Наука Красноярья (Oct 2018)
EVOLUTION OF THE CONFECTIONERY MARKET: ORGANIZATIONAL AND ECONOMIC TRANSFORMATION OF THE ENTERPRISES OF CENTRAL BLACK EARTH REGION
Abstract
The analytical approach to the study of the sales activity of an enterprise in the confectionery market depends both on the socio-economic factors of the development of the regions themselves and on the degree of development of interregional ties. Within the framework of analytical procedures, it is possible to predict the economic parameters of the economic development of an enterprise, as well as the competitive specifics of territory coverage by channels and types of outlets that sell confectionery. An enterprise engaged in the sale of confectionery products constantly analyzes the current financial, economic and organizational state, depending on the forms and methods of product sales. The article discusses analytical approaches for analyzing: the evolution of the confectionery market and the infrastructure of the territory, the procurement volume (IN), the volume of shipments (OUT), inventories, sales dynamics by distribution channels and product categories, numerical distribution (%). For a comparative analysis, the trends of key indicators of the enterprise’s development in the Central Black Earth Region are used, which allows determining the trend of sales change for the analyzed period, budget indicators of the “Tambov” direct sales branch, sales growth drivers in order to make adaptive organizational, economic and managerial decisions. The goal is to analyze the specifics of the confectionery market development, as well as the functioning problems of distribution channels and the sales of confectionery products of regional confectionery enterprises. Method or working methodology. The methodological basis was an integrated approach for the development of theoretical recommendations and practical measures to improve the tools for managing the development of the marketing system and the sale of confectionery products at the regional level. The methodology of the study included: personal and telephone surveys of experts in the confectionery market; author’s monitoring of the wholesale and retail market conducted by the researcher; analysis of information materials provided by manufacturers of confectionery products, retail operators of the food market; analysis of statistical information, including Rosstat, Tambovstat, unions and industry associations of confectionery manufacturers (in particular , LLC “United Confectioners”). Methods of descriptive statistics allowed to form quantitative and financial data on the stated problems and present them in tables and diagrams. The results. The study obtained the most informative quantitative and financial parameters showing the directions of organizational, structural and functional improvements in the management of regional confectionery enterprises, which will allow timely and adaptive modernization of the regional food market, distribution channels and sales of confectionery products. Scope of Results. It is advisable that the obtained results should be applied by business entities when forming the current marketing policies of organizations and enterprises of the confectionery market, regional and municipal authorities in developing regional development programs and improving the functioning of organizational structures in the system of regional and municipal management of food production and sales. Some of the conclusions and provisions of the article are applicable when forming the paragraphs of articles of the regional and federal legislative sphere laws.
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