I.Ya. Mendela

Pre-Carpathian National University named after Vasyl Stefanyk

Structural elements of sale system

at the enterprise

Sale System Formation and Administration can be determined as a process of planning, organization, motivation and control that are necessary for the formation and reaching a purpose of an enterprise in the field of effective realization of its products for supplying of its competitive ability on the market. Such process can be considered in the strategic and tactic aspects. Strategy administration is connected with purposes and tasks of the enterprise with interconnection among enterprise and its environment that let it to reach its purposes, meet its internal possibilities and let to take external requirements. Tactical or operative administration foresees the determination and realization of such forms of activeness that supply the realization of the purposes.

Sale System Strategy Administration foresees the statement of purposes and tasks of the process of sale at the enterprise, formation of distributive net, choice of the strategy of scope of market and organization of product movement system.

Current regulation of sale process through the analysis of the external and internal environment of the enterprise, prediction, organization and stimulation of sales, motivation of trade personnel, analysis of sale at the enterprise with the help of construction of their functions that let to estimate reached level of sales and also the regularity of its change during the time are fulfilled in the limit of sale system tactical administration.

Formation of the system of sale is realized by creating of special policy of sale at the enterprise that supplies integration, coordination and realization of means of development and realization of all its elements. First of all policy of sale of the enterprise is determined by mission, tasks and strategy of its development. Determination of mission by the enterprise means the revealing of the existed possibilities on the market that can satisfy appointed requirements of consumes by the sale of production that is produced by the enterprise.

Thereby, mission of the enterprise determines the guidelines of its activity on the market that determine the long term and short term purposes of the functioning of the enterprise, on the foundation of which the strategy of its development is formed.

Marketing strategies of the enterprise foresee the formation of strategies in the limits of the appropriate elements of the complex of marketing. At this time strategy of sale is elaborated; this directly determines how product sale scheme has to be organized. Purposes and tasks of sale activity of the enterprise that foresee the determination of quantity and forms of sale are determined; circles of potential consumers of production foresee the acceptance of sale budget, that are means which can be spent for the sale realization for reaching of assigned tasks. Administration decisions of the enterprise that are directed for the realization of policy of sale of the enterprise with the aim of satisfaction of customs’ requirements and acceptance of profit by the enterprise are formed in the limit of accepted strategy of sales.

Realization of effective system of sale foresees close cooperation of all subjects of marketing system that has to secure realization of concrete kind of product of the appropriate quantity and quality, time and place. In addition, the process of sale has to be organized with the minimum of expenses that has to secure receiving of planned income and meanwhile to satisfy customers’ requirements.

Purposes of sale policy are: to determine market requirements as for production that is produced by the enterprise; to forecast possible volume of sale; to choose ways of sales promotion; to realize the product to customer. Analysis of information about the market need and existent competitive situation, analysis of production – sale and financial possibilities of the enterprise for the production and sale of product according to revealed requirements, analysis of statistic data about the realization of certain kinds of products and certain categories of customers are performed at the enterprise during the determination of purposes of sale policy.

Realization of aims of sale policy at the enterprise foresees the preparation of the budget for the fulfillment of sale operations, formation of distributive net of the enterprise for the sale of product, adjustment and assurance of contacts with present and potential customers, organization of physical movement of product to the consumer; and also securing of access of the widest circle of customers to the product of the enterprise.

Sale system administration at the enterprise includes the next actions:

- situational analysis of external environment of the enterprise;

- forecast of a sale volumes;

- formation of distributive net;

- organization of sales;

- analysis of profitability of sale system at the enterprise.

Situational administration foresees the diagnosis of the situation and determination of aim reaching ways, revealing of facts that influence the formation of administration decisions, development of tactic of such decisions realization, and also analysis and estimation of possible alternative variants. Main stages of situational analysis are: analysis of information about market situation ( segmentation of market, determination of product position on the market, analysis of the requirements, possibilities and behavior of the customer, analysis of sale policy of competitors); estimation of possibilities of the enterprise ( analysis of existed facilities for the production of product in the appropriate volume, possibility of transportation of necessary quantity of products to the customers); and development of marketing forecast (determination of forecast volume of production of product, establishment of oriental terms of its realization). Objects of investigation during the situational analysis are factors that influence the activity of the enterprise. Meanwhile analysis of the external environment of the enterprise has to promote reserves of his competitive ability revealing on the market; analysis of internal environment – to comparison of them with available means. This will create the basis for enterprise product sale prediction for the near period of time for imagination of such volume of product that enterprise has possibility to produce and realize on the appropriate market.

Decisions making according to the formation of distributive net foresees the choice of optimal scheme of enterprise product delivery to the customer that is choice of marketing canal type, number of canal’s level, determination of width, structure of canal, its participants, mean of their administration and also organization of product movement. Optimality of the scheme denotes minimally permissible expenses which let to satisfy the requirements of customers and to maximize incomes of the enterprise appropriately.