ВКР диплом (1206417), страница 10
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The traditional method of retail sale (sale through the counter) is a method of retail sale of goods, in which the seller provides the buyer with an inspection and selection of goods, packs and releases the goods.
Self-service is a retail method based on self-examination, selection and delivery by the buyer of the selected goods to the settlement unit.
Sale of goods by order is a method of retail sales of goods, based on the preliminary order of the buyer of the necessary goods in retail trade objects and obtaining them in a certain place and at a specified time.
Sale of goods on samples is a method of retail sale based on the choice of goods by the buyer on the samples exhibited in the trading hall, their payment and receipt of the goods corresponding to the samples with possible delivery to the house (at the request of the buyer).
Sale of goods with an open layout is a method of retail sale, in which the goods are laid out in the trading floor and there is free access to them.
E-commerce is a kind of out-of-store trade in the implementation of trade and procurement activities through the Internet.
In the stores "Scat" is carried out retail sales on samples.
The assortment of the store is wide enough.
Commodity assortment is a set of goods that are combined or combined according to a certain feature or set of characteristics, it can be: color, appearance, size and so on.
An analysis of the competitors of Skat DV.
The main competitors were the following stores: “Bayard” and “Mir instrumentov”.
Below is a comparison of these three stores. The evaluation was carried out on a 3-point scale by the author using the consultation, observations, personal experience.
Table 2.2 Expert evaluation of shops-competitors "Scat"
| Criterion | Skat DV | “Bayard” | “Mir instrumentov” |
| Quantity of outlets in the city | 3 | 3 | 2 |
| Range width | 1 | 2 | 3 |
| Price policy | 2 | 3 | 1 |
| Recognition degree | 1 | 3 | 2 |
| Business Reputation | 2 | 1 | 3 |
| Qualification of workers | 3 | 1 | 2 |
| Total | 12 | 13 | 13 |
From the table it follows that the Skat shop has shown the worst result on such criteria as: range width, recognition degree.
The brand is almost not recognized, because of poorly developed marketing activity.
In these shops retail is implemented by household products and devices, household home appliances, construction materials.
The organization of wholesale trade considerably prevails over retail.
In LLC Skat DV wholesale trade is implemented of cars and the equipment, machines, electric tools, household goods, liquid gaseous fuel, construction materials : sand, gravel, clay, cement, brick, motor fuel, measuring devices.
Wholesale trade in LLC Skat DV is extensively developed unlike retail of goods. It is necessary to expand the market of retails. It is possible to make it by means of Internet sales through SKAT online store.
3 Suggestions for improvement the Internet sales of LLC Skat DV
LLC Skat DV is the large seller of building materials, tools, the power equipment.
Technique of an expert assessment of the competitor websites
For comparison of the websites the following criteria have been chosen: site content, design of the website, convenient navigation of the website, replenishment of the website, existence of the "clever search" function. The websites were estimated on the 3-point scale.
Table 3.1 Comparison of the competitor Websites
| Criterion | Скат https://shop-skat.ru/ | Баярд http://www.bayard27.ru/ | Мир инструмента http://instrument.ru/ |
| Content of the site | The website contains information for customers, an online store's assortment, contact information, service information, warranty information, advice on choosing equipment, about delivery and payment | The website contains information about the assortment of the store, information for suppliers and organizations, information about promotions and offers, links to social networks, contact information | The website contains a list of products of the online store, information about the company, about guarantees, contacts, information about promotions. |
| Points | 3 | 3 | 3 |
| Site’s design | The design follows the corporate style of the company, a large font, information is perceived easily, a good combination of colors, all the graphic symbols used in the design are clear, the site is designed in a single style. | The design follows the corporate style of the company, the font is difficult to perceive - small, advertising - bright, striking. | The design does not follow the corporate style of the company, the font is not always readable. The design of the site contains many colors. |
| Points | 3 | 2 | 2 |
| Convenient site navigation | The structure of the site is clear and simple. If you want to make a purchase on the site, it's easy to navigate and find the right product. | Navigation of the site is simple and convenient. All goods are divided into groups according to its purpose. | Website navigation is convenient. To make a purchase, you need to go to the desired 10 sections and select the necessary product. |
| Points | 3 | 2 | 3 |
| Filling the site. | The site is rarely updated with news about new items in the store's assortment | The website updates information about the ongoing promotions and discounts. | The site is replenished with novelties of the assortment. |
| Points | 1 | 3 | 2 |
| "Smart search" | If you select on the site you can enter the required characteristics and it will give you the goods you need | This function is not available. | If you select on the site you can enter the required characteristics and it will give you the goods you need |
| Points | 3 | 0 | 3 |
| Total | 13 | 10 | 13 |
From this table it follows that the website "Scat" loses in such criteria as "replenishment of the site."
Compared to competitors' sites, Skat has less user activity. The most important disadvantage of the site, as an online store, is that there is a very limited assortment.
Technical analysis of the website "Scat" was carried out using a software product available in free access: analysis.
From this analysis, the problem of the lack of social activity on the basis of the Internet store "Scat" was revealed. For this, it is necessary to move in the direction of the development of Internet marketing. Raising the activity in social networks should positively affect the image of the store and, as a consequence, its sales. Social networks are the main habitat for a large part of Internet users.
To increase social activity on the Internet, the director of the online store will be involved, becouse his responsibility is to organize the promotion of the online store on the network. It is planned to create groups in such social networks as Vkontakte and Instagram.
Tasks for raising social activity: creating groups in social networks (Vkontakte, Instagram), attracting subscribers, maintaining groups, updating information on the pages (about promotions, new arrivals), holding contests (for example: "Tell your friends about our store on your page and get a discount ").
We will motivate the employee by the method of cash payments for the fulfillment of the set goals.
The salary of the director of the online store is 35,000 rubles.
When the employee achieves the assigned tasks, the monthly surcharge to pay for performance will be 7000 rubles.
Total additional costs for these events for the year will be: 7000 * 1.302 * 12 = 109368 rubles.
1,302 - contributions to public funds.
If successful achievement of the goals is high probability of a high level of customer loyalty.
Loyalty of consumers is one of the characteristics of the client, which is expressed in a favorable attitude to the company or to a certain brand, products, services.
After launching this program, the brand will become more recognizable, which is expected to lead to an increase in the number of visits to the site from 115 people per day to 210. This is 82% more than it was originally. If the upward trend does not decrease, the number of visits to the site will increase to 76560 people per year. This will lead to an increase in sales in the online store "Scat".
The disadvantage of this online store is that it does not present the entire list of products. The site sells only generators, motor pumps and compressors. It is necessary to expand the range of sales in the online store in order to increase retail sales.
In our case, we will use a categorical extension.
The site will add categories of goods such as locksmith and carpentry tools, auto goods, measuring instruments, cutting tools, finishing materials.
The profit from sales of LLC "Scat DV" in 2015 amounted to - 55298 thousand rubles.
The share of sales of an online store is 15% of the total sales amount, which is 8294.7 thousand rubles.
Due to the expansion of the assortment of products in the online store "Scat", the percentage will increase to about 30%, which is 16589.4 thousand rubles of the total sales.
The net profit for 2015 is 152 thousand rubles. The measures taken will increase the company's net profit by 350 thousand rubles.
The economic effect of attracting an employee to increase social activity on the basis of the online store "Skat" can be defined as follows:
P1 = 35000 * 1.302 * 12 = 546840 rubles. - the result in the absence of the work done;
P2 = 42,000 * 1,302 * 12 = 656,208 rubles. - the result in the presence of the work done.
Economic effect = 350.0 (656.2 - 546.8) = 38290 thousand rubles.
Economic efficiency = Result / cost = 350.0 / (42.0 * 1.302 * 12) = 0.5
Having solved these problems Skat will acquire new customers and increase the share of sales and profits.
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