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Organizational complex:

- material and real structure;

- trade and technological structure;

- organizational and economic structure.

F

• Land;

• buildings;

• equipment;

• inventory;

• raw materials;

• production;

• commodity;

• monetary funds;

• legal ownership;

• intangible assets

Trade enterprise commercial and entrepreneurial activity

igure 1 – Trade enterprise structure

The legal basis has the most general features regardless of a sector profile. From a legal point of view, a trade enterprise should be regarded as a legal entity. The value of legal registration of the trade enterprise is that it:

- allows in a certain way to organize and put in order internal relations between enterprise participants, combine everyone’s interests into the common purpose;

- is an optimal form for long-term capital pooling;

- ensures minimization of property risk of participants.

Traditionally a number of features are distinguished on which a trade enterprise is recognized as a legal entity:

• organizational integration (presence of a certain hierarchy, co-subordination of enterprise governing bodies);

• property autonomy (establishment of material base of the trade enterprise activity);

• individual civil-legal liability (each enterprise is solely liable for its obligations);

• presentation in civil-legal circulation on own behalf (the possibility to acquire, bear obligations, sue and be sued in any court).

Thus, in the Russian Legislation a legal entity is the organization recognized by the state as a subject of law which owns separate property, liable to the full extent of its property and presents in civil circulation on its own behalf.

Retail sale of goods on the consumer market is carried out by trade enterprises and some individual entrepreneurs. Retail trade is a sale of the goods to the end consumer, private individual. The main difference of the retail trade from wholesale one is that a commodity bought within the retail trade system is not subject to further resale but intended for direct use. Existing forms of trade are divided into exchange-specific retail facilities, fairs, exhibitions, retail delivery trade, distance selling, machine selling etc. Economic basis of retail trade is distribution margin, placement of advertisements, execution of promotion events, sale of trade places and shelf space.

In comparison with the legal aspect, the economic aspect has a greater level of concretization in accordance with which the enterprise is regarded as an independent economic entity of market relations created to meet specific public needs and profit earning.

Specific nature of trade enterprises is revealed to the fullest extent through the trade aspect of their activities. The trade enterprise has designated purpose and is characterized by the integration of tangible, trade-technological and organizational-economic structures. Let’s consider each of the stated structures separately.

The tangible structure is a community of material resources, use of same-type premises as well as uniform trade-technological equipment.

The commonality of intended use of sellable goods and method of their sale, the integration of operations of technological process, service process and homogeneity of allocation of trading, warehouse, production and auxiliary spaces.

Organizational-economic structure is determined by economic enterprise separateness, its provision with legal rights, responsibility for undertaken activity, a uniform accounting and reporting system, certain methodology of analysis and planning of trading activity.

Speaking about trade as a branch of economy, it is necessary to share home and foreign trade.

The home trade as a branch of economy represents a type of economic activity where the object is purchase and sale of goods, an exchange of goods as well as a number of functions necessary for conducting of the trade process [8]. Foreign trade is trade between countries consisting of export and import of goods and services.

There are a number of factors influencing on the state of trade sector and national economy (see Table 1).

Table 1 – Factors which determine the state and development of trade sector.

As Table 1 shows the features of the trade sector as an open system are: orderliness (aiming for the common goal to which all system elements strive), self-organization (crisis overcoming, formation of new sector management structures, the implementation of new sector operation forms and methods, interfacing with other sectors), commitment to sustainability (providing a quick response to a permanent change of the external environment), the cyclical development in dynamics (without dynamic development all above mentioned features are not feasible). Thus, having considered economic essence of a trading enterprise and having determined the place of the trade sector on the services market three key features can be distinguished:

- goods are moving from public, cooperative, private ownership to the individual, personal or cooperative;

- with the help of trade the commodities are finally distributed in accordance with cash income of population;

- the trade sector takes the key position on the service market on the territory of the Russian Federation (60% of population expenditures fall on consumer goods).

1.2. Factors of trade organization efficiency and competitiveness in modern conditions of Russian economic development

In modern condition of Russian economic development market development is characterized by heightened attention of trade network management to the issues of competitiveness.

Competitiveness is a rivalry, struggle to achieve greater benefits, the object's ability to withstand the competition in comparison with the similar object on this market. Based on the definition, competitiveness assumes effective solution of assigned tasks under the influence of various factors and at the same time continuous adaptation to their impact. In recent years, different formats of trade networks appeared that are distinguished not only by improving the quality of services, availability of additional services and pricing policy, but the target group of buyers for whom their activity is intended. When analyzing the competitiveness of the trade network the specificity of a particular format is taken into consideration.

The activity of trade networks is divided into three basic structures:

- commercial;

- trade-technological;

- organizational and management.

Commercial structure of trade network includes processes related to the sale of goods. The main task of this network is to provide a possibility of buying goods with high quality of trade service. The commercial structure of the trade network comprises a number of stages.

1. Development of assortment policy (the list of groups of goods being sold, the amount, and variety of goods, approval of the list, consideration of demographic situation).

2. Formation of pricing policy (establishment of the level of markups on products, approval of pricing policy with consideration of distribution costs).

3. Conducting advertising campaigns.

4. Strengthening customer loyalty (ensuring customer financial benefit, maintenance service, etc.).

The trade-technological structure includes procurement, storage, warehousing of goods, customer service. This structure intends the work with rational use of premises and trade-technological equipment of the network, creation of favorable working conditions, provision of economic efficiency of the enterprise functioning. The considered structure includes the following stages.

1. Optimization of the network material and technical base (analyzing various indicators).

2. Creation of a favorable atmosphere on a trade floor.

3. Selection of the optimal mode of retail outlets operation.

4. Rational use of sales areas.

5. Practicable arrangement of the goods on the shelves.

The organizational and management structure includes internal process management taking into consideration permanent change of the external environment. There are five main stages of creating the organizational and management structure.

1. Creating organizational management techniques (designed to respond on market changes and adapt to them).

2. Ensuring concurrence of actions between subdivisions.

3. Complex approach in management.

4. Adaptation of management structure (taking onto consideration of constantly changing external and internal environment).

5. Information support (data collection, processing, analysis).

The modern conception of consumer market development is a rational combination of government regulation of the main cross-sectoral and trans-regional proportions on the one part and the wide independence and responsibility of enterprises on other part [5]. Social, legal and organizational prerequisites for development of consumer market will become a result.

Two main assessment methods of trade enterprise are distinguished:

- assessment of competitiveness on basis of economic indicators of business and financial performance results (estimate of a market, dynamics of sales, profit growth).

- evaluation of the aggregate indicators characterizing competitiveness of trade networks in comparison with the main targeted competitors.

Efficiency of enterprise activity is expressed in the system of indicators interrelated with each other characterizing efficiency of use of basic elements.

The system of economic efficiency indicators has several operation principles:

• ensuring criteria interrelation and system of specific indicators of operating efficiency;

• regular determination of resource efficiency level;

• stimulation of improvement of the enterprise operating efficiency.

There are two basic approaches to the evaluation of the enterprise operating efficiency: potential and cost.

The potential approach is applied for calculation of the future efficiency and the cost one is used for the current assessment of the enterprise performance.

Let’s consider profit and profitability ratios which are the most important economic activity indicators of trade enterprises in conditions of market economy formation. These indicators show all sides of trade enterprise performance: the volume and structure of retail trade turnover, resource management efficiency, actions taken to improve and arrange trade processes.

Характеристики

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