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74. SALES PERFORMANCE
Sales indicators include the following groups of indicators:
1) sale of products, works or services at current and comparable prices;
2) indicators of implementation of the implementation plan for the total volume and for individual product groups;
3) indicators of the dynamics of sales volume;
4) indicators of the product range.
Sales organizations begin analysis with evaluation of the implementation of the plan set by them independently for the reporting period (month, quarter, year) by comparing the actual data for the reporting period with the volume of sales of goods according to the plan. For each enterprise, it is important to establish the reasons for the deviations of the actual sales volume from the planned one. This gives an assessment of the validity of the plan and finds out what conditions were not taken into account in its development.
Reasons for deviations there may be changes in the expected receipt of goods in terms of volume and timing, insufficient number of employees, the formation of an assortment of goods in stores without taking into account customer demand, the price factor, and many others.
An important point in the analysis of the company's turnover is to study its dynamics - the growth rate of the total volume and for the main commodity groups in current and comparable prices. Growth rates are calculated by the ratio of the actual turnover for the current period to the corresponding indicator of the base period. The role of dynamics indicators is very important, as they evaluate positively or negatively the results of the trading activity of the enterprise.
Turnover value in comparable prices is determined by dividing the actual sales volume by the price growth index. The resulting indicator characterizes the physical volume of trade turnover.
The difference between the actual and comparable trade turnover represents the amount of additional costs to buyers due to price increases. In the case of their decline, this difference shows the benefit received by buyers.
In the process of studying the dynamics of the company's turnover, of particular interest is study of sales and inventories of goods by individual product groups. This indicator reflects the distribution of customer costs for the purchase of various goods and the relationship between sales volumes of individual groups of goods. For trade workers, this indicator characterizes the role that the sale of a given product has in the formation of monetary revenue. Indicators can be expressed as indices or as a percentage of sales of one product to total sales. Comparing the costs of various goods also makes a certain sense. For example, you can find out how much money is spent on buying meat for every 1000 rubles. buying bread, etc.
The following indicators are also calculated.
Trade turnover per 1 m2 of retail space - to assess the degree of use of retail space.
Trade turnover per trade and operational employee - to assess the degree of utilization of the available staff.
The share of the enterprise in the turnover of the region - to assess success in the competitive struggle.
Various methods are used for analysis (building time series, using relative and average indicators, plotting graphs, index method, chain substitution method, etc.).
Author: Shepeleva A.Yu.
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