Assortment structure- share in sales(C p,%) or a share in the amount of profit(S pr, %).

As follows from the definition, the indicators of the assortment structure can have a natural or monetary value and are relative. They are calculated as the ratio of the number of individual products to the total quantity of all products included in the assortment.

The structure of the assortment, calculated in physical terms, differs from the structure of the same assortment in terms of money. When regulating the assortment structure, one should take into account the economic benefits of the enterprise in the case of the predominance of expensive or cheap goods, the cost recovery for their delivery, storage and sale, as well as the solvency of consumers, which the trade organization focuses on.

The choice of indicators of the assortment structure in one expression or another is determined by analytical purposes. If it is necessary to determine the need for storage space, as well as the area for displaying goods, then analyze the structure of the assortment in natural expression. When analyzing profitability certain types goods take into account the assortment structure in monetary expression

In commodity science, the structure of the assortment is most often determined in natural expression, and when carrying out marketing research it is expedient to count both indicators. The share in sales volume is calculated by the formula:

With n = ( A×100)/ b

Where A - the volume of sales of a particular commodity unit;

b- sales volume of one product line.

The share in the volume of profit is calculated by the formula:

C pr = ( V×100)/ G

Where V - the amount of profit of a separate commodity unit;

G - profit margin per product line.

Most often, this indicator is determined during marketing research.

For medical products used in healthcare facilities, S.Z. Umarov et al. propose to determine the structure of the assortment according to the degree of obsolescence of equipment, characterized by the coefficient of obsolescence (Kmi):

TO mi =∆T1 / ∆T2

Where ∆T1- service life in health care facilities;

∆T2- the time from the moment of the first registration of the model in the domestic market (according to the State Register) until the termination of its sale on the market.

According to the degree of obsolescence, medical equipment products are divided into four classes.

· I class - modern products (K mi does not exceed 0.35).

II class - relatively new products (0.33< К ми <1,0), производимые или уже не выпускаемые фирмами-изготовителями, однако имеющие соответствующую фирменную техническую поддержку (ремонт, поставку запасных частей и комплектующих, дооснащение и модернизацию).

III class - not new products (1.0< K mi<1,7), не выпускаемых в течение 3-4 лет, но имеющие соответствующую техническую поддержку.

IV class - old products (To mi< 1,7), снятые с производства и не имеющие фирменной технической поддержки.

Determining the update index

Update Index(I 0) - is the proportion of new products introduced to the market during a given period of time:

I 0 = n/N

Where n- the number of new commodity units or product variants in the volume of one assortment group (subgroup) that appeared on the market during a certain time;

N- the total number of trade units or product variants in the volume of one assortment group (subgroup) according to OKP, KLS, state register, register or formulary lists, etc.

Determining assortment stability

Range stability- these are changes in indicators of breadth, completeness, depth of the assortment structure for any period of time.

The stability of the assortment characterizes the ability of a set of goods to meet the demand for the same goods.

Stability factor(K y,%) - the ratio of the number of types, varieties and names of goods that are in steady demand among consumers to the total number of types, varieties and names of goods of the same homogeneous groups:

K y \u003d (Y × 100) / W

where Y - stability indicator - the number of types and varieties of goods that are in steady demand;

W - the total number of species, varieties and names of goods of the same homogeneous groups.

Sometimes sustainability is associated with the period during which goods of certain types, varieties and names are in the sale.

In this case, the stability of the assortment will depend on the stability of demand for these goods, as well as the correspondence of the commodity stock to the possibilities of their sale. Therefore, the timing of the sale of goods cannot be used in determining the rationality of the assortment as an indicator of its sustainability.

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

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

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

Definition of updating (novelty) of the assortment

Update- one of the directions of the assortment policy of the organization, which is carried out, as a rule, in a saturated market. In an unsaturated market, the renewal of the assortment is carried out with a shortage of raw materials or technological capacities necessary for the production of previously produced goods.

Range update- qualitative and quantitative changes in the list of available goods, characterized by the ability to meet the changing needs of the consumer. This indicator is characterized by the renewal coefficient (K n,%), which is calculated by the formula:

K n (H × 100) / W

where H is an indicator of novelty (the number of new types and names of goods).

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

Consumers of new products are the so-called "innovators", whose requests often change due to the desire to experience the novelty of objects. Often, new products satisfy not so much physiological as psychological and social needs.

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

assortment? A supplier's offer appears, it is considered by the purchaser and commercial director, it is found to be acceptable, and a narrow assortment is imported for testing in small batches. Then, with good luck, the demand for this product begins. After some time, sales begin to demand more and more goods and it is good if the supply of goods keeps up with demand. And after some time, the assortment of 10 positions brought for testing turns into 100 positions, of which 20% is clearly illiquid, brought again, “for testing”.

Who, if not a buyer, knows that the assortment tends to grow uncontrollably! Each buyer daily faces more and more new proposals from suppliers - sometimes it is difficult to separate a really profitable purchase from a potential illiquid one. We do not have time to come to our senses, as we are overgrown with an assortment like a ship with shells. As new products are added, the costs of maintaining inventory in warehouses, refurbishing retail space, processing orders, shipping, and advertising new products increase. And there is no company that would not face the problem of selling illiquid assets ...

Expansion of the product range

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

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

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

Similar articles:

• Tracking the movement of inventory in warehouses and...

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

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

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

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

General assortment structure

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

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

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

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

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

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

Commodity classifier

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

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

How to correctly compose a commodity classifier?

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

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

Levels of division of the commodity classifier

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

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

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

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

EXAMPLE: Sample product classifier for building and finishing materials store

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

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

Assortment matrix

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

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

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

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

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

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

An example of building an assortment matrix based on a classifier

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

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

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

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

Assortment properties

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

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

Organizational moments

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

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

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

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

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

Information system (database and its users)

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

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

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

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

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

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

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

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

Automate routine procurement processes,

make the buyer's job easier

the solution "Procurement Assistant" for 1C: Trade Management 10.3 and 11 will help.

Company

First system. Trade Automation Center

Ministry of Agriculture of the Russian Federation

Federal State Educational Institution

higher professional education

ALTAI STATE AGRARIAN UNIVERSITY

Department of Agribusiness

MALYSHEVANATALYA VLADIMIROVNA

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

(on the example of Stroydvor LLC)

Specialty: 080111 "Marketing"

Discipline: "Commodity research, examination and standardization"

Leading teacher: Velichko N.N.

COURSE WORK

Group student 4321

full-time education N.V. Malysheva

(signature, date)

Barnaul 2007

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

Chapter 1

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

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

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

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

1. Economic characteristics of Stroydvor LLC………………27

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

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

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

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

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

Introduction

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

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

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

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

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

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

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

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

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

1. Assortment, assortment indicators,

formation and management

1. The concept of "Assortment of goods"

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

The range of consumer goods is divided into groups - by location, into subgroups - by the breadth and depth of coverage of goods, into types - by the degree of satisfaction of needs, into varieties - by the nature of needs. The classification of the assortment of goods is shown in fig. 1.

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

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

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

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

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

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

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

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

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

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

Rice. 1 Product range classification

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

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

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

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

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

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

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

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

2. Properties and indicators of the assortment

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

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

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

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

Table 2. Nomenclature of properties and indicators of assortment.

T-number of homogeneous groups of goods;

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

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

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

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

D - quantity of an individual product in physical terms;

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

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

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

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

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

Let's take a closer look at the range.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The consumers of new products are the so-called innovators and super-innovators, whose needs often change due to the desire for a sense of novelty. Often, new products satisfy not so much physiological as mental and social needs.

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

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

The structure of the assortment can be expressed both in natural and in relative terms. They are calculated as the ratio of the number of individual products to the total quantity of all products included in the assortment.

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

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

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

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

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

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

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

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

When determining the rationality ratio of the assortment, all of the above indicators should be taken into account, taking into account the degree of significance or weighting coefficient (c) for each indicator. The weighting coefficients are determined by an expert and characterize the specific share of the indicator in the formation of consumer preferences that affect the sale of goods. The complexity of their calculation lies in the fact that there are no common weight coefficients for all or at least for a group of goods. They are specific to each product.

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

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

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

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

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

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

3. Formation and management of the assortment

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

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

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

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

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

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

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

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

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

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

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

To do this, the following tasks must be solved:

Established real and perceived needs for specific products;

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

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

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

The main directions of assortment formation are determined.

Assortment formation system includes the following highlights.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

production in general.

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

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

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

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

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

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

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

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

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

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

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

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

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

General factors: demand, profitability.

Specific factors:

· raw material base;

· material and technical base of commodity production;

· achievement of scientific and technical progress;

specialization of the trade organization;

· channels of distribution of goods;

methods of sales promotion and demand formation;

· material and technical base of the trade organization;

consumer segment.

Principles of building an assortment of stores

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

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

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

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

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

Compliance with the assortment profile established for a trading enterprise;

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

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

Determination of the range of interchangeable goods;

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

Expansion of the assortment due to new products;

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

Stages formation of assortment in stores

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

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

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

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

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

Methods for forming the assortment of the store

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

Assortment list method

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

Consumer complex method

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

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

Assortment structure optimization

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

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

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

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

2. Analysis of assortment indicators

at Stroydvor LLC

1. Economic characteristics of Stroydvor LLC

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

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

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

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

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

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

Table 1 The size of the enterprise.

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

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

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

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

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

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

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

table 2 Size and structure of fixed non-productive assets

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

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

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

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

Table 3 Availability of labor force and efficiency of its use

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

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

Table 4 Composition and structure of commercial products

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

To calculate the cost of goods sold and the correct distribution of financial resources in the enterprise, cost accounting is used. Cost items are shown in Table 5.

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

Table 5 Cost of goods sold

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

Table 6 Financial performance

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

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

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

The breadth of the organization's product range is represented by 25 product groups:

1. Building materials.

2. Rolled metal, metal products.

3. Lumber.

4. Reinforced concrete, brick.

5. Insulating materials.

6. Roofing materials.

7. Facade materials, siding.

8. Finishing materials.

9. Paint and varnish and chemical products.

10. Plumbing equipment.

11. Heating equipment.

12. Electrical products.

13. Electrodes.

14. Furniture, commercial equipment, safes.

15. Doors, windows, gates.

16. Glass.

17. Stoves and fireplaces.

18. Equipment for baths and saunas.

19. Climate engineering and ventilation.

20. Tools, equipment, special equipment.

21. Security industry.

22. Hardware.

23. Overalls, shoes.

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

25. Services.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Conclusion

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

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

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

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

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

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

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

List of used literature

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21. Fedko V.P., Fedko N.G., Shapor O.A. Fundamentals of Marketing. Rostov n / a: Phoenix, 2001. - 512 p.

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

Assortment indicators are a qualitative expression of the properties of the assortment.

The assortment is quantitatively characterized by the following main indicators:

• 1. The completeness of the assortment is the number of types, varieties and names of goods in a group of homogeneous products. The completeness score can be real or base. The coefficient of completeness (Kp) is the ratio of the actual indicator to the base one. The higher the completeness of the assortment, the better the needs of the buyer are satisfied;
• 2. The breadth of the assortment - the number of types, varieties and names of goods of homogeneous and heterogeneous groups. Actual latitude (Shd) - the actual number of groups, types, varieties and names of goods available. Basic latitude (Shb) - the latitude taken as the basis for comparison. The number of types, varieties and names of goods, regulated by regulatory or technical documents, can be taken as the base latitude. General breadth - the totality of all assortment units, types and varieties of goods of homogeneous and heterogeneous groups. Group latitude - the number of homogeneous groups of goods produced and sold by the organization. The latitude coefficient (Ksh) is expressed by the ratio of the actual number of species, varieties and names of goods of homogeneous and heterogeneous groups to the base;
• 3. Depth - the number of trademarks of goods of the same type, or their modifications or commodity articles. Actual Depth (Gld) - the number of brands or modifications or SKUs available. Basic Depth (Glb) - the number of brands or modifications, or commodity articles offered on the market or potentially possible for release and taken as a basis for comparison. Depth coefficient (Kgl) - the ratio of the actual depth to the base one. The higher this indicator, the more fully the species assortment of a particular product is represented;
• 4. The stability of the range - the ability of the list of goods to meet the demand for the same goods. The stability coefficient (Ku) is the ratio of the number of species, varieties, names of goods that are in steady demand to the total number of goods of the same homogeneous groups;
• 5. Novelty (updating) of the range - the ability of a set of goods to meet changing needs through new products. The novelty coefficient is the ratio of the number of new products in the general list to the total number of product names. Renewal is one of the directions of the assortment policy of the organization, carried out, as a rule, in a saturated market;
• 6. Assortment list of goods - the minimum allowable number of types of consumer goods that determine the profile of a retail trade organization. The assortment list for trading enterprises is approved by local governments and its non-compliance is considered a violation of the rules of trade;
• 7. The structure of the assortment of goods - the ratio of the sets of goods selected according to a certain attribute in the set (GOST R51303-99, paragraph 80). Assortment structure indicators are used if it is necessary to determine the need for storage space, as well as the area for displaying goods;
• 8. The rationality of the assortment - the ability of a set of goods to most fully satisfy the really justified needs of different segments of consumers. Rationality coefficient (Kr) - the weighted average value of the rationality indicator, taking into account the real values ​​​​of the indicators of depth, stability and novelty of goods of different groups, multiplied by the corresponding weight coefficients;
• 9. The harmony of the assortment - a property of a set of goods of different groups, characterizing the degree of their proximity to ensure rational distribution of goods, sale or use.

The coefficient of harmony (Kgar) - is defined as the ratio of the number of types, names or brands available in a trade organization and corresponding to an established list or sample, to the actual breadth of goods in the same organization.

Table - Nomenclature of properties and indicators of the assortment:

Table designations:

m - the number of homogeneous groups of goods;

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

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

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

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

A, S - the number of individual goods in physical terms;

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

The total quantity of all goods available in physical terms;

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

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

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

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

Product range- this is a certain set of goods of various types and varieties, combined according to some attribute (purpose, raw materials, method of production).

The term comes from the French word "assortiment", which means a selection of different types and varieties of goods. However, in merchandising, it is customary to limit a set of goods by their names, and grades as gradations of the quality of goods of the same type and name are attributed to the assortment.

In accordance with GOST R51303-99, unacceptable concepts are "product range" and "commodity nomenclature". However, it is difficult to agree with the inadmissibility of the latter, since this term is used in international and Russian practice, as evidenced by the name of the regulatory document “Commodity nomenclature of foreign economic activity”. In this regard, we consider it necessary to define this term.

Commodity nomenclature - a list of homogeneous and heterogeneous goods of general or similar purpose.

Thus, the commodity nomenclature of foreign economic activity (TN VED) is a list of goods intended for export-import operations. The range of products subject to confirmation of conformity in terms of safety indicators is intended for the purposes of mandatory certification.

Thus, the above concepts are close to each other. What they have in common is that they are both product lists. The differences lie in the purpose: the range of goods is designed to meet the needs of consumers, the product range may have a different purpose - to regulate a certain professional activity or other scope.

The range of consumer goods is divided according to the following criteria:

1) at the location of the goods:

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

b) trade assortment - represents the range of goods in wholesale and retail trade;

2) by breadth of coverage of goods:

a) simple - a set of goods represented by a small number of groups, types and names that satisfy a limited number of needs (typical for stores selling everyday goods in areas where buyers with little material resources live, as well as for rural stores);

b) a complex assortment - a set of goods, represented by a significant number of groups, types, varieties and names of goods that satisfy the various needs of customers (inherent in supermarkets, department stores, supermarkets);

c) group assortment - a set of homogeneous goods, united by a common feature and satisfying similar needs (for example, bakery, fruit and vegetable, dairy, footwear, clothing are combined on the basis of functional purpose, and goods for children, youth, and recreation are social). The group assortment is the basis for the formation of sections in department stores;

d) specific assortment - a set of goods of various types and names that satisfy similar needs. It is an integral part of the group assortment, for example, the assortment of milk - pasteurized, sterilized, etc. - is part of the assortment of dairy products;

e) an enlarged assortment - an assortment of goods, united according to common characteristics in a certain set of goods (clothing and footwear, perfumes and cosmetics, fruits and vegetables, etc.);

f) brand assortment - a set of goods of the same type, but different names or brands. These goods, along with the satisfaction of physiological needs, are largely aimed at meeting social and mental needs. These needs are met by prestigious brands of cars, clothing, shoes, perfumes, fine wines, and so on. (for example, the assortment of pasteurized milk of the House in the Village trademark, Nina Ricci perfumes, etc.);

g) related assortment - a set of goods that perform auxiliary functions and do not belong to the main ones for this organization (shoe care items in a shoe store);

h) mixed assortment - a set of goods of different groups, types, names, characterized by a wide variety of functional purposes. Such an assortment is typical for stores selling both non-food and food products (hypermarkets);

i) rational assortment - a set of goods that provides a sufficient degree of customer satisfaction and the achievement of the organization's goals. The criteria for assessing the rationality of the assortment of consumers are: the degree of consumer satisfaction with a set of necessary goods, the ability to purchase the necessary goods in one place, as well as the sufficiency of breadth and depth. For sellers, such criteria are the following: profitability, the possibility of timely and uninterrupted delivery of goods, sales volumes in certain periods, the compliance of a set of goods with the existing material and technical base;

j) the optimal range - a set of goods that meets real needs with the most beneficial effect for the consumer or organization at rational costs for their consumption and purchase. Goods of the optimal assortment are characterized by increased competitiveness;

k) real assortment - a real set of goods available in the competitive organization of the manufacturer or seller;

l) predicted assortment - a set of goods that will have to satisfy the expected needs;

3) according to the frequency of demand, goods are divided into:

a) daily demand;

b) periodic demand;

c) rare demand.

4) according to the degree of novelty in the assortment, goods can be divided into the following groups:

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

b) improved products that have qualitative differences from analogues on the market. They have a wider range and a high level of consumer properties;

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

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

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

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

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

The range of goods is characterized by the following indicators: structure, breadth, completeness, sustainability, degree of renewal, etc.

The breadth of the assortment is the number of types and varieties of goods for a certain purpose. Latitude can serve as an indirect indicator of the saturation of the market with goods: the greater the breadth, the greater the saturation. The breadth of the assortment acts as one of the criteria for the competitiveness of firms.

Completeness of the assortment - the number of varieties of goods within the type. It is characterized by a completeness coefficient - the ratio of the actual completeness indicator to the base one (the base indicator is characterized by a regulated or planned quantity of goods). The increased completeness of the assortment can serve as one of the means of stimulating sales and meeting the various needs of buyers.

The stability of the assortment is fluctuations in its breadth and completeness over a certain period of time, i.e. the period during which goods of certain types, varieties and names are in sale.

The degree of renewal of the assortment is characterized by the specific gravity, the share of new products in the total volume of goods on sale. As a rule, this is the replacement of existing goods with new products with higher consumer properties. New functional properties, improved ergonomic and aesthetic indicators, and greater efficiency of use can serve as a criterion for the novelty of goods.

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

The structure of the assortment is characterized by the specific share of each type and / or product name in the general set. Indicators of the assortment structure can have natural or monetary terms and are relative. They are calculated as the ratio of the number of individual products to the total quantity of all products included in the assortment. The choice of indicators of the assortment structure in one expression or another is determined by analytical purposes.

If it is necessary to determine the need for storage space, as well as the area for displaying goods, then analyze the structure of the assortment in physical terms. When analyzing the profitability of certain types of goods, the structure of the assortment in monetary terms is taken into account. The structure of the assortment is considered rational if it best meets the demand of consumers.

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

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

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

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

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

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

The purpose of the formation of the assortment is the most complete satisfaction of consumer demand. Distinguish between general and special factors of assortment formation. The general factors influencing the formation of the industrial and commercial assortment are demand and profitability. Special factors in the formation of the industrial assortment are the raw materials and material and technical base of production, the achievement of scientific and technological progress.

A rational assortment of goods is one of the main factors of the competitiveness of an enterprise in the presence of a large number of manufacturers and sellers of homogeneous goods. It is formed by selecting types, varieties, brands of goods that differ in the novelty of modification, quality level, warranty and service level, price, demand volume, consumer typology.

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

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

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

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

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

To do this, the following tasks must be solved:

Established real and perceived needs for specific products;

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

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

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

The main directions of assortment formation are determined.

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

Range reduction-quantitative and qualitative changes in the range of goods due to a decrease in its breadth and completeness.

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

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

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

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

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

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

It should be noted that many manufacturing organizations, especially foreign ones, consider the deepening of the assortment as the highest priority. For example, automobile factories often produce one brand of car for many years, but in new modifications. Foreign owners of confectionery factories prefer to have five or six brands in their assortment, and then produce new modifications of them due to changed product recipes or replacing one type of auxiliary raw material with another.

Assortment stabilization- the state of a set of goods, characterized by high stability and a low degree of renewal.

This is a rather rare state of the assortment, inherent in the main assortment of food products of daily demand. The range of non-food products is characterized by a high degree of change under the influence of fashion, scientific and technological progress and other factors.

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

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

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

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

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

This complex direction of changes in the assortment of goods determines the choice of the following possible ways: reduction, expansion and / or updating of the assortment of goods to form a rational assortment. The targeted approach to the formation of an improved rational assortment is the main distinguishing feature of this direction. At the same time, scientifically based rational needs should be taken into account, as well as the requirements of society to ensure safety for consumers and the environment, use the achievements of scientific and technological progress to maximize the quality of life.

Given the achievements of the science of rational and balanced nutrition, the improvement of the range of food products at the present stage can be achieved by reducing the range of high-calorie foods and expanding biologically complete foods rich in essential amino acids, fatty acids, vitamins, minerals, etc., as well as products containing dietary fiber and indigestible substances.

One of the ways to improve the assortment can be its renewal. However, renewal, as noted, is not always associated with improving the quality of goods and the greatest satisfaction of needs. New products may have minor differences from products previously produced and withdrawn from sale (for example, changes in packaging, labeling, weight, price, brand name). In addition, sometimes cheaper raw materials and simplified technologies are used in the production of new goods, which, of course, causes a decrease in quality. Therefore, improvement and renewal cannot be considered the same directions for the formation of the assortment.

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

In the Russian consumer market, this direction of assortment formation is relatively new and is expressed in the desire of a number of “elite” stores to form an assortment on the model of well-known foreign firms.

In addition, this direction is typical for large firms, corporations, joint-stock companies that have subsidiaries in different parts of the city or regions of the country or the world.

4.3. Evaluation of the quality of goods. Quality indicators: single, generalized, complex. Methods for determining quality indicators

In recent years, there has been a saturation of the domestic market of the country with a variety of goods of domestic and foreign production, which has led to a decrease in consumer demand tension. Under these conditions, the requirements for product quality, the rules for warranty and post-warranty service, the harmlessness and safety of products for the consumer and the environment, as well as the external design and compliance with the fashion trend of consumer goods, have sharply increased. Only goods that meet the requirements of consumers can be competitive in the market and provide their manufacturers with confidence in the success of their activities.

Quality- a set of characteristics of an object related to its ability to satisfy stated or implied needs.

In trade, the quality of a product is understood as its compliance with the requirements of regulatory and technical documentation (NTD).

quality requirements- the expression of certain needs or their translation into a set of quantitatively or qualitatively established requirements for the characteristics of an object, in order to enable their implementation and verification.

The regulatory documents establish requirements for the properties and indicators that determine the quality. Let's take a look at these components next.

Property- an objective feature of a product (goods), which manifests itself during its creation, evaluation, storage and consumption (operation). Product properties can be simple or complex.

simple property characterized by one feature, for example, acidity, fat content of milk, etc.

Complex property- a set of features that manifest themselves in the aggregate. An example is the nutritional value of a product, which includes a whole range of properties - energy, biological, physiological, organoleptic values, as well as digestibility and safety.

Level of quality- quantitative and qualitative expression of the properties of products (or goods). Each indicator has a name and value.

Classification of quality indicators

1. Depending on the characterized properties:

single indicators- indicators designed to express simple properties of goods (color, shape, integrity, acidity, etc.);

complex indicators- indicators designed to express the complex properties of goods (the state of the crumb of bread is a complex indicator characterized through a number of single ones: color, porosity, elasticity, etc.).

2. Depending on the destination:

baseline- indicators taken as a basis for the comparative characteristics of quality indicators;

defining indicators- indicators that are crucial in assessing the quality of goods. These include many organoleptic indicators - appearance, color of goods, taste and smell of food products; physical and chemical indicators - mass fraction of fat (in fat-containing products - cow's milk, margarine, etc.), ethyl alcohol (in alcoholic beverages), etc.

The assessment of the quality of goods is carried out by industrial and commercial enterprises, expert organizations, educational and scientific institutions.

In production, the quality of goods is assessed when new products are launched in production, quality dynamics is analyzed, quality is audited, and the efficiency of the enterprise is assessed. In trade - when forming a trading range of goods, analyzing the quality of goods sold. The main methods here are registration and organoleptic. In expert organizations, quality assessment is carried out at the request of consumers as part of the examination of the quality of goods. The purpose of the assessment is to determine the level of quality or defective goods.

Product quality assessment– a set of operations for choosing the range of quality indicators of the evaluated products, determining the values ​​of these indicators and comparing them with the base ones.

The quality level of goods is a relative characteristic determined by comparing the actual values ​​of indicators with the base values ​​of the same indicators.

Quality assessment activity consists of three groups of operations, each of which has specific features.

Stages of quality assessment.

I. Choice of nomenclature of quality indicators.

Depending on the methods of determination, quality indicators can be organoleptic, chemical, physicochemical. Depending on the means of analysis and measurement, quality indicators are determined by an organoleptic, expert, measuring, registration, calculation or sociological method.

Organoleptic method- a method for determining product quality indicators based on the analysis of the perceptions of the senses - sight, smell, hearing, touch, taste (appearance, taste, smell, color, shape, transparency, brilliance, etc.).

Scoring method- designation of quality indicators using a conditional system of numerical points. It is usually used to express quality indicators defined organoleptically (physical and chemical indicators can also be taken into account).

The scoring system for products is built according to the following scheme:

1. The overall maximum rating of the product in points is determined, corresponding to the highest level of its quality (10,100,20, etc.).

2. The main indicators are selected, according to which it is supposed to evaluate the level of product quality. The main indicators include taste, smell and color, which are determined for all products, and some specific indicators that are characteristic only of a certain product, for example, pattern - for cheese, transparency - for wine and beer, consistency - for canned food; some point systems also take into account the quality of packaging and labeling of the product, for example, when evaluating cow's butter, cheese.

3. The weight of individual quality indicators in the overall assessment of the product is determined. The most important indicators are the taste and smell of the product, which allocate from 40 to 50% of all points. For other indicators, points are distributed in accordance with the weight of indicators in the formation of the quality of a given product.

4. A scale of points discounts is established from the maximum possible score for individual defects identified for each quality indicator.

5. An evaluation scale is developed in points, according to which the degree of quality or grade of the product is determined.

expert method- a method for determining product quality indicators based on a decision made by experts. The expert group includes highly qualified specialists in the evaluated products - designers, technologists, merchandisers, etc.

The expert method is used when it is impossible or inappropriate, based on the specific conditions for assessing product quality, to apply measuring or calculation methods. Using only this method or this method, together with others, they evaluate the regulatory and technical documentation for products and product quality, choose the best solutions implemented in product quality management, determine the nomenclature and weight coefficients of quality indicators, select basic samples and determine basic indicators, measure and evaluate indicators using the senses, determine complex quality indicators, etc.

measuring method- used to determine quality indicators using various instruments, equipment, chemicals and utensils. This method requires a specially equipped room and prepared for analysis. Quality indicators determined by the measuring method are expressed in objective and specific quantities (degrees, milliliters, grams, etc.).

Registration method- a method in which quality indicators are determined on the basis of observing and counting the number of certain events, items or costs. The method is based on information obtained by registering and counting the number of certain data, for example, defective products in a batch of goods during the acceptance, storage and sale of products.

Calculation method- a method in which quality indicators are determined based on the use of theoretical and empirical dependences of product quality indicators on its parameters. The calculation method is used, for example, in economic evaluations of the integral indicator of product quality. The total beneficial effect from the consumption of products is revealed taking into account the calculated estimates of the costs of its creation, circulation, consumption.

sociological method- a method in which quality indicators are determined on the basis of the collection and analysis of the opinions of its actual or potential consumers. The attitude of consumers to the quality of products is revealed by taking into account the questionnaires filled by them, as well as by organizing sales exhibitions, tastings and other events.

II. Determination of the actual values ​​of quality indicators.

It is carried out by quantitative and qualitative measurements. Quantitative measurements are used to determine the size of the indicator, and qualitative measurements are used to determine the dimension. Thus, the “color” indicator can be measured quantitatively (for example, the color of beer in a ml of 0.01N iodine solution) and qualitatively (the color of beer and its saturation are visually noted).

III. Comparison of the actual values ​​of the measured indicator with the base one.

Regulated values ​​of standards or other normative documents, as well as standards, etc. can be taken as basic indicators. The color of beer according to the standard is set as light or dark brown and compared with the color of an iodine solution of a certain concentration.

When comparing, the correspondence or non-compliance of the actual values ​​of quality indicators with the base ones is revealed. This operation ends with the establishment of certain gradations, classes, commercial varieties, product brands, which, ultimately, is associated with the decision to assign a certain quality gradation to the product.

4.4. The role of technical regulation and certification in improving the competitiveness of goods (on the example of food and non-food products)

At the end of 2002 The State Duma adopted and since June 2003. The Federal Law of the Russian Federation "On Technical Regulation" came into force. It was adopted to replace two previously existing Laws of the Russian Federation:

- "On standardization";

- “On certification of products and services”.

The main goals, the achievement of which was planned when forming the system of technical regulation of the market in Russia, were as follows:

Creation of a two-level system of normative documents, which will make relations on the market more clear: technical regulations (TR), the content of mandatory requirements, and standards applied on a voluntary basis;

Reduction of administrative and economic pressure on the manufacturer;

Enhancing the ability of enterprises to choose commercial solutions by eliminating redundant requirements and duplication of certification procedures;

Elimination of technical barriers to trade;

Improving the efficiency of protecting the consumer market from dangerous products.

In accordance with the Law technical regulation- legal regulation of relations in the field of establishing, applying and fulfilling mandatory requirements for products or products and the processes of design (including surveys), production, construction, installation, commissioning, operation, storage, transportation, sale and disposal related to product requirements, and also in the field of establishing and applying on a voluntary basis requirements for products, design processes (including surveys), production, construction, installation, adjustment, operation, storage, transportation, sale and disposal, performance of work or provision of services and legal regulation of relations in the field of assessment compliance.

The areas of technical regulation are formulated by the Law in three areas:

On the establishment, application and execution of mandatory requirements for products and processes of its life cycle;

On the establishment and application on a voluntary basis of requirements for products, performance of work and provision of services;

Conformity assessment.

Mandatory requirements for products in accordance with the Law are determined by technical regulations. These requirements are mainly related to the safety of products for humans and the environment.

The second area of ​​technical regulation is related to products that do not pose a real danger to the purchaser (consumer), as well as services (works). Such products will not be included in the technical regulations. Requirements for it are established in standards, technical documents for products and contracts.

The third area of ​​technical regulation relates to conformity assessment. The law defines this concept as "a direct or indirect determination of compliance with the requirements for an object." Its most used types are: licensing, accreditation, conformity assessment, state supervision.

Confirmation of compliance- documentary evidence of compliance of products or other objects, processes of production, operation, storage, transportation, sale and disposal, performance of work or provision of services with the requirements of technical regulations, provisions of standards or terms of contracts.

Confirmation of conformity is carried out in order to:

certification of compliance of products, production processes, operation, storage, transportation, sale and disposal, works, services or other objects with technical regulations, standards, terms of contracts;

assistance to purchasers in the competent choice of products, works, services;