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Abstract

Content

Introduction

In a market economy, those enterprises survive, whose products of work and services are being sold. The main goal, which is put before commercial activity, is to promote the increase in the sales volumes of the firm. Studying sales markets, determining the range of products or services provided, pricing and other issues of marketing research are aimed at finding optimal (in terms of obtaining maximum profit) conditions for organizing sales in the enterprise.

As a result of the receipt of sales proceeds, net of costs, the enterprise receives a profit, which is the final financial result characterizing the production and economic activities of the whole enterprise, that is, it forms the basis for the economic development of the enterprise. The growth of profit creates a financial basis for self-financing the activities of the enterprise, carrying out expanded reproduction. Thus, profit becomes the most important indicator for assessing the production and financial performance of the enterprise. And to make a profit, you need a competent alignment of the sales system of the enterprise's products.

1. Theme urgency

The problem of building a sales and sales management system is currently very relevant. The sales system is a key part of marketing and a kind of finishing complex in the whole activity of the enterprise for the creation, production and delivery of goods and services to consumers. Actually, it is here that the consumer either recognizes or does not recognize all the efforts of the enterprise as useful and necessary for himself and, accordingly, buys or does not buy his goods or services. In conditions of growing markets and tightening competition, it is the effective sales system and modern sales technologies that can ensure the competitiveness of the enterprise.

2. The purpose and objectives of the study, the planned results

The aim is to improve the theoretical and methodological basis and formulate practical recommendations for managing the marketing activities of the food industry.

To achieve this goal, the following tasks are defined:

  1. Investigate the theoretical foundations of managing the marketing activities of the enterprise.
  2. To reveal the features of the organization of production at food industry enterprises of the Russian Federation.
  3. Analyze the results of the activities of the food industry enterprises of the People's Republic of Germany in the conditions of carrying out changes.

Object of research: theoretical, methodological and practical aspects of the process of managing the marketing activities of a food industry enterprise.

The subject of the research: the mechanism of the process of managing the marketing activities of a food industry enterprise.

Planned results. During the implementation of the master's work, measures will be developed to manage the marketing activities of the food industry enterprise of the DPR, taking into account the existing unstable crisis situation.

Scientific and practical significance. The theoretical significance of the results is to summarize the scientific information on the management of the marketing activities of the food industry; determination of the need for further improvement of approaches for the selection of effective management of the company's sales activities.

The practical importance of the master's work is to develop the most effective management of the marketing activities of the food industry.

Scientific novelty. Scientific novelty consists in substantiating the theoretical and methodological basis for choosing effective management of the marketing activities of a food industry enterprise under the conditions of carrying out changes in order to increase the efficiency of functioning.

3. Value and role of the marketing policy of the enterprise

In the activity of any enterprise, the marketing policy is essential. It is in the sales system that the result of all previous efforts of the enterprise is concentrated. The value of rational sales was determined by the well-known specialist in management U. Breddik: Insufficient efficiency of marketing activities jeopardizes the existence of the firm as a whole [ 2 ].

Sales – this is the process of selling produced products in order to turn the goods into money and meet the needs of consumers. Only by selling the goods and having received profit, the enterprise reaches the ultimate goal: the spent capital takes a monetary form in which it can begin its circuit.

The level of customer service is determined by such factors as: the speed of the order; the possibility of express delivery of goods on special order; readiness to accept the goods delivered or replace it with another; provision of various portions of goods at the request of customers; well-organized warehouse network [ 5 ].

In itself, none of the factors is decisive for creating a rational sales system, but in a complex they affect the level of service, prestige, market position, and, consequently, the competitiveness of the firm.

The system of marketing activities is made up of elements of the internal and external environment. Elements of the internal environment include: processing orders of buyers; the control of the goods received from suppliers: packing according to requirements of buyers and selection of optimum batches of the goods under orders of buyers; transportation of goods and warehousing. The elements of the external environment are marketing intermediaries. The composition of these elements varies depending on the type of goods, terms of delivery, customer requirements, the level of competition and other factors. Due to the fact that sales activity is associated with permanent trade-offs, an integrated approach to decision-making by individual services is needed [ 14 ].

Summarizing the foregoing, marketing activity (marketing) is represented by the aggregate of all the functional activities carried out after the production stage (at the end of the manufacturing process), up to the immediate sale of the goods to the buyer, delivery to the consumer and after-sales service. This view of marketing treats it from the standpoint of a systemic and integrated approach in a broad sense, in contrast to a narrow interpretation of the sale of both the direct sale of goods [ 12 ].

The logistical approach to the organization of the functional activity of a production enterprise determines the following definitions of the purpose, subject, subjects and objects, the nature and content of the sale.

The purpose of marketing is to bring the required consumer properties to the specific consumers of a specific product in the required quantity, at the exact time, in a certain place, with acceptable costs.

The object of sale is the products, services of a manufacturing enterprise. Subjects of marketing are manufacturing enterprises and intermediary marketing organizations. The objects of sale are the buyers of the goods of the production enterprise. It should be noted that the definition of sales objects in this case is given on the basis of the ultimate focus of sales activities. The subjects and objects of marketing activities should not be identified with the subjects of the transaction (in particular, purchase and sale, lease) [ 8 ].

The nature of sales is targeted, determined by its purpose and the direction of all activities of the production enterprise, derived from consumption, on specific consumers of its goods.

Thus, we can say that marketing is a complex of commercial, organizational and technological measures to bring the goods to the end user.

4. The analysis of activity of the food industry enterprises of the DPR

In turn, the food industry in the Donetsk People's Republic is represented by enterprises of bakery, macaroni, confectionery, dairy, flour, oil and fat, meat processing, fruit and vegetable, food, brewing, fish processing, wine, tobacco, as well as the production of soft drinks and alcoholic beverages and in the amount of 140 enterprises, which is 57% of the total number of enterprises.

The food industry of the DNR is second only to the metallurgical industry, which is 46,4% and occupies 10,6%. The share of machine building in the economy of the Republic is only 1,6%, the chemical industry – 2,2%, pharmaceutical – 0,08%, paper and paperboard – 0,75%, construction materials – 0,64%, light industry – 0,06%. The structure of the manufacturing industry is shown in Fig. 3 [ 13 ].

Structure of the manufacturing industry in the DPR by the volume of output in 2016.

Figure 3 – Structure of the manufacturing industry in the DPR by the volume of output in 2016.

The food industry is a socially significant industry producing food products. The state of the food industry of the DNR is characterized by the presence of unresolved problems, bottlenecks, impeding the development of its competitive potential. There remains a high proportion of old food enterprises with low technological and technological level of production, which do not require high qualification of personnel. the rise in prices for raw materials, as well as the low solvency of the population of the Donetsk People's Republic, put many food industries on the brink of survival. As a consequence, the competitive potential is formed extremely slowly, not only between individual sub-sectors, but also within them. Only a few large enterprises have a competitive potential, sufficient for sustainable development.

It can be concluded that the production of food industry enterprises has the following features:

Specific features of the food industry significantly complicate the task of organizing the main production. Therefore, the scientific organization of the main production at these enterprises is based on the study of practice materials, experiments, calculations and analysis of observations, the use of domestic and foreign literature on the organization of production and best practices. All this makes it possible to discover reserves, outline and implement measures for their use, and to regulate the work of each production site, to achieve the creation of a single synchronously operating system.

Сonclusions

Thus, the management of the sales activity of the enterprise and the construction of an effective sales system include such processes as the formation of a marketing policy based on the objectives of the enterprise, the analysis of external and internal factors, cost planning, the identification of optimal sales channels, and the organization of trade communications. The planning process must be completed by forecasting, in particular sales volumes. Accordingly, the organization of sales activities and the construction of effective sales management requires careful work of managers and marketers, continuous analysis and control over the sales activities of the enterprise.

Production processes at food industry enterprises are complex, complex, they consist of a large number of interrelated simple and complex processes for manufacturing a variety of finished products. A characteristic feature of the organization of the production process is also the wide applicability of the same ingredients and packaging packaging in various finished products. This is due to the fact that the development of new product designs, as a rule, is based on any one design that is basic. All this simplifies the organization of development of new products and reduces the costs of its production, increases the efficiency of the sales activities of the enterprise.

In writing this essay master's work is not yet complete.

Final completion: June 2018. The full text of work and materials on the topic can be obtained from the author or his manager after that date.

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