The analysis of the range of products sold in the previous chapter allows us to determine the main directions for improving the assortment policy of Dionysus LLC.

One of the weaknesses of the organization is insufficient experience in conducting marketing research of the market and its main segments. It seems necessary to create a system for planning and managing the assortment and quality of goods, which would be included as an organic part in the comprehensive management system for the commercial activities of Dionysus LLC.

Thus, assortment planning at Dionysus LLC should be carried out on the basis of the following marketing research:

• - determining the current and future needs of the population;
• - studying consumer requirements for the range and quality of goods;
• - studying the motivation of purchases and patterns of buyer behavior in the market;
• - research of market segmentation and consumer typology;
• - studying consumer characteristics and competitiveness of goods from various manufacturers;
• - studying quality standards;
• - study of inventory;
• - research of defective products rejected during the sales process;
• - studying the market reaction to a new product;
• - analysis of information about the quality and range of goods sold, received from consumers through “feedback”.

Today, the most diverse product range of Dionysus LLC is in wine and vodka products. This is explained by the fact that the category of goods in this group is currently in greatest demand. But, despite this, not all types of this group are implemented equally. Therefore, one of the ways to find the most favorable ratio of the intra-group assortment by type is to carry out a thorough analysis of the sale of goods based on a customer survey.

Using a system of additional orders from supplier companies has a number of advantages, namely that it allows the parties not to take risks by ordering a large number of goods for the basic assortment, but to additionally order what is consistently sold at Dionysus LLC.

Dionis LLC, when selling products through company stores, should conduct customer surveys in order to study the demand for goods and, based on this, identify the possibility of expanding the range. The survey should be conducted in the form of a questionnaire.

In order to gain a foothold in the market, you should, first of all, try to maintain product prices at a competitive level, that is, slightly lower than those of competitors, since for most people and companies at the moment this is the main factor in making a purchase decision.

It would be advisable for Dionysus LLC to use a pricing strategy. There are so-called price lines that reflect a price range, where each price corresponds to a certain level of product quality.

The price range can be defined as low, medium and high. A limited number of specific prices are then set. For example, Dionysus LLC can offer a diverse range of alcoholic products. However, consumers will not respond to a number of minor price differences. Instead, it is preferable to set multiple prices that differentiate products into “lines” based on attributes such as quality and prestige. Pricing simplifies the problem for customers of choosing one of the many similar products offered. Consumers can then decide for themselves what level of quality or price suits them and make a purchase within the proposed price line.

In order to more fully study the need for certain types of goods on the market, we can advise the company to send monthly information leaflets to city consumers indicating the types offered to receive applications and requests for them, in order to provide information, thereby stimulating the sale of products. It can also be recommended to conduct this research in sales areas directly by sales consultants. The data obtained will give an idea of ​​the demand for products at Dionysus LLC, this will make it possible to optimize the range of goods and reduce sales time.

It is also advisable to constantly monitor the state of affairs of the company’s main competitors: conduct a constant analysis of the assortment offered by competitors, the price level, which will allow Dionysus LLC to correctly choose the pricing policy for its products.

EVENTS TO IMPROVE THE ACTIVITIES OF JUSTFOYU LLC

Development of proposals for improving the activities of the organization Justfoyu LLC

There is nothing permanent in this world: all economic processes are intensively developing and changing under the influence of various factors. All this has an impact on the effective operation of the enterprise and then it is necessary to improve the areas of operation of the management system. Restaurant management at Justfoyu LLC is fully consistent with the trends of the modern world.

The desire to succeed is characteristic of many enterprises, therefore, in the context of the consequences of the economic crisis, which affected trade turnover, costs, by reducing profits, it is necessary to improve the management system of the Justfoyu LLC restaurant. To be successful over time, to survive and achieve its goals, a business must be both efficient and effective.

To improve the overall enterprise management system, I would like to propose the following measures:

• 1) Improving the organizational structure of Justfoyu LLC.
• 2) Development and introduction of a collection wine list.
• 3) Implementation of technical menu analysis.
• 4) Carry out activities aimed at improving the quality of service in the Justfoyu restaurant.
• 5) Training chefs in carving techniques.
• 6) Develop advertising activities, for example, advertising "Ticket Line" on the bus.

Action 1. Changing the organizational structure of Justfoyu LLC.

Taking a closer look at the organizational structure of Justfoyu LLC, I see that the restaurant is understaffed; I think it is simply necessary to introduce a marketing position into the organizational structure.

The main responsibility of the marketer will be organizing the restaurant’s marketing policy and collaborating with advertising agencies. Organization and conduct of PR campaigns and PR companies, preparation of publications for the media, holding press conferences, drawing up press releases to create the image of the enterprise in the eyes of consumers, i.e. implementation of public relations.

The changed organizational structure is shown in Figure 10.

Figure 3.1 Changed organizational structure of the Justfoyu restaurant management

To find out how effective this event will be, and whether we will make a profit from the changes, we will make the following calculations:

• 1. Let’s calculate the cost of maintaining a marketing specialist position for the year:
  • - Salary (30,000 rubles per month), per year - 360,000 rubles.
  • - Costs for equipment of the workplace: table - 10,000 rubles, computer - 30,000 rubles; chair - 3000 rubles; stationery - 1000 rubles. Total - 44,000 rubles +360,000= 404,000 rubles.

Activity 2. Development and introduction of a collection wine list.

Wine list - a document containing a list of alcoholic beverages, intended for information about the names of drinks and their prices. It is being developed for a more efficient sale of elite collection wines to guests who order expensive wines and have a large monetary income, developing a map of collection wines indicating: region; grape varieties; its taste and with recommendations for dishes to go with it. Thus, the sales volume of expensive dishes will increase.

Let's calculate the costs: information about wine can be obtained from producers or in a wine reference book; ordering wine cards costs from 500 to 1000 rubles per set, the price depends on the quality of the cover, presence of the restaurant logo, etc. Let’s take 10,000 thousand rubles for expenses.

Activity 3. Implementation of technical menu analysis.

For effective menu management, it is necessary to regularly conduct sales analysis, that is, technical menu analysis. Having the data obtained as a result of such analyzes, small adjustments can be made to the menu so that subsequent menus bring significant profits. To do this, I suggest purchasing a special program designed for sales analysis. The program for technical menu analysis will cost 14,450 thousand rubles.

Action 4. Carry out activities aimed at improving the quality of service in the Justfoyu restaurant.

Develop activities aimed at improving the quality of service (study, training, professional testing, certification) to be assigned to the manager. To determine the effectiveness of training, evaluation must be carried out at each level, otherwise it is impossible to draw a conclusion about the impact of the training on the final result.

For example: Training is being conducted on the topic “Working with customer complaints.” After its completion, we evaluate how much we liked the training itself and the way the material was presented. Next, we check what employees remember from the training results (they know service standards, the algorithm for working with clients, etc.). After this, we analyze how employees apply the acquired knowledge and skills.

Increased attention to the quality of service requires that restaurant employees have skills in serving visitors and working in a team. But the visitor is different and often the psychological pressure from the guests spills out on the waiters and bartenders.

It is necessary to organize psychological training for staff once a year or more often (if the restaurant can afford it). The work of psychologists will help mitigate conflict situations in the workplace, between a waiter and a visitor, and between staff and each other.

Part of the training program should be devoted to additional sales, that is, training waiters in ways that help increase the average check amount, for example, the waiter should be able to offer an additional sauce or side dish to the selected dish.

Let's calculate the costs: one group training on the premises of a restaurant costs 5,000 thousand rubles, I think five classes 5 x 5 = 25,000 thousand rubles are enough.

Activity 5. Train chefs in carving techniques. This method of table setting is not yet very developed in the Moscow restaurant services market. In the skillful hands of a master using a special knife, an ordinary watermelon, melon, or pumpkin will turn into a bouquet of flowers or a statue of a person, bird, or animal. Any fruit or vegetable can be used for artistic carving. The carving artist simply needs to consider the structure of the carving and use the right color to emulate the chosen theme.

But still, in the art of carving, the primacy belongs to the watermelon, because it is easiest for chef-carvers to give this berry simply magical shapes - figures of people, animals, birds, various ornaments and flowers. An example of the carving technique is presented in Figure 11.

Let's calculate the costs: Training in the art of carving, the price of one group lesson on the territory of a restaurant costs 5,000 thousand rubles. I think five lessons are enough 5 * 5 = 25,000 rubles.

Figure 3.2 Carving technique

• - Payment for 1 month = 2000 rub.
• - Rating: per day ~ 1000 people
• - Advertising output ~ 140 times per day:
  • 1) Text volume is 120 characters.
  • 2) 1 time every 5 - 10 minutes.
• - The cost of the service per year is 12 * 2000 = 24,000 rubles.
• - The total cost of implementing the measures will be 502,450 thousand rubles.

Since the goal of any commercial organization in a market economy is to obtain and maximize profits, its successful operation is associated with an increase in the scale of activity and income received. Therefore, despite the fact that the company in question, JSC Sigma, has a fairly stable monthly income, it would be relevant to take some measures to improve the efficiency of its activities.

It should be noted that the Sigma enterprise has chosen a rather complex and contradictory market for its activities.

On the one hand, the construction industry today is quite attractive, especially in the city of Novosibirsk, where construction is developing at a fairly active pace. A fairly large number of new objects are being built, mainly for residential purposes, which then require interior finishing, installation of windows and doors. This opens up great scope for the activities of organizations like Sigma CJSC.

At the same time, the development of technology makes it possible today to replace windows in already residential apartments in winter conditions; accordingly, the activities of such enterprises are losing their seasonality, although the number of orders in summer, of course, exceeds the number of orders in winter.

The demand for these services is quite high, which means that there are enough orders and work for everyone, even taking into account the fact that there are a lot of small construction organizations carrying out similar activities.

At the same time, the variety of companies offering identical services makes this market not very attractive due to the presence of fierce competition. Moreover, the market is represented by both small and large firms. At the same time, large enterprises have less opportunities for active defense against competitors, and even more so for offensive behavior in the market.

All of the above points indicate that it will be quite difficult for Sigma CJSC to take a stable position in this service market and receive very high profits. In turn, competition requires a lot of time, effort and money. At the same time, the enterprise needs to organize a marketing department in order to conduct market research, monitor changes occurring in it, and develop strategies for the enterprise’s behavior.

Another negative point is that most of these enterprises do not have the opportunity to gain a significant market share and are content with little.

An important step in increasing the efficiency of Sigma CJSC was the decision to independently produce window units, rather than purchasing them from other manufacturers. This will allow the organization to make greater profits by reducing costs, although at first it will be necessary to make significant capital investments, which, in accordance with the developed business plan, should pay off in less than a year. The company plans to use its own funds, as well as borrowed funds, to implement this project. The loans are also planned to be repaid within one to two years.

Now and after the implementation of the above-mentioned project of Sigma CJSC, it is necessary to look for ways to improve performance indicators, the main one of which is profit.

An increase in an organization's profit, as a rule, is directly related to an increase in production efficiency.

In general, the following main ways to increase profits can be identified:

increase in production output;

improving product quality;

selling or leasing excess equipment and other property;

reducing production costs through rational use of material resources, production capacities and areas, labor and working time;

diversification of production;

expansion of the sales market, etc.

In accordance with the above, this company can be advised to take a number of measures to improve the efficiency of its activities.

The profit received by the enterprise, in accordance with current legislation and the constituent documents of the enterprise, is subject to distribution. Distribution refers to the direction of part of the profit to the budget (payment of taxes on profits and certain types of income), use for the needs of the enterprise and its owners. The development prospects of any organization largely depend on the procedure adopted by its owners for distributing the profit remaining at their disposal after paying all taxes and mandatory payments (the so-called net or residual profit). Residual profit is used by the founders (owners) of the organization at their discretion, taking into account the procedure provided for in the constituent documents and the adopted development strategy.

When distributing profits, it is advisable to consider the following points:

the amount of profit remaining at the disposal of the enterprise after paying taxes should not reduce its interest in increasing production volumes and improving the results of production and economic activities;

the profit remaining at the disposal of the enterprise is directed first to accumulation, ensuring its further development, and only the rest - to consumption.

From the above it follows that there are two approaches to spending profits: accumulation and consumption. It is important that the enterprise focuses on the first way of using its income, since accumulation in the future brings even greater profits (investments in production, creation of various funds, etc.). This is exactly the trend we are seeing at the moment. This is what you need to adhere to.

The main areas for spending net profit (for the purposes of further use) should be the following:

formation of a reserve fund;

creation of a financial risk fund;

fund for material incentives for employees;

fund for scientific and technological development, etc.

The next area to which the Sigma CJSC organization should pay special attention is the introduction of new technologies into its production. This will help maintain the company’s competitiveness at a high level and will make it possible to reduce the costs of operating the enterprise, thereby increasing profits. In general, the introduction of innovations entails various types of effects (economic, environmental, scientific, technical, social, etc.), which have a significant positive impact on the company’s income, and therefore on its profitability.

Another important area is increasing production output. But such an increase must be justified so as not to cause an oversupply of products in the warehouse, which will entail additional storage costs, which the company does not need.

At the same time, it is extremely important for an enterprise to plan its activities, as well as develop strategies. To do this, the organization must create marketing and management departments (since the enterprise is small, it is possible to simply have specialists in these professions). Planning allows you to ensure the financial stability of the enterprise, a return on capital higher than that of competitors; increase sales volume and market share through the release of highly competitive products (works, services) and create new jobs to maintain the image of the enterprise and solve social problems.

The main actions of the Sigma enterprise should be aimed at improving the quality of its products, and, consequently, the competitiveness of its enterprise. As noted earlier, small business involves the presence of a large number of small enterprises, so competition among them is quite fierce. This sets the company the task of constantly improving its activities. Customers must be won by providing services or conditions that other enterprises of a similar type of activity cannot offer them.

Another direction for increasing the efficiency of its activities is the diversification of the services offered, that is, the development of any additional types of activities. This is also quite expedient because the company’s activities are somewhat seasonal, since in winter the demand for repair services and window installation decreases somewhat. Therefore, to maintain a stable income, resources can be directed to the production of other goods and services. At the same time, diversification can be carried out both within the framework of construction activities and in other industries.

Sigma's policy should be aimed at reducing its production costs. Firstly, this will increase its profits, and secondly, it will reduce prices, which will lead to an increase in the number of customers. Reducing production costs is an extremely important task for any enterprise. Therefore, let us dwell on this issue in more detail.

Obtaining the greatest effect at the lowest cost, saving labor, material and financial resources depends on how the enterprise solves the issues of reducing production costs.

Identification of reserves for cost reduction should be based on a comprehensive technical and economic analysis of the enterprise: study of the technical and organizational level of production, use of production facilities and fixed assets, raw materials, labor, economic relations.

Let's consider technical and economic factors and cost reduction reserves that Sigma CJSC can use.

Currently, when analyzing the actual cost of manufactured products, identifying reserves and the economic effect of reducing it, calculations based on economic factors are used. Economic factors most fully cover all elements of the production process, means, objects of labor and labor itself. They reflect the main areas of work of the enterprise team to reduce costs: increasing labor productivity, introducing advanced equipment and technology, better use of equipment, cheaper procurement and better use of labor items, reduction of administrative, managerial and other overhead costs, reduction of defects and elimination of unproductive expenses and losses. .

Savings that determine the actual reduction in cost must be calculated at ZAO Sigma using the following set of factors:

increasing the technical level of production. This is the introduction of new, progressive technology, mechanization and automation of production processes; improving the use and application of new types of raw materials and materials; changes in the design and technical characteristics of products; other factors that increase the technical level of production. Cost reduction can occur by creating automated control systems, using computers, improving and modernizing existing equipment and technology. Costs are also reduced as a result of the integrated use of raw materials, the use of economical substitutes, and the complete use of waste in production. A large reserve also conceals the improvement of products, a reduction in their material and labor intensity, a reduction in the weight of machinery and equipment, a reduction in overall dimensions, etc. At the same time, these measures should in no case reduce the quality of the products produced;

improving the organization of production and labor. A reduction in cost can occur as a result of changes in the organization of production, forms and methods of labor with the development of production specialization; improving production management and reducing costs; improving the use of fixed assets; improvement of logistics; reducing transport costs; other factors that increase the level of production organization;

a reduction in current costs occurs as a result of improving the maintenance of the main production (for example, developing continuous production, increasing the shift ratio, streamlining auxiliary technological work, improving the tool economy, improving the organization of quality control of products and work);

changes in the volume and structure of products, which can lead to a relative reduction in semi-fixed costs (except for depreciation), a relative reduction in depreciation charges, changes in the nomenclature and range of products, and an increase in their quality. Conditionally fixed costs do not depend directly on the quantity of products produced. With an increase in production volume, their number per unit of production decreases, which leads to a decrease in its cost;

improving the use of natural resources. This takes into account changes in the composition and quality of raw materials. These factors reflect the influence of natural conditions on the amount of variable costs. An analysis of their impact on reducing production costs is carried out on the basis of industry methods in the extractive industries;

industry and other factors. These include: commissioning and development of new workshops, production units and production facilities, preparation and development of production in existing associations and enterprises; other factors. It is necessary to analyze the reserves for reducing costs as a result of the liquidation of obsolete and the introduction of new workshops and production facilities on a higher technical basis, with better economic indicators.

Thus, the decisive condition for reducing costs is continuous technical progress. The introduction of new technology, comprehensive mechanization and automation of production processes, improvement of technology, and the introduction of advanced materials can significantly reduce the cost of production.

A serious reserve for reducing production costs is the expansion of specialization and cooperation. In specialized enterprises with mass production, the cost of production is significantly lower than in enterprises producing the same products in small quantities. The development of specialization requires the establishment of the most rational cooperative ties between enterprises.

Reducing production costs is ensured primarily by increasing labor productivity per unit of production, and consequently, the share of wages in the cost structure is decreasing.

All these points must be taken into account by Sigma CJSC when planning and organizing its activities.

Another way to increase the profit of Sigma CJSC is to expand the sales market, which involves the need to expand the geographical boundaries of its activities.

At the same time, we should not forget that tangible results can only be achieved by combining various methods of improving one’s production, because they are most effective in their entirety.

Thus, CJSC Sigma is a fairly promising enterprise with great potential. At the same time, given that the enterprise has been operating for a fairly short period of time, it still needs to learn a lot and constantly improve its activities.

It must be remembered that small businesses have many advantages compared to large enterprises, including government support for the development of small businesses, providing them with benefits in various operations, the flexibility of small businesses, and their adaptation to changes in market conditions. Therefore, it is very important to actively take advantage of these opportunities.

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