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ПРИЛОЖЕНИЕ 4

Глава 1

«THEORETICAL ASPECTS OF TRADE ORGANIZATION

MANAGEMENT»

Студент гр. Ц45 _______________ Е.С. Им

Консультант _______________ Е.Л. Рябкова

INTRODUCTION

Strategic management is the management which relies on the human potential as the basis of an organization, orients production activities on the consumer needs, flexibly responds to and performs well-timed changes in the organization meeting environment challenges and allowing to achieve competitive advantages that together makes possible for the organization to survive over the long run achieving at the same time its goals. Strategic management issues most often arise as a result of the many external factors. Therefore, not to be wrong about the choice of a strategy, it is important to determine what economic, political, scientific-technical, social and other factors influence on future of the organization.

The core of strategic is the system of strategies, including a number of interrelated specific entrepreneurial, organizational and labour strategies. A strategy is a pre-planned reaction of the organization on external environment changes, the line of its conduct chosen to achieve a desired result [1].

State of the trade sector is characterized by high economic sustainability. Trade creates more than one fifth of the country's national wealth. A modern trade market specifies requirements for the management of enterprises. The complexity and high mobility of intercompany and market processes create new prerequisites for more serious application of strategic management. A well-developed strategy of the company can provide a sustainable competitive advantage of the company necessary for the successful conduct of business and the achievement of certain financial results. Thus, the chosen theme of the work is relevant in today's market economy.

The purpose of research: consider peculiarities of development of strategic management in trade systems and methods.

The objectives of research:

- identify theoretical aspects of management of trade organization activities;

- investigate practical aspects of strategic management of trade organization activities;

- develop recommendations for improving the strategic management system of Stolitsa-Evrostroi LLC.

The subject of research: strategic management, the object of research: Stolitsa-Evrostroi LLC.

The theoretical basis of research: research papers of theorists and practitioners regarding research theme such as Valevich R.P., Solomatina A.A., Kozerod L.A. etc. Regulatory legal acts are actively used in work with regard to the research theme.

Methods of research: Such research methods as analysis, description, synthesis, classification etc. are used in the work.

Structure of work: introduction; the main part consisting of three sections (theoretical, analytical, recommendatory); conclusion; a list of used sources; annexes.

1. THEORETICAL ASPECTS OF TRADE ORGANIZATION MANAGEMENT

1. The economic essence and the place of the trade sector in the market of services

In the modern market economy conditions, trade is the key branch of national economy of the country, it is a direct continuation of the production process in distribution sphere as the production is considered completed only after goods are brought to the consumer. The trade enterprise is an important link of economy and the country’s overall economic situation depends on efficiency of its work.

The goal of economic transformations being made in trade is to create favorable conditions for the effective functioning of trade enterprises in the country. Achieving this goal requires not only improvement of the work of the enterprises themselves in constantly changing market relations, but the creation of favorable legal, financial and tax environments in which trade enterprises operate.

Achieving the goals and objectives involves a comprehensive study of such a notion as a trade enterprise which is as an independent economic entity becomes a major element of the industry market mechanism.

The essence of this activity assumes the satisfaction of the population in goods and services, exchange relationships and exchange of commodities. A trader is an intermediary or a connecting link between a manufacturer and consumer. Its main task is to study demand and buy commodities in different sources in order to sell them to the consumer with profit for itself.

Role and impact of trade

1. Trade turnover is the most important indicator of the country’s economic development as a whole (after sale of goods expenses of manufacturers are recovered and further functioning basis is formed).

2. The trade process reveals relevance of goods.

3. Trade turnover defines population welfare and its level of living (80% of material needs of people are satisfied by purchased goods).

4. Trade is an important link in division of labor.

5. Trade contributes to formation of state taxes as a tax payer.

6. Trade promotes to rational monetary circulation.

7. Trade affects consumption, formation of consumer amenities and their quality.

8. Trade promotes integration of the country into the world economy.

9. Trade stimulates development of production and consumption, thereby ensuring progress.

The object of trade is an exchange of commodities, purchase and sale of commodities, the customer service in the process of selling and delivering, as well as storage of commodities and their preparation for sale.

Nowadays trade is not only major budget revenue generating industry but also a channel of investment distribution in infrastructure facilities, an incentive for industrial growth, and extension of new technologies of commodity flow management.

According to the Strategy of Trade Development in the Russian Federation for 2011–2015 and the period up to 2020 (approved by the Order No. 422 of the Ministry of Industry and Trade of the Russian Federation dated 31 March 2011), the contribution of trade to GDP is about 10%, and in total occupation – up to 13%.

In accordance with international experience a share of population's expenditures for consumer goods can reach 70% of the total number of expenditures. In Russia this indicator reaches 60% making trade the key sphere of market economic management of the country. The share of expenditures in retail trade channels from total expenditures of the population is shown in Annex 1.

Effective operation of trade enterprises includes the study of market outlets and consumer demand, study of the sources of coming commodities and their suppliers, organization of economic relationships with suppliers, conclusion of commodity contracts. Commercial work also includes a number of functions:

1. organization of wholesale and retail sale of goods;

2. establishment of contractual relationships with the buyers of goods (when selling wholesale);

3. formation of an optimal assortment by study of demand;

4. stock management;

5. promotional and PR activities;

6. organization of trade service;

7. rendering commercial services and other trade operations.

The functions of trade are largely defined by its essence as forms of commodity circulation. The most important trade functions are:

1. The function of realization of produced use value of commodities. Implementation of this function creates an economic prerequisite of reproduction of gross national product, linking production with consumption.

2. The function of bringing commodities to the end consumer. Performing this function trade makes a number of operations for the continuation of production process in the sphere of circulation (transportation and storage).

3. The function of balance maintenance between supply and demand. This function provides an effect on an assortment and output products keeping up constant supply relevance.

4. The function of reduction of costs. The function improves sales technologies, provides an extension of information services, etc.

5. Marketing. It performs the function of a product development, market research, distribution organization, pricing, creating services.

Speaking of commercial business, it is important to proceed from the assumption that the sell price should be above the purchase price, and the difference should be sufficient not only for cost recovery for sales organization and fulfillment of obligations, but also brings some income to an entrepreneur. Therefore, the main difference of the entrepreneurial business activities is pursuance of maximum profit earning.

According to Russian Classification of Economic Activities there are wholesale and retail trade.

Wholesale trade is a form of the economic ties between enterprises and organizations which are performed to bring goods from manufacturers to retail enterprises or consumer enterprises. Wholesale trade is an intermediate market between a manufacturer and retail enterprises. This type of trade performs a number of functions at micro and macro levels.

1. At the macro level:

• integrating (provides interrelation between manufacturers, sellers, buyers, regions with a view to find optimal channels of sales);

• estimating (determination of socially necessary costs by pricing);

• organizing and regulating (provides sustainable construction and stable functioning of the economic system).

1. At the micro level:

• function of territory economic integration;

• purchase of goods from manufacturers;

• formation of stocks;

• storage;

• rework, preparation of goods to the sale, packing and packaging;

• assortment selection;

• rendering information services;

• quality control of goods;

• performance of marketing research etc.

Wholesale trade performance ensures significant savings of circulation expenses leading in decrease in the number of contacts. Wholesale trade results in customers time saving, reduction of material costs related to storage, assortment formation and delivery of goods. Revealing the essence of a trade enterprise, it is necessary to consider it in three aspects: legal (activities related to the rule of law and its separate types), economic (replenishment material stocks and ensuring possible completeness of needs satisfaction) and trade (nature of the trade process, constructive features, intended use of the product offered for consumer market).

Figure 2 reveals the essence of a trade enterprise in these three aspects.

TRADE ENTERPRISE

Legal basis

Economic basis

Trade basis

Legal entity:

- organizational integration;

- property autonomy;

- individual civil-legal liability;

- presentation in civil-legal circulation on own behalf.

Характеристики

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