a number of tasks for the successful management of these channels. The solution of each of them pursues a specific goal and is achieved by specific methods.

Intermediaries occupy an intermediate position between manufacturers and consumers of products and do not always go into close contact with suppliers, preferring to communicate with consumers. The reason for the conflicts that sometimes arise between suppliers and intermediaries is the conviction of the latter that they do not receive sufficient assistance from suppliers in training personnel, organizing promotional materials, etc. Intermediaries, in particular wholesalers, want manufacturers to sell goods to them, and not through them, since in the latter case, the manufacturer does not consider intermediaries as consumers whose needs must be studied and satisfied. Selling through wholesalers means that the manufacturer pays the main attention to end users, and the needs of intermediary organizations are not of great importance to him. When organizing work with intermediaries, such issues need to be analyzed and taken into account. This will help create good relationships between manufacturers and intermediary organizations.

1.3 Functions and methods of marketing

Within the framework of the national economic division of labor, the sales sector assumes certain functions.

Procurement - functions. The marketing sector, by changing agricultural raw materials in form, in space and in time, makes them ready for consumption. Changes in form come as a result of processing, standardization and packaging of goods; changes in space - a consequence of the spatial separation of producers and consumers; changes in time - due to the gap between the moment of purchase of an agricultural product and the moment of sale of goods ready for consumption. The time difference is especially pronounced in seasonal agricultural products and products that can be stored for more than a year.

Exchange functions. The marketing sector can reduce costs for both the producer and the consumer by providing information about products and prices, for example through informational advertising and product standardization. The functions of exchange will be fulfilled only if the goods at any time and in all places of sale can satisfy consumer demand. This requires the formation of an appropriate product range.

When implementing the exchange function, the value of general economic costs should tend to a minimum, which means minimizing the total costs of the exchange of goods that must be borne by producers, trade and consumers.

Functions to reduce transaction costs. The sales sector is faced with the task of helping to reduce the cost of finding a market partner. The producer of a certain agricultural product may incur high transaction costs if he himself must look for the final consumer. The inclusion of the marketing sector in the distribution chain (for example, the creation of marketing organizations) makes it easier for the agricultural producer to sell products.

The following factors influence the reduction of transaction costs. Availability of information markets. The ability to quickly and cheaply obtain information, ceteris paribus, is determined by the availability of communication systems in the national and international economy. If a country has a poor telephone network, trade develops slowly and inefficiently. The use of modern information transmission systems helps to reduce transaction costs.

The possibility of free movement in the economic space. When trading between countries and regions, transaction costs depend on the duration of travel and the ability to travel when necessary. Travel may be necessary to inspect goods or establish business relationships. With the formation of the internal market, transport costs are reduced and trade is developing.

Developed legislation. If the legal system is not sufficiently developed, the risk that arises in the process of exchange increases. As a result, transactions between business entities do not always lead to satisfactory results.

Choice of marketing routes. If processors of agricultural products are not able to obtain the required quantity of homogeneous raw materials of the desired quality and at the desired time, then the exchange of products through the market can occur at high transaction costs. In these cases, processing enterprises seek to conclude contracts with producers of agricultural products for its supply. Agricultural producers are also interested in such forms of vertical integration.

If we are talking about homogeneous (homogeneous) products, the properties of which can be described using standards, transaction costs will be low: in this case, it is easier for the seller to change the trading partner without high costs. The influence of consumer demand is less significant here than in relation to inhomogeneous (heterogeneous) goods, in which the change of trading partner may be associated with increased risk and costs.

Risk insurance and limited capital mobility. As a rule, trade ensures the purchase of goods at one point in time, and its sale at a later date. Since at the time of its purchase, the selling prices are unknown, the acquisition of goods is associated with a certain risk. At the same time, capital is tied up. Consequently, the sales sector takes on the functions of risk insurance and limiting capital mobility.

The development of the production and marketing sphere is impossible without further ecologization of the agro-industrial complex, which makes it possible to improve the use of agricultural raw materials, eliminate their losses, and improve product quality. The development of marketing infrastructure (roads, storage facilities, etc.) and processing industries (food and light) is important for stabilizing the environmental situation and solving the food problem.

At present, losses due to a lag in the development of infrastructure and the processing industry amount to 20-30%. This means that part of the natural resources of the agro-industrial complex, in demand for the production of lost products, is used irrationally. Losses have to be compensated by expanding agricultural production and, consequently, putting into operation more and more new natural resources or increasing the pressure on existing ones. Due to the elimination of losses of agricultural products, the use of reserves, it is possible to release significant amounts of natural resources without reducing the consumption fund (up to 30-40% of all agricultural land used).

The resource-saving way of developing the agro-industrial complex based on the development of infrastructure and the processing industry is the most effective in the short term due to the deteriorating situation in agriculture.

In essence, the formation of a rational production and marketing sphere of the agro-industrial complex is an alternative option for solving environmental problems in agriculture. First, the environmental compensation costs required to eliminate environmental damage from certain activities in the agro-industrial complex (external effects) in the "raw material-saving" investment option are minimal. Capital investments in improving the process of bringing agricultural products to the consumer are practically environmentally friendly. Secondly, the complete utilization and integrated use of agricultural raw materials based on low-waste and waste-free technologies in the processing industry prevent environmental pollution. Thirdly, the elimination of losses of agricultural products will lead to the fact that there will be no need to increase the material and technical base of agricultural production, increase the gross yield of products, which will reduce the burden on agroecosystems. Fourth, capital investments in the production and marketing sector pay off faster than in other areas of the agro-industrial complex.

This direction provides for a deep restructuring of the agro-industrial complex, in which there will be a decrease in the share of agriculture in fixed assets, the number of employees, the final production of the agro-industrial complex and the growth of these indicators in the infrastructure and processing industry. In order to conserve land and water resources, such alternative options for increasing final consumption should be used more widely.

In order for the released product to find its grateful buyer, who is ready to “lay out” money for the purchase, the manufacturer can use several marketing methods.

Direct or immediate sales allows you to establish direct contacts with buyers without resorting to the services of independent intermediaries.

Direct marketing is widespread in the market of means of production. Direct sales are typical for oil, coal, machine tool companies that supply the main types of raw materials for the manufacturing industry. Direct marketing allows you to maintain full control over the conduct of trading operations, better study the market of your goods, establish long-term relationships with key consumers, and conduct scientific research with consumers to improve product quality. However, it is unlikely that saving money on paying for intermediary services and direct contact with the consumer can replace the high professional level of the same intermediary in the sales and commercial areas.

Less often, direct marketing is used in the consumer goods market. Firms prefer to use the services of independent intermediaries, and invest in their core business, which brings higher returns.

Indirect marketing is a method of marketing in which producers of goods use the services of various kinds of independent intermediaries.

Already well-known intermediaries take on a significant part of the sales functions, in addition, they purchase raw materials and materials necessary for production for manufacturers, explore the market and consumer needs, establish direct contact with consumers, implement a policy of stimulating the promotion of goods to the consumer, advertising and exhibition events .

We will show the possible forms of work of the manufacturing enterprise with intermediaries.

Extensive sales - placement and sale of goods at any enterprises of resellers who are ready and able to do this.

Currently, technologically simple, small and inexpensive products of mass demand are distributed in this way. In this case, the manufacturer releases its products in large batches and makes them available to many consumers at once through a very dense distribution network.

Exclusive distribution - the choice of one reseller in a given region, who will sell the manufacturer's products.

This intermediary, as a rule, is granted the exclusive right to sell goods in a given region.

Selective (selective) marketing - the choice of a limited number of intermediaries, depending on their nature, clientele, capabilities for servicing and repairing products, and the level of staff training.

This method is applied when the goods require special maintenance, provision of spare parts, establishment of repair shops or specially trained service personnel.

This method is beneficial when selling expensive, prestigious products that are more sensible to sell in an appropriate environment.

In marketing, a distinction is made between simple and complex marketing systems.

A simple system - the distribution chain consists of two links - the producer and the consumer.

Recently, there has been a steady desire on the part of industrial firms to get closer to their consumers. This leads to the creation and expansion of a network of own stores and the rejection of the services of an independent intermediary. The sales office is created as part of the manufacturer. Individual manufacturers sell their products through their own retail network. This is what oil companies do when they sell fuel at “branded” gas stations; brewing companies that own beer bars; manufacturers of clothing, footwear, and some electrical household goods.

Complex system - the distribution system consists of the manufacturer's own sales branches and subsidiaries, independent sales intermediaries, wholesalers and retailers.

This type of complex marketing system, such as a dual channel system, has become widespread. In this case, the manufacturer in the same market uses two independent or interconnected distribution channels.

A modern firm manages a complex system of marketing communications (communication). It maintains communications with its intermediaries, consumers and various contact audiences.

The complex of marketing communications consists of four main means of influence:

Sales promotions are short-term incentives to encourage the purchase or sale of a product or service;

Propaganda is a non-personal and unpaid form of stimulating demand for goods or services by disseminating important information about them in printed sources and the media;

Personal selling - verbal presentation of goods during a conversation with one or more buyers for the purpose of making sales.

Let us consider in more detail the main components of the stimulation complex.

Advertising is carried out through paid means of disseminating information, indicating sources of funding. Significant funds are spent on it, and it is a fairly cost-effective way to disseminate information.

There are three types of advertising: informative - carries information about a new product, price changes, description of services, performs the functions of creating and maintaining a favorable image of the enterprise; exhortation is used to change the perception of the buyer in relation to the goods of the enterprise, to demonstrate the advantages of goods and services over competitors, to convince the consumer to make a purchase without delay; reminiscent - used to keep the product in the memory of the buyer, a reminder of its exceptional properties, price, place and time of sale.

The choice of an advertising medium depends on the nature of the advertised product, the amount of allocations for advertising, the goals of advertising, the scale of the advertising company, the range of potential consumers, and the technical capabilities of advertising production.

The ever-increasing importance of advertising, its influence on the market situation, should serve as the basis for a serious and professional attitude of firms to their advertising activities. In the marketing mix, advertising activities are usually complemented by sales promotion activities.

Sales promotion - the use of means of influencing buyers or intermediaries in order to change their preferences in favor of the goods and services of the enterprise. These include: stimulating consumers, stimulating the sphere of trade (trading activities), stimulating their own sales staff (sellers).

The solution of stimulation problems is achieved using a variety of means:

distribution of samples - the offer of goods to the consumer free of charge or for testing.

coupons - certificates giving the consumer the right to the agreed savings when buying a specific product

premium - a product that is offered at a fairly low price or free of charge as an incentive for the purchase of another product.

credit coupons - a specific type of premium that consumers receive when making a purchase and which they can then exchange for goods at special exchange offices.

expositions with demonstrations of goods at points of sale.

professional meetings and exhibitions.

contests, lotteries.

In the system of marketing communications, participation in exhibitions and fairs, which contribute to the promotion of goods and services on the market and the growth of their sales by up to 10%, is now particularly widespread.

An exhibition is a display whose main purpose is to educate the public by demonstrating the means at the disposal of mankind to meet the needs, as well as to progress in one or more areas of activity.

A fair is an exhibition of samples, which, regardless of its name, in accordance with the customs of the country in which it is held, is a large market for consumer goods and equipment, operates on a fixed date, for a limited period of time, in the same place and where exhibitors are allowed to present samples of their products for national and international trade deals.

It is difficult to draw a dividing line between exhibitions and fairs. Perhaps the only difference between the fairs is that they are held periodically at the same time, in the same places. Participation in exhibitions and fairs enables the manufacturer to strengthen the position of their products in the eyes of potential customers by explaining their quality features, to demonstrate their products in action, to provide the buyer with the opportunity to work independently and to be convinced of the merits of the goods, to improve the image of the company, to find new customers, to stimulate demand. from regular customers, to establish useful contacts in the business world, including with competitors, to find objective information about the market, to conclude profitable deals, etc.

Sales promotion, extended to buyers, is to offer him a tangible commercial benefit, which can lead to a significant increase in demand.

Stimulation in relation to various merchants is aimed at improving their work in the sale of goods. Incentives designed for business partners and sales agents should encourage the latter to recommend goods to intermediaries and directly to buyers, who often show hesitation, to revive the places of trade, to intensify trade.

Sales promotion is becoming the most active form of communication policy, especially when combined with advertising. Most often, sales promotion tools are used when a company sells goods that practically do not differ from competitors' goods, and the buyer is not very sensitive to the brand of goods.

Propaganda is an unpaid stimulation of demand for a product, service and firm by disseminating important information about them in all media. Propaganda is an integral part of the firm's activities in organizing public opinion. In this area, the company solves the following tasks: ensuring favorable publicity, shaping the image of the company, counteracting unfavorable rumors and actions. A similar goal is pursued by the enterprise in the implementation of sponsorship activities.

Sponsorship is the activity of providing funds by a firm to individuals or organizations involved in sports, culture, health, education, etc.

Personal selling is direct interaction with one or more potential buyers.

This activity is carried out by traveling salesmen or simply sales agents. Their work includes: identifying and evaluating potential buyers, preliminary preparation for the visit, approaching the client and demonstrating the product, overcoming objections, closing the deal.

In conclusion, it should be emphasized that in a particular situation, certain forms of marketing communications can play a different role. At the same time, only their use in the aggregate allows you to get the greatest result.

2. Evaluation of sales activity of STIK LLC

.1 Organizational and legal characteristics of Stik LLC

With the development of a market economy, cooperatives, firms, and small enterprises began to appear. Free from the centralized way of managing, they had to work in the new tough economic conditions. Not everyone has stood up to the competition. Time tested for stamina, the most hardworking, energetic, purposeful remained. One of these enterprises is the staff of the STIK company, the general director of which is Storozhkova Natalya Sergeevna.

Storozhkova N.S. works on the basis of the certificate of a private entrepreneur No. 15893 RP dated December 15, 1998, issued by the Administration of the city of Blagoveshchensk. The main legislative act regulating the entrepreneurial activity of citizens (individuals) is the Civil Code of the Russian Federation.

Enterprise PBOYuL Storozhkova N.S. engaged in the sale of food products. The company strives to provide and satisfy the needs of the population of the Amur Region and the Far East Region in a wide range of high-quality food products, making a profit and providing employees with jobs.

The main efforts are being made to create a powerful commodity distribution network, including: its own retail network, a small wholesale system and a large wholesale system.

The objectives of the enterprise are to expand the market for goods and services, as well as profit.

The main areas of activity at present are:

Trade and purchasing activities;

implementation of wholesale, small wholesale, retail trade, opening of shops;

provision of buildings and premises for rent;

commercial activity.

All of the above activities are carried out in accordance with the current legislation of the Russian Federation. The main contracts for the supply of food products are drawn up at PBOYuL Storozhkova N.S., she is also the consignee of the goods, after which the food products are distributed between the divisions of the entrepreneur himself: the trading department, the delivery department, small wholesale trade, and retail stores of the individual entrepreneur Storozhkova N.S., located in the city of Blagoveshchensk.

The main activity of the enterprise is wholesale and retail trade in a wide range of food products:

confectionery;

Tea coffee;

oil and fat products;

fruit and vegetable, meat, fish conservation;

juices and drinks;

The company has its own production and warehouse base, a developed trading network, established relationships with the largest food suppliers in the region, as well as customers throughout the Amur Region. The enterprise is located in the city of Blagoveshchensk - the administrative center of the Amur region, at the address: st. Textile, 47 building 4. It has its own production and warehouse base, 7 wholesale warehouses with a total area of ​​​​5000 sq.m., 3 retail stores, a department for delivering goods to retail stores in the city and across the territory of the Amur Region. Sales representatives of the company work with the majority of stores in the city (350 stores) and the region (200 stores). At the moment, fifteen vehicles are operating within the city and in satellite cities in the Amur Region. At the same time, sales representatives serve wholesale depots and small wholesale markets of the city.

To date, at the enterprise Storozhkova N.S. there is a tendency to increase the number of sales representatives and expand activities within the region and in satellite cities.

The main work of the company for the sale of goods in the region is on the sale of goods from wholesale warehouses. The sale of goods by sales representatives is 40% of the total sale of food products. Stable prices, regularity of deliveries, flexible system of discounts - this is the attraction of regular customers. Some of them work under contracts. Clients are provided with one-time and cumulative discounts. In addition, the company offers customers: deferred payment, free delivery of goods, advertising support.

There is a good market reputation. Established business cooperation with many suppliers and buyers.

The mission of the enterprise is to provide and meet the needs of the population of Blagoveshchensk in a wide range of high-quality food products, make a profit and provide employees with jobs.

The plans and prospects of the company can be formulated as follows:

Increase in market share;

conquering new markets;

creation of a powerful commodity distribution network, including its own retail network, a small wholesale system and a large wholesale system;

full satisfaction of customer requests;

opening of an automated supermarket.

It should be noted that the main goal at this stage of development is to increase competitiveness. In addition, tactical objectives can be defined as:

Receiving a profit;

constant analysis of consumers, market conditions, competitors;

expanding the range of products offered;

reduction of company costs;

gaining competitive advantages;

sales growth;

improvement of the level of organization of trade and technological processes.

2.2 Economic characteristics of the activities of OOO "Stik"

In order to get an idea of ​​the scale of activities of LLC "Stik", the features of its activities, it is necessary to analyze the main indicators of the enterprise's activities (table 1). The indicators are presented and calculated on the basis of financial statements.

Table 1 - Key indicators of the size of LLC "Stik" for 2007-2009

Indicator				Ratio of 2009 to 2007, in %
1 The cost of marketable products, thousand rubles.
2 Average annual cost of fixed assets, thousand rubles.
3 Average annual balance of working capital, thousand rubles.
4 Average number of employees, pers.
5 Energy power, hp

During the analyzed period, commodity output increased by 6.1% compared to 2007.

The average annual cost of fixed assets increased by 2.1% in 2009 and amounted to 57,276 thousand rubles compared to 2007.

The average annual balance of working capital increased slightly by 1.5%, the average number of employees of the enterprise increased by 10.5% in 2009 compared to 2007.

Thus, Stik LLC is a small enterprise.

The number of employees increased by 8 people and in 2009 amounted to 84 employees.

The value of energy capacities also increased by 6 hp. and in 2009 amounted to 1032 thousand rubles.

The network of stores "Stik" has a well-established range of products, the choice of which is determined by the needs of consumers.

The structure of the main groups of goods is shown in Figures 1,2 and 3.

Figure 1 - Structure of trade in 2007

According to Figure 1, the largest share in the company's turnover in 2007 was occupied by meat and fish food products, and the smallest 0.1% was sugar.

Figure 2 - Structure of trade turnover in 2008

According to Figure 2, the largest share in the turnover of products in 2008 is occupied by meat and fish products - 33.0%, as in 2007, and the smallest by 1.0% is sugar and milk and sour-milk products.

Figure 3 - Structure of trade turnover in 2009

In the structure of trade turnover in 2009, the largest share is occupied by meat and fish products - 20.0%, and the smallest - 4.0% by other groups of goods.

It can be seen from the figures that Stik LLC receives the largest income from the sale of meat and fish products, and the smallest from the sale of other types of goods. The structure of trade has changed over the past three years. Thus, in two years the range of goods has expanded, and by 2009 the shares of the turnover of all goods are distributed almost evenly.

Let us analyze the composition and structure of the fixed assets of LLC "Stik" using the indicators presented in Table 2.

Table 2 - Composition and structure of fixed assets

fixed assets							Deviation 2009 to 2007		Growth rate %
Industrial and production fixed assets
a) buildings
b) buildings
c) equipment
d) cars
Total Fixed Assets
including active part (item 1c + item 1d)

As shown in the table, for the period 2007-2009. the availability and composition of fixed assets has changed significantly. Throughout the study period, there is an increase in fixed assets.

Equipment is growing at the fastest pace, their value has increased by 2.5 times, as a result, the value of the active part has increased by 67.02% and in 2009 amounted to 8453 thousand rubles. Also, the cost of machines and buildings increased by 16.34% and 8.48%, respectively. .

In 2009, the value of fixed assets amounted to 57276 thousand rubles, of which the active part is 8453 thousand rubles.

The largest share in the total volume of fixed assets is occupied by buildings. Their share compared with 2007 decreased by 2.23% and in 2009 amounted to 70.86%.

The share of the active part of fixed assets increased slightly - by 4.87%.

The coefficients reflecting the efficiency of the use of fixed assets are presented in table 3.

Table 3 - Analysis of the efficiency of the use of fixed assets of OOO "Stik"

Indicator				Change 2009 to 2007
				absolute	growth rate, %
1. The average annual cost of fixed assets, thousand rubles.
2. Average annual number of employees, pers.
3. Proceeds from sales, thousand rubles.
4. Net profit, thousand rubles.
5. Capital productivity, rub. (clause 3 / clause 1)
6. Capital intensity, rub. (clause 1 / clause 3)
7. Return on equity, rub. (clause 4 / clause 1)

The efficiency of the use of fixed assets decreased due to the fact that the average annual cost of fixed assets increased by 11.9%, while revenue increased by 6.14%. In 2009, for 1 rub. fixed assets accounted for 4.6 rubles. revenue, which is 0.25 rubles. lower than it was in 2007. Accordingly, the capital intensity of production increased by 4.76%.

If in 2007 21 kopecks of fixed assets were spent per 1 rub.

revenue, then in 2009 it is 1 kopeck more. There was also a decrease in the profitability of funds. In 2007, for 1 rub. fixed assets accounted for 9 kopecks of net profit, and in 2009 it was 6 kopecks or 66.67% less. Thus, we can say about the decrease in the efficiency of the use of fixed assets in the enterprise.

The labor resources of a commercial enterprise are an important economic reserve.

Let's consider the composition and structure of labor resources for the three reporting years of Stik LLC.

Table 4 - Composition and structure of labor resources

Indicator							Ratio of 2009 to 2007
							absolute, people
Leaders
Specialists
Employees
Average annual number, total

As can be seen from the table, labor resources include workers, managers, specialists and employees.

During the study period, the average annual number of employees increased by 8 people and in 2009 amounted to 84 people.

The increase in the number is associated with an increase in employees by 6 employees (their number in 2009 was 44 people) and an increase in the number of specialists by 2 employees (their number in 2009 was 12 employees). The number of managers and workers throughout the study period remains unchanged. Analysis of the efficiency of the use of labor resources is presented in table 5

Table 5 - Analysis of the effectiveness of the use of labor resources

Indicator				Change 2009 to 2007
				Absolute (+,-)	growth rate, %
Sales proceeds, thousand rubles
Labor productivity, thousand rubles / person
Labor intensity, people/million rubles

It follows from the calculations that labor productivity decreased by 129.57 thousand rubles per employee and in 2009 amounted to 3138.23 thousand rubles. The decrease in labor productivity is associated with the outstripping growth rate of the average number of employees over the growth rate of sales proceeds, respectively, the labor intensity increased by 3.23%.

We will present the assessment of financial activity using the indicators in table 6.

Table 6 - Analysis of financial activity in LLC "Stik" Thousand rubles

Indicator				Change 2009 to 2007
				absolute, (+,-)	growth rate, %
Revenue from the sale of goods, thousand rubles
Cost of goods sold, thousand rubles
Gross profit, thousand rubles
Commercial expenses, thousand rubles
Profit from sales, thousand rubles
Balance of other income and expenses, thousand rubles
Profit before taxation, thousand rubles
Net profit, thousand rubles

In general, the financial activity of the enterprise tends to decrease. Only in 2008 was there a positive trend in profit indicators. During the study period, the proceeds from the sale of goods increased by 15258 thousand rubles, the cost increased by 21766 thousand rubles. Due to the fact that the growth rate of revenue is lower than the growth rate of cost, gross profit tends to decrease. For 2007-2009 it decreased by 6508 thousand rubles or by 43.69% and in 2009 amounted to 8387 thousand rubles. Commercial expenses also decreased - by 2196 thousand rubles or by 44.33%. Accordingly, the profit from sales also has a negative trend. If in 2007 this value was 9941 thousand rubles, then in 2009 it decreased by 43.38% and amounted to 5629 thousand rubles.

Profit before tax in 2009 decreased by 45.8% and amounted to 3613 thousand rubles. Net profit in 2009 amounted to 1999 thousand rubles, which is 2596 thousand rubles or 56.5% lower than in 2007.

Profitability indicators more fully than profit characterize the final results of management, because their value reflects the ratio of the effect to the invested capital or consumed resources. They are used to evaluate the activities of the enterprise and as a tool in investment policy and pricing. We calculate the main indicators of profitability, which we summarize in table 7.

Table 7 - Profitability indicators of Stik LLC in percent

Indicator				Deviations
1 Profitability of rendered services
2 Return on sales
3 Net margin
Table 7 continued
4 Economic viability
5 Return on equity
6 Return on permanent capital

Analysis of the profitability of LLC "Stik" activities revealed the presence of positive indicators with a downward trend in the reporting period.

The return on sales indicator shows the share of net profit in the company's sales volume. In 2009, this indicator decreased by 2 times compared to the previous year and amounted to 2.14 rubles. However, the positive point is that the indicator has a non-negative value.

The return on equity ratio allows you to determine the efficiency of capital use, shows how many monetary units of net profit each unit invested by the owners of the company earned.

This indicator at the enterprise under consideration has the greatest value compared to other indicators, but there is also a downward trend (in 2009 compared to 2008 it decreased three times). For 1 rub. own capital in 2008 was received 11.27 rubles. profits, and in 2009 - only 3.59 kopecks. This indicates a low efficiency of the use of own capital.

It should be noted that the dynamics of all indicators in 2009 has a negative sign, so the return on equity and the return on permanent capital suffered the greatest decrease - by 7.68% and 6.14%, respectively.

Such a drop in indicators is associated with a reduction in the organization's net profit in 2009 by 4222 thousand rubles. in comparison with 2008, which is associated with an increase in the cost of the enterprise for production.

2.3 Organization of marketing activities of OOO "Stik"

The supply and marketing activities of Stik LLC are carried out by the trading department, the organizational structure of which is shown in Figure 4.

Having considered the organizational structure of the trading department, which has retained its structure since 2004, when LLC "Stik" sold fewer goods, and the department's work system met the modern requirements of the market of that period, we can conclude that the existing organizational structure of the trading department needs to be improved. for the following reasons:

The sales manager is engaged in providing the shops of the plant with its products and controls the completeness of its assortment. Every day, he accepts applications from store managers for the supply of products of the relevant types, controls the shelf life of products supplied to stores.

The responsibilities of the sales manager include working with wholesalers: solving problems related to non-compliance with contractual obligations on one or both sides. Wholesalers are interested in both product quality and shelf life.

Sometimes there are conflicts when receiving products from the warehouse. It is not profitable for storekeepers to keep products with an expiring shelf life and they try to “push” them out, regardless of the fact that they will stay on the road for some time until they reach the consumer. Such conflicts are resolved through the sales manager. The employees of the finished goods warehouse are subordinate to him, therefore, the sales manager himself has the right to impose various penalties for such an attitude towards the buyer.

From production, finished products go to the finished product warehouse, from where they are sold to customers and transported to the shops of the plant.

Storekeepers carry out the acceptance of products from production, release to buyers and forwarders of the enterprise, keep records of the quantity of all types, monitor the shelf life.

Registration of documents for receiving products from the warehouse begins in the control room. The control room employees maintain contact with the finished product warehouse. Employees of the control room, based on these data, write out products to customers. Applications for products from buyers are accepted by dispatchers in advance. Applications are submitted in writing to the warehouse of finished products. If the quantity of any type of product is not enough to fulfill requests, warehouse workers transfer it to production, so that there, in turn, they are guided in the priority of the release of a certain type of product.

Such extracts of products in the control room, buyers draw up an invoice in the machine and accounting bureau, which is led by a senior operator.

If the buyer transfers money to the settlement account of the enterprise, then the operator draws up an invoice immediately for presentation to storekeepers. If the buyer takes the products for cash, then a receipt note is attached to the invoice. With these documents, the buyer goes to the cashier for payment, then to the accounting department, where they register and certify the invoice with a signature and seal, and only after that, the invoice is presented to the storekeepers to receive the products.

Supply agents, daily, at the very beginning of the day, accept applications from stores for the supply of necessary goods. Applications are executed promptly, as the continuity of the trading process of Stik LLC depends on it. Ensuring the trading process and its continuity is one of the main tasks of supply chain employees. To perform this task, supply agents are required to keep a careful record of goods in stock, accounting for the production needs for each type of goods (standards for the consumption of goods for each sort and size). Purchasing agents control not only the timeliness of the delivery of goods, but also their quality. Every year the range of goods sold is expanding. The task of supply workers is also the purchase of goods of the appropriate quality and at the lowest cost, in order to save money allocated by the enterprise for supply.

The tasks of sales promotion of Stik LLC follow from the tasks of product marketing. Specific incentive objectives will vary depending on the type of target market. Among the tasks of stimulating consumers are encouraging more intensive use of the product, buying it in larger packaging, encouraging people who do not use the product to try it, attracting those who buy competitors' brands to it. For retailers, these are encouraging them to add a new product to their assortment, maintaining a higher level of inventory of a product and related products, undermining incentives taken by competitors, building brand loyalty among retailers, and penetrating new retailers with their product. outlets. As for in-house salespeople, they are rewards for maintaining a new product or new model, encouragement for them to have a high number of customer visits, and encouragement for efforts to raise the level of out-of-season sales.

The main incentives for LLC "Stik" will be combined in accordance with the object of influence (table 8).

Table 8 - Basic incentives

Solving the problems of sales promotion in LLC "Sbyt" is achieved using a variety of different means. At the same time, the developer of the plan takes into account the type of market, and specific tasks in the field of sales promotion, and the current market situation, and the profitability of each of the means used.

The choice of incentives depends on the goals set. All funds can be combined into three large groups:

Price promotion (sale at reduced prices, preferential coupons that give the right to a discount);

Offers in kind (bonuses, product samples);

Active offer (buyer contests, games, lotteries).

The classification of sales markets is possible according to various criteria, but it must be taken into account that with any approach to the classification of markets, the boundaries between them are conditional. The classification features of the sales market of LLC "Stik" are presented in table 9.

Table 9 - Classification of market types

Classification sign	Market types
1. Territorial coverage	1.1. Regional market: Blagoveshchensk
2. Market mechanism of state influence	2.1. Market with the participation of the state
3. Type of competition	3.1. Market of monopolistic competition: many firms selling similar products, influence is limited by the possibility of substitution, products are differentiated for market segments, difficult entry and exit for large firms
4. The ratio of supply and demand	4.1. Buyer's Market. The buyer has a large selection of different types of goods, his restrictions are related only to his desires, because. There are many sellers in the market offering the products he needs. His preference is given to one or another product, depending on price, quality and service. This is where supply exceeds demand.
5. The degree of maturity of market relations	5.1. developed markets. The presence of the majority of firms engaged in similar activities for many years.
6. Compliance with market laws	6.1. legal market
7. The period of use of the goods	7.1. Market for medium-term goods
8. Material specificity of the product
9. Type of consumption	Consumer market: middle-income people, regardless of social status.

The analysis carried out helps to identify markets for the products of Stik LLC. For our company, this is a wholesale and retail food market.

The sales market is limited to the city of Blagoveshchensk, buyers are the population. A compromise with smaller competitors is achieved through the sale of goods at large wholesale prices, which allows increasing turnover.

Partners are large wholesale suppliers of food products, with whom they have long-term business ties and in the future it is possible to plan for their orders in terms of quantity and assortment.

Difficulties in organizing a grocery business faced by Stik LLC:

a wide assortment list of small goods in terms of its production and sale is among the labor-intensive products.

high level of competition;

there is insufficient working capital to maintain a wide range of goods.

At the same time, the lack of a range of products leads to the loss of customers.

low solvency of the population of Blagoveshchensk.

Business benefits:

a wide range of consumers;

constant demand for products;

due to the popularity of the business, there is no need for aggressive advertising.

Advantages of Stik LLC over competitors:

The presence of a small wholesale store. Buyers who purchase goods in excess of 1000 rubles are offered wholesale prices for goods;

There is a delivery system. At the same time, delivery within the city is carried out free of charge, subject to an order for an amount of at least 1000 rubles;

Possibility of making an application by phone;

Realization of goods under contracts with a deferred payment for 2 weeks;

A compromise with smaller competitors is achieved through the sale of goods at large wholesale prices, which allows increasing turnover. Discounts are provided for regular partners.

With the existing range of goods and volumes of their sales for LLC "Stik": direct marketing allows you to maintain control over the conduct of trade operations, better study the market of your goods, establish long-term relationships with major consumers.

Stik LLC uses the following areas of the sales promotion system:

providing a discount for a large volume of purchased goods;

the use of coupons in various printed publications;

The task of promoting the goods of Stick LLC is to form knowledge about the enterprise and a favorable attitude towards it among potential users, to consolidate consumer preferences among regular customers, and then the conviction to make a purchase from Stick LLC and, finally, to push consumers to make a purchase, for example , with a price discount. Stik LLC needs to create a prestigious image of its enterprise, which should help increase its competitiveness.

When setting prices for goods sold, Stik LLC should be guided, first of all, by its goals.

Such goals at the present stage are obtaining a certain amount of profit and strengthening leadership in terms of market share.

For segmentation of the consumer goods market, the main features will be: socio-demographic, consumer status.

For a complete description of the marketing activities of LLC "Stik" it is necessary to analyze the costs of marketing products.

It is currently not possible to single out the net amount of marketing costs from the total amount of costs due to the lack of accounting for them, therefore, we will analyze the costs of trading LLC "Stik", the data will be summarized in table 10.

Table 10 - Characteristics of the costs of trading activities of LLC "Stik" for 2007-2009, in thousand rubles.

Expenditures
Expenses for railway and road transport
Building maintenance costs
Depreciation of fixed assets
Workwear wear
Salary
Storage costs
Expenses for paying for the use of a bank loan
Labor protection costs
Container costs
other expenses
	6294,24912,04019,3

Table 12 shows that the overall level of costs in 2008-2009. decreased. Thus, in 2009, costs decreased by 21.9% compared to 2007, and in 2009 by 18.7% compared to 2009. In general, in 2009 compared to 2008. costs decreased by 36.14%.

To assess the effectiveness of marketing activities, we analyze the ratio of profit from product sales (sales service profit) to the total profit of the enterprise. We summarize the data in table 11.

Table 11 - Evaluation of the effectiveness of sales activities of LLC "Stik" for 2007-2009

According to the table, we can talk about the effectiveness of the marketing activities of the trading department: the profitability of sales during the period under review increased from 0.6% to 3.4%. At the same time, the growth rate of sales in 2009 compared to 2008 was only 100.1% against 140.5% in 2008 compared to 2007.

Thus, after analyzing the marketing activities of LLC "Stik", we can draw the following conclusions about the existing shortcomings:

Having considered the organizational structure of the trade department, which has retained its structure since 2004, when Stik LLC produced fewer products, and the department’s work system met the modern requirements of the market of that period, we came to the conclusion that the existing organizational structure of the trade department needs to be improved in for the following reasons:

lack of a clear delineation of job responsibilities between employees of the sales department;

irrationality of building an organizational structure - three levels of management in the structure of one department do not meet modern management requirements, and therefore require improvement.

Thus, the transition to new activities requires a revision of the organization of the sales department, which will be presented in the third part of the work.

3. Improving the marketing activities of OOO "Stik"

.1 Optimization of the management of the sales activities of Stik LLC

The functional area of ​​sales is the most significant for the enterprise. The receipt of funds from the market ensures sales. The lion's share of the interactions of the enterprise with the market are closed on sales. In sales, all the problems that have arisen in strategies, management, and the organizational structure of the sales service are identified.

To distribute the products of an enterprise of its own production, one or another structure of the sales department is used, which is necessarily based on the market through sellers, sales agents, managers who directly interact with buyers.

This interaction is a primary subject for sales optimization.

As a rule, it is most expedient to reach large customers directly by the enterprise through sales agents. This method allows you to get big profits by eliminating unnecessary links. In addition, large buyers normally prefer to work directly with the supplier.

Average buyers are served by agents or dealers, depending on the specifics of the enterprise.

The most progressive way to cover the market with the help of agents is currently considered to be territorial division.

The sales development logic of a manufacturing or large-scale wholesale trade enterprise provides for the coverage of large buyers first, then medium ones, and finally small ones.

The structure of the enterprise is evolving, first focusing on the creation of an agent network, and then - a dealer network and a network of its own branches.

The interaction of an agent, a dealer and its own branch is competitive in nature, since their activities are aimed at the same territory. sales products distribution optimization

Therefore, it should be organized especially carefully, being reflected in the management structure of sales.

Improving the management of marketing activities is currently possible in two directions: improving the system of marketing goods, namely the management of the sales department, and expanding sales markets.

This is necessary primarily because of the start of vigorous activity of competitors, which forces LLC Stik, despite the increase in sales in previous periods, to quickly respond to changes in the external environment.

In accordance with the indicated directions for improving sales, we will present the specific measures developed for Stik LLC.

Based on the results of the work of the enterprise, it is proposed to expand the marketing activities of the enterprise in the Far East region in the cities of Zeya, the city of Zavitinsk and the city of Chita.

This decision was made based on the results of market research by Stik LLC.

The first step in improving the marketing activities of the enterprise should be to improve the organizational structure of the sales department.

Since the volumes of production and sales are increasing, and, as was revealed in the second part of the work, the existing structure of the sales department needs to be improved, we will develop the organizational structure of the sales department of Stik LLC (Figure 5).

Let's give a justification for the need to introduce staff units of the sales department (see table 12).

Table 12 - Benefits of introducing staff units

Name of the staff unit	Main tasks and benefits
Office Manager	Increasing the level of customer service aimed at increasing the number of purchased goods at a higher price.
Retail business manager	Maintaining the proper level of inventory in warehouses with the proper assortment, ensuring the stable and uninterrupted operation of outlets, this will lead to the satisfaction of the needs of a larger number of customers, which will avoid the loss of part of the potential profit.
Wholesale Account Manager	This person must find the optimal approach to institutions, create a database of enterprises, and at the right time offer the right product. The result of the work will be an increase in the number of repeat purchases, as a result of which revenue will increase.
Dispatcher-cashier	Answer phone calls from customers, informing them about the availability of goods for sale; make settlements of buyers in the wholesale trading floor.
Regional manager	Based on ongoing market research, organize your own sales network of the enterprise, ensuring uninterrupted supply of products in the right quantity and at the right time.
Marketer	Conduct market research and analysis, marketing and sociological research commissioned by the head of the sales department.
Sales Manager	Coordinating the work of the sales department; Based on the analysis of sales, plan such requests for production, the quantity of which is successfully sold according to demand.

For the competent and efficient work of the sales department, job responsibilities were developed for each manager in order to specify their work. Thus, the ability to control the actions of each employee of the department is enhanced.

Since the existing sales department of Stik LLC does not have a clearly developed strategy, as part of the course work we will develop the following strategic directions for the marketing activities of the sales department:

1) study of possible markets for products in the Far East.

This research should be carried out by a marketer. The study should be carried out through the analysis of newspapers of the Far East region, Internet resources, special literature, statistical collections. Thus, a special archive would be created to study the situation on the ice cream market in the Far East. The weekly additions to the archive will make it a practical guide for guiding the sales department in developing a long-term marketing strategy;

2) supplier analysis.

The participation of Stik LLC as a manufacturer in various fairs and exhibitions allows establishing contacts with new suppliers. Positive past experience with existing suppliers reinforces old relationships. The work of regional representatives gives its result in the form of reliable and decent suppliers. Supplier selection criteria: quality level, delivery terms, past business relationships, offer price, cost reduction opportunities.

This is very important, as the sales department will conclude a supply contract with the supplier under its own responsibility.

) analysis of competitors - once a week to collect information on prices, assortment and advertising activities of competitors in the Amur region. Monthly analyze the marketing policy of competitors in terms of pricing, assortment and advertising strategy. Possession of complete reliable information about the activities of competitors will allow you to most accurately and successfully plan the overall marketing strategy of the enterprise and maintain the position of a leader in the market of the Amur Region;

4) the sales department will be responsible for the pricing of goods LLC "Stik" Pricing should be carried out on the basis of an analysis of competitors, profitability of goods, turnover of funds, etc.

The general directions of the marketing policy of the sales department of Stik LLC for the next six months are:

increase in sales volumes, and consequently, profits from the sale of goods;

· Expansion of the company's sales network - entering the market of the Far East;

Carrying out branding events to attract more customers and strengthen existing relationships;

· Carrying out research in the field of sales of manufactured products and collecting information on customer satisfaction with them.

So, to ensure the normal operation of the department, you need to purchase the following equipment (see table 13):

Table 13 - Costs for the formation of the sales department

So, the cost of forming a sales department will be 87,500 rubles. The monthly salary of the staff and the rental of vehicles will amount to 125,000 rubles. But these costs are fully recouped, as evidenced by the calculation below.

3.2 Improving the channels for the sale of goods

Due to the fact that at present OOO "Stik" is expanding the range of goods sold, the need to expand the sales department is relevant. To determine the effectiveness of investments in new labor resources, it is possible to calculate the forecasted market capacity and potential income.

Let us calculate the possible market capacity for the sale of goods in the cities of Zeya, Zavitinsk and Chita.

Information on the population in these regions is presented in Table 14.

Table 14 - Population in potential branch cities of LLC "Stik"

* the average number of people in a family is 3.5 people.

The activities of Stik LLC in the sale of goods in the selected regions will be directed to the entire market, satisfying the needs of as many buyers as possible.

Potential consumers are all segments of the population, regardless of gender, age, income level or marital status. They will make purchases regularly and often to meet their needs.

Suppose that, on average, family purchases goods for 146,000 (400 rubles x 365) rubles, and singles 54,750 rubles. Thus, we obtain the potential market capacity (see Table 15).

Table 15 - Calculation of the potential market capacity in potential cities - branches of OOO "Stik" in thousands of rubles

It follows from the calculations that when selling goods in the cities of Zeya, Zavitinsk and Chita, the potential market capacity as a whole increased by 18,419.63 thousand rubles.

Thus, the potential income of Stik LLC necessitates the expansion of the sales department and the expansion of channels for the sale of goods.

4. Life safety

.1 Workplace safety

4.1.1 Analysis of the organization of work on labor protection

The overall responsibility for the state of working conditions and labor protection in Stik LLC rests with the employer. The heads of production departments have the following functional responsibilities for labor protection:

determination of lists of professions and works for which preliminary and periodic medical examination is required;

determination of the list of hard work, which prohibits the use of labor of women of childbearing age and persons under the age of 21 years;

familiarization of the employee with the conditions and labor protection at the workplace, with the possible risk of damage to health, with official duties, including labor protection requirements, with benefits and compensations for working conditions;

determination of the list of professions and positions of employees exempted from primary briefing at the workplace, the list of works for which additional (increased) labor safety requirements are imposed;

conducting safety briefings;

familiarization of managers and specialists with the state of working conditions at the facility, protective equipment, injuries, regulations and job responsibilities for labor protection;

development and provision of employees with instructions on labor protection and production instructions;

development of lists of jobs and professions for which personal protective equipment should be issued, and control over the correctness of their application;

organization of first aid to the victim and his delivery to a medical facility;

notification of an accident to specified addresses;

development of measures to prevent accidents, improve and improve working conditions, bring jobs in line with the requirements of labor standards and rules;

certification of workplaces;

equipping production facilities, equipment and workplaces with collective protective equipment and organizing their efficient operation;

organization of control over the level of harmful and dangerous production factors;

providing workers with sanitary facilities and devices based on the specifics of production.

Functional responsibilities of the heads of enterprise services:

HR Department:

organization of a preliminary medical examination upon admission to work;

determination of the contingent subject to periodic medical examinations;

professional selection of working individual specialties;

determination of the list of heavy work with harmful or dangerous working conditions;

familiarization of applicants with benefits and compensations for working conditions.

Supply Department:

providing divisions of the enterprise with means of protection, control and signaling.

Accounting:

payment to the employee of compensation for harm caused by a labor injury;

implementation of compulsory insurance of employees against temporary disability due to illness, as well as against accidents at work and occupational diseases.

Department of the chief power engineer:

ensuring the safety of electrical networks and electrical installations.

The distribution of functional responsibilities for labor protection among the management staff is supported by the issuance of an order for the enterprise.

4.1.2 Analysis of the level and causes of injuries and morbidity

To study the level of labor safety, we analyze the level and causes of accidents and the organization of work on labor protection.

Calculate injury rates. The frequency coefficient shows the frequency of injuries and is calculated using the following formula:

where N is the number of accidents per year,

P - the average number of employees.

Next, the injury severity coefficient is calculated by the formula:

where D is the total number of working days lost as a result of accidents. The loss factor is determined by:

Injury rates are shown in Table 16.

Table 16 - Indicators of the level of injuries in LLC "Stik"

Indicator				Average over 3 years
Number of accidents
Days of disability associated with injuries, days
Payments for temporary disability associated with injuries, rub.
Days of disability associated with morbidity, days
Payments for temporary disability associated with morbidity, rub.
Average number of employees, pers.
Expenditure of funds for labor protection, thousand rubles
Accident frequency indicator, CZK
Injury severity index, Kt
The indicator of lost working days, Кn

On average, for three years, payments for temporary disability for 1 day accounted for 571.67 rubles. The cost of funds for labor protection amounted to 83 thousand rubles a year. The accident rate was the highest in 2007, averaging 25.5 accidents per 1,000 employees. Injury severity in 2009 increased by 14 days compared to 2007 and increased by 11 days compared to 2008. 2008 saw the highest rate of lost workdays. On average, it was 210.84 days per 1,000 employees.

Thus, based on the data in the table, we can talk about a decrease in injuries.

To prevent accidents at the enterprise, it is necessary to identify the causes of their occurrence, to take into account all the shortcomings and take measures.

Table 17 - Causes of accidents at the enterprise

Violation of safety requirements during the operation of vehicles
Unsatisfactory content and shortcomings in the organization of workplaces
Violation of labor and production discipline

Thus, in order to reduce accidents, it is necessary to strengthen control over compliance with labor discipline, employ workers only in accordance with their work qualifications, and improve the reliability of machinery and equipment. In total, 6 accidents were recorded during the period from 2007 to 2009.

4.1.3 Calculation of the economic consequences of injuries and morbidity

Let us determine the economic consequences of injuries and morbidity.

The total losses of the enterprise associated with injuries and morbidity (Ps) for the analyzed period are determined by:

(4.4)

where is the sum of losses associated with injuries;

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The package of marketing activities should contribute to the achievement of the goal, which is to increase production, increase existing market share, as well as the development of new products and new markets.

The main marketing strategy of JSC "Autoelectronics" is to protect its position in the market and increase the share of this market.

The need for this strategy stems from the fact that the automotive industry throughout the world is the most promising industry that has permanent markets with ever-increasing demand and brings profit, and sometimes super profits. In Russia, the production of cars is even more promising, since the automotive market is in the development stage and is not filled as it is in the whole world. In this regard, today many enterprises are trying to penetrate this industry, which leads to increased competition in this market segment, both among domestic manufacturers and among foreign ones.

For the successful development of a marketing strategy and product sales, first of all, it is necessary to pay attention to the needs and desires of the consumer.

To do this, JSC "Autoelectronics" must set the following goals:

achieving a competitive price by reducing labor costs for each product (due to production automation);

Improving the quality of products;

implementation of the "just in time" principle, which consists in the implementation of deliveries just in time; including the organization of buffer warehouses for products at the main consumers;

focus on high technology; priority is given to the development of high-tech, science-intensive products and technologies for the creation of these products;

transition to the development of complex automotive systems with the maximum possible placement of their production at JSC Avtoelectronics.

Despite the successes achieved in the activities of JSC "Autoelectronics" it is necessary to make efforts in the field of increasing the competitiveness of its products.

To do this, the enterprise needs to introduce a more advanced quality system ISO 9001: 2000, to which foreign countries have already switched. The introduction of this quality system will make it possible to tighten control over the level of defectiveness of manufactured products. And taking into account the world level of PPm (the number of advertised products per one million produced) - up to 50 units, supply contracts with AVTOVAZ JSC should be reviewed in the direction of reducing the PPm indicator for Autoelectronics OJSC to 100 units. According to the assessment of the quality service of OJSC "Autoelectronics" in December 2008, PPm amounted to 1373 pieces (due to the current ISO 9001 quality system).

A well-organized quality system is a reliable means of managing product quality in terms of reducing costs and increasing profits for an enterprise.

In order to fulfill the task just in time - Avtoelectronics OJSC has already assumed the obligation to reimburse all losses associated with the downtime of the conveyor of AVTOVAZ JSC due to untimely deliveries of components under contracts concluded since January 1, 2009.

At the enterprise, among the individual methods of promoting goods to the market, greater preference is given to advertising - the cheapest method is considered to be advertising through the media, the most expensive method is considered to be television advertising. The enterprise considers it necessary to constantly carry out promotional activities at various levels - regional, regional, all-Russian. An advertising campaign should be carried out both in the media (press, radio, television), and through participation in exhibitions, seminars, conferences.

Further plans in the field of strengthening the business reputation of the enterprise are associated with the expansion of contacts at the level of Russian car factories. Today, with the fiercest competition in the market, this direction is especially important. Achieving a certain result here will allow the company to increase the number of consumers of its products, and hence the increase in sales, which will increase the company's profits.

The company will also carry out its advertising activities within the framework of visiting and participating in various automobile exhibitions, where the company will present its products. To do this, you can use advertising booklets, company catalogs, billboards, etc.

Despite the successes achieved, marketing service specialists constantly hold business meetings, negotiate, establish contacts with partners (consumers of products) that will help achieve excellent results of the enterprise.

The range of manufactured products is very large, there are also many products planned for release. Before deciding whether to launch a product into production, it turns out whether this product is necessary for the enterprise, for which marketing research is carried out. These studies are carried out by employees of the marketing department.

Market research activities at the enterprise are poorly conducted, there is no directory of "new consumers" with whom it is necessary to work. The production volumes of the enterprise are large, but there is the possibility of loading production up to 100%, for this it is necessary: ​​to master the still undeveloped production areas, to analyze production capacities, to identify from the groups of planned products those that will bring the enterprise the greatest profit and will be in demand by the consumer. It is necessary to carry out work on distribution channels to the secondary market - this work is carried out poorly at the enterprise, in order to improve this situation, the enterprise plans to search for dealers, or rather, the selection of candidates who can be dealers of the enterprise - to represent our products, our enterprise.

It should be noted that transportation costs around the plant are insignificant, because the main consumers themselves export products. It is also important that the shipment of products is mainly carried out directly to customers, i.e. without intermediaries. This is the main positive moment in the marketing policy of the enterprise.

There is no incentive for employees of the sales and sales department at the enterprise. For their best work, it is necessary that:

the salary of employees depended on the amount of revenue;

wages of workers depended on the volume of products sold.

To this end, the enterprise plans to improve the system of remuneration and motivation of personnel: to put into effect the developed bonus system aimed at increasing the responsibility and interest of employees of Avtoelectronics OJSC in the results of their work, increasing the innovative activity of personnel, increasing labor efficiency, and reducing costs. The goals of the implemented personnel motivation system are not only the recognition and reward of the contribution of each employee to the development of the enterprise, but also the formation of a team of effective employees - professionals, i.е. qualified, enterprising, conscious employees interested in the final result of the enterprise's activity - profit maximization.

The system of motivation of employees of JSC "Autoelectronics" is implemented in the following areas:

improvement of labor organization;

development and implementation of a personnel assessment system, which involves the assessment of the individual contribution of each employee to the development of the enterprise, as the basis of an objective remuneration system;

improvement of the personnel management system, incl. recruitment procedures, induction systems and career management;

implementation of programs aimed at achieving and maintaining a high level of innovative activity of personnel, increasing labor efficiency;

development and implementation of programs aimed at improving the quality of labor, in accordance with the requirements of the new quality system;

material encouragement of high individual and group achievements;

widespread use of forms and methods of non-material incentives;

development and implementation of measures aimed at increasing the interest of employees of JSC "Autoelectronics" in long-term skilled work, including the creation of a system of social assistance to employees of the enterprise, as well as those employees who have taken a well-deserved rest.

All these activities, each in its own way, have a beneficial effect on the financial policy and financial results of the enterprise. For example, the development of new products, along with an increase in the market share of already manufactured products, will allow the company to increase the volume of commercial output by 15-25% annually. The expected effect (increase in the number of sales) from promotional activities is 13% annually. The development of undeveloped production areas will allow loading production by approximately 42%. The introduction of an improved quality system will allow the company to save about 250 thousand rubles.

All of the above activities aimed at improving the product marketing system, which in turn is aimed at the main goal of the enterprise: profit maximization, as well as a number of others, will soon find their application at Autoelectronics OJSC.