Organization of marketing in the company SP "Stamp Print Servis"
The history, characteristics and location of the company. Structure of the company and marketing service. Organization of labor, production technologies of company. Organization of quality control. Segmentation of consumer market. Features and promotion.
| Рубрика | Маркетинг, реклама и торговля |
| Вид | отчет по практике |
| Язык | английский |
| Дата добавления | 30.04.2020 |
| Размер файла | 190,5 K |
Отправить свою хорошую работу в базу знаний просто. Используйте форму, расположенную ниже
Студенты, аспиранты, молодые ученые, использующие базу знаний в своей учебе и работе, будут вам очень благодарны.
Размещено на http://www.Allbest.Ru/
Размещено на http://www.Allbest.Ru/
Размещено на http://www.Allbest.Ru/
University of Latvia
Faculty of economics and management
Department of international economics and management
Business Administration
Internship Training and Report
Organization of marketing in the company SP "Stamp Print Servis"
Student: A. Gapparov (ag15092)
Supervisor: Margarita Dunska
Riga 2020
Table of content
- Introduction
- Main characteristics of company
- The history of the company
- Company location
- Structure of the company and marketing
- Structure of the marketing service
- Organization of labor
- Production technologies of company
- Production process
- Production quality control
- Product
- Organization of quality control
- Consumer
- Segmentation of consumer market
- Features of sales market
- Marketing
- Price
- Promotion
- SWOT analysis of SPS
- PEST-analysis of company
- Pareto chart
- Conclusion
- References
Introduction
In the current market conditions, each company is interested in effective management of its marketing activities. They need to know how to analyze market opportunities, select suitable target markets, develop effective strategies and manage them successfully.
One of the key components of management is strategy. The choice of strategy and its implementation form the main part of the content of strategic management. In strategic management, strategy is considered as a long-term qualitatively defined direction of the organization's development, concerning the scope of the organization's activities, forms of its activities, the system of relationships within the organization in the environment that lead the organization to its goals. If the organization's goals determine what the organization wants to achieve and what it wants to achieve as a result of its activities, then the strategy provides an answer to the question of how, through what actions, the organization will be able to achieve its goals in a changing and competitive environment.
In order to develop a marketing strategy for a particular company, it is necessary to analyze its internal and external environment, understand the company's mission, formulate the main goals and objectives, and draw up a strategic plan for the company's marketing activities.
The practical training was carried out in SP “Stamp Print Servis” in the period from 01.02.2020 to 15.03.2020.
Direct management of the practice was carried out by the Director of the enterprise Rasulov A.D.
The purpose of the practical training was to consolidate in practice the knowledge, skills and abilities obtained in the course of training.
1. Main characteristics of company
The history of the company
SP “Stamp Print Servis” started its activity in 2015.
The company provides various services in the field of printing in high quality. The printing house produces printing products for individual orders of each customer. The product range includes catalogs, booklets, brochures, posters, various calendars and posters, as well as other products.
Among huge number of companies in Tashkent that provide their services, SP “Stamp Print Servis” is one of the leaders in the quality of services provided to customers, and in the field of printing production fully meet of quality standards.
The skills of the specialists of "Stamp Print Servis” are constantly being improved. Employees working in the company are regularly trained to be up-to-date with modern printing technologies, specialists take an experience of our domestic and foreign colleagues, as well as visit various printing exhibitions.
Printing services of “Stamp Print Servis” (hereinafter referred as SPS) are a guarantee of high quality of execution of each order with the use of modern printing technologies. Entire range of work is carried out with the help of a wide fleet of printing equipment, which provides the entire range of work from pre-printing processing of a new order to post-printing processing of final products.
The staff of Stamp Print Servis consists of experienced technician who provide timely and high-quality service to printing equipment, designer who will be able to implement any creative ideas of each customer, as well as offer their own ideas.
SPS uses a comprehensive approach in its work.
Turning to the company, everyone can get advice from leading specialist of the design Studio, who will help:
develop a lay out;
perform text typing and editing;
retouch the graphic image and make color correction;
make up the material.
All printed products are carried out on modern computers, which are equipped with a full modern set of specialized programs.
Various types of high-quality printing are produced on the most modern equipment in this field. SPS is equipped with modern high-quality printing machines, which allows you to achieve high production productivity with the guarantee of high quality.
Finished printing products must go under special post-printing processing and acquire a finished appearance, after which they are packed and transferred to the customer.
Company location
SPS is located at the address: Uzbekistan, Tashkent city, Sh. Rashidov street 71.
Company has a favorable geographical position in Tashkent. The location of the company allows you to save significant amounts on a lower rent for the premises rented by the company.
The absence of nearby firms that provide services of this level ensures the influx of all potential consumers of printing products.
A crucial element in the formation of a retail company's strategy is the choice of its location. Choosing the location of SPS is the most important decision that the company's Director had to make in relation to his business.
This decision was based on research, which identified factors that determine the profitability of the location of company. The optimal service radius was used as a determining factor, depending on the area of the territory served by SPS.
Structure of the company and marketing
Many years of experience in using linear-functional management structures has shown that they are most effective where the management has to perform a lot of routine, often repetitive procedures and operations with comparative stability of management tasks and functions: through a rigid system of connections, a clear work of each subsystem and the organization as a whole is ensured.
The advantages of the linear-functional management structure include:
- deeper preparation of decisions and plans related to employee specialization;
- the release of the chief Manager from a deep analysis of the problems;
- ability to attract consultants and experts.
- Disadvantages of the linear-functional management structure include:
- lack of close relationships between production departments;
- responsibility is not clear enough, since the decision maker is usually not involved in its implementation;
- an over-developed system of vertical interaction, namely, subordination in the hierarchy of management, that is, a tendency to excessive centralization.
The head of the printing office is the Director. The company's structure is structured as follows: designers and operators. The Director of the company keeps a direct connection with all employees, which is most profitable in the organization's work. The production base is represented by employees of the printing house and specialists in the installation of advertising structures. The company also has designer who also accept orders, communicate with customers and the printing shop.
This type of communication and control allows you to improve the efficiency of decisions, which, in turn, has a positive impact on the quality of the tasks and the work of the printing house as a whole.
Structure of the marketing service
There is one marketer on the staff of SPS.
The duties of a marketer include:
Performs research on the main factors that affect the dynamics of consumer demand for goods, the ratio of supply and demand for similar types of goods.
Based on the results of marketing research, the company develops a General marketing strategy.
Develops the marketing budget and manages the allocated funds.
Categorizes and identifies priority groups of potential consumers for the development of activities that promote the expansion of the product sales market.
Defines the required product range and pricing policy for products.
Organizes the collection of information from consumers about satisfaction with goods, claims and complaints about goods; determines the forms and ways to eliminate shortcomings in complaints and complaints received from consumers.
Maintains communication with the market through advertising, information services for informing consumers and promoting products; organizes the development of advertising strategies.
Develops measures to stimulate sales (both active - through a system of discounts, incentives, etc., and passive - through the quality and design of the product, image policy).
Prepares proposals for the formation of corporate identity of the company and corporate design of advertising products.
Analyzes the effectiveness of marketing activities; monitors competitors, marketing campaigns, analyzes them, and makes adjustments to its own marketing activities.
Organization of labor
Domestic printing houses are experiencing a significant shortage of sales staff. This is due to the fact that managers of companies working in related fields (mainly advertising agencies) today earn much more than employees of similar functions in print shops, while sales of printing services are much more complex and require more specialized knowledge than in advertising.
SPS is able to allocate funds not only for the salary of managers, but also for activities that indirectly affect the comfort of their work: ordering the structure, freeing managers from routine operations that are not related to sales, intensive training in sales and printing technology. By increasing its attractiveness for applicants to work in the sales Department, SPS simultaneously raises the bar of requirements for new and existing managers.
Currently, it is possible to carry out recruitment by submitting applications to the labor exchange and ads in Newspapers. SPS was able to select employees of the appropriate specialties and qualifications who cope with the task assigned to them.
The salary of employees of all categories is organized according to the time-bonus system and consists of two parts: permanent (payment according to official salaries) and variable (bonuses, surcharges, allowances).
On holidays, one-time incentives are paid or gifts are made (birthday, wedding, etc.). Cash benefits for child birth and maternity care are also paid.
Production technologies of company
Production process
The technological process in SPS is divided as follows: prepress equipment, printing and post-printing.
In the prepress department, you can see a printed layout of the ordered product, which will match the color characteristics of the finished product as much as possible. This result can be achieved because of the following equipment: Heidelberg, Xerox Phaser 720, Ryobi, BQ-460, Kallfass, Yawa TYM780A, PERFECTA 76, Horizon, IDEAL 7258-EC3, Creo-Scitex.
The most important in the process of manufacturing printed products is the printing equipment, since it depends on the quality of the produced printing. SPS has professional equipment for printing in the format A1+ (720x1040mm) and A2+ (720x520mm): HEIDELBERG SPEEDMASTER XL 75-4-C, which allows you to print 12,000 sheets per hour, work with cardboard (max thickness 0.8 mm). It should be noted that Axis-control 2 allows you to print according to state Standards, which is important for obtaining high-quality printing. HEIDELBERG SPEEDMASTER 102-4 allows you to work with printed products, the size of which is 1200*740 mm. XEROX DOCUCOLOR 240/250 allows you to work with a resolution of 2400x2400x1 dpi.
In order for printing products to get a complete look, post - printing processing is necessary. For stamping and perforation used: Vektor WT 3-19 pneumatic embossing press, automatic line RILECART RB 790.
For decoration and other finishing processes - semi-automatic crucible press ML 750. Also used in the production of laminator, binding and much more.
Production quality control
One of the main directions of forming strategic competitive advantages is the provision of services of higher quality in comparison with competing analogues.
The key here is to provide services that meet and even exceed the expectations of the target customers. Customers ' expectations are formed based on their existing experience, as well as information received through direct (personal) or mass (non-personal) marketing communication channels.
The buyer always strives for a certain correspondence between the price of the product and its quality. Dissatisfaction with the quality of goods and services usually leads to large losses in market share. This is why the service provider should identify the needs and expectations of its target customers as accurately as possible.
Among the indicators of the quality of transport services provided by SPS, the following can be noted:
Availability: the service is easy to get in a convenient place, at a convenient time, without waiting for it to be provided.
Communication skills: the description of services and products is accurate.
Competence: the service personnel have the required skills and knowledge.
Courtesy: the staff is friendly, respectful and caring.
Trust: you can rely on the company and its employees, because they really strive to meet any customer needs.
Responsiveness: employees are responsive and creative in solving problems and meeting customer needs.
Security: the services and products provided do not carry any danger or risk and do not give rise to any doubts.
Understanding / Knowledge of the client: employees try to understand the client's needs as best as possible and pay attention to each of them.
The management of SPS assumes responsibility for the quality policy concerning:
service quality level;
favorable image of SPS and its reputation in the field of quality;
approach to achieve the objectives in the field of quality;
the role of the personnel of SPS, responsible for implementing policies in the field of quality.
The management of SPS conducts internal marketing and regular audits of employee satisfaction with their work, creates an environment of support and remuneration of employees for good results in work.
Product
Operational printing in Tashkent is developing at a high rate, and SPS is one of the leaders in this market.
SPS provides a wide range of printing services. All the work of enterprise is performed on its own production and technical bases. A high reputation is confirmed by a focused approach to the needs of each client and a responsible attitude to the implementation of each order.
The company has already earned the trust of customers due to the early satisfaction of their customers in printing products. Small orders are completed as soon as possible. The highest speed is possible thanks to the use of the most modern printing equipment and high-quality materials.
SPS is constantly developing its range of services and currently offers its clients services in:
- creating design and layout of printing products;
- large format and digital printing;
- replication of printing materials.
Modern printing equipment allows you to produce various printed products in a very short time. Designer of the company take into account all the wishes and requirements of their clients during the development of layouts, as well as when making design sketches for the production of products.
SPS offers each client the shortest possible time to process orders. Regular customers are offered the most favorable terms of cooperation: discounts on pre-printing order processing and printing production.
In addition to the shortest possible time when fulfilling an order, SPS guarantees the highest quality of finished printed products, and a very reasonable price for printing services.
The printing house, supporting the brand of a diverse company, accepts orders for almost any printing products. At fairly affordable prices, it produces excellent quality: business cards and booklets, labels and desktop, flip, quarterly, wall calendars, prints advertising booklets and calendars-houses, produces cut-out folders, brochures and catalogs, letterheads, notebooks, envelopes, leaflets, and also produces pamphlets of documents or other printed products.
The list of printing services includes a large list of works on laminating and varnishing products, production of silkscreen printing, layout design and adaptation of layouts, work on the production of large-format printed products, translation of images into vector graphics and many other services provided in Tashkent printing house.
In addition to these standard operations and after printing processing, such as lamination, folding or creasing, numbering, which is done in most printing houses in the city, it is possible to order any of the types of booklets in our printing house. In addition, the printing house can order shaped cutting for packaging boxes, leaflets or folders, labels.
The largest share in the structure of printing products is occupied by diplomas, diplomas and certificates, their share was 14.88 in the reporting year%;
- in the second place in the structure of printing products, the share of paper and plastic bags - 13.78% in the reporting year;
- in the third place in the structure of printing products are pocket calendars, the share of which in the reporting year was 11.98%;
- flip calendars occupy no more than 5% of the product structure%;
- for the production of stamps and seals in the structure of commercial products of printing takes 8.60% in the reporting period;
- the share of invitations and cards in the structure of commercial printing products is 3.84% in the reporting period;
- the share of notepads in the structure of commercial printing products is 4.72% in the reporting period;
- for calendars of the "Home" type in the structure of commercial printing products occupies 3.57% in the reporting period;
- other types of printing products do not exceed 2% in the total structure.
Organization of quality control
Technical control is a check of compliance of the object of control with the established technical requirements. Quality management is the methods and activities of a printing company used to meet quality requirements.
Quality management of printing products includes:
- forecasting needs, technical level and product quality;
- planning of provision and improve the quality of the products;
- operational management of production processes to ensure their quality;
- development, implementation and monitoring of the technological process;
- technological, metrological and technical quality assurance of works;
- special training and training of personnel in the field of quality;
- promotion of product quality improvement;
- information and legal support of the quality system of construction products.
Quality control includes:
- making the necessary measurements;
- analysis of the results obtained;
- formation of corrective actions.
The main objects of technical control are considered:
- coming from the main and auxiliary materials;
- semi-finished products obtained from the;
- technical documentation;
- technological processes, operations, modes of their execution;
- technological discipline in the production process;
- condition of equipment and tools;
- finished products, etc.
Almost all control methods are used at all stages of production.
Monitoring is carried out:
- Self-control is performed on all types of operations by qualified specialists who have the appropriate categories, which are confirmed by the pricing commission of the printing enterprise SPS. The most responsible areas are occupied by personnel who have passed training abroad and have certificates.
- Master control on all types of operations.
The organization of technical control and the structure of its services work in accordance with the standards of printing complexes. The electronic document management system allows you to avoid many mistakes.
Thus, the percentage of defects is minimized at all stages of production, and can range from 1.5 to 4%.
Consumer
Segmentation of consumer market
Segmentation of the customer market allows the organization to better understand how much sales the organization can expect, to what extent customers are committed to the product of this particular organization, how much you can expand the circle of potential buyers, and much more. The characteristics of demand for products differ in their tastes, desires, needs, and motivation to buy. In this situation, the management of the organization should provide opportunities and ways to reduce their risk from ambiguous behavior of buyers in the market. One of the ways to reduce the risk level is to use the market segmentation method. This method allows the company to focus its marketing efforts on meeting the demand of a specific, selected group of customers, rather than on all market segments.
Considering the market as a heterogeneous structure that can change under the influence of both consumer properties of the product and the composition of consumer groups in the market, it is possible to differentiate this structure. Segmentation is a means, a method of differentiating the market based on the study and consideration of the individual needs of each group of buyers, so that the market is transformed into a set of homogeneous segments for which the corresponding products and marketing complex can be presented.
Market segmentation is the division of a specific market (or its component parts) into clearly defined groups of buyers (segments) in such a way that each of them makes its own, different from the others, requirements for this product, and therefore each group requires separate marketing complexes. Choosing the right segmentation criteria significantly affects the final results of business activities.
The printing market of Tashkent is segmented into three parts:
Large clients (order large volumes of printing products).
Medium.
Small.
Clients of the printing company are both individuals and legal entities.
The largest share in the structure of clients of the printing house is occupied by large commercial institutions-44% in the reporting year, the second place is occupied by medium-sized commercial organizations, whose share in the reporting year was 29%, the third place is occupied by individual entrepreneurs - 14%, the share of individuals was 4%, and state and municipal institutions - 9%.
In table 1, it is shown the dynamics of changes in the share of different categories of clients of the printing house for the 2017-2019.
Table 1. Dynamics of changes in customer categories
Share of regular customers of the printing company in 2019 was 62%, and the share of casual customers was 38%.
These data indicate an increase in the number of clients of SPS during the analyzed period, which contributes to the company's strengthening in the market of printing services and competitiveness in relation to other printing firms.
Features of sales market
Potential consumers of printing and copying services are individuals and legal entities that need to produce forms, newsletters, leaflets, advertising brochures, brochures, as well as urgent and non-urgent production of copies of printed materials in A3 and A4 format.
Tashkent has a fairly large number of companies that replicate printed products. However, few of them offer such a wide range of services in the field of color printing, producing printing products in small and medium-sized circulations.
Many companies produce low-quality printed products. SPS guarantees only high quality of services provided, which is provided by high-quality equipment.
Replicated products are made to order by entering into contracts with legal entities and individuals for the production of brochures, booklets, bulletins, leaflets, prospectuses, forms on the terms of cash and non-cash payment. Also making copies in small batches in the presence of the customer.
consumer market marketing quality control
Marketing
Price
SPS uses price lists that serve as a material for determining the cost of specific orders, as well as the basis for pricing policy.
The price lists of SPS include points of discounts and margins, where the first are fixed, and the second are determined by the person who sets the price, and imply a post-operative calculation, i.e. each operation is considered separately, and the price is made up of many components.
The price list of the company is quite competitive and is used for all, with the exception of partner firms, advertising agencies, strategic customers and orders. Prices include cost, taxes and profit of 35-50%.
The percentage margin of profit depends mainly on factors such as circulation (for small runs, high cost and low total cost, for interest in such orders, the profit bar rises), consumables (more complex printing paper gives an increased rejection rate, in this regard, a greater percentage of profit is laid), various types of services (the demand for different types of services provided is different, so the higher the demand, the higher the profit).
Costs include fixed and variable costs. Fixed costs include depreciation, rent, loan payments, etc. Variable costs are consumables, fuel, electricity, etc. Consumables with their delivery, acclimatization and pre-printing in the price lists are made a separate point of calculating the total cost, the remaining costs include the cost of printing directly. Next, the cost of printing a certain number of copies with a certain colorfulness is determined, depending on the time spent on this process.
The rest of the cost accruals are based on the cost per shift (salary is fixed, expenses for rags and flushing are also fixed, payments to mechanics who monitor cars on a monthly basis are also fixed, and so on). Non-fixed expenses take profit into account.
The price is affected by many different criteria. First of all, the price depends on the cost price; second, on the percentage of profit, which is determined taking into account the prices of competitors. But, in addition, the price, including for printing services, is determined by such factors as:
- quality improvement (usually involves an increase in cost);
- efficiency of work;
- labor organization (increase in shifts);
- order layout (saving on machine washouts when printing the same color on different orders, saving time on additional machine adjustments when printing on the same paper, etc.);
- regularity of receiving orders;
- seasonality.
Managers and Director conduct a constant analysis of the market of nearby printing houses, set a contractual price for all products. Assortment policy is not inferior to competitors, pricing policy is democratic, the structure of supply of materials and work with intermediaries is established.
Our printing house can offer the lowest prices for large-format and interior printing, based on this, many competitors conclude contracts with us and are printed here. This direction is new for the salon, but it is already very developed and established.
Promotion
The head of advertising and sales of SPS serves as a link between the company and its clientele. As part of its activities, it visits organizations of potential customers in order to attract orders.
In particular, today many secondary and higher educational institutions need to publish textbooks, teaching materials, etc. The Head of advertising and sales serves as an intermediary between company customers, presenting samples of manufactured printing products, focusing on the benefits that will bring the client to conclude a contract with SPS. Visual samples of products allow the customer to evaluate the quality of the offered printed materials.
As an integral part of the marketing strategy, this method of attracting customers is extremely effective for identifying potential customers, establishing commercial relationships, and collecting information about consumers.
The specific services provided by the printing company make the organization's specialists carefully think over the marketing strategy of their organization.
Advertising of services of the company aimed at attracting organizations:
- mailing
- signage and information boards in the office location
-site creation
- direct calls to potential customers
Within the framework of the marketing strategy carried out by SPS, an advertising company is used as a means of stimulating influence in order to attract customers by placing its advertising in printed publications. Advertising in Newspapers and magazines is relatively inexpensive, which does not significantly increase costs. After placing the advertising profile, an analysis of the impact on consumers was conducted and founded a positive effect of advertising on the Internet, mailing lists and, of course, the so-called "word of mouth". A number of printed publications are distributed to the public free of charge, which allows you to convey information about the activities of company to the maximum number of potential customers.
SWOT analysis of SPS
SWOT analysis is the identification of an enterprise's strengths and weaknesses, as well as opportunities and threats from its internal environment.
Strengths - advantages of the organization;
Weaknesses - weaknesses of the organization;
Opportunities - factors of the external environment, the use of which will create advantages for the organization in the market;
Threats - factors that can potentially worsen the organization's position in the market.
SWOT
|
Strengths |
Opportunities |
|
|
Close-team Accumulated many years of experience Modern high-performance equipment Wide range of products and services Customer satisfaction Low prices, with very good quality Good business relations with consumers of products and suppliers of materials and components Convenient location of the enterprise |
The demand for printing and souvenir products is quite high and has a steady tendency to increase Established image of SPS among consumers of products Small number of fairly strong competitors Reduction of the credit interest rate New types of products |
|
|
Weaknesses |
Threats |
|
|
The corporate culture is poorly developed Low qualification of employees Delays in the execution of orders Lack of offset equipment for the execution of large-scale orders |
The emergence of strong competitors Changes in demand trends Failures in the supply of materials Instability of economic, tax, banking and other legislation Decrease in the overall solvency of enterprises activity of competitors: a) promotion programs b) additional services Economic downturn |
PEST-analysis of company
The behavior of the external environment is convenient to analyze and accordingly design the future strategy of the organization, if you adequately assess the impact on the organization of a complex consisting of at least four types of macro-environment factors: social (S), technological (T), economic (e), political (P). The initial letters of the names of these factors formed the abbreviation of this method of analyzing the organization's external environment - PEST analysis. The analysis is a tool designed to identify aspects of the external environment that may affect the company's strategy. Policy is studied because it regulates power, which in turn determines the company's environment and the receipt of key resources for its activities. The main reason for studying Economics is to create a picture of the distribution of resources at the state level, which is the most important condition for the company's activity. Equally important consumer preferences are determined using the social component of PEST analysis. The last factor is the technological component. The purpose of its research is to identify trends in technological development, which are often the causes of changes and losses in the market, as well as the emergence of new products.
PEST
|
P |
E |
|||
|
Presidential elections The change in the legislation Government influence in industry Government regulation of competition in the industry |
General characteristics of the economic situation (rise, stabilization, decline) inflation rate Dynamics of the Uzbek sum against the us dollar Dynamics of the Central Bank's refinancing rate Dynamics of employment Effective demand of the population Effective demand of the main consumers of the product main external costs of the organization, including energy Costs transportation costs raw materials and components Communication costs Tightening of state control over the activities of business entities and penalties New provisions of the taxation |
|||
|
S |
T |
|||
|
Changes in basic values Changes in the level and style of life Changes in the structure of income Changes in the structure of expenditures Changes in basic consumer preferences for the product Distrust of advertising by end users |
Assessment of the speed of change and adaptation of new technologies New products Technological changes that are essential for the organization Emergence of new advertising carriers Emergence of new production technologies and rapid adaptation by the market |
Pareto chart
Pareto chart is a bar chart where the intervals (columns) are ordered along a descending line. On such a diagram, intervals can represent the types of defects, their localization, errors, and so on. and the height of the intervals (the height of columns) - the frequency of defects, their percentage, cost, time, and so on.
The Pareto diagram is a graphical representation of the Pareto rule. In quality management, applying this rule shows that a significant number of nonconformities and defects occur due to a limited number of causes. In short, the Pareto rule is formulated as 80 by 20. For example, if you apply this rule to defects, you will find that 80 percent of the defects are caused by 20 percent of the causes.
The Pareto diagram is used to identify the most significant and significant factors that affect the occurrence of inconsistencies or defects. This allows you to prioritize the actions needed to solve the problem. In addition, the Pareto diagram and the Pareto rule allow you to separate important factors from insignificant and insignificant ones.
Pareto chart by month
|
Volume of money. Uz Sums. |
% to result |
Increasing the percentage |
||
|
December |
16307900 |
12% |
12% |
|
|
March |
15999000 |
11% |
23% |
|
|
November |
15990000 |
11% |
34% |
|
|
April |
13467800 |
10% |
44% |
|
|
October |
13460000 |
10% |
53% |
|
|
January |
12320000 |
9% |
62% |
|
|
September |
11900000 |
8% |
71% |
|
|
February |
9974000 |
7% |
78% |
|
|
May |
8756000 |
6% |
84% |
|
|
August |
8000000 |
6% |
90% |
|
|
July |
7268000 |
5% |
95% |
|
|
June |
7245400 |
5% |
100% |
|
|
140688100 |
100% |
Volume of sales
By analyzing the sales volume based on seasonality, the main income of the company is large - format and interior printing. The sales plan is approximately at the same level during the year, however, in December, March and November there is a higher level of sales. The main customers during this time period are state and municipal enterprises. In December, the printing season on the eve of the new year, as can be seen from the chart, the decline in activity falls in the summer, this may be due to the holiday season.
Conclusion
The undoubted advantage of the company is the quality, timing and price of services provided, including the introduction of new products in demand at affordable prices. Sales promotion in the printing house is used very strongly. The formation of an attractive image of the company in the eyes of the public, i.e. public relations, is not given due attention: from traditional PR methods, only signs and reference books can be distinguished. But using the Internet can significantly complement traditional techniques and reduce costs.
To be considered successful, it is necessary to consider all the factors that affect the competitive position of its products: product quality, assortment range, so trade policy has an important place in enhancing the competitiveness of the whole enterprise. The main criteria for forming an assortment policy are demand and supply in the market of advertising services and large-format printing. By analyzing the offer, you can identify the so-called weak points in the commercial offer, and determine where it should be refined. Optimization of the product range allows the company to guarantee relatively stable sales volumes, cost coverage and profit levels.
The organization clearly distributes powers and responsibilities for each position, there are job descriptions. The job description provides a detailed description of the employee's functions, powers, responsibilities, and relationships with others. It serves to guide the activities of new employees, and reduces misunderstandings and conflicts of responsibility and authority.
Organizational relations between structural divisions are carried out in conditions of indirect communication. They are reduced to the adoption by the director of mandatory management decisions that regulate the activities of employees who are directly subordinate to other (line) managers. These decisions usually prescribe working methods, i.e. specific actions aimed at achieving the goals set for the employee.
Размещено на allbest.ru
...Подобные документы
The history of the company. Entering the market of pastas and the present position of the company. The problem of the company. The marketing research. The history of the market of pastas of Saint Petersburg and its present state.
курсовая работа [28,2 K], добавлен 03.11.2003The concept of brand capital. Total branded product name for the whole company. Nestle as the largest producer of food in the world. Characteristics of technical and economic indicators. Nestle company’s brands. SWOT-analysis and Nestle in Ukraine.
курсовая работа [36,2 K], добавлен 17.02.2012Philip Morris International - the leading international tobacco company: history, brands, productivity. The organizational structure of the company. Development of innovative products. Contents of charitable programs. Quality control, testing on animals.
статья [24,6 K], добавлен 22.02.2015The main products of the company Apple. The first programmable microcomputer. Apple's marketing policy. The encoding of the voice signal. Secure data transfer protocols. Infringement of the patent in the field of wireless data company Motorola Mobility.
презентация [640,7 K], добавлен 25.01.2013Research tastes and preferences of consumers. Segmenting the market. Development of product concept and determine its characteristic. Calculating the optimal price at which the firm will maximize profits. Formation of optimal goods distribution.
курсовая работа [4,4 M], добавлен 09.08.2014Strategy and major stages of project’s fruition. Production of Korean cuisine dishes. Analysis of the industry sector, of produce’s market, of business rivals. Marketing plan, volume of sales, personnel and company management. Cost of the project.
курсовая работа [724,1 K], добавлен 17.02.2013Definition and classification of marketing communications, their variety and comparative characteristics. Models of formation of enterprise marketing, evaluation of their efficiency, structure and components. Factors influencing consumer behavior.
презентация [2,7 M], добавлен 25.11.2015Event marketing is a promotional strategy that involves face-to-face contact between companies and their customers at special events like concerts, fairs, and sporting events. Red Bull GmbH: facts and history. Efficacy of event marketing in the company.
реферат [36,6 K], добавлен 18.03.2015Business plans are an important test of clarity of thinking and clarity of the business. Reasons for writing a business plan. Market trends and the market niche for product. Business concept, market analysis. Company organization, financial plan.
реферат [59,4 K], добавлен 15.09.2012Purpose of the Marketing Plan. Organization Mission Statement. The main strategies employed by BMW. Sales volume of automobiles. New records set for revenues and earnings. Current models of BMW. Product life cycle. Engagement in Celebrity Endorsement.
курсовая работа [879,4 K], добавлен 03.05.2015Theoretical aspects of efficiency of development of advertising activity and your place in marketing system, development and its value for manufacturers and consumers. Research of the advertising campaign of the new goods in open company "Nataly".
дипломная работа [49,3 K], добавлен 19.06.2010История изобретения тонизирующего напитка и создания "The Coca-Cola Company". Строительство сети заводов на территории США. Популяризация Coca-Cola на мировом рынке, ее конкурентная борьба с Pepsi. Ассортимент напитков и маркетинговая стратегия компании.
презентация [3,8 M], добавлен 30.03.2014Controlling the kind, amount, location, movement and timing of the various commodities used in and produced by the industrial enterprise. Logistics - a channel regarding Flow of Material, Information in the organization. Internal and External Logistics.
презентация [72,6 K], добавлен 12.02.2011Marketing of scientific and technical products and services in the field of information technology. Differences sales activity in B2B and B2C. The role of the procurement center and features of the procurement decision-making in the industrial market.
реферат [167,3 K], добавлен 27.05.2014Экономическая, социальная и коммуникационная роль рекламной и маркетинговой деятельности на предприятии. Анализ рекламной стратегии The Coca-Cola Company: краткая биография компании, обзор рынка, конкурентоспособность; популярные рекламные кампании.
курсовая работа [5,7 M], добавлен 25.12.2013The internal and external communication systems of the Nestle company. Background of the company. SWOT analysis: strength, weaknesses, opportunities. Architecture of Intranet systems. Business use of intranet systems. Intranet tools and its benefits.
контрольная работа [304,7 K], добавлен 28.10.2013Getting to know the sources of competitive advantage. Consideration of the characteristics of the implementation of the marketing strategy. Characteristics of branding forms: corporate, emotional, digital. Analysis of the online advertising functions.
курсовая работа [66,3 K], добавлен 09.02.2016Аналіз конкурентної ситуації в міжнародній галузі машинобудування. Прогнозування кон’юнктури галузі. Аналіз міжнародної конкурентоспроможності компанії "Deere & Company". SWOT-аналіз та прогнозування конкурентної стратегії досліджуваної компанії.
курсовая работа [3,2 M], добавлен 04.06.2011Executive summary. Progect objectives. Keys to success. Progect opportunity. The analysis. Market segmentation. Competitors and competitive advantages. Target market segment strategy. Market trends and growth. The proposition. The business model.
бизнес-план [2,0 M], добавлен 20.09.2008The current status of our business. Products and services. Benefits of location and challenges. Number of patients who received dental services in 2013. Impact from industry changes. Market description and characteristics. Market niche and share.
бизнес-план [302,5 K], добавлен 02.10.2014
