The most important quantitative indicator of activity is the volume of wholesale trade. It includes:
- sale of goods to retail trade organizations for their subsequent sale to the population;
- delivery of goods to production organizations for processing.
The analysis of wholesale turnover is carried out mainly by the same methods as for retail turnover. The analysis features are determined by the grouping of wholesales.
Depending on the ways of promoting goods, the wholesale trade is divided into 2 types: warehouse and transit.
Warehouse involves the delivery of goods from production organizations to wholesale organizations for part-time work, sorting, selection of an assortment of goods and the subsequent sale of these goods to retail trade organizations. When transit In the turnover of goods, goods come from production organizations directly to retail trade organizations, bypassing intermediate links, i.e. wholesale trade organizations.
Transit turnover, in turn, is divided into two types: with the participation of the wholesale organization in the calculations; without such participation.
In case of transit trade with the participation of a wholesale organization wholesale organizations pay for the settlement documents of suppliers for goods, as well as settlements with buyers of goods. The advantage of this type is that it makes it easier for the supplier (manufacturing organization) to receive payments, since the supplier has a settlement relationship not with multiple retail trade organizations, but with one wholesale trade organization.
In case of transit trade without the participation of wholesale organizations in the calculations, there are direct links between production organizations and retail trade organizations, both during the shipment of goods, and in payments for shipped goods. Here, all calculations are carried out directly between the supplier (shipper) and the recipient of the goods (buyer). The shipment of goods in transit eliminates unnecessary distribution links, accelerates the turnover of goods and reduces distribution costs. However, in these conditions, it is necessary to ensure proper control over the assortment, completeness and quality of the goods shipped. Transit turnover is most common for goods of simple assortment.
What is the role of the wholesale organization in the conditions of the use of transit trade without participation in the calculations? Here she acts as an organizer of trade: concludes contracts with industrial organizations for the wholesale of goods, and with retail organizations for the wholesale of goods. The wholesale organization does not take part in the calculations, it only controls the supply. The advantage of the considered type of turnover lies in the fact that prerequisites arise for reducing settlements and paperwork.
The analysis should begin with a comparison of actual data with the baseline data for the whole of the wholesale turnover, separately for the warehouse and transit turnover, as well as for certain forms of calculation.
Then you should consider how the turnover plan is fulfilled in the context of various forms of payment.
The next step in the analysis is study of the structure of wholesale trade... Here it is necessary to establish how the sale was carried out in the context of individual types and groups of goods, as well as what measures were taken to improve the range and quality of goods.
A significant role in the analysis of wholesale turnover is played by the study of the rhythm of the shipment of goods by a wholesale organization in accordance with the terms stipulated by contracts.
In the process of analysis, the coefficients of the rhythm of the shipment of goods are calculated, as well as the deviation from the average percentage of shipments, the standard deviation
Wholesale organizations receive goods from suppliers and deliver goods to customers on the basis of concluded contracts. It is important to check whether the wholesale organization has concluded contracts with all suppliers and buyers, whether they were concluded in a timely manner, whether the range of goods is sufficiently deciphered in the contracts.
Failure to fulfill or improper fulfillment of contracts for the supply of goods is considered as a violation of contractual discipline and entails property liability of the parties that entered into the contract (payment of fines, penalties, penalties). The violations of the terms of delivery of goods that have taken place are also indicated by the presence on the balance of wholesale organizations of balances of goods shipped, accepted by buyers for safekeeping, i.e. goods for which the buyers refused to pay, since these goods do not meet the terms of the contracts.
Having studied the wholesale turnover, you should consider the reasons for the identified deviations from the plan and outline ways to eliminate the negative aspects of the wholesale organization.
The analysis of the financial condition, financial results and distribution costs of wholesale trade organizations is carried out in the same manner as in the analysis of the activities of retail trade organizations.
Role and functions of the wholesale trade
The historical process of the development of the commodity economy contributed to the isolation of the sphere of circulation and the separation of intermediary branches in it - wholesale and retail trade. Wholesale trade precedes retail trade; as a result of wholesale trade, goods do not pass into the sphere of personal consumption; they either enter production consumption or are purchased by retail trade for sale to the population. Thus, the wholesale turnover is the total volume of sales of goods by manufacturing and trading enterprises, as well as intermediaries to other enterprises and legal entities for subsequent sale to the population or for industrial consumption.
The role and purpose of wholesale trade is most clearly seen when considering its functions.
At the macro level, wholesale has various market functions:
integrating - to ensure the relationship between manufacturing partners, sellers and buyers - to find optimal sales channels for products;
estimated - by determining the level of socially necessary labor costs through pricing;
organizing and regulating - to ensure the rational construction and harmonious functioning of the economic system with the help of impulses that stimulate structural changes.
Macroeconomic functions of wholesale trade are transformed at the micro level into various sub-functions or functions of wholesale trade enterprises. Among them are the following:
the function of economic integration of territories and overcoming the spatial gap:
the function of converting production assortment into a commercial assortment of goods
the function of forming stocks for insurance against changes in demand for goods;
price smoothing function;
storage function;
the function of revision, bringing the goods to the required quality, packing and packaging;
the function of lending to its customers, especially small retail enterprises;
function of market research and advertising.
The development of market relations contributes to the emergence of new elements in the activities of wholesale enterprises. For example, providing a variety of management and consulting services to your clients. The list of specialized services includes consultations on the operation of goods, especially technically complex ones, their repair and warranty service.
Wholesale trade functions can also be subdivided into two types: traditional - mainly organizational and technical (organization of wholesale purchase and sale, warehousing and storage of stocks, transformation of the range of goods, their transportation) and new ones arising under the influence of market development.
The organization of the wholesale purchase and sale is one of the most important functions of the wholesale trade since, in the process of the social division of labor, it became an independent sub-branch of trade. When contacting manufacturers of products, wholesale intermediaries act as representatives of demand, and when offering goods to buyers, they act on behalf of manufacturers.
The specialization of the wholesale trade in the performance of the contact function provides significant savings in distribution costs, which leads to a decrease in the number of contacts. As a result, the buyer, i.e. retail trade, saves time, as it is freed from purchases from many manufacturers, reduces material costs associated with storage, the formation of an assortment of goods and their delivery.
It is a well-known fact that keeping stock in a wholesale is much cheaper than placing it in a retail network. Of particular importance is the storage of goods by wholesale enterprises, production and demand for which are seasonal. Unfortunately, the proportions of stock placement in wholesale and retail trade in Russia are far from optimal. Considering in this regard the experience of storing goods in capitalist countries, it should be noted that, despite the extensive development of the system of public warehouses in them, which on a commercial basis provide their premises to commodity owners, the wholesale link plays a leading role in the accumulation of commodity stocks. Wholesale organizations are better equipped to perform specialized storage functions, so many corporations, for example in the United States, have strengthened their ties with wholesale suppliers and relieved retailers from holding a significant portion of their inventory. At the same time, the size of utility rooms in stores and is reduced. consequently, the area of \u200b\u200bsales areas is increasing, the number of personnel serving previously near-store warehouses is decreasing. The transfer of finished products, raw materials, materials to wholesalers for storage is also beneficial for industrial firms, especially those with a seasonal production cycle.
The function of product storage is closely related to the function of assortment transformation. The list of operations combined in this function includes: sorting of goods and their assembly, crushing and consolidation of batches of products, its standardization. In other words, wholesalers transform the industrial supply of goods into assortment groups corresponding to the demand of individual buyers. The need to perform this function is especially relevant in modern conditions, when, due to the development of specialization, production is effective only with the release of mass consignments of goods, and consumption is increasingly characterized by an increase in the range with small volumes of purchases of individual goods.
Wholesale enterprises organize the delivery of goods to various regions of the country, which improves the territorial division of labor. The implementation of the wholesale transport function is manifested when goods are delivered from the warehouses of enterprises to the retail network or to off-market consumers in their region.
The functions listed above are carried out in bulk from the moment of its inception, i.e. isolation in the sphere of circulation. At the same time, further development and improvement of the activities of wholesale enterprises is impossible without fulfilling previously unconventional tasks for them that arise under the influence of market requirements.
In particular, the wholesale trade is intended to become the center of concentration and transmission of information on market research issues, i.e. perform the so-called information function. It is the wholesale that, using its position of the intersection of information flows, is able to fully ensure the collection, accumulation and processing of commercial information and, having summarized and analyzed it, transfer it to the counterparty.
Domestic wholesale enterprises will have to master a new information function, without which their activity in a market economy will be, if not impossible, then, in any case, defective.
Marketing research for market research and further transmission of this information includes the following elements:
determination of market capacity;
characteristics of the market situation;
studying the possibility of entering the foreign market;
determination of the current and future needs of the buyer;
determination of consumer characteristics of the competitiveness of goods of different manufacturers;
studying the motivation of purchases and patterns of behavior of buyers in the market;
study of the market for a product and the possibilities of its implementation;
development of proposals for updating and improving the products, taking into account the requirements of buyers.
In the context of the abolition of the rigid administrative system of commodity circulation, when customers of wholesale enterprises, who are not satisfied with the work of the latter, can refuse their services, the wholesale must attract its counterparties in order to maintain its importance, strengthen relationships with both manufacturers of goods and with retail trade enterprises and organizations. ... In this regard, it is important to develop such a wholesale function as commercial lending and financing transactions. The experience of Western wholesale intermediaries teaches that in many cases the choice of a distribution channel depends on the extent to which its organizer can lend itself to market transactions of interested parties. In practice, wholesale companies often finance the manufacturer by providing him with an order for a certain product with a guarantee of its implementation and at the same time paying in advance for a part of the ordered batch of products. As for retail organizations, here too, wholesale companies carry out financing by selling them goods with a deferred payment. The conditions for granting loans are diverse. They depend on the size of the trade transaction, the buyer's creditworthiness, the quality of the goods sold, and the economic environment.
An important direction in the development of the functions of wholesale intermediaries in the process of formation of market relations is the development of management and consulting services.
The list of specialized services includes advice on the use of goods, especially technically complex ones, their repair and guaranteed maintenance. It is in the wholesale trade, where the level of knowledge of specialists is quite high, that after-sales warranty service and customer consultation services should be organized.
In the conditions of the formation of market relations, the role of trade and the wholesale link, in particular, is steadily increasing. It is in the conditions of a normal market that wholesale trade should become an active lever to stimulate the growth of production efficiency, more complete satisfaction of the needs of the buyer, and the successful development of the entire national economy. To accomplish these tasks, wholesale companies need to constantly improve their commercial work, expand the range of functions performed that meet market requirements.
Economic analysis of performance indicators of a wholesale enterprise
The set of performance indicators of the enterprise is determined by the regulations of the state in which the enterprises operate. The main financial and economic indicators of a wholesale enterprise in Russia are the same as those of enterprises in another industry. The purpose of the enterprise is to make a profit, which in the wholesale trade is formed due to the excess of income over costs (expenses).
Income from the wholesale activity of an enterprise consists of the difference between the purchase price of the goods from the manufacturer and the price of the sale of the goods to the buyer or the wholesale mark-up (markup). Currently, the amount of the margin is set on a contractual basis between the seller and the buyer.
An additional source of income for a wholesale enterprise can be payment for services that it provides to its customers. The main function of a wholesale enterprise is to sell goods to customers, therefore, the volume of these sales, or wholesale turnover, characterizes the volume of the enterprise as a whole.
Wholesale sales can be made from the company's warehouse or bypassing the warehouse, directly to the buyer's address. The volume of wholesale from the warehouse is called warehouse turnover, and without delivery to the warehouse, it is called transit turnover. The sum of warehouse and transit turnover is the total, or gross, turnover of the wholesale enterprise.
The economic analysis of the main indicators of the wholesale enterprise - turnover, gross income, distribution costs, balance sheet profit - is similar to the economic analysis of the indicators of a retail enterprise.
Of all the above, the indicator of wholesale turnover is of particular importance and specificity. In market conditions, the specificity of the economic analysis of a wholesale enterprise is due to the fact that the main focus of the analysis is transferred to the wholesale enterprise. In a command-administrative economy, the state assigned to wholesale not a market, but a distribution function, and the enterprise was strictly ordered to ensure the fulfillment of the plan without taking into account the interests of the enterprise itself.
In addition, due to the collapse of the USSR and the centralized state structure of the wholesale trade in Russia, it became unnecessary to analyze inter-republican and intra-system wholesale supplies. The previously analyzed so-called "wholesale turnover for the sale of goods" currently has a different economic content.
Analysis of the wholesale turnover of an enterprise in the market system should answer the following questions: what are the trends and rates of change in sales; to whom the goods are sold; what is the commodity structure of turnover; in which regions the goods are sold; what is the ratio of warehouse and transit sales; what is the state of inventory and turnover; who are the suppliers of the wholesale enterprise and what are the volumes of supplies.
The analysis of wholesale turnover includes three sections:
analysis of the volume and structure of turnover,
analysis of bulk purchases (goods receipts)
analysis of inventory.
The sources of information for conducting economic analysis are accounting and statistical reporting, operational accounting data, special and sample studies carried out at the enterprise.
The analysis of wholesale turnover begins with an analysis of changes in total sales in the reporting period in comparison with the calculated (planned) data or with indicators for previous periods. The rates of growth of turnover, average rates of growth, changes in value (physical) measurement are determined. Similar figures are calculated at constant prices, if necessary.
Areas of economic analysis of trade turnover:
by the forms of commodity circulation;
by region;
by the structure and range of turnover;
by the method of payment for the goods (Table 2).
If necessary, a deeper analysis is carried out in any of the directions. For example, the sale to each customer is analyzed by product groups. Other areas of economic analysis of turnover and sales structure are also possible based on the interests of the enterprise and the goals of analytical work.
The analysis of the receipt of goods at the wholesale enterprise is carried out according to the sources of receipt of goods and specific suppliers. The sources analyze the receipts of goods from manufacturers, wholesale intermediaries, and imports. It is necessary to highlight the suppliers of your region (city) and other regions. The analysis is carried out by commodity structure, which is comparable to the structure of wholesales.
The analysis of receipts for individual suppliers is carried out both in terms of the volume of completed orders and in terms of its structure, timing and quality of products. The results of the analysis serve as a basis for assessing the degree of fulfillment of contracts (agreements) for the supply of goods.
When organizing the delivery of goods to wholesale warehouses, as well as the delivery of goods to customers, the wholesale enterprise is interested in the maximum rationality of transportation. This is especially important when using your own vehicle.
The final stage of the analysis is a study of the state of the company's inventory. Taking into account the existence of two forms of commodity circulation in the wholesale, they analyze stocks that serve only warehouse turnover.
Analysis of inventory includes the following areas:
study of the total volume and structure of the company's reserves;
study of the deviation of the actual inventory from the standards;
identification and measurement of the main factors affecting the volume and composition of inventory;
calculating and analyzing the rate of turnover.
Sources of information about stocks are accounting, statistical, operational accounting and reporting.
Inventory analysis begins with an estimate of their total volume and location. The dynamics of the value of stocks for the selected time period characterizes the volume of activities and the availability of wholesale turnover of commodity resources. The analysis is carried out in absolute (value, natural) and relative (days, number of revolutions) indicators.
Inventories by location are subdivided into goods in warehouses and goods shipped.
By designation, commodity stocks are divided into stocks of current sales, seasonal storage and early delivery. The last two groups of stocks are mainly characteristic of wholesale organizations that provide state interests in supplying the population and are subsidized by the state.
The structure of inventories in terms of assortment is analyzed in accordance with the structure of wholesales and purchases of goods by the enterprise. The study of stocks is carried out according to the degree of compliance with the standards, which are determined by the enterprise independently. Seasonal stocks and early delivery are not included in the standardized stocks. Comparison with the standard must be carried out in general for all goods and in terms of assortment. Deviations from the standard signal the need for an in-depth analysis and identification of the reasons that caused these deviations.
The volume of inventory in a wholesale enterprise can change due to many factors. The most important of them are the volume and structure of trade, the speed of circulation of goods, the form and quality of the organization of all phases of the wholesale distribution.
The volume of trade has, as a rule, a direct effect on the size of commodity stocks, increasing them, but this dependence is not directly proportional.
Changes in the structure of goods turnover significantly affect the volume of inventory. The degree and nature of the impact are different. So, with an increase in the range of goods, stocks grow, with an increase in the share of food products, stocks per unit of goods sold decrease, and, conversely, with an increase in the share of non-food products, stocks increase.
The size of the influence of changes in the turnover structure on the inventory is determined by the methods of percentage numbers and chain substitutions.
An important role in the analysis of stocks is played by the analysis of the velocity of circulation, or turnover. This indicator characterizes the time required for a complete inventory renewal at the wholesale enterprise.
The turnover time indicator can be most influenced by the change in the volume and structure of the turnover of the average inventory.
The corresponding chapters of the textbook are devoted to the analysis of other economic indicators of the enterprise. Where appropriate, the features of the analysis or planning of indicators of a wholesale enterprise are highlighted.
Wholesale planning
Any enterprise in a market economy is constantly planning its activities. The result of the planned work is a constantly updated document - the business plan of the enterprise.
In the sections of the business plan of a wholesale enterprise, the forecasted values \u200b\u200bof the main indicators of its activities are presented - profit, sales, costs, etc. The methodology and approaches for their calculation in retail and wholesale trade are the same, but there are some peculiarities due to the difference in the functions of wholesale and retail in the sphere of circulation.
The indicator of wholesale turnover is the most important among those planned by the company in the business plan. All the rest depend on it - income, costs, net profit and, ultimately, the development of the enterprise.
At the same time, the forecasted sales volume is a resultant indicator that reflects various aspects of the enterprise's activities - strategic, marketing, financial, technological, etc.
Forecasting is a management tool for planning and policy making decisions.
Forecasting and planning of sales are a necessary and indispensable element of the activity of every enterprise in a market economy.
The first step in developing a sales forecast is a comprehensive economic analysis of previous activities. Analysis results, trends detected and conclusions serve as the basis for forecasting.
At the second stage, the factors that in the forecast period will affect the development of the market sector where the wholesale enterprise operates are determined. The most important factors are selected and quantified, and with their help variants of the sales forecast are calculated.
When forecasting, various methods are used - economic and statistical, comparisons, index, graphic, economic and mathematical.
The specificity of the activity of a wholesale enterprise in the consumer goods market is servicing, first of all, stocks of retail trade and retail enterprises. Therefore, the process of planning wholesales is closely interconnected with similar calculations in the retail link, which serves the wholesale enterprise.
There are two main options for the market situation in which a wholesale company may find itself in the future period. The first is characterized by the relative stability of the market, and the second by significant fluctuations in demand and sales.
The economic analysis of wholesale sales for the previous period reveals the nature of changes and the possibility of using economic and statistical methods and models when calculating options for forecasting wholesale turnover for the planning period. Depending on the form of connection, various regression equations can be used - linear, hyperbola, semilogarithmic, exponential, power.
To assess the influence of factors on the value of future turnover, one can use elasticity coefficients - direct and cross.
Simpler graphical and index methods are also used, the calculation of the average rate of change in turnover during the analyzed and forecast periods.
After determining the projected gross volumes of wholesales, it is necessary to subdivide them into sales through the warehouses of the enterprise (warehouse turnover) and in transit directly from the manufacturer (transit turnover).
The ratio of warehouse and transit turnover depends on many factors - market conditions, financial and economic interests of the supplier and buyer, price level, tariffs for warehouse and transit services, volumes and frequency of deliveries, type of sale of goods, minimum shipment by the manufacturer, etc. But in any case, the target function in planning the ratio of warehouse and transit turnover for a wholesale enterprise is the profitability of the wholesale operations in general.
At the next stage, the structure of wholesales is planned. It should be noted that the process of forecast calculations for the total volume, forms of commodity circulation and the structure of turnover is a single whole, and the methodology and planning procedure is chosen by the enterprise itself. So, options for planned calculations of sales by type of goods and buyers are possible, anticipating forecasts of the gross volume of wholesale turnover. This planning technique is applicable when sales include goods that satisfy various needs, and changes in demand for some goods do not affect demand for other groups of goods.
Inventory rationing follows turnover planning, since the projected volume of warehouse wholesale turnover serves as the basis for the development of inventory standards.
In theory and practice of commodity stocks, several methods are used: experimental and statistical, expert assessments, technical and economic calculations, economic and mathematical.
The experimental-statistical method is based on the analysis of the actual level of inventory of the wholesale enterprise.
The method is based on a personal assessment of the state of reserves in the past and a subjective understanding of the prospects for their development. The advantage of the method is its speed and low labor intensity. The disadvantages lie in the human factor (experience, knowledge of an economist, difficulties of error-free processing of a large amount of information).
Expert assessment methods are used when there is not enough information, the product market is poorly studied.
The essence of the method of technical and economic calculations is to determine the standard. The initial formula of the standard is made up of the time for acceptance and preparation of goods for sale, working stock, replenishment stock and safety stock.
Economic and mathematical methods of rationing commodity stocks are increasingly used in the management of stocks in wholesale trade.
The simplest method used to find the stock ratio in the amount or in days is the extrapolation method, which transfers the rate of change of the indicator in the past to the future.
This method gives the best results if the observation period is long enough - three to four years.
The extrapolation formula for data from four years to the fifth has the form
Y5 \u003d 0.5 (2Y4 + Y3-Y1),
where Y is the stock level of the corresponding year.
The calculation requires data on the level of stocks (in total, days,% of turnover) of the fourth, third and first years. This formula can be used for approximate calculations and using data from quarterly stocks.
Another approach to planning inventory using economic and mathematical methods is to calculate the optimal size of the inventory with minimal delivery and storage costs. The classical model of the most economical stock size (3) or delivery size, taking into account distribution costs, is as follows:
To determine the optimal frequency of delivery (topt), the following data are required: frequency (period) of delivery in days; the interval between successive deliveries during the year (t1); one-day turnover (m); total costs of storage and delivery (Co); storage costs per year (C1); delivery costs per year (C2); storage costs attributable to 1 rub. one day inventory (h); delivery costs of the consignment (S):
However, it should be borne in mind that to calculate the optimal frequency of delivery requires information that is difficult to obtain (for example, the cost of delivery and storage in the context of product groups). Therefore, it is recommended to use a modified formula, where the expression
v is taken as a constant value for all goods in the enterprise.
Then the optimal number of deliveries for a separate commodity item n \u003d НvR, and in general for a commodity group
N \u003d H? VR; H \u003d
For such a model, minimal information is required - the volumes of deliveries of goods by assortment items for the reporting year and for the planned year, as well as data on the number of deliveries by product groups for the reporting year.
The calculation of the optimal number of deliveries must be supplemented with the definition of a safety stock. Its value depends on the standard deviation of the receipt of goods at the wholesale enterprise and the level of customer service:
Zstr \u003d K 6,
where Zstr - safety stock;
K is the service level factor, taken from 1 to 3;
6 - the standard deviation of the receipt of goods at the wholesale enterprise.
The higher K, the greater the likelihood of the availability of goods at the wholesale enterprise
The process of planning the wholesale turnover ends with the planning of commodity supply.
The total volume of commodity resources required for the planning period is equal to the value of the transit turnover plus the volume of warehouse turnover, taking into account the change in inventories at the beginning and at the end of the planning period:
P \u003d Otran + Oscl + (Zk - 3n) + B,
where P is the volume of resources of goods at the enterprise in planning periods;
Otran - transit wholesale turnover;
Oscl - warehouse wholesale turnover;
3k., Зн - stocks at the end and beginning of the planning period;
B - disposal of goods.
Organization wholesale trade (2)
Abstract \u003e\u003e Marketing... systems relationship process wholesale trade ... implementation through the retail network. By assortment of sold products distinguish between the following types wholesale trade: wholesale trade ... industries wholesale trade. 2. Organization wholesale trade on enterprise and...
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Abstract \u003e\u003e Management... . Wholesale trade turnover implementation includes the sale of goods organizations and enterprises retail tradelocated in the area of \u200b\u200boperation wholesale enterprises... Intrasystem wholesale ...
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Abstract \u003e\u003e Economics... System organization wholesale trade The main forms of implementation wholesale trade are: trade on wholesale markets; wholesale shopping centers; wholesale warehouses (bases). Enterprises ... to decide on implementation products; the regime of "voluntary ...
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A specific feature of the organization of activities in a trading enterprise is that not only the process of movement of goods from the sphere of production to the sphere of consumption is carried out here, but also the forms of value change. Therefore, trade requires a competent organization of both the trade and the technological process.
The technological process includes a set of consistently interconnected methods, techniques and labor operations aimed at preserving the consumer properties of goods and accelerating the delivery of goods to the retail network and consumers. The technological process ensures the processing of flows, starting with the receipt of goods in the store and ending with their complete preparation for sale. The technological process includes such operations as acceptance of goods in terms of quantity and quality, storage, packing and packaging of goods, their movement and display in sales areas of stores, etc.
The scheme of the trade and technological process in the wholesale trade is shown in Figure 3.
Figure: 3. Trade - technological process in the wholesale trade.
As can be seen from Figure 3, the trade and technological process in the wholesale trade includes the receipt of goods, during which there is an acceptance in terms of quantity and quality and unloading of goods. The trading process provides a change in the forms of value. The peculiarity of this process lies in the fact that the subject of labor here is not only goods, but also buyers. Store employees sell goods and serve customers, while customers participate in the shopping process. Providing direct delivery of goods to consumers, the trade process also includes such types of business organization as studying the demand of the population, forming an assortment and advertising of goods, providing additional services to buyers, current replenishment of goods, etc.
Organizational forms of wholesale trade
Wholesale trade connects almost all sectors of the economy, all enterprises and organizations engaged in material production and commodity circulation. It includes the stages of product promotion from manufacturers to retailers. There are the following forms of wholesale trade:
· Direct communication between manufacturers and buyers;
· Through intermediary organizations and enterprises;
· Commercial contacts of market entities.
Direct ties in economic relations between manufacturers and buyers of goods are practiced during transit (carriage) deliveries of a batch of products.
Business ties for the supply of products can be short-term up to a year and long-term. A quick change in the assortment of products, a high rate of renewal of its nomenclature, a one-time nature of consumption require short-term economic ties, but in most cases, long-term ties are more economically expedient.
Organization of direct long-term economic ties allows:
· Release the parties from the annual preparation of the supply agreement (the agreement is drawn up for several years);
· Periodically adjust the assortment and quarterly delivery times;
· To develop the technology of manufacturing products and thereby improve its quality;
· Coordinate production schedules with interested enterprises;
· Reduce the time frame for submitting specifications;
· Reduce document circulation in the sphere of circulation.
Wholesale trade through intermediary organizations and enterprises (wholesale stores and bases, small wholesalers and company stores, etc.) is appropriate for buyers purchasing products on a one-off basis or in volumes less than transit norms.
Commercial contacts of market entities are of several types. So, at present, direct commodity exchange is very common - barter transactions... In this case, agreements are used for the supply of a specific type of goods from one enterprise to another, and vice versa. Widespread auction trade, in which the seller uses the competition of buyers present at the sale in order to obtain the highest profit. A significant role in the wholesale trade is played by the commodity exchange. Commodity exchanges they buy and sell not goods as such, but contracts for their supply. At the same time, free purchase and sale of contracts is carried out (the buyer is free to choose the seller on his own, the seller - the buyer). The opportunity to establish commercial contacts between the manufacturer and potential buyers creates wholesale fairs... The wholesale purpose of fairs is to establish direct business contacts between market participants (product manufacturers, intermediaries, buyers),
interested in the sale and purchase of specific commercial products.
Direct form of wholesale of goods
Sales of products - it is selling it with the aim of converting goods into money and satisfying consumer needs. Selling a product is part of marketing, and its effectiveness depends on advertising work, market research and product mix planning.
Manufacturers carry out direct wholesale operations of goods without the involvement of intermediaries. Direct sale of goods is now very widespread.
The direct form of the sale of goods has a number of advantages. First, with this form, the manufacturing enterprise can better study the market for its goods, maintain close cooperation with the main consumers. Secondly, scientific research is carried out aimed at improving the quality of products. Thirdly, direct wholesale of products accelerates the sales cycle and, therefore, capital turnover, which increases the total amount of profit.
At the same time, the direct form of the sale of goods increases the costs of the manufacturer, since he is forced to create expensive stocks of goods, ensure their storage and sale to specific consumers. Therefore, only large competitive enterprises are able to independently sell their products. Direct sales of industrial goods can be carried out through our own regional sales branches. With the help of these branches, the manufacturer has the ability to store products and control the process of their implementation. Regional sales branches become a means of direct influence on the market, while industrial enterprises (firms) receive part of the trade profit. Sometimes manufacturing enterprises organize a warehouse for their products with the consumer. As a rule, this method of selling industrial products is common in developed countries in cases where the customer purchases products from the supplier for more than 100 thousand dollars annually.
In addition to sales branches, manufacturing enterprises can sell their products through their own sales offices, which are usually located in production facilities and do not create stocks.
In the Russian Federation, direct wholesale of products is carried out through the sales departments of manufacturers and, very rarely, through wholesale distribution bases created at manufacturing enterprises. Some businesses sell goods through their retail network.
Industrial enterprises (firms) acquire ownership of shops for several reasons. First, selling products through independent wholesalers is very expensive. Secondly, with the help of their own shops, industrial enterprises study the market, explore new forms of trade and technical services. Thirdly, owning a network of retail stores makes it extremely easy to form and use in practice a trial market to test and study the demand for new products.
In the direct form of the sale of goods, direct marketing (direct marketing) and telephone marketing are used.
Direct Marketing - this is direct work with clients, regular contacts of manufacturers with their clientele. Phone Marketing - work with clients by phone. Moreover, by phone, inquiries can be received not only about the goods and services of the company, but also about subsequent maintenance.
Commercial form of indirect wholesale of goods
Commercial form of wholesale of goods includes two ways of implementation:
· Through independent wholesale organizations;
Through agents
· Brokers.
The form of indirect wholesale of goods includes the following types (methods) of marketing or market coverage strategies:
· Intensive;
· Selective (selective);
· Exclusive distribution and franchise;
· Targeted;
· Not targeted.
Intensive marketing means the inclusion of all possible sales intermediaries in the sales program, regardless of their form of activity. This type of marketing is practiced in Western countries for consumer goods, as well as branded branded goods. The advantage of this type is the presence of a very dense distribution network, and the disadvantage is the existence of a large number of small buyers and the difficult control over their solvency.
Selective (selective) sales involves limiting the number of intermediaries depending on the possibilities of service, provision of spare parts, and the creation of repair shops. Most often, such marketing is used for expensive, prestigious goods.
Exclusive distribution and franchising is a way for a manufacturer to reach the market through only one trader (firm). The merchant is obliged not to sell products of a competing brand, to enforce the manufacturer's policy. Franchise - provides for a long-term contractual relationship between the manufacturer and the company (franchiser) that sells the product in a limited area.
Targeted marketing includes a set of marketing measures aimed at a specific group of consumers.
Non-targeted marketing contains marketing activities directed at all potential customers. This type of marketing requires high advertising costs.
The best form of organizing economic relations between wholesale enterprises and serviced trade enterprises for the sale of goods are contracts for the sale of goods, contractual relations are the optimal forms of communication with stable relationships of wholesale bases with their customers. Before the transition to market relations, contractual relations between wholesale bases and the serviced retail network were of a formal, ineffective nature. There was practically no accounting for the fulfillment of these contracts by retail enterprises; the issues of supplying goods to the retail network were decided at the discretion of the wholesale depots. As a rule, retailers did not impose penalties on wholesale links for fear of spoiling the relationship.
Market relations have led to fundamental changes in the contractual relationship between suppliers and buyers of goods. Wholesale bases and buyers of goods have turned into independent, equal partners, guided in economic relations exclusively by their own interests and financial benefits. Buyers of goods have the right to freely choose suppliers and themselves determine the forms of economic ties with them. In case of one-time, occasional purchases of goods from suppliers, buyers, at their discretion, can purchase goods without concluding contracts on the basis of orders (bids) submitted by them by agreement of the parties by drawing up payment documents. Sale and purchase agreements are concluded with stable economic relations between the parties and fairly large regular volumes of supplies. The purchase and sale agreement should provide for the quantity, range and delivery time of goods, delivery procedure, quality and completeness of goods, property liability of the parties. In particular, it is important in the contracts to provide for the procedure for submitting applications for the current import of goods, the responsibility of wholesale companies for each case of failure to fulfill the application for the delivery of goods to stores, provided for by the assortment list, as well as the responsibility of retail outlets for each case of failure to submit or late submission of an application for delivery ( delivery) to stores of goods. The contract should provide for the possibility of centralized delivery of goods in sub-sorted form directly to retail outlets, the procedure for personal selection of goods from the supplier, the procedure for settlements, prices, the procedure for rendering wholesale trade services, their cost and other conditions.
Figure: 4. Scheme of the organization of document flow in the wholesale trade with the participation of the wholesale enterprise in the calculations.
Wholesale of goods, in contrast to retail, is the sale of goods to wholesale buyers (enterprises). The result of such a sale is expressed in a certain amount of wholesale turnover, one of the main indicators of the base's activity. Wholesale of goods can be carried out in two forms - in transit, when the wholesale base sells goods without bringing them to their warehouses, and by selling goods from their warehouses.
The result of these forms of sale will be a wholesale transit turnover and, accordingly, a wholesale warehouse turnover. In the wholesale turnover of trading bases, the predominant share falls on the wholesale and warehouse turnover. Transit turnover of wholesale bases, in turn, is subdivided into turnover with participation in settlements (paid or with investment by the base of own funds) and without participation in settlements (unpaid, organized).
In case of transit with participation in settlements, the base pays to the supplier the cost of the shipped goods, which it then receives from its buyers. In case of transit without taking part in settlements, the supplier does not present the invoice to the wholesale base, but directly to the recipient. When organizing transit turnover, the wholesale base performs an intermediary role between the supplier and the recipient. However, she concludes contracts with the supplier and the recipient, submits orders (orders), monitors the implementation of contracts.
The labor intensity of transit turnover is much lower than the warehouse turnover, therefore, with relatively high amounts of transit margins (capes), it is beneficial for wholesale depots. Wholesale buyers should provide for the possibility of transit supplies of goods and the size of transit margins (capes) in contracts with bases.
The basis for the transit shipment of goods is the order, which is issued by the wholesale company and addressed to a specific supplier (manufacturer), and a copy is sent to the buyer - the client of the base. An outfit for several consignees is called an order.
Orders for the first quarter are usually attached to the contract, and for subsequent ones are submitted by the buyer at a certain time before the beginning of the corresponding quarter. Copies of the order are sent to all consignees. Outfits and orders are written out according to uniform forms containing the correspondent (details of the supplier and buyer, the basis of the order, the name of the payer) and invoice (the name of the goods, quantity, price, amount, etc.) parts.
Figure: five Scheme of movement of goods in wholesale turnover
In the case of wholesale warehouse turnover, the following methods of wholesale of goods from warehouses are used: by personal selection of goods by buyers; by written, telephone, telegraph, teletype, telefax requests (orders); through traveling commodity experts (traveling salesmen) and mobile rooms of commodity samples; through auto warehouses; by postal parcels. The sale of goods with personal selection is practiced, as a rule, for products of a complex assortment (fabrics, garments, knitwear, haberdashery, etc.), when the choice of styles, patterns, colors requires the participation (familiarization) of a representative of a cooperative or store. To create convenience for buyers in the selection of goods, wholesale bases of consumer cooperation organize the wholesale of goods through the halls of commodity samples. The Sample Room is the commercial center of the modern base. It concentrates the main work associated with organizing the sale of goods: familiarizing buyers with samples of goods available in warehouses, as well as with new goods, drawing up the relevant documentation for the sale in the operational accounting of goods. Here, the workplaces of commodity specialists with the necessary organizational and technological equipment are highlighted.
In the halls of commodity samples, there are also workplaces for merchandise-distributors and invoices, who, depending on the specialization of warehouses, are formed into appropriate departments and groups. The merchandiser-seller, together with the buyer's representative, on the basis of familiarization with the commodity samples and the buyer's selection of goods, draws up an order (selection list) in triplicate for the selection of goods in the warehouse, which they both sign. One copy of the order is sent to the buyer for control, another for issuing an invoice, and the third for the warehouse for individual selection and preparation of goods for issue. To account for the movement of goods, merchandise-distributors fill out the cards for quantitative sum accounting, which are summarized in card files for each commodity group.
Sale of goods by written, telegraphic and telephone requests without preliminary personal selection is carried out for goods of a simple assortment or well-known goods of a complex assortment.
Applications arriving at the base by mail or phone are registered in a special journal, checked in terms of compliance with the concluded agreement and submitted for execution. It is recommended to draw up applications on the standard form, printed by the printing method and sent to customers.
Separate wholesale bases organize the dispatch of parcels with various non-food items to the population or shops through post offices. This form of trade is carried out according to special catalogs, which give a characteristic (description) of the goods sent by parcels, as well as the terms of their payment and the order of the order.
Sending parcels of goods directly to the public is called individual or retail parcel trade. Individual parcel trade has great prospects for its development, especially for serving residents of small villages and remote settlements, where there is no stationary retail network.
Wholesale depots can use other forms and methods of wholesale. In the conditions of market relations, individual wholesale enterprises also organize retail sale of goods to the population through their own shops (stalls) or use car dealerships. In these cases, wholesale bases are actually transformed into wholesale and retail enterprises (firms) or trading houses.
The services provided by the wholesale base to their customers, as a rule, must be paid. The specific amounts of payment for services should be established in contracts concluded between the wholesale enterprise and customers. They should reflect the costs of these services, taking into account their labor intensity and ensure the normal profitability of these operations, economically motivate wholesale companies to provide services to their customers. Consequently, the income of the wholesale enterprise consists of the sale of goods - trade markups and payments for wholesale trade services.
Thus, the organization and technology of the wholesale of goods is the most important object of the commercial and marketing activities of the company.
· Establishment of economic relations with buyers of goods;
· Organization and technology of wholesale;
· Organization of accounting and replenishment of stocks;
With the optimal implementation of all these areas, the successful operation of a wholesale company is possible.
Wholesale trade is trade in goods with their subsequent, for example, for the purpose of supplying manufacturing enterprises, can be sold once - by the manufacturer to the consumer enterprise (for professional use). It is not possible or economically feasible to sell other goods in this way. They need temporary stops on the way of their movement, in the formation there of stocks required for the uninterrupted satisfaction of consumer demand for them. For such goods, there is a need for re-sale (resale). It is this need that leads to the creation in the sphere of circulation of various marketing and trade enterprises as subjects of these repeated sales and as links in the movement of goods from the place of production to the place of consumption.
Wholesale structures ensure an efficient trading process:
First, a small manufacturer with limited financial resources cannot create and maintain its own sales department.
Secondly, even with sufficient capital, the manufacturer would rather prefer to direct funds for the development of production, rather than on the organization of wholesale trade.
Third, wholesalers will be more efficient due to the scale of their operations, the large number of business contacts in the retail sector, and their specialized knowledge and skills.
Fourth, retailers dealing with a wide range of products often prefer to purchase the entire range of products from one wholesaler, rather than piecemeal from different manufacturers.
Correct understanding and practical application of various forms of wholesale trade is very important. The first act of circulation of any commodity occurs when this commodity is sold by the manufacturing enterprise itself. When a manufacturing enterprise sells goods, a wholesale turnover is formed. As a result of this act, the goods pass into the possession or ownership of a commercial enterprise or organization, since the sale of them by industrial enterprises directly to the population is practically impossible and economically irrational.
Wholesale trade may include (see Figure 1).
Figure 1 - Varieties of wholesale trade
It is necessary to distinguish the transit goods turnover of a particular wholesale enterprise from the transit goods circulation, which means the movement of goods from production directly to the store, without delivery to any warehouses - retail, wholesale or sales enterprises.
The type of turnover - warehouse or transit - the wholesale company chooses when concluding supply agreements with buyers. In doing so, the following main factors should be taken into account:
The share in the wholesale turnover of goods produced in the area of \u200b\u200bactivity of a particular wholesale enterprise and imported by it from the areas of activity of other wholesale enterprises;
Seasonality of production and consumption of goods;
The complexity of the assortment of goods and the need for their preliminary preparation in accordance with the requirements of retail trade enterprises and organizations;
Placement of the retail trade network and the state of its material and technical base;
Minimum transit rates for shipments of goods;
Availability of warehouse space;
Development of direct contractual links between production, retail trade and off-market consumers.
Correct understanding and practical application of various forms of wholesale trade is very important. First of all, it is impossible to identify the concept of wholesale trade as an economic category and the apparatus of wholesale trade. The absence of a separate wholesale apparatus does not mean the absence of wholesale trade itself. The first act of circulation of any commodity occurs when the production enterprise itself is sold. At a manufacturing enterprise, when selling consumer goods, a wholesale trade is formed. As a result of this act, the goods pass into the possession or ownership of a commercial enterprise or organization, since the sale of them by industrial enterprises directly to the population is practically impossible and economically irrational.
Participation in the wholesale trade of various parts of the trading apparatus inevitably causes repeated acts of purchase and sale of the same product. When only one retail chain participates in wholesale purchases, the product is already sold 2 times, the first time - by the manufacturing enterprise to the retail and the second time - by the retail enterprise to the consumer. But in this case, links are not yet formed in the wholesale trade, it turns out to be one-act, or direct, i.e. performed in the order of direct links between manufacturing and retail enterprises or organizations.
If manufacturing enterprises sell goods to a wholesale enterprise, and the latter to retail enterprises, then the circulation of goods becomes more complicated, each product is sold within the sphere of circulation (not counting retail sales) not 1, but 2 times.
Wholesale trade in such cases will take a two-act, or one-link form. Of course, the participation in the wholesale trade of a separate trade link, all other things being equal, causes an increase in the time and distribution costs; to ensure profitability, the wholesale link makes a markup on the goods. Therefore, the use of a single-link form of wholesale trade instead of a one-act form turns out to be economically justified only in cases where the costs of a wholesale link are compensated by a significant acceleration in the turnover of goods in the retail link.
Wholesale trade can take various forms of links, expanding or limiting the sphere of circulation of these goods and the number of acts of purchase and sale per one product. This is its special significance as the initial stage of trade in consumer goods. It can be carried out efficiently, with minimal costs and a slight increase in the price of goods, or it is also possible to easily allow an excessive increase in links, time and distribution costs, while not meeting the requirements of the supply of goods to stores. The level of wholesale turnover can be measured using a special coefficient showing how many times a product has been sold within the sphere of circulation. The coefficient of linkage of goods turnover is calculated by referring all amounts of wholesale and retail turnover to the amount of retail turnover.
Wholesale trade is not just an intermediary between production and retailers - it must be an active organizer in relation to both production and retail trade. The state and improvement of all trade largely depends on the activities of the wholesale trade.
Wholesale trade has a number of important functions that complement its central distribution function between producers and consumers.
Depending on the type and capacity of the wholesale enterprise, these auxiliary functions have a different specific weight (see table 1).
Table 1 - Functions of wholesale trade
|
Assortment formation function: |
Wholesale trade purchases often dispersed goods due to specialization of production and differentiation of demand, i.e. it examines the supply of goods and selects products for the market segment it supplies according to its product range. |
|
Time gap bridging function: |
Wholesale trade performs the function of bridging the time gap between the moments of production and consumption, for example, the irregular supply of southern fruits, the supply of building materials from spring to autumn, etc. |
|
Space Gap Bridging Function: |
The function of bridging the distance between the place of production and the place of consumption is in any case a transport function, and the purchased goods can be delivered to wholesalers or they can pick them up at the wholesaler. |
|
Stock formation function (reliability function) |
Serves to equalize fluctuations in demand for different goods and different periods of time |
|
Quality assurance function: |
Indicates that wholesale is preparing goods for further sale. This is done by sorting, packing, mixing the assortment, i.e. by "manipulation". This includes, for example, bottling imported wine, ripening fruits, storing raw materials until they reach maturity for processing purposes (wood, tobacco), etc. |
|
Price equalization function: |
It consists in taking advantage of costs due to discounts when purchasing large quantities of goods, transportation, packaging, offering goods at reduced prices. |
|
Funding function: |
Bridging the gap in time between purchasing an item and paying for it is a credit function. A short-term loan is granted for the delivery if the merchant makes a deposit. The buyer receives a loan if the merchant delivers on time (on credit). |
|
Market research and development function: |
The wholesale business is performing an important task, opening new markets for existing goods or expanding the market through advertising |
|
Warehouse storage function: |
This function is inextricably linked with the function of bridging the gap in time, since the rhythm of the emergence of the needs of wholesale buyers often does not correspond to the rhythm of the supply of manufacturers. |
The most important place in the performance of the listed functions belongs to the rational organization of wholesale trade, the construction of its material and technical base.
In recent years, trade has been fueled by a number of notable economic trends
1) The growth of mass production at large enterprises located far from the main consumers of finished products
increase in production volumes for future use, and not to fulfill already received specific orders
Increase in the number of levels of intermediate consumer producers
3) Increasing the need to tailor products to the needs of intermediate and final consumers in terms of quantity, quality, variety and packaging.
In accordance with the functions of trade in wholesale enterprises, two main processes are carried out: wholesale purchase and sale of goods and their actual processing in warehouses. The activity in the first process is purely commercial, commercial. In the second, although it is carried out from the standpoint of business accounting, it has a technological orientation. Therefore, in general, the operational activities of wholesale enterprises are of a commercial nature.
Warehouse handling of goods can be carried out only in combination with transport and forwarding operations, ensuring the arrival and departure of goods. As a result, the operational activities of the wholesale enterprise are divided into 3 types: trade, warehouse and freight forwarding.
The enterprise conducts operational-trade, or commercial, activity, guided by its charter, observing the rule of law, making the best use of fixed and circulating assets, bank loans and commodity resources. Wholesale enterprises buy and sell goods in quantities and assortments determined by agreement of the parties, striving to better satisfy the demand of the retail trade network.
A commercial approach to business should be manifested in the organization of transport and forwarding operations. Such an approach should ensure, at the lowest cost, the timely arrival at the enterprise and dispatch from the enterprise of commodity cargo.
All three types of activity have a direct impact on the construction of the apparatus of wholesale enterprises, on its structure. They require an appropriate material and technical base, labor force and management personnel.
Despite the differences, all wholesale enterprises have common features in the construction of the structure of the apparatus. So, management is carried out in the order of one-man management by the managing director or manager. The leading link of the apparatus is the trade part, which is organized most often in the form of a trade department, headed by the deputy director of the enterprise, who is often called the commercial director.
The trade department carries out all the work on wholesale purchases and wholesale of goods, organizes the movement of goods, manages the warehouse and freight forwarding activities. It is subdivided into sectors that organize trade in goods of certain groups and names. The sector is headed by a manager or a senior commodity specialist, has groups of commodity experts or individual commodity experts who work with individual suppliers or buyers depending on the product profile, type and type of base, are engaged in wholesale purchases and sales of goods, or only sales, or only purchases. Warehouse managers also report directly to the commercial director.
The performance of the main commercial functions in modern conditions is largely determined by the quality of the preliminary auxiliary functions, which include, first of all, the marketing functions.
The main marketing decisions that wholesalers must make relate to the choice of the target market, the formation of a product range and a range of services, pricing, incentives and the choice of the location of the company's warehouse.
Within the target group, the most profitable customers for the wholesale enterprise are identified, the most advantageous offers are developed for them and closer relationships are established. For less profitable customers, higher minimum order volumes or price premiums for small orders are set.
The practice identified the following types of wholesale trade:
- 1) Trade through a wholesale purchasing network, which includes exchanges, fairs, auctions, etc. Carries out the purchase of crops, raw materials and other goods subject to storage, such as cotton, wool, metals, scrap metal. It is necessary to constantly monitor changes in market conditions (stock exchanges, exhibitions, auctions) to reduce the risk associated with price fluctuations;
- 2) Trade on direct production links. It usually connects two successive stages of the production process, is of particular importance in the trade in ferrous metals and steel;
Wholesale of raw materials and supplies. This type of wholesale trade, in turn, includes:
- a) wholesale trade with centralized delivery of goods. The wholesaler supplies retailers with goods and also provides them with an extensive service;
- b) wholesale trade with the receipt of goods from a supplier. The wholesaler's customer, retailer or large consumer picks up the goods on their own;
Wholesale trade (Cash-and-Carry) with cash payment before acceptance and transportation of goods by the buyer. The client carries out the loading and removal of the goods independently (self-pickup).
Shelving trade. Large retailers provide sales areas with shelving to the wholesaler. The merchant, at his own expense, carries out the current filling of the racks, as a rule, with simple goods and takes back unsold goods. In this way, he takes the burden off the retailer and complements his assortment.
To determine the distinctive features of certain types of wholesale enterprises operating in the market, one should dwell on the consideration of the signs of systematization and their individual species groups, shown in Table 2. The purpose of the classification is to better understand the essence of certain identified types of wholesale enterprises. It is important to emphasize that no enterprise can be unambiguously identified using any one (several) characteristics.
Table 2 - Classification of wholesale enterprises operating in the commodity market
|
Classification signs |
|
|
1. Main function performed |
1.1. Purchase of goods from consumers in one area for sale in different areas |
|
1.2. Selling to consumers of one area of \u200b\u200bgoods purchased in different areas |
|
|
2. Specialization of enterprises |
2.1. Universal |
|
2.2. Mixed |
|
|
2.3. Specialized |
|
|
2.4. Highly specialized |
|
|
3. Area of \u200b\u200boperation |
3.1. The state |
|
3.2. Economic region, group of meso-regions |
|
|
3.3. Mezorion |
|
|
4. Departmental subordination |
4.1. Ministry of Economic Development and Trade |
|
4.2. Ministry of Agriculture |
|
|
4.3. Other ministries and departments |
|
|
5. Form of ownership of the wholesale enterprise |
5.1. State, joint-stock |
|
5.2. Cooperative |
|
|
5.3. Private |
|
|
6. Acquisition of title to the goods sold |
6.1. Wholesale companies acquiring ownership of goods |
|
6.2. Wholesale companies that do not acquire ownership of the goods |
The classification signs can be systematized as follows:
- a) by the main function performed. There can be two levels here: 1) the location of the wholesale enterprise in relation to the manufacturers and buyers of products and 2) the composition of the services provided.
- b) by specialization of wholesale enterprises. There are four groups of enterprises: mixed, universal - may have groups of food and non-food products; specialized - one or more product groups; highly specialized - carry out trade in goods of one enterprise.
- c) by the area of \u200b\u200boperation of wholesale enterprises. This feature characterizes the geography of the wholesale enterprise's customers: sellers and buyers of goods. Since the wholesale trade in our country is characterized by a predominant focus on the buyer, the area of \u200b\u200boperation characterizes the location of the buyer and their belonging to a particular area.
- d) by the form of ownership of the wholesale enterprise. The leading role belongs to joint-stock wholesale enterprises.
- e) by the right of the acquired ownership of the goods. In the market environment, there are a number of varieties of such enterprises, differing from each other in specific organizational, technical and technological functions, scale of activity (Figure 2).
Figure 2 - The main forms of organizing wholesale trade in the commodity market
At present, the structural policy in the field of wholesale trade in consumer goods provides for both the determination of the general mechanism for its implementation and the specification of the main directions of structural transformations.
As for the general mechanism for carrying out a structural policy in the wholesale services market, the essence of the new approach here is the focus on a conditionally unstructured two-circuit trade organization scheme.
The development of the wholesale trade link provides for the provision of both standard and species diversity of wholesale organizations (Table 3).
Table 3 - Typical and specific variety of wholesale organizations
|
Independent wholesale structures |
|||
|
1. Federal (nationwide) |
WHOLESALERS |
INTERMEDIARIES |
ORGANIZERS |
|
specialized |
Agent enterprises |
Wholesale fairs |
|
|
universal |
Brokers |
Trade fairs |
|
|
Commodity exchanges |
|||
|
Auctions |
|||
|
Wholesale food markets |
|||
|
Guaranteed storage warehouses |
|||
|
Warehouses-hotels |
|||
|
Transport and forwarding enterprises |
|||
|
Dependent wholesale structures |
|||
|
2. Regional (intra-regional) |
Sales divisions of industrial enterprises |
||
|
Wholesale structures of retailers and associations |
* The share of the relevant structure in ensuring the wholesale turnover of goods.
The strategy for the development of the wholesale link is based on the fact that the needs of the consumer goods market must be satisfied by two main types of wholesale organizations (Figures 4 and 5).
WHOLESALERS
Figure 4 - Organizational structure, goals and objectives of wholesale enterprises
Purpose: To form the necessary structure of distribution channels for large domestic manufacturers, as well as to create favorable conditions for the entry into the Russian market of well-established foreign suppliers of goods.
Protection and support of domestic producers.
Providing a guarantee of the stability of the country's consumer market.
Wholesale enterprises at the national level provide wholesale turnover of large quantities of goods to consumers throughout the country. Such consumers may include independent wholesale organizations, large retail structures and their associations, as well as enterprises of processing industries.
The main purpose of this type of wholesale structures is to form the necessary structure of distribution channels for large domestic producers of products, to create favorable conditions for the entry of well-established foreign suppliers of goods into the Russian consumer market.
Figure 5 - Organizational structure, goals and objectives of wholesale enterprises
Objective: To create the basis for a national wholesale system.
Providing goods to regional commodity markets.
Free (without restrictions on the part of the executive) formation of economic ties of regional wholesale structures.
Wholesale structures at the national (federal) level guarantee strategic stability of the country's consumer market as a whole.
The basis of the national wholesale trading system, its internal contour is made up of wholesale structures at the regional level.
As a rule, these wholesale organizations, when forming their own commercial strategy, quite accurately determine the zone of their influence on the market of wholesale trading services.
By purchasing goods from wholesale structures of a federal scale and from commodity producers both in the region of location and in the rest of Russia, they bring them to retail outlets and other consumers in the area of \u200b\u200btheir activity.
The main priority of any wholesale structures on a regional scale is the provision of goods to regional commodity markets. At the same time, no restrictions on the formation of their structure of economic ties on the part of the executive power of the regions should be envisaged.
Providing a typical variety of wholesale structures in the market for wholesale trade services is a necessary but not sufficient condition for building a market model for the functioning of a wholesale link. Sufficiency conditions can only be met by ensuring the required species diversity of wholesale structures operating on the market.
The main task of the structural construction of the wholesale link is to stimulate the formation of such types of organizations that would satisfy the requirements of commodity producers as much as possible.
The experience of countries with an active market orientation shows that, following the requirements of a commodity producer, the structure of a wholesale link develops on the basis of separating in its composition:
1 Enterprises specializing in wholesale trade that carry out a full range of purchasing and sales operations with the transfer of ownership of the goods to the wholesale link;
Intermediary wholesale structures that do not use in their activities, as a rule, the transfer of ownership of the goods to them (broker enterprises, sales agents, commission agents, etc.);
Wholesale turnover organizers who do not work with goods, but provide services for organizing the wholesale turnover of goods (fairs, commodity exchanges, auctions, wholesale markets).
The main type of wholesale structures on the Russian consumer market is becoming enterprises specializing in wholesale trade, the so-called "independent wholesalers".
The leading role of these wholesale enterprises is explained by the fact that, performing the widest range of operations for the processing of commodity mass, they close a wide range of retail trade enterprises, most of which are large retail structures. On the other hand, wholesalers are convenient partners for large consumer goods manufacturers.
The task of wholesale enterprises of this type is to create in the middle link of commodity circulation the necessary conditions for large manufacturers and retailers of consumer goods to enter the market.
The share of these structures in ensuring the wholesale turnover of goods can fluctuate within 60 - 65%.
Structures conventionally referred to as "intermediaries" - agent enterprises, broker enterprises, should occupy an independent significance in the wholesale trading services market.
The main subject of their activity is information support. They act on behalf of the client and most often at his expense.
Enterprises-agents carry out sales operations on behalf of manufacturers of finished products, and the latter retain ownership of the goods until they pass into the hands of the buyer.
Broker enterprises are a kind of agent enterprises with the only difference that they simultaneously act as agents of both the seller and the buyer.
World practice shows that the share of such structures in the wholesale service market can reach 15 - 20%.
An important element of the wholesale infrastructure is the organizers of the wholesale turnover - wholesale fairs, commodity exchanges, auctions.
Commodity exchanges serve the wholesale turnover of exclusively standardized goods.
Auctions should be used primarily to incentivize individual producers of goods.
Fairs are a special form of organizing wholesale trade with the main goal of expanding the consumer market by establishing relationships between different regions.
Among the organizers of the wholesale turnover - warehouses of guaranteed storage, warehouse hotels, transport and forwarding enterprises.
Warehouses of guaranteed storage provide urgent responsible storage of goods of various commodity owners.
Warehouses-hotels - provide urgent safe storage of goods in places with a limited number of goods owners.
Freight forwarding warehouses are created mainly at the junction stations of major highways.
The share of participation of these structures in ensuring the wholesale turnover of consumer goods can reach 25%.
The diversity of the structural structure of the wholesale trade in Russia guarantees filling the consumer market with goods, their rational promotion through sales channels and the stimulation of domestic manufacturers, which creates favorable conditions for the retail enterprise.
