IMPROVEMENT OF SALE ACTIVITY EFFICIENCY OF A TRADING ENTERPRISE
Journal Title: Проблеми і перспективи розвитку підприємництва - Year 2013, Vol 1, Issue 5
Abstract
Sales policy development is aimed at determination of optimal directions and means that are necessary to provide the highest level of efficiency of goods sale process. This process foresees a reasonable choice of organizational forms and methods of sale activity that are oriented at achievement of the established eventual outcome. Due to proper sale policy and optimized sale processes a company can struggle to increase its market share and to receive competitive advantages such as reduction of sale expenditures. This article is devoted to solution of a pressing contemporary economic issue, and namely – improvement of sale activity efficiency at trading enterprises. Principal notions and theoretical provisions concerning the sale activity efficiency of trading enterprises in the modern market environment have been considered. Main functions of sale have been analysed. Up-to-date means for sale stimulation have been formulated, and their brief characteristic is provided. Elements of sale strategy have been considered, their principal notions have been emphasized. Analysis of sale systems at modern trading enterprises and detection of drawbacks in their operation is the chief objective of this work. In spite of complicated economic situation there exists a possibility for aggressive organic growth of enterprises of all sizes. However, the takeover of new market shares by provision and deepening of existing relations with customers requires a systematic approach backed by practical measures that ease co-operation with consumers. Such approach results in integrated flexible solutions in the sphere of sales management, which are aimed at improvement of sale activity and provide sales results’ transparency. The recommendations concerning improvement of sale activity efficiency at trading enterprises mainly involved in retail trade have been worked out. A conclusion on necessity of creation of sale service at all trading enterprises has been made.
Authors and Affiliations
Svetlana Ogiyenko, Аlisa Myzhyrytska
Keywords
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