Formation of product assortment of retail enterprises

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Formation of product assortment of retail enterprises

Oksana Zghurska

Evgenia Balym

Radomir Mykolenko

The article examines the peculiarities of the formation of the product range of retail trade. An optimal product range was formed in order to increase consumer loyalty to the company's products. In the article have been defined that in the direction to ensure consumer loyalty to the company, first of all, the optimal assortment should be formed and, accordingly, the formation of goods should be carried out. Namely, the application of the integrated ABC/FMR analysis of the product range allows you to classify product stocks according to the criteria of "profitability of product sales" and "level of demand», and will contribute to the formation of an optimal product range which helps to ensure the rhythmic work of the trading company and serves as the basis for achieving the target indicators of economic activity. The application of the integrated ABC/FMR analysis of the product range made it possible to classify the product stocks according to such criteria as: "profitability of product sales" and "level of demand", which, thereby, will contribute to the formation of the optimal product range, ensuring a high level of efficiency of the trading enterprise. The proposed approach to structuring the product range, which is based on the results икккня ABC/FMR analysis, makes it possible to classify the entire set of product units in the selected product line into nine subgroups. It also has been identified that in sales management, the "degree of demand" of a product or the requests frequency for certain groups of products serves as an important criterion for positioning product groups in the marketing strategy of management (the slogan "we have them all"). In goods management, FMR analysis is used to determine the location of goods storage, so the most frequently requested ("fast" - fast) positions are located closer to the assembly areas.

Key words: product assortment, consumer loyalty, product range, product unit, retail enterprise, efficiency of enterprise functioning.

product assortment retail enterprises

Державний університет інформаційно-комунікаційних технологій

Формування асортименту товарів підприємств роздрібної торгівлі

Згурська О.М., д.е.н., доцент,

Миколенко Р.О., аспірант

Балим Є., здобувач

У статті розглянуто особливості формування товарного асортименту підприємств роздрібної торгівлі. Сформовано оптимальний товарний асортимент з метою підвищення лояльності споживачів до продукції підприємства. Застосування інтегрованого АBC/FMR- аналізу товарного асортименту дозволило здійснити класифікацію товарних запасів за такими критеріями як: «рентабельність реалізації товару» та «рівень попиту», що, тим самим, сприятиме формуванню оптимального товарного асортименту, забезпеченню високого рівня ефективності функціонування торговельного підприємства. Запропонований підхід до структурування товарного асортименту, який ґрунтується на результатах АВС/ FMR-аналізу, дає можливість класифікувати усю сукупність товарних одиниць в обраній товарній лінії на дев 'ять підгруп.

Ключові слова: товарний асортимент, лояльність споживачів, товарні запаси, товарна одиниця, підприємства роздрібної торгівлі.

Formulation of the problem. In the conditions of growing competition in retail trade, it is becoming more and more difficult to form competitive advantages. In order to obtain the target amount of profit, trading enterprises solve the issue of increasing their attractiveness for target groups of consumers due to the adaptation of various parameters of activity (including the formation of the assortment structure of product stocks) in accordance with consumer requests.

A modern buyer is absolutely sure that the goods he needs are always available at enterprises. The consumer does not care at all how all these goods get to the company and what efforts the company must make so that the buyer is satisfied with the product itself and the process of its purchase. In the conditions of competition in saturated consumer markets, the modern consumer no longer wants and will not wait for the product he needs to be available at a certain enterprise. If the product is not available, the consumer will prefer a competitor company. Therefore, it is quite obvious that the system of product assortment formation, which is a marketing tool of a retail trade enterprise, and the system of supply of goods of this enterprise play an important role in satisfying consumers and managing their demand.

Analysis of recent research and publications. Theoretical aspects and methodological toolkit of forming the product range of a trading company were considered by domestic scientists Bliznyuk S.V., Yefimova E., Mykhaylov V., Glushkova T., Zinchenko O., Kubyshina N., Kasych O.Yu., Simonova A.P., Kashperska A.I., Lisitsy V.V., Misyukevich V.I., Mykhaylenko O.M.

A previously unsolved part of the overall problem. However, the existing developments are mostly descriptive in nature or relate to activities related to the modeling of the product range. The purpose of the article is to study the formation process the product range of trading enterprises, which will contribute to ensuring the rhythmic work of the enterprise and will act as the basis for achieving the target indicators of economic activity.

The main purpose of the article is to determine and justify the peculiarities of the formation of the retail enterprises' product range.

Presenting main material. Timely updating and correct formation of the assortment of goods is a complex, multi-level process, the management of which requires constant adaptation to the rapidly changing market environment.

To ensure consumer loyalty to the company, first of all, the optimal assortment should be formed and, accordingly, the formation of goods should be carried out.

Namely, the application of the integrated ABC/FMR analysis of the product range allows you to classify product stocks according to the criteria of "profitability of product sales" and "level of demand" , and will contribute to the formation of an optimal product range , helps to ensure the rhythmic work of the trading company and serves as the basis for achieving the target indicators of economic activity.

As a result of the integration of the refined ABC analysis and FMR analysis, the retail enterprise has the opportunity to position all product positions in 9 groups according to the presented in fig. 1. matrix and accordingly choose the product range management policy for each item.

Fig. 1. Matrix of ABC/FMR-analysis of product range structuring.

Thus, as the conducted studies have shown, retail trade enterprises, which form goods taking into account the optimality of the product assortment, ensure the rhythm of the trade process and receive certain competitive advantages compared to competing enterprises.

To test the proposed approach to the structuring of the product assortment, data on the quarterly sales of products in the "Chocolate" product line of well-known manufacturers: "Korona" and "Svitoch" were selected.

The results of the analysis of commodity units by profitability for the first group are presented in Table 1.

Table 1

Analysis of the "chocolate" product line by product units' profitability

Source: calculated by the author

The results of the analysis of commodity units according to the frequency of appeals for the first group are presented in the table. 2.

Table 2

Analysis of the product line "chocolate" according to the frequency of appeals by product units

Source: calculated by the author

Thus, based on the calculations, we get the ABC/FMR matrix of the analysis of commodity units of the selected commodity group (table. 3).

Table 3

Matrix ABC/FM R - analysis of commodity units of the "Chocolate" commodity group

Source: formed by the author

Conclusions

Thus, the proposed approach to structuring the product range, which is based on the results of ABC/FMR analysis, allows to classify the entire set of product units in the selected product line into nine subgroups. In sales management, the "degree of demand" of a product or the frequency of requests for certain groups of products serves as an important criterion for positioning product groups in the marketing strategy of management (the slogan "we have them all"). In goods management, FMR analysis is used to determine the location of goods storage, so the most frequently requested ("fast" - fast) positions are located closer to the assembly areas.

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