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the operation of the enterprise. And the creation of an optimal and efficient inventory management system, in turn, will allow the enterprise to gain an advantage in the competition and obtain economic benefits.
Использованные источники:
1. Иванов, Г. Г. Экономика организации : (торговля) : учебник / Г.Г. Иванов.
- Москва: Форум: ИНФРА-М, 2012. - 351 с.
2. Веселов, А.И. Оценка и формирование товарной политики производственных предприятий при помощи оборачиваемости товарных запасов для повышения финансовой устойчивости и платежеспособности / А.И. Веселов // Финансовый менеджмент. - 2009. - № 2. - С. 35-42.
3. Копёнкина, И.Б. Использование моделей управления запасами для принятия управленческих решений / И.Б. Копёнкина, Т.Ф. Череватова // Вестник Белгородского университета кооперации, экономики и права. - 2013.
- № 2 (46). - С. 229-235.
УДК 658
Шевченко А.А. студент 4 курса факультет «Управления и бизнеса» Кемеровский институт (филиал) РЭУ им. Г.В. Плеханова
Россия, г. Кемерово РАЗМЕЩЕНИЕ ОБОРУДОВАНИЯ В ТОРГОВОМ ЗАЛЕ Аннотация: В статье рассматривается мерчандайзинг, а именно эффективное использование торговой площади, что способствует привлечению как старых, так и новых покупателей. В статье рассмотрены показатели эффективности использования торговой площади, такие как коэффициент установочной площади и коэффициент экспозиционной площади на примере гипермаркета «Магнит».
Ключевые слова: торговая площадь, эффективность использования, мерчандайзинг.
Shevchenko А. А. 4th year Bachelor's Degree student Plekhanov Russian University of Economics Kemerovo Institute (branch) Kemerovo
PLACEMENT OF EQUIPMENT IN THE TRADING FLOOR
Annotation: The article considers merchandising, namely the effective use of the trading floor, which helps attract both old and new customers. The article deals with the efficiency indicators of the use of the trading area, such as footprint coefficient and display area coefficient in the context of the hypermarket "Magnit".
Keywords: sales area, effectiveness of the usage, merchandising.
Currently, there is a huge variety of definitions of merchandising. One of the definitions of merchandising is the following: merchandising is a set of activities that are carried out in the trading hall and are aimed at promoting a particular product, brand, type or packaging [1].
The relevance of the article is that more than 50% of all decisions about purchasing the product are taken by consumers directly in the store, and even if the purchase of a product was planned by the customer in advance, 7 of 10 buyers still decide to buy the product "right now" already being in the trading room. The overwhelming majority of buyers who came to the store do not have an exact solution of which brand of product and what kind of product they want to buy. If concentrate the consumer's attention on a particular product, it is possible to multiply the sale of this product. Effective merchandising has an impact on the sale of goods, because it is with the help of it that you can cause the consumer to desire to purchase this product "here and now."
The trading chain "Magnit" uses quite reasonable arrangement of commodity groups in a trading hall. So, goods of daily demand, such as bakery products, eggs, fish, meat, dairy products, fruits, vegetables, are laid out along the external perimeter of the sales area. Such placement of goods can be explained by the fact that they are in greatest demand, and most buyers will have to go through the whole store [2].
Speaking about the products of impulsive demand, it is possible to say that it is also located along the outer perimeter of the store and on the shelves, which can easily be explained by the fact that the buyer who came for certain goods of everyday demand and saw the "impulsive" goods would buy it, despite the fact that he was not going to buy it at all. The goods of periodic demand are spread on the shelves, in the central part of the store, since in case the buyer needs some particular product, for example, a powder, he will go there.
It should be noted that "Magnit" has quite wide corridors, which contributes to a faster pace of flow of buyers. For this reason, the store has columns that narrow the passage in certain places so that the buyer can stay in that place. Also on the perimeter of the trading area there are baskets with goods, which are also capable of slowing the progress of buyers by attracting their attention.
Goods in the trading floor of "Magnit" are arranged in such a way that its demonstration area is fully used and the production occupies as much space as possible between the shelves. When placing goods in the trading floor, it is necessary to take into account the methods of its sale, the configuration of the trading hall, etc. An important role in this is played by the specificity of certain goods, its packaging. So, placing goods in the trading hall, the rules of commodity neighborhood are observed. For each product group, a specific permanent allocation area has already been assigned. Large-sized goods are located near the cash register or exit from the trading floor, so that those who want to buy such goods do not have to carry it through the entire shopping area of the store. And the goods, which require a long acquaintance with the buyers, are located in the depth of the trading room, which is done in order to avoid movement interference of consumer flows.
The efficiency of the use of the trade area is estimated by the following indicators: footprint coefficient and display area coefficient.
Footprint coefficient is calculated by the following formula:
Cf = F / As, (1)
Cf- footprint coefficient;
F - footprint, m2;
As - sales area, m2 [3].
Footprint includes an area that is occupied by commercial equipment and large-sized goods located at the outlet. In most cases for these purposes, 27-30% of the total sales area is allocated.
The low value of footprint coefficient (less than 0.25) indicates the inefficient use of the trade area in consequence of a small amount of equipment. If the value of the coefficient is overestimated (more than 0.35), this can lead to inconvenience for buyers, because the insufficient width of the passages between the equipment in this case will prevent their free movement.
Standards of Cf for shops:
1. with a mixed assortment of goods 0.29 - 0.32;
2. on sale of non-food products 0,27 - 0,30;
3. on the sale of food products 0.30 - 0.32 [3].
Applicable in the hypermarket "Magnit" footprint coefficient is calculated:
Cf. = 835,8 m2 / 2985 m2 = 0,28
Since the assortment of the hypermarket "Magnit" is mixed, the norm of footprint coefficient should not be less than 0.29-0.32, but also exceed this range. In this case, there is a coefficient deviating from the norm, that is below it, which indicates that the use of the trading floor is not entirely rational in consequence of insufficient equipment. However, it is possible to see that the deviation from the norm is not so significant.
Display area is calculated as the sum of the areas of all items of equipment that are intended for the layout of goods. The area, which deals with the foundations of large-sized goods is also included in display area.
The degree of use of the sales area for the layout of products is characterized by display area coefficient, which is calculated by the following formula:
Cd.a. = Ad. / As, (2)
Cd.a. - display area coefficient;
Ad. - display area, m2;
As - sales area, m2 [3].
Optimum between display area and sales area in the self-service store is a ratio of approximately 0.7-0.75 or 70-75%: increasing the exposure area factor due to the use of high-rise shelves can lead to a deterioration in the visibility of goods, inconvenience in its laying, as well as the difficulty of selecting goods by buyers.
Display area coefficient depends on the specialization of the store: it will be lower in stores where refrigerated counters and other refrigeration equipment are used, and in shops selling large-size goods, etc.
Standards of Cd.a. for shops:
1. with a mixed assortment of goods 0.73 -0.82;
2. on the sale of non-food products 0.72 - 0.78;
3. on the sale of food products 0.70 - 0.75 [3].
Display area of the hypermarket "Magnit" is calculated:
Cd.a. =1791 / 2985 = 0,6
The norm of this coefficient is the ratio in the range 0.7-0.75. There is also a small deviation in the lower side, which indicates the insufficiency of racks. However, the deviation is also not significant. In addition, the understated coefficient can be explained by the fact that the hypermarket uses refrigeration counters and refrigeration equipment, as well as the fact that large-scale products are also in the hypermarket.
That is, based on such two indicators as footprint coefficient and display area coefficient applied to the "Magnit", the following ways of increasing the efficiency of using the trading floor can be distinguished:
- partial reconstruction of the trading floor in order to increase the attractiveness for buyers;
- replacement of equipment, including morally obsolete species with new samples, which will also ensure attractiveness;
- expansion of the trading floor area due to the reduction of the non-trade area, ье. reducing the proportion of warehouses, refrigeration and ventilation chambers, office space, as the average value of the total area - 7,058 m2, the trade -only 2,985 m2;
- increase in the number of equipment for laying out the goods in order to increase display area coefficient;
- reduction in the width of the passages for buyers and the arrangement due to this additional equipment in order to increase footprint coefficient.
Hypermarket "Magnit" works really effective, because it is a leader in terms of sales in Russia [2]. Merchandising, namely the layout and placement of goods in the trading premises are carried out properly, which is explained by the fact that it is not difficult for buyers to find the goods they need in this hypermarket.
Thus, since "Magnit" increasingly absorbs the market by attracting both old customers and new ones to purchase products in this store and through a number of advantages, for example, at a lower price than competitors and periodic discounts, which also attract consumers, and most importantly, by creating favorable conditions for easy finding of goods by the buyer due to the logical layout and placement of goods. That is, it is possible to say that the hypermarket "Magnit" will be really able to become the leader in terms of sales in Russia and become the most convenient and profitable store for customers who regularly buy the products they need.
Использованные источники:
1. Березина Е.А. Принципы осуществления мерчандайзинговой деятельности // Проблемы современной науки и образования. 2014. № 10 (28). С. 72-74.
2. Все о гипермаркете (сети магазинов) «Магнит» [Электронный ресурс]. -
URL: https://ra.wikipedia.org/wiki/Mararn_(ceTb магазинов) -Дата обращения: 13.01.2017.
3. Парамонова Т.Н., Красюк И.Н. Маркетинг в розничной торговле: Учебно -практическое пособие / Под общ. ред. профессора Т.Н. Парамоновой. - М.: ИД ФБК-ПРЕСС, 2004. - 224 с.
УДК 659
Шевченко А.А. студент 4 курса факультет «Управления и бизнеса» Кемеровский институт (филиал) РЭУ им. Г.В. Плеханова
Россия, г. Кемерово АКТУАЛЬНОСТЬ РЕКЛАМЫ НА ПРИМЕРЕ ПРЕДПРИЯТИЯ Аннотация: В данной статье рассматривается реклама как специфичный вид коммуникационной деятельности. В статье приведены ключевые показатели эффективного рекламного дела на примере крупного торгового предприятия «ГлорияДжинс».
Ключевые слова: Глория Джинс, реклама, критерий эффективности.
Shevchenko А. А.
4th year Bachelor's Degree student Plekhanov Russian University of Economics Kemerovo Institute (branch) Kemerovo
ADVERTISING RELEVANCY IN TERMS OF THE ENTERPRISE
Annotation: There is estimated the advertising as a specific type of communicative activity. There is also the key measure of advertising efficiency in terms of the greatest trade company "Gloria Jeans".
Keywords: Gloria Jeans, advertising, efficiency criteria.
Реклама - особый вид коммуникационной деятельности, который имеет экономическую основу и сопровождает человека на протяжении всей истории его развития [1]. На данный момент существует огромное множество определений рекламы или рекламной деятельности. Так, например, Филипп Котлер писал так: «Реклама представляет собой неличные формы коммуникации, осуществляемые посредством платных средств распространения информации, с четко указанным
источником финансирования».
Стоит отметить, что говорить об эффективности рекламы можно только в том случае, если уже известны определенные цели фирмы, ее стратегия и текущее положение дел. В противном случае, будет оценена только оригинальность идеи, а этого недостаточно для того, чтобы данную
