Federal Agency for Education of the Russian Federation

GOU VPO "Siberian State Technological University" XTF ZDO

Department of Economics of Organization of Industries of the Chemical-Forest Complex

COURSE PROJECT

MARKETING

TOPIC: Marketing plan for the furniture factory Mebelin LLC

Completed by: 4th year student

Rating: excellent

Krasnoyarsk 2009

Introduction

1.1 Product range

2.3 Competitor research

4. Pricing policy

Conclusion

Application

Introduction

In the transition to a market economy, enterprises need to develop their own strategy of behavior in market conditions and their own plan for further action. One such plan is the marketing plan.

Marketing is a social management process by which individuals or groups satisfy their needs and wants through the creation and exchange of goods and consumer values.

A marketing plan is a set of measures in the field of marketing to increase the competitiveness of an enterprise (in all elements - from improving the product to increasing the effectiveness of methods for promoting it on the market); a set of measures to achieve the company's goals in the field of marketing (increase in sales, market share) and implementation of the company's marketing strategy.

The peculiarity of the marketing plan is the formulation and achievement of marketing goals and primarily marketing goals.

The essence of the marketing plan is to bring the enterprise in line with the situation on the market, to specify the buyer, as well as to possibly determine his needs and ways to satisfy them. The specific content of the marketing plan depends on the characteristics of the products produced, the nature of the enterprise, the scale of production of specific goods and other factors.

Marketing planning plays a huge role in the activities of the enterprise. Knowledge of the principles and technology of developing a marketing plan, as well as its effective use, allows the company to succeed in the market. A well-designed marketing plan will help in solving the problems facing every manager: increasing profitability, attracting and retaining customers, identifying the most promising areas for business development.

The purpose of the course project is to develop a marketing plan to most effectively meet the needs of the company, determine the pricing and marketing policy of the enterprise, as well as the policy of promoting goods. At the end of the course project, the economic result from the use of the marketing plan will be calculated.

1. General information about the object of study

The object of marketing research is the manufacturing company Mebelin LLC. This company was founded in 2002. Location LLC Mebelin, Abakan, Fabrichnaya st., 34d.

The organizational legal form is a limited liability company. The form of ownership is private, the founders are individuals. The average number of the enterprise is 80 people.

LLC "Mebelin" is engaged in the production of cabinet furniture, including office and home furniture: furniture for the kitchen, children's, bedrooms, hallways, wardrobes, closets, chests of drawers, tables, computer furniture. Each of the groups includes a wide range of species.

The production process used at the Mebelin LLC enterprise is of the small-scale production type, which is characterized by the manufacture of products to order, a small volume of output. At the same time, the production process is carried out on various universal equipment using manual labor.

The furniture is delivered both assembled and disassembled and packed, taking into account the wishes of the customer. Furniture assembly is carried out by qualified specialists at the customer's facilities. At the request of the customer, free delivery within the city is carried out. Warranty period 18 months.

The furniture is designed according to modern trends. Combines presentable appearance, ergonomic design and attractive price.

In the production, environmentally friendly imported and Russian materials are used: laminated chipboard, shockproof PVC plastic, various colors and textures up to 2 mm thick, polished glass up to 4 mm thick with various processing options.

Sales of products are carried out at retail, through a network of own stores.

LLC "Mebelin" has three stores specializing in the sale of its products. Stores are located at:

G. Abakan, st. Trading, 5, magic. Stroymarket;

G. Abakan, st. Itygina, 10, base "Trading City", pav. 10/6;

G. Abakan, st. Factory, 34d.

Store staff includes cashiers, sales assistants, storekeepers and movers.

1.1 Product range

Commodity policy is an integral part of the economic and marketing policy of the enterprise. One of the most important elements of product policy is the formation of the assortment and its management.

A product range is a group of products that are closely related, either because they function similarly, or because they are sold through the same types of outlets, to the same consumer groups, or within the same price range. .

The product range is characterized by breadth (the number of assortment groups), depth (the number of positions in each assortment group). The essence of planning, forming and managing the assortment lies in the fact that the commodity producer offers a certain set of goods in a timely manner, which would, in general, correspond to the profile of its production activity, most fully meet the requirements of certain categories of buyers.

Marketing executives must decide when it is more appropriate to invest in product modifications, rather than incur additional and increasing costs of advertising and selling an obsolete product, or reduce the price of it.

Mebelin LLC products consist of the following product groups:

Baby;

Bedrooms;

hallways;

Wardrobes;

Computer furniture.

Let's analyze the composition and structure of the product range of Mebelin LLC (table 1.1).

Table 1.1 - The composition and structure of the product range of the enterprise

Name of product	2007			2008
	Volume of production, units			Volume of production, units	Production cost, thousand rubles	Oud. weight in the total output of goods, %
Kitchens	52	764,4	18,31	59	914,5	17,29
Baby	38	406,6	9,75	45	508,5	9,62
Bedrooms	35	1183	28,34	42	1491	28,20
hallways	58	313,2	7,50	67	381,9	7,22
Cabinets	62	288,3	6,91	73	357,7	6,76
Closet	95	650,75	15,59	126	907,2	17,16
Dresser	45	171	4,10	62	248	4,69
tables	56	131,6	3,15	62	155	2,93
computer furniture	78	265,2	6,35	90	324	6,13
Total:	519	4174,05	100	626	5287,8	100

The table below shows that there is an increase in sales, sales in 2008 increased in comparison with 2007 by 1.27 times or by 1113.75 thousand rubles. The largest share in the product range is made up of bedrooms - 28.20%, kitchens - 17.29%, wardrobes - 17.16%. The production of these items increased by 45 units, including the production of kitchens - by 7 units, bedrooms - by 7 units, wardrobes - by 31 units.

1.2 Evaluation of the marketing orientation of the enterprise

Mebelin LLC does not have its own marketing service. When the need arises, the company orders marketing research and the development of measures to promote goods on the market from the Real Plus advertising agency.

Consider the types of marketing that are most suitable for Mebelin LLC. Marketing can be classified by types of goods and services, by the nature of demand, by the degree of market coverage, by scope.

Mebelin LLC products are consumer goods. The nature of the demand for products manufactured by the company can be characterized as complete. For this nature of demand, supportive marketing should be used, i.e. carry out sales promotion activities, advertising campaigns, maintain demand by improving product quality, after-sales service.

Sales of products are made in the domestic market, therefore, marketing activities should be directed precisely in this direction. According to the degree of market coverage, the company uses differentiated marketing. Consumers are attracted by such marketing means as banners, advertising in newspapers and on TV channels.

Currently, the main object of attention of Mebelin LLC is the needs of consumers, the company adheres to the concept of product improvement, the main emphasis is on the quality of the product, on its advantages over competitors' products. The range of products is quite wide. The production process is as flexible as possible, determined by the needs and capacity of the market. In the production of goods, designers and technologists play an important role, but economists and designers still play a leading role. The pricing policy is determined taking into account prevailing market prices. The competitiveness of a product is viewed through the prism of consumption prices. The long-term planning horizon is predominantly short-term. The task of production is to produce what will be sold. The ultimate goal is to generate profit by ensuring customer satisfaction.

2. Defining the goals of the activity (business)

2.1 Characteristics of the micro and macro environment of the enterprise

The set of factors that a company needs to consider when developing marketing activities constitute the marketing environment, which includes the micro- and macro-environment of marketing.

The microenvironment is the factors that are closely related to the company and affect its ability to serve customers. These factors include the company itself, intermediaries, suppliers, competitors, target consumers and contact audiences [Srebnik, p. 20].

The macroenvironment is the main external factors affecting the microenvironment as a whole: demographic, economic, environmental, technological, political and cultural.

Mebelin LLC cooperates with permanent suppliers. In the production, imported and Russian materials are used: laminated chipboard, fiberboard, shockproof PVC plastic, various colors and textures, polished glass with various processing options, metal structures and fittings, as well as paint and varnish products.

The main suppliers of chipboard and fiberboard are LLC PSK Stroykomplekt and LLC SKS, which is also a supplier of plastics. Glass is supplied by the Glass Workshop LLC. Lacquer-and-lacquer products are supplied by Remax LLC. Metal structures and fittings are purchased from OAO Sibtekhinvest

Spare parts for equipment repair are supplied by Techsnab LLC.

It is very important to have stable suppliers, therefore all firms are checked and selected among other existing firms.

In Abakan, the number of firms offering chipboard and accessories for furniture production has increased. Therefore, as a result of competition, most of our suppliers provide payment by installments, which is a favorable factor for Mebelin LLC. Delivery of materials is also carried out at the expense of suppliers.

Mebelin LLC provides settlement and cash services at Khakass Municipal Bank LLC, which also collects cash in stores and provides loans, which has a positive effect on the financial activities of the company.

Competitors and customers are also part of the enterprise's microenvironment. They will be discussed in detail in the following sections.

The macro environment is of great importance for the activities of the firm. Consider the influence of various factors of the macro environment on the activities of the company.

At present, the economic situation in Russia is not entirely favorable. There is a drop in the solvency of consumers, the requirements for issuing consumer loans are becoming more stringent, and their high cost is also observed. In this regard, the purchasing power of customers decreases, and hence the demand for goods.

Mebelin LLC uses materials not only from domestic suppliers, but also from foreign companies, therefore, an increase in the exchange rate of foreign currency against the Russian ruble leads to an increase in the cost of raw materials and semi-finished products and accessories necessary for the production of furniture. Consequently, the appreciation of the euro and the dollar has a negative impact on the activities of the enterprise and forces it to look for the most suitable price, which would contribute to a slight decrease in demand and would keep profits at the same level. Currently, there is a large increase in inflation. This leads to depreciation of stocks of raw materials, semi-finished products, accessories, components, cash, etc., which ultimately forces the company to look for a source of working capital replenishment. In addition, an increase in the cost of production and sale of products leads to an increase in the price of products, and, consequently, a decrease in demand for it.

The internal market and the activities of the organization are constantly influenced by political events and decisions, and the management of the organization must follow the decisions and laws made not only by the federal government, but also by local authorities.

The coming to power of a new person entails changes. If measures are tightened against manufacturing organizations, this will entail an increase in prices and, as a result, a decrease in demand for products. In general, the influence of the political factor at the moment on Mebelin LLC is insignificant.

2.2 Consumer market research

It will take time and careful analysis, namely consumer market research, to check whether a company is meeting the needs of its customers. The information obtained should help to segment the market and select the target segment, which in turn will make it possible to better predict the needs of the client and ways to satisfy them.

Market segmentation is the division of a certain set of consumers into separate groups, characterized by a set of specific features. Segmentation by geographic location suggests changes in the composition of market participants due to the growth of transport tariffs.

Information about consumers was obtained on the basis of accounting and management accounting at Mebelin LLC and is given in table 2.1. For analysis, we present data on one type of product - a wardrobe.

Table 2.1 - Initial information for market segmentation of wardrobes consumers

Consumer (indicating geographic location)	2007			2008
	Actually delivered, units	Price rub.\unit	Cost thousand rubles	Actually delivered, units	Price rub.\unit	Cost thousand rubles
Abakan	60	6850	411	79	7200	568
Chernogorsk	20	6850	137	27	7200	194
Askizsky district	6	6850	41	8	7200	58
Ust-abakansky district	7	6850	48	9	7200	65
Other areas	2	6850	14	3	7200	22

As a result of the research, it can be seen that the largest part of consumers are located in the city of Abakan, there are also consumers in the city of Chernogorsk, and only a small proportion of customers live in other areas.

We will develop an approximate questionnaire for potential clients.

1. Age __________________________________________________________

2. Gender _____________________________________________________________

3. Marital status ________________________________________

4. Profession _________________________________________________

5. Average monthly income _______________________________________

6. Region, city of residence ____________________________________

7. Type of housing:

own

rented

7. Indicate the qualities of the product that are most important to you, placing the numbers in ascending order with decreasing significance:

Quality

Environmental friendliness

economy

Comfort

8. What class of furniture do you prefer:

Economy class

Middle class

Luxury

9. How do you feel about innovations:

I prefer proven things.

Positively

Other ________________________________________________________

10. Would you rather buy furniture:

100% prepaid

With installment payment

On credit

11. The most preferred type of delivery:

Own transport

Seller's transport

hired transport

12. Would you rather buy furniture:

Assembled

Disassembled

With self-assembly

Professional assembly

13. From what source did you hear about our store? _____________

14. Have you previously purchased goods in our store? ______________

14. Your opinion and wishes regarding the quality of sales and after-sales service ______________________________________

On the basis of the conducted research, a portrait of the consumer emerges (Table 2.2).

Table 2.2 - Consumer profile

2.3 Competitor research

More than 30 local firms, as well as firms from neighboring regions, are engaged in the production and sale of furniture in Abakan.

The main competitors of Mebelin LLC are the following companies manufacturing and selling furniture:

House of furniture "Georg" - production of cabinet and upholstered furniture;

Production company "Dobriy stil" - production of cabinet furniture;

LLC "Ideal furniture" - production of cabinet furniture;

PKF "Modern" - production of upholstered and cabinet furniture;

Furniture factory "12 chairs" - production of cabinet and upholstered furniture;

OOO "Universal Mebel" - production of cabinet furniture.

As well as large Krasnoyarsk and Novosibirsk companies:

- "Commander";

- "Armada furniture";

- "Furniture Fair", etc.

It can be said that today the Abakan furniture market is an example of perfect competition and is even oversaturated with the supply of furniture. Despite the fact that over the past two years more than five firms manufacturing furniture have been opened in Abakan, more and more “dealer shops” are opening that sell furniture from various manufacturers at higher prices. But on the other hand, this gives Mebelin LLC a real chance to win a large market share and squeeze some of the competitors (small firms) out of the market. The competition is very active. All firms offer the consumer an almost identical product, so weaknesses should be looked for in the quality of service, additional services offered, the location of competitors, price levels, assortment, originality of design, compliance with modern fashion trends, products in stock, etc. In a word, try to turn the shortcomings of your competitors in your favor. Consider the main competitors of Mebelin LLC in Table 2.3.

Table 2.3 - Competitors in the market

As can be seen from the table, the prices for the considered types of furniture by Furniture LLC are at a quite acceptable level: PKF Modern offers its furniture at slightly lower prices, with the 12 chairs furniture factory, prices are approximately the same, but compared to others firms, the prices of Meblin LLC are lower.

Analysis of performance indicators, goals and strategies of competing firms is presented in table 2.4.

According to this methodology, four groups of evaluation criteria have been identified for assessing the competitiveness of firms: production, management, marketing, and finance.

It is necessary to determine the relative importance of each of the criteria groups, i.e. assign them an indicator of importance Z 1 , Z 2 , Z 3 ,Z 4 , and ∑Z j =1;

Within each group, in turn, separate criteria W ij are singled out, which allow a more comprehensive assessment of the position of a competitor and an enterprise in the market; ∑ Wij = 1.

The overall integral assessment of competitiveness is calculated by the formula: Р = , (2.1)

where m is the number of criteria groups;

n is the number of criteria in the j-th group;

Z j is an indicator of the relative importance of the j-th group of criteria;

W ij is an indicator of the relative importance of the i-th criterion in the j-th group;

X ij is the significance of the criterion in points.

Table 2.4 Assessment of the competitiveness of the firm and the main competitor

Criteria for assessing competitiveness	W ij	"Mebelin"	"Ideal furniture"	"George"	"Modern"	"12 chairs"
1. Production:	0,4
1.1 Production equipment level	0,3	35	10	20	30	30
1.2 Security of production	0,1	35	35	30	40	40
1.3 Provision of raw materials and supplies	0,4	45	30	40	30	40
1.4 Prospects and product quality	0,2	45	20	35	45	45
2. Management:	0,2
2.1 Staffing	0,3	40	30	30	35	40
2.2 Professional level of workers	0,4	40	40	30	40	35
2.3 Qualification of managers	0,2	30	20	30	30	40
2.4 Staff turnover	0,1	30	20	15	25	40
3. Marketing:	0,3
3.1 Market research costs	0,2	20	5	25	25	30
3.2 Location of sales branches	0,4	35	15	40	45	35
3.3 Costs of sales promotion, advertising	0,3	35	15	40	45	35
3.4 Degree of execution of marketing programs	0,1	30	20	30	35	35
4. Finance:	0,1
4.1 Profitability of products	0,5	35	30	40	40	35
4.2 Financial security	0,3	30	35	30	35	40
4.3 Availability of loans	0,2	35	25	25	30	40
R	0,4	36,6	22,3	32,7	36,25	36,75

As can be seen from Table 2.4, the overall integral assessment of competitiveness shows that Mebelin LLC is a fully competitive enterprise. The indicator of competitiveness of LLC "Mebelin" is lower than that of the furniture factory "12 chairs", but not by much. PKF "Modern" is also not far behind. Lagging behind in terms of competitiveness among all firms is Ideal Mebel LLC.

Determining the strengths and weaknesses of competitors' activities is the final result of a marketing study of competition in the market, which concentrates the result of an analysis of all aspects of production, finance, marketing, and strategy of competing firms and draws conclusions about possible ways to counter them. Analysis of the strengths and weaknesses of the enterprise is carried out in table 2.5. Evaluation is carried out on a point system from 1 to 3.

Table 2.5 - Analysis of strengths and weaknesses of competitors

Criterion	"Mebelin"	"Ideal furniture"	"George"	"Modern"	"12 chairs"
Product	20	14	15	15	19
Quality	3	2	2	2	3
Style	3	2	3	2	3
Brand prestige	2	2	3	3	3
Range	3	1	2	2	3
Technical specifications	3	2	2	2	3
Reliability	3	2	2	2	2
Environmental friendliness	3	3	1	2	2
Price	9	5	6	9	9
Acquisition price	2	2	1	3	2
Availability of discounts	3	1	2	3	3
Form and terms of payment	2	1	2	2	3
Credit terms	2	1	1	1	1
Sales	8	5	8	10	10
Sales form	2	1	3	3	2
Market Coverage	1	1	2	3	3
Warehouse placement	2	2	1	2	2
Transport system	3	1	2	2	3
Promotion of goods on the market	8	6	8	10	10
Advertising	3	2	2	2	3
individual sale	2	2	2	2	2
Sales promotion	1	1	2	3	2
Product Demonstration	2	1	2	3	3
Grand total	45	30	37	44	48

It can be seen from the analysis that the product is the strength of Mebelin LLC. Cabinet furniture produced by Mebelin LLC is a high-quality, reliable and environmentally friendly product. Prices for the products of Mebelin LLC are also the strength of the company, but they are at about the same level as those of two competing firms: Modern PKF and the 12 Chairs furniture factory. It is necessary to pay attention to the sale and promotion of goods on the market. The use of a well-thought-out marketing company can help promote the product to the sales market of Abakan.

3. Development of a marketing mix for a product

The production of furniture today is a promising and profitable business. The prospects and profitability of furniture production is explained by the large number of potential buyers due to the lack of furniture in Russia in the past.

In the 90s, the number of firms selling furniture and producing it in the city of Abakan increased significantly. At present, more and more manufacturing firms from other cities, such as Krasnoyarsk, Novosibirsk, etc., are appearing in the city.

Furniture manufacturers pay great attention to the versatility of components, which makes it possible to create a transformer system: use the same parts to complete different furniture (for example, cabinets and racks).

Consumers of goods pay special attention to such indicators of goods: quality, price, attractive design, ergonomics and comfort, as well as environmental friendliness of materials.

It is quite obvious that furniture production is developing and will continue to develop in the direction of providing the greatest number of services to customers (choice of color options, free packaging, free delivery, installments, loans, etc.).

It is on all this that you should pay attention when developing a policy for promoting a product.

As mentioned earlier, the main product groups of Mebeli LLC are:

Baby;

Bedrooms;

hallways;

Wardrobes;

Computer furniture.

For analysis, we consider two categories of goods - wardrobes and bedrooms, because. they have the largest share in the product range.

First, you should analyze the data on the market position of the types of products in question in dynamics. Data on the position of the company's products are presented in table 3.1.

Table 3.1 - Data on the position of the enterprise's products

Indicators	Wardrobes		Bedrooms
	2007	2008	2007	2008
1. The volume of sales of goods on the market, total units.	4200	5100	1575	1800
2. The share of the company's goods on the market,%	2,26	2,47	2,22	2,33
3. Sales growth rate, %	8	10	8	9
4. Unit price of goods, rub.	6850	7200	33800	35500
5. Costs per unit of output, rub.	4724	4966	23310	24483
6. Gross profit per unit of goods, rub.	2126	2234	10490	11017
7. The volume of sales of goods of the enterprise, units.	95	126	35	42
8. Sales volume of the company's goods, thousand rubles.	652	907	1183	1491
9. Gross profit, thousand rubles.	202	281	367	463

From the above data, it can be seen that the product under study, according to the theory of the product life cycle, is in the stage of maturity. According to the Boston Matrix, wardrobes and bedrooms are "Cash Cows".

"Cash Cows":

Contribute to economic growth to a small extent, make a profit;

Are in the maturity phase;

High market share results in large cost advantages;

High profits lead to financing of other strategic production units.

An important place in the product policy is occupied by the issue of assigning branded names of goods.

A trademark is a name, term, sign, symbol, drawing, or a combination of them, designed to identify the goods and services of one seller or group, in contrast to the goods and services of counterparties.

The company Mebelin LLC has a developed trademark, which is presented in the appendix to the course project. This trademark represents the green contours of the house, next to which there is a tree. The look of the trademark is easy to remember, the green color symbolizes the woodworking industry and gives a sense of the environmental friendliness of the goods produced, the house and the tree as a symbol of something reliable and durable. The disadvantage of a trademark is that it is not provided with legal protection. The company uses the trademark on letterheads, product packaging, when placing advertisements, orders calendars and pens with company symbols.

4. Pricing policy

Prices and pricing in product markets are one of the most essential elements of the marketing mix. Through prices, the final commercial results are realized, the effectiveness of the activity of all links in the production and marketing structure of the enterprise, its marketing organization is determined. Prices that provide the company with the planned profit indicate the competitiveness of its product structure, services and services in favor of customers.

Purposeful pricing policy in marketing is that the company sets such prices for its products, and so changes them depending on the situation on the market in order to ensure the achievement of planned short-term and long-term goals and the solution of operational tasks related to the sale of goods in a certain phase of its life cycle, activities of competitors.

Let's estimate the cost of production of the analyzed type of products of Mebelin LLC - wardrobes, bedrooms. The evaluation results are shown in Table 4.1.

Table 4.1 - The composition and structure of the cost of production of the enterprise

Expenditures	Wardrobes		Bedrooms
	Amount, rub./unit	beats weight, %	Amount, rub./unit	beats weight, %
1. Cost of basic materials	2380	47	11737	47
2. Remuneration of production workers	810	16	3996	16
3. Deductions for social needs	203	4	999	4
4. Expenses for other materials (glue, paintwork, fittings)	608	12	2997	12
5. Expenses for the maintenance and operation of equipment	304	6	1498	6
6. General expenses	304	6	1498	6
7. General production costs	203	4	999	4
8. Selling expenses	253	5	1249	5
Full cost	5065	100	24973	100

As can be seen from Table 4.1, the main part of the cost is the cost of materials necessary for the production of products, such as fiberboard, chipboard, plastics, glass, paints and varnishes, fittings, etc., and they account for 59%.

A large share of the costs falls on the wages of the main production workers and social contributions (UST accrued on the wages of the main workers), it is 20%. General shop and general production costs are fixed and amount to 6 and 4% of the total cost.

To determine the pricing policy of Mebelin LLC, it is necessary to determine on what type of market the product is being promoted. Currently, the cabinet furniture market in the city of Abakan can be attributed to the market of monopolistic competition. This market consists of many buyers and sellers making transactions; not at a single market price, but over a wide range of prices. The presence of a price range is explained by the ability of sellers to offer buyers different options for goods. Specific products may differ from each other in quality, properties, external design. Differences may also lie in the services associated with the goods. Buyers take into account the difference in offers and are willing to pay different prices for goods. To stand out beyond price, sellers seek to develop diverse offerings for specific customer segments and make extensive use of branding, advertising, and personal selling techniques. Due to the presence of a large number of competitors, their marketing strategies have less influence on each individual firm than in an oligopolistic market.

The company uses the “average cost + profit” pricing method in its activities. Demand determines the maximum price that can be asked for a product.

The minimum price of the goods is determined by the costs of the firm. For Mebelin LLC, the minimum price for window wardrobes is 7345 rubles, for bedrooms - 36210 rubles. The planned profit is 45%. The price is determined by summing the total cost of producing a unit of output and the desired amount of profit:

C \u003d (3 lane + 3 post) + P, (4.1)

where Z lane - variable costs per unit of output;

Z post - fixed costs per unit of output;

P - profit per unit of output (specific profit).

For Mebelin LLC, fixed costs are general workshop, general factory, commercial costs, as well as the costs of maintaining and operating equipment.

Variable costs are raw materials and materials directly involved in the production process, as well as the wages of the main workers. Table 4.2 shows the price calculation determined by the “average cost + profit” pricing method.

Table 4.2 - Calculation of the price of products

An essential addition to the practice of pricing is incentive pricing, which is based on the use of various kinds of discounts. Buyers are always interested in discounts and are perceived by them as a clear income.

With all the variety of the system of discounts for market participants, the following should be highlighted:

Discounts for a large volume of purchases - a measure to reduce the selling price. As a rule, these are wholesale discounts, which are formed taking into account the percentage reduction in the nominal price. The possibility of providing such discounts is due to the fact that there are significant savings by reducing the costs of selling, maintaining the optimal size of stocks and transporting goods;

Seasonal discounts involve a price reduction guaranteed to customers if they purchase seasonal goods outside the period of the year for which these goods are intended. The use of seasonal discounts allows you to maintain a stable level of production throughout the year;

Discounts for expediting payment - a measure to reduce the standard selling price, which is guaranteed if payment is made before the deadline set by the parties;

Discounts for regular or prestigious buyers - a measure to reduce the standard selling price in cases where the goods of a given company are purchased for a long time or purchases are made by prestigious customers for promotional purposes;

Offsets are discounts from current prices, taken into account as payment for purchased consignments of goods in cases where the buyer takes an active part in advertising campaigns, or in order to stimulate market participants.

At Mebelin LLC I use discounts for large purchases and discounts for regular customers.

At the same time, it is impossible to set prices without taking into account the current situation in the market for the production of cabinet furniture. Mebelin LLC takes into account the prevailing prices in the Abakan market, which can be seen in Table 2.3.

5. Marketing mix for product distribution

Sales policy in the marketing system as a process of organizing the stage-by-stage movement of goods involves an analysis of the impact of decisions made at each stage of the movement of the commodity mass from production to consumption. At the same time, marketing is understood as the entire system of relations between production and trade, including transportation, storage, wholesale and retail sales. .

On the basis of marketing research, the company solves the problem of choosing the best distribution option and the most effective sales handicap. These tasks are complicated by continuously occurring changes in the market situation under the influence of increasing customer requirements for the range and quality of goods, the introduction of scientific and technological progress in the processes of product distribution, etc.

Sales can be handled by the manufacturer, in case of direct contact with the end user, or by an intermediary. Sales techniques and the art of communicating with the buyer are different, so great attention should be paid to training staff to behave with the buyer.

Most manufacturers sell their products through intermediaries. An own distribution channel is formed - a set of firms or individuals that take over or help transfer to someone else the ownership of a particular product or service on their way from producer to consumer.

Distribution channel functions:

1. Research work - the collection of information necessary for planning and facilitating the exchange.

2. Sales promotion - various forms of communication.

3. Establishing contacts - establishing and maintaining communication with potential buyers.

4. Product customization - product customization to customer requirements.

5. Organization of commodity circulation - transportation and warehousing of goods.

6. Financing - finding and using funds to cover the costs of the channel's operation.

7. Acceptance of risk - responsibility for performance.

The system of product distribution and distribution channels should be given great attention. Merchandise is the activity of planning, implementing and controlling the physical movement of materials and finished products from their places of origin to their places of use in order to meet the needs of consumers for their own benefit.

Merchandising includes: transportation, order processing, packaging, receipt and processing of goods, maintenance of stocks, warehousing, any form of information about a product or service, distribution and marketing of products. Among the listed elements of commodity circulation, three are especially distinguished: transportation, storage, contacts with the consumer.

Distribution channels are characterized by the number of their constituent levels.

The level of the distribution channel is any intermediary that performs this or that work to bring the product closer to the final consumer. Since both the manufacturer and the end consumer perform certain work, they are also part of any channel.

Level zero channel: seller-consumer

One-level channel: manufacturer - retailer - consumer

Two-level channel: manufacturer - wholesaler - retailer - consumer

Three-level channel: manufacturer - wholesaler - small wholesaler - retailer - consumer

Each of the channels has its own economically justified scope, its own structure and purpose. The longer the length, the less efficient the channel management.

Wholesaling includes any activity of selling goods and services to those who purchase them for the purpose of resale or professional use. The wholesaler performs a number of functions that the manufacturer either cannot perform himself due to the lack of qualified personnel, or because of the high costs of organizing and performing them. The wholesaler has qualified sales personnel, can form the necessary product range, organize the storage of goods, ensure their prompt delivery, pay bills on time, organize the collection of information about the competitor, price dynamics, and organize an exposition.

1. Wholesale activities of manufacturers.

2. Commercial wholesale activity. Commercial organizations buy goods, obtain ownership of it for subsequent resale.

3. Sale of goods through agents and brokers who perform various wholesale trade functions. However, brokers do not take ownership of the goods. The organization of trade with the use of agents and brokers has the following advantages: allows the manufacturer or supplier to increase sales; sales costs are predetermined (commissions are set as a percentage of sales); trade is carried out by professionals.

Retailing is any activity that sells goods or services directly to final consumers for their personal non-commercial use. Retail trade can be carried out through shops, vending machines, direct sales at home, direct sales (by mail orders, by telephone, based on information through advertising).

The main costs of merchandising consist of the costs of transportation, subsequent warehousing of goods, maintaining inventories, receiving, shipping and packaging goods, administrative costs and order processing costs.

Creating a product distribution system begins with studying the needs of customers and the offers of competitors. Consumers are interested in: timely delivery of goods; the willingness of the supplier to meet the urgent needs of customers; careful handling of goods during loading and unloading; the supplier's willingness to take back defective goods and quickly replace them; Willingness to maintain inventory for the sake of the customer.

Any company has to store the product until it is sold. It is necessary to decide on the desired number of storage points, which will affect the level of costs and the level of customer service. The company may have its own warehouses, or rent a place in public warehouses. Firms use long-term storage treasures and transit warehouses.

The decision on the level of inventories is an important one in the field of product distribution, affecting customer satisfaction. The marketer would like the company to have stocks of goods sufficient for the immediate execution of all orders, but it is unprofitable to maintain large stocks, costs are growing rapidly.

Marketers need to be interested in transportation decisions. The choice of the carrier determines the price level of the goods, the timeliness of their delivery, and the condition of the goods at the time of their arrival at their destinations. The company needs to constantly review its transportation schemes in order to find the most optimal variant of the organization of goods movement.

Mebelin LLC uses a zero sales channel. He is a manufacturer of cabinet furniture and he himself sells goods through three specialized stores. Geographically, one of the stores is located near the production facilities; moving goods from the production warehouse to the warehouse of the store does not require large financial and time costs. The other two stores are located in different parts of the city. The movement of goods to these stores is carried out by their own vehicles. The advantages of the existing sales channels of Mebelin LLC is the maintenance of reasonable prices due to the absence of other intermediaries. The presence of a network in which the goods are available to the buyer in different parts of the city is also a plus. Acceptance of orders for individual production are accepted in all stores.

Delivery of goods to consumers is carried out by our own vehicles. In rare cases, with a large number of applications and the unwillingness of buyers to wait in line, delivery is carried out on rented cars, but at the expense of the client. The share of delivery costs in the total cost structure is very small, since free delivery is carried out within the city of Abakan. Delivery of goods to nearby areas is carried out at the expense of the buyer.

The specifics of the production of Mbelin LLC is such that there is no need for large warehouses, since most orders are carried out according to individual requests. The stores mainly exhibit furniture samples, there are also catalogs with different designs and colors. The order data goes to the production shop, where the production takes place within a certain time, and then the finished order is delivered to the client. The furniture is delivered both assembled and disassembled and packed, taking into account the wishes of the customer. Furniture assembly is carried out by qualified specialists at the customer's facilities. Warehouses of LLC "Mebelin" are used to store the types of furniture that are in the greatest demand. In this case, the goods are delivered to the consumer immediately from the warehouse of the store, or from the main warehouse.

For retailers, customer service is essential. It is necessary to debug the entire chain - from order acceptance to assembly of the finished product. To do this, it is necessary to have qualified employees, so that no failures occur at any of the stages.

An important issue is also the definition of market capacity. Under the capacity of the commodity market is understood as the possible volume of sales of goods at a given level and the ratio of different prices. The market capacity is characterized by the size of the demand of the population and the size of the commodity supply. Market capacity is influenced by many factors, both general and specific. Economic growth, higher wages (including in the public sector), development of the credit system - all this contributes to an increase in the solvency of the population, and, consequently, increases the capacity of the market.

Currently, there is a wide range of cabinet furniture: from expensive to economy class. Therefore, the purchase of furniture today is becoming available not only to the population with high incomes, but also to people with an average income. As noted earlier, private firms and organizations are also consumers of these products. In today's competitive environment, in order to increase their status, prestige and attract customers, organizations need to create their own individual style, which requires an appropriate office space equipped with furniture that combines a presentable look and modern trends.

The greatest increase in sales falls on the spring-summer period. This is due to the fact that most people and organizations begin to repair, refurbish houses and offices, and complete construction.

Table 5.1 considers the volume of product sales by months in 2008 and is forecasted taking into account various factors for 2009. The volume of sales is planned to increase by 30% or 1586 thousand rubles.

Table 5.1 - Sales forecast

Month	Reporting year			Planned year
	thousand rubles/month	%	Cumulative total	thousand rubles/month	Total
1st	240	4,5	240	309	309
2nd	315	6	555	412	721
3rd	330	6,2	885	426	1147
4th	356	6,7	1241	461	1608
5th	527	10	1768	687	2295
6th	597	11,3	2365	777	3072
7th	602	11,5	2967	791	3863
8th	598	11,3	3565	777	4640
9th	543	10,3	4108	708	5348
10th	452	8,5	4560	584	5932
11th	346	6,5	4906	447	6379
12th	382	7,2	5288	495	6874
Total:	5288	100	-	6874	-

6. Marketing mix for product promotion

To buy a product, you must have information about its consumer properties. The buyer does not feel the need for products or services that he knows little about, especially since there are usually several types of goods on the market that satisfy the same need, and the buyer has to make a choice between them.

For modern marketing, it is not enough to create a product with high consumer qualities, set a suitable price, and ensure its availability. In addition, firms must communicate with their actual and potential customers and buyers.

The system of marketing communications is aimed at solving the problems of constantly generating demand for new products and stimulating the sale of the mass of commodities already mastered by the production.

The main means of communication include advertising, sales promotion, public relations, personal selling, direct marketing.

Advertising of products and activities of the enterprise is the most important part of the complex of marketing activities, its connection with consumers. When properly organized, advertising is very effective and contributes to the rapid uninterrupted sale of products.

Advertising is a way of forming a certain idea about the consumer properties of goods and types of services in order to sell them and create demand, a type of communication between the producer and the consumer.

An important function of advertising is the emotional impact on the buyer of a market product, achieved by introducing positive associations into promotions, which can significantly increase their effectiveness. Achieving a high consumer appreciation of the product being sold, manifested in the growth of its sale, is ultimately the goal of advertising. A positive emotional assessment of the goods and services sold should be constantly supported by finding and using new arguments in advertising.

The media are divided into different types: print, audiovisual and street media. Each type differs in its ability to perform a specific advertising task (a specialized magazine gives more detailed information than television, but television will attract the attention of a much larger audience). The choice of the media is made in such a way that it is the most suitable for achieving the purpose of advertising, but at the lowest cost.

Finally, the market itself and its constituent potential buyers must be part of the advertising system. Understanding the buyer, his needs, position and knowledge of what media he prefers, is an essential prerequisite for planning advertisements that will most effectively reach the target consumer.

The tasks of planning advertising campaigns include determining the goals of advertising, probable consumers, product properties, characterizing the media, creative strategy, selecting and evaluating media costs (media planning), ensuring the preparation of advertisements, launching the campaign, analyzing its results.

The next step is to identify potential consumers. Having established the objectives of advertising, it is necessary to determine the likely consumers, taking into account their attitude towards alternative media.

The third stage is the definition of those characteristic properties of the product, which should be reported. These properties may be physical or technical, or (in the case of many consumer products) expressiveness or image. Universal properties (USP - Unique Selling Points) are the basis on which the designer makes illustrations, etc.

An important point in promoting a product for retail consumers is the way in which the product is presented for sale (including packaging, display cases, etc.).

Sponsorship is becoming more and more popular as a way to promote a product. It involves the participation of the company in the costs of holding a mass event (concert or sports competition). Often the sponsor provides large cash prizes to the winners. Sometimes a sponsor funds teams or individual players.

To implement the marketing mix for promoting the goods of Mebelin LLC, an advertising company is proposed, which includes a commercial on television, placement of information and a layout about Mebelin LLC in newspapers and outdoor advertising, as well as in a reference magazine. It is also necessary to participate in exhibition fairs-sales, which are held once a year. Table 6.1 shows prices for the production and placement of advertising products.

Media name	Release frequency	Current prices rub./unit.	Advertising costs, rub.
1. Advertising in the press:
1.1 Chance newspaper	1 time per week	750	18000
1.2 newspaper "Advertising Khakassia"	1 time per week	850	20400
1.3 magazine-reference book "Business guide to the market of goods and services"	1 time in 6 months.	4000	8000
2. Advertising on television:
channel "TV-7"	for a month	15500	155000
3. Outdoor advertising	for a month	4000	40000
4. Exhibition fair	1 time per year	10000	10000
5. Making a roller	6000	6000
6. Making a layout	1000	1000
Total:	-	-	258400

The newspaper "Chance" is the weekly most in demand among the broad mass of potential consumers, information is provided in it in black and white. Information about LLC "Mebelin" will be presented in the form of a block with a black-and-white layout 10 cm / 6 cm in size.

The newspaper "Reklama Khakassia" is a free newspaper for consumers, available in many retail outlets and public places. Made in full color printing. Information about Mebelin LLC is presented in the form of a block with a color layout image 30cm / 20cm in size.

The magazine "Business guide to the market of goods and services" is a reference book published twice a year, which provides information about goods and services in all industries. Information about Mebelin LLC will be presented in the block bit in the list of other furniture companies with information about the location of stores, product range, services provided, as well as an image of a full-color layout on a separate page.

According to the results of marketing research of the Real Plus advertising company, TV-7 channel has the highest rating among potential customers of Mebelin LLC. The duration of the video is 15 seconds, which will be released 6 times a day, 2 of them in prime time.

7. Planning of expenses for marketing and income from it

The marketing plan should end with a final calculation of the projected sales volume, marketing costs and revenues.

Mebelin LLC has developed a strategy for the retail market.

Realization of cabinet furniture by LLC "Mebelin" in 2009 should increase by 30% or 1586 thousand rubles. by increasing marketing costs. In particular, the cost of marketing research and product development will amount to 0.5% of sales income, the cost of promoting the product is justified in Table. 6.1 and distributed in proportion to sales revenue.

The planned income from the marketing campaign for the sale of cabinet furniture is presented in table 7.1.

The effectiveness of the marketing campaign can be assessed in the following way: when comparing advertising costs with an increase in the volume of sales of the advertised goods, it can be seen that sales revenues increase (Table 5.1, Table 7.1). Therefore, according to the plan, these marketing investments are reasonable and effective. However, the final result of the campaign will be revealed at the end of 2009.

Table 7.1 - Marketing revenues and expenses

Name	Months
	1	2	3	4	5	6	7	8	9	10	11	12
Sales revenue	309	412	426	461	687	777	791	777	708	584	447	495
Marketing expenses:
-marketing research	0,77	1,03	1,07	1,15	1,72	1,94	1,98	1,94	1,77	1,46	1,12	1,24
- product development	0,77	1,03	1,07	1,15	1,72	1,94	1,98	1,94	1,77	1,46	1,12	1,24
- distribution of goods	1,54	2,06	2,14	2,3	3,44	3,88	3,96	3,88	3,54	2,92	2,24	2,48
- product promotion	11,62	15,49	16,01	17,33	25,82	29,21	29,73	29,21	26,61	21,95	16,80	18,61
Total marketing expenses	14,7	19,61	20,29	21,93	32,70	36,97	37,65	36,97	33,69	27,79	21,28	23,57
Sales revenue minus total marketing expenses	294,3	392,39	405,71	439,07	654,30	740,03	753,35	740,03	674,31	556,21	425,72	471,43

Conclusion

In this course project, the structure was considered and a marketing plan was developed for a company producing cabinet furniture Mebelin LLC.

In the first section of the work, general information about the enterprise under study was given: its name, organizational and legal form, location, industry affiliation and the place it occupies. The analysis of the product range for two years was carried out, during which a 1.27-fold increase in sales was revealed, as well as products with the largest share in the product range: bedrooms - 28.20%, kitchens - 17.29%, wardrobes - 17.16%. An assessment of the marketing orientation of the enterprise was also carried out.

In the second section, the characteristics of the micro and macro environment of the enterprise were carried out. The main suppliers of materials, as well as other organizations in contact with Mebelin LLC, were considered. Consumer surveys revealed that the majority of consumers are located in Abakan, there are also consumers in Chernogorsk, and only a small proportion of customers live in other areas. A questionnaire was developed for potential clients and, based on the research, a consumer profile was identified: these are mostly women aged 25-60, married, having their own housing with an average or above average income. Also in this section, an assessment of the competitiveness of Mebelin LLC in comparison with competitors was carried out and an analysis of the strengths and weaknesses of competitors was carried out according to the elements of the marketing mix: product, price, sales, promotion. The analysis performed showed that the product is the strength of Mebelin LLC. Cabinet furniture produced by Mebelin LLC is a high-quality, reliable and environmentally friendly product. Prices for the products of Mebelin LLC are also the strength of the company, but they are at about the same level as those of two competing firms: Modern PKF and the 12 Chairs furniture factory. It is necessary to pay attention to the sale and promotion of goods on the market.

In the third section, a marketing mix was developed for the product, during which two categories of goods were considered as an example - wardrobes and bedrooms, because. they have the largest share in the product range. Data on the position of the considered types of products on the market in dynamics were analyzed. According to the theory of the product life cycle, this group of goods is in the stage of maturity and, according to the Boston matrix, they are referred to as "Cash Cows". And also the trade mark of Mebelin LLC was considered.

In the fourth section, the pricing policy of the firm was characterized. The company uses the “average cost + profit” pricing method in its activities. Demand determines the maximum price that can be asked for a product. The minimum price of the goods is determined by the costs of the firm. An essential addition to the practice of pricing is incentive pricing, which is based on the use of various kinds of discounts. At Mebelin LLC I use discounts for large purchases and discounts for regular customers.

In the fifth section, a marketing mix was developed for the distribution of goods. The existing system of sales of products, as well as methods of transportation, are considered. Mebelin LLC uses a zero sales channel. He is a manufacturer of cabinet furniture and he himself sells goods through three specialized stores. Mostly using our own transport for transportation.

In the sixth section, a marketing mix was developed to promote the product. An advertising campaign plan was drawn up and the planned advertising costs were calculated.

In the seventh section, marketing expenses and income from it were planned. In 2009 Mebelin LLC's cabinet furniture sales should increase by 30%, while comparing advertising costs with an increase in sales volumes of advertised goods, according to the plan, sales revenues increase. Therefore, according to the plan, these marketing investments are reasonable and effective.

Bibliography

1. Andreeva L.P., Moiseeva E.E. Enterprise marketing plan: textbook. Manual on course design for students of specialties 060800, 060500, 260100, 170400, directions 5215, 5216 milestones of education. - Krasnoyarsk: SibGTU, 2001;

2. Andreeva O.A. Marketing. – M.: INFRA-M, 2006;

3. Belyaevsky I.K. Marketing research: information, analysis, forecast. – M.: INFRA-M, 2004

4. Kotler F. Marketing, Management. - St. Petersburg: Peter, 1999;

5. Mardanova E.U. Planning of marketing events // Marketing in Russia and abroad. - 2001, No. 1;

6. Srebnik B.V. Marketing: textbook. Allowance for universities. - M .: Higher. School, 2007;

We will start this interesting topic by looking at the basic principles of marketing, which do not depend on the field in which you work. We single out five main ones:

• The manufacture and sale of goods must necessarily be of interest to end consumers, correspond to the competitive situation in the market and, of course, the capabilities of the manufacturers themselves;

• Satisfy all the needs of end users with a mandatory high technical and aesthetic level of the product;

• Bringing the product to market at the time of the highest market opportunity for the product;

• Regular improvement of the manufactured or sold product;

• A strategic approach to respond immediately to changing market demand.

All these basic marketing principles are very important and relevant in the furniture market. After all, for all of us, buying furniture is an important decision that we make. Therefore, the manufacture and sale of furniture must necessarily meet our requirements, the requirements of consumers. Otherwise, the demand for manufactured furniture will decrease. It is also very important to take into account the situation in the furniture market, because. competition is constantly intensifying, and end-user demand is not significantly increasing. Competition can “destroy” a company that is starting to work in the furniture market, not allowing it to “get on its feet”. Therefore, any company in the furniture business must be competitive. It is very important to constantly analyze your capabilities and fight against competing companies.

To ensure demand for your product, it must be liked by the end buyer and satisfy all needs. The main thing to remember is that it is very important that your company is known as much as possible in the furniture market. The best and most effective advertising is when you hear from your friends: “And this company makes excellent furniture from the most modern and excellent quality components ...”. That's what advertising is for, to help you get your first customers. Advertising can be expensive, but also low-budget, but no less effective. It largely depends on your professionalism and, of course, opportunities!

In most cases, marketing is understood as activities that stimulate sales and engage in its advertising. In fact, the implementation of your product is only one of the components of furniture marketing and not the most important one. For that. To be competitive, a company needs to pay particular attention to the following marketing activities:

• identify the needs of your product in the market,

• to develop the goods necessary for the market (supply of components) with the establishment of a competitive price,

• debug the system of regular stimulation of demand.

The furniture market in recent years has been showing a slight but constant growth. Therefore, it is very important to bring marketing in the furniture business to a new higher level.

Marketing Features

The most famous marketing specialist in Russia. Igor Mann is the author of seven books that have become bestsellers.

And now some theory. We need to understand a variety of marketing functions and concepts.

Consider the concept Needs like needs for something. Our needs are varied and multidirectional. We also need to buy furniture. Our needs grow with the development of our society. Furniture manufacturers are taking conscious actions to create demand and the desire of the end consumer to have more and more new and improved types of furniture. Manufacturers provide and form the relationship between manufactured products and the needs of the end consumer. A marketer in the furniture market does not create a need, it already exists on the market to one degree or another. But our needs are truly enormous, but we buy only the product that gives us maximum satisfaction.

Need, on the basis of purchasing power, is Demand. A consumer's choice of a product may change depending on changes in the price of the product and the income of the consumer. The end consumer will choose only the furniture he needs, which most closely matches his needs at the moment. With the change in the aesthetic needs of the consumer and his budget, his preferences for the company where he was previously going to purchase furniture may also change.

Product, this is what is able to satisfy the demand of the buyer and is sold on the market. The more the product meets the needs of the buyer, the more the furniture manufacturer will achieve. The concept of Goods includes everything that can provide a service, in fact, satisfy the need for Need. We conclude that the sale of furniture is also a commodity.

The exchange of any goods by agreement between the two parties is Deal. The buyer gives the seller a certain amount of money and receives the goods he needs. The money deal went through.

Under Market we understand all existing and potential consumers of the goods. So the furniture market consists of end consumers who plan to buy the furniture they like and from manufacturers, furniture distributors.

It is usually believed that only furniture distributors are engaged in marketing, but this is not true. Consumers and manufacturers are also involved in marketing. When searching for components, the procurement officer of the manufacturer's company does a lot of work in choosing a company that offers quality components. So the end consumer makes a choice between several furniture manufacturers. Marketing activities are usually presented as questions facing the furniture company in the consumer market. There are a lot of offers on the domestic market now, but the demand is not the same as the manufacturer would like.

Marketing, according to the state of demand in the furniture market

conversion marketing used when there is no demand in the market, i.e. a large enough segment of the market cannot accept your product. The purpose of this marketing will be to change the negative attitude of buyers towards your product. As a tool we offer:

• product change,
• effective product promotion,
• share price reduction.

promotional marketing applies when there is no demand for your product due to the indifference of buyers to it. Stimulating marketing is to identify these causes and the formation of a series of activities aimed at their eradication.

Developmental marketing inseparable from modeling the demand for your product or service.

Concept of marketing

Marketing understanding of the market

In marketing theory, a very specific understanding of the market is used. The market must be specific and have well-defined parameters characterizing it, such as, for example, location, size, capacity. In the light of the above, the market is most often defined as a collection of existing or potential buyers, united either by geographical location or by needs that have generated a corresponding demand.

Depending on what needs determined the demand for the corresponding product, five main types of market can be distinguished:

Consumer market;

Producer market;

intermediary market;

Market of public institutions;

International market.

The consumer market (or consumer goods market) is defined by individuals who purchase goods and services for personal consumption.

The market of producers (the market of industrial goods) consists of organizations and enterprises that purchase goods and services for their further use in the production process.

The intermediary market is enterprises, organizations and individuals who purchase goods and services for their further resale in order to obtain a certain profit.

The public institutions market consists of public organizations that purchase goods and services to carry out their functions.

The international market consists of all buyers of goods and services located outside a given state, including individuals, manufacturers, resellers and government agencies.

Market capacity is defined as the volume of goods (in value terms or in physical units) that can be sold on a given market, usually in a year.

marketing concept

Traditionally, in marketing theory, the following marketing concepts are distinguished, which developed as the economic situation changed.

1.Production concept

2.Commodity concept

3. Sales concept

4.Traditional marketing concept

5. The concept of social and ethical marketing

6. Concept of interaction marketing

The production concept of marketing focuses on increasing the production of an existing range of products.

The production concept of marketing assumes that demand exceeds supply. With the improvement of production, it becomes possible to increase the output of goods and reduce their cost, and hence the price for the consumer, which in turn will lead to an increase in demand.

The basis of the product concept of marketing (product-oriented concept) is the assumption that the consumer will always favorably treat the product if it is of good quality and is sold at a reasonable price.

The emphasis is on the development of new models of goods, and the modernization of existing ones, in order to improve the quality characteristics of products. It is assumed that the consumer is interested in such goods, knows about the availability of similar products and makes his choice by comparing the quality and prices of similar products from other manufacturers.

The concept of sales marketing (sales-oriented marketing) assumes that the consumer will buy any product if the company actively promotes them.

Promotion comes down to the use of aggressive marketing methods, an active advertising policy and the use of a set of sales promotion methods (discounts, markdowns, exhibitions, lotteries, etc.). An important role is played by packaging, which is used by the manufacturer to give its products distinctive features from competitors' products.

The activity of the company, in accordance with the concept of traditional marketing, begins with the identification of real and potential buyers and their needs. According to the concept of traditional marketing, the goals of an enterprise, especially long-term ones, can only be achieved by studying the needs and desires of such consumer groups, to which the organization directs and offers products and services that satisfy the consumer in terms of quality and efficiency.

The concept of social and ethical marketing was intended to replace the traditional concept of marketing, in order to rationalize consumption and environmental protection of society from undesirable production processes.

The emphasis is on integrated marketing activities aimed at meeting the needs of the target market and at the same time taking into account the social and ethical needs of society as a whole.

The concept of relationship marketing is in demand by companies that cannot gain competitive advantage through the marketing mix alone. In this case, it is not so much the manufacturing companies that compete, but the interaction systems as a whole.

The emphasis is on communications aimed at establishing long-term relationships with customers and partners in the process of commercial and non-commercial interaction with them.

Market research

Market research - sequential actions to collect information about markets or consumers. It is a very important component in developing a business strategy. Market research should be distinguished from marketing research, as marketing research refers to the marketing process, while market research refers only to markets.

Market research should provide answers to questions about what consumers want, need, and trust. Research may also include the study of consumer actions, behavior at various stages of the buying process, etc.

When researching the market, it is especially important:

Market Information

The main market information is the prices of suppliers of the studied market, the situation on supply and demand. Such information should be obtained from independent sources, in various formats.

Market segmentation

Market segmentation is the division of the market into subgroups, united according to one or more essential features. The following segmentations are often used: geographic, gender, demographic, etc.

Market trends

It is necessary to take into account the trends in the growth or decline of the studied market in a certain period of time. It is quite difficult to estimate the size of the market when starting a new business, as historical statistics and expert data from insiders are needed. In this case, you can try to get derived figures from the number of potential consumers by dividing them into segments.

The objects of market research are trends and market development processes, including analysis of changes in economic, scientific and technical, demographic, environmental, legislative and other factors. The structure and geography of the market, its capacity, sales dynamics, market barriers, the state of competition, the current situation, opportunities and risks are also being studied. The main results of market research are forecasts of its development, assessment of market trends, and identification of key success factors. The most effective ways of conducting a competitive policy in the market and the possibility of entering new markets are determined. Market segmentation is carried out, i.e. selection of target markets and market niches.

Price management

Price management is a process involving the adoption of a special kind of monetary and financial decisions.

A distinctive feature of this process and financial decisions on it at the enterprise is the increased limitation of the range of control, which is set by the actually emerging very tough market conditions.

The complex of operational-tactical and strategic actions of the financial service of an enterprise, firm, company for the purposeful use of price as a category of commodity production, subject to the action of the law of cost, supply and demand, is a process of price management. The functioning of price as an economic and value category in the conditions of commodity-money relations occurs in conjunction with other economic and financial categories, such as, for example, goods, money, wages, taxes as part of the price, cost, profit, credit, bank interest, etc. At the same time, the formation, control, change and interconnection of price parameters with the financial performance of the enterprise are carried out.

Price management is carried out by financial services in the current system of prices and tariffs.

This system largely determines the total costs of production and sale of goods and the most important financial indicators of business activity - proceeds from the sale of products (sales volume), gross income of the enterprise, marginal income (gross margin), profit, profitability. Numerical values ​​used in financial management indicators of fixed and working capital, enterprise value, operating (production) leverage, financial leverage, return on investment, present value of the project, and many others are also affected by prices.

Sales promotion.

Sales promotion is a type of marketing communications that refers to a set of measures to promote sales along the entire route of movement of goods - from the manufacturer through distribution channels to the consumer - in order to accelerate the sale of goods. These activities are based on a short-term increase in sales by providing the buyer (both the end consumer and the retailer) with a certain benefit.

Types of sales promotion:

Retail Promotion:

additional deals with sellers

competitions for companies-sellers or their personnel

Consumer incentives:

Loyalty program

providing free samples

gift offers

contests and sweepstakes

Promotions

Sales promotion comes in many different forms, which can be classified as follows:

depending on the initiator and target group;

price promotion of sales or value promotion of sales;

horizontal or vertical effect;

penetrating or widespread impact;

direct or indirect sales promotion;

sales promotion, focused directly on sales growth, or having an information and communication focus

Various forms of sales promotion have been developed. There are the following types of consumer sales promotion:

price promotion of sales;

value promotion of sales;

sales promotion using the lottery principle;

sales promotion, which has an information and communication focus.

The essence of management.

Management - from English - management, organization - production management, a set of principles, methods, means and forms of production management, developed with the aim of intensifying production and increasing profits.

Management is also called the science of managing human relations in the process of production activities and the relationship of consumers with producers.

In modern management, there are various ways to solve problems: specific methods for solving management problems, modeling management processes, information and technical support for decision-making, etc.

Management principles reflect the theoretical ideal of management, the achievement of which must be strived for. The implementation of these principles is a criterion for the effectiveness and scientific nature of management at all its levels. The principles summarize the known laws and regularities and proven management experience. The principles are not introduced from outside, they follow from the very essence of society, from the level of development of its productive forces, culture, etc. (for example, Japanese and American models of management).

The principles of managing production, society and the individual are based on the dialectical law of development, which generalizes the experience of human civilization. With the change of socio-political formations, with the continuous development of all phenomena in the world, methods, forms, techniques and the very principles of management are changing and improving.

The principles of management are universal, i.e. applicable to influence the individual and for the optimal management of any society.

Goals and objectives of management.

The tasks of management as a science are the development, experimental verification and practical application of scientific approaches, principles and methods that ensure sustainable, reliable, promising and efficient work of the team (individual) by producing a competitive product.

The task of management is the development and testing of scientific approaches that are designed to ensure the stable and efficient operation of the organization in practice. In addition, there are tasks such as:

Formation of production of goods and services focused on consumer demand.

Attracting highly qualified specialists to work.

Motivating employees to effectively perform their duties by improving working conditions, increasing pay.

Determination of the enterprise development strategy;

Development of goals and plans to achieve them.

Determining the required resources and methods for their provision.

Implementation of the control function.

The goals of the management system, or management, are aimed at achieving the desired results that an economic entity needs to obtain, based on the chosen concept of marketing management (production, commodity, marketing, traditional or socio-ethical) and development strategy, including four target areas:

1) deeper penetration into established demographic and geographic markets with old products and services;

2) penetration into new geographic and demographic markets with old services;

3) development and production of new products for old, developed markets;

4) diversified development, which consists in the development of the production of new products and services for new geographical and demographic markets.

Management functions.

Management functions are types of management activities that provide the formation of ways to influence the activities of the organization.

Management processes at the enterprise occur on the basis of functional distribution. The essence of management activity at all levels of management is provided by management functions.

Today, the functions of management include:

planning,

organization,

motivation,

control,

regulation.

The planning function is number one in management. Implementing it, an entrepreneur or manager, based on a deep and comprehensive analysis of the situation in which the company is currently located, formulates the goals and objectives facing it, develops an action strategy, draws up the necessary plans and programs. The planning process itself makes it possible to more clearly formulate the goals of the organization and use the system of performance indicators necessary for the subsequent monitoring of results. In addition, planning provides a clearer coordination of the efforts of structural units and thus strengthens the interaction between the heads of various departments of the organization. And this means that planning is a continuous process of studying new ways and methods to improve the organization's activities due to the identified opportunities, conditions and factors.

The function of the organization is the formation of the structure of the organization, as well as the provision of everything necessary for its work - personnel, materials, equipment, buildings, funds. In any plan drawn up in an organization, there is the creation of real conditions for achieving planned goals, often this requires a restructuring of production and management in order to increase their flexibility and adaptability to the requirements of a market economy. When planning and organizing work, the manager determines what exactly this organization should do, when and who, in his opinion, should do it. If the choice of these decisions is made effectively, the manager gets the opportunity to translate his decisions into reality, using an important function of management as motivation.

The function of motivation is an activity aimed at activating people working in an organization and encouraging them to work effectively to achieve the goals set in the plans. To do this, they are provided with economic and moral stimulation, the very content of labor is enriched, and conditions are created for the manifestation of the creative potential of workers and their self-development. From the late 18th century to the 20th century, it was widely believed that people would always work better if they had the opportunity to earn more. Motivation was thus thought to be a simple matter, which boils down to the offer of appropriate monetary rewards in exchange for effort. Managers have learned that motivation is the result of a complex set of needs that are constantly changing.

The control function is a process that ensures the achievement of the objectives of the organization. There are three aspects of managerial control. The first aspect - setting standards - is the precise definition of a goal that must be achieved at a certain time. It is based on the plans developed during the planning process. The second aspect is the measurement of what was actually achieved in a certain period, and the comparison of what was achieved with the expected results. If these two phases are done correctly, then the management of the organization not only knows that there is a problem in the organization, it also knows the source of this problem. The third aspect is the stage at which actions are taken, if necessary, to correct serious deviations from the original plan. One of the possible actions is to review the goals so that they become more realistic and correspond to the situation. Control is a critical and complex management function. One of the most important features of control, which should be taken into account in the first place, is that control should be comprehensive.

The function of coordination is the central function of management. It ensures the achievement of consistency in the work of all parts of the organization by establishing rational connections (communications) between them. The most commonly used reports, interviews, meetings, computer communications, radio and television broadcasting, documents. With the help of these and other forms of connections, interaction is established between the subsystems of the organization, resources are maneuvered, unity and coordination of all stages of the management process (planning, organization, motivation and control), as well as the actions of managers, are ensured.

Management control

Control is necessary wherever there is a system designed to perform certain tasks and achieve certain goals. Management control (that is, control over the activities of organizations) can be carried out in many different areas:

technical control,

energy control,

environmental control

sanitary control,

financial control, etc.

Need for control:

Justification of the need for control in management activities:

Uncertainty disappears: no planning, even the most thorough one, can take into account all possible complications and circumstances. Control measures identify them and provide an opportunity to adjust the program of action.

It becomes possible to prevent crises: no organization of the functioning of an object insures against a number of minor errors and omissions. If they are not corrected in time, their number may exceed a certain “critical mass”. Control measures make it possible to identify and correct them without waiting for a crisis.

Not only destructive, but also constructive phenomena are revealed: control allows you to identify effective solutions, determine promising areas of activity.

Control functions:

Identification of deviations from the requirements of regulations of various levels.

Analysis of the causes of deviations (including personnel).

Correction, that is, the development of proposals to eliminate the identified violations.

Prevention, that is, the development of measures to prevent such violations in the future.

Law enforcement, that is, bringing to justice those who committed violations.

Control principles:

Compliance principle: The content, goals and objectives of control must comply with:

tasks of the checked object,

tasks of the supervisory authority.

The principle of consistency: When conducting control, all aspects of the object's activity in interconnection should be considered in full.

The principle of universality: Any social or economic activity performed in the state should be subject to systemic and comprehensive control in terms of:

legality.

expediency.

efficiency.

Continuity principle: All objects of control must be subject to constant monitoring. Control measures should be carried out consistently and regularly. It is also necessary to control the actions taken by the object of control to eliminate previously identified violations.

The principle of objectivity: The assessment of the activity of the object of control and its results is carried out only on the basis of the compliance of the verified facts with the requirements of legislative and other regulations governing the audited activity.

Principle of independence: The inadmissibility of a situation in which the subject of control in the implementation of control measures is guided by any considerations other than the competent and conscientious performance of control tasks. A ban on any kind of forceful, material or moral impact on the subject of control.

The principle of publicity (follows from the principle of compliance): The results of the control must be communicated to:

to the object of control,

to the subject of decision-making based on the results of control.

Principle of effectiveness: The results of the control should provide:

completeness of detection of deviations (the actual state from the required one),

timely detection of such deviations,

establishing the reasons for deviations,

identifying the perpetrators

assistance in the development of preventive measures.

The principle of scientific character: Control is carried out by applying scientifically based methods and techniques.

The principle of planning: Control should be carried out according to plan:

measures of control of a certain subject (supervisory body) are planned for a period of time,

a set of specific control actions is planned as part of the control measure,

control actions should be preceded by a preliminary study of the object of control in order to achieve an understanding of its activities.

Principle of legality: Exercising control in accordance with the law; ensuring the protection of the legitimate interests of both the state and society as a whole, as well as citizens and legal entities.

The principle of responsibility: Regulatory responsibility of the subject of control:

for observance in the process of control of laws and legal acts,

for the reliability of the results of control (since decisions are made on their basis, including legal ones).

Concept of marketing

Marketing - sale, trade in the market) - the process of identifying, anticipating customer needs, organizing advertising and production that meet expectations in order to increase sales and maximize profits, this is a social process aimed at satisfying the needs and desires of individuals and groups through the creation and supply of value goods and services and their free exchange.

Marketing adheres to the following five basic principles:

1. The production and sale of goods must meet the needs of buyers, the market situation and the company's capabilities;

2. full satisfaction of the needs of customers and compliance with the modern technical and artistic level;

3.presence on the market at the time of the most effectively possible sale of products;

4.constant updating of manufactured or sold products;

5.unity of strategy and tactics for quick response to changing demand.

Goods as a means of satisfying needs.

A product is a complex, multifaceted concept that includes a combination of many properties, the main ones being consumer properties, i.e. the ability of a product to satisfy the needs of its owner.

A commodity is any thing that participates in a free exchange for other things, a product of labor capable of satisfying a human need and specially produced for exchange. Items produced for personal consumption are not commodities in the economic sense.

The consumer value of a product acts as a set of properties that are directly related to both the product itself and related services. These properties one way or another appear before the buyer and determine his intention to buy the product and become a regular customer of this manufacturer. And since for the stable success of the enterprise it is necessary to take care of the formation of a permanent clientele, special attention in the competitive market is given to such qualities as: color, packaging, design, ergonomic features (ease of use, maintenance, repair), accompanying documentation (description, operating instructions) .

At the moment, in Russia, the development of markets for durable goods is moving to a new level, when competition intensifies and more efforts need to be made to maintain its market position.

As practice shows, few Russian regional companies, manufacturers and sellers of durable goods, constantly apply marketing analysis methods and conduct comprehensive marketing research. This makes it easy for multinational companies to enter the market. The latter have long appreciated the great market potential of Russia and use the whole variety of complex marketing research to analyze the market and achieve their goals.

Most Russian regional manufacturers of durable goods face the problem of marketing their goods. Demand in many market segments is close to saturation, it is necessary to search for new market niches and develop new product models that will successfully occupy them. So, due to high competition, regional furniture companies are increasingly oriented towards households with medium and high financial income, which, in turn, have a significant impact on the formation of the furniture market. The main reason for this is the increase in the level of consumption and the increased awareness of households about the prevailing market conditions.

In order to survive in the current market conditions, each regional company operating in the durable goods markets needs to solve many research issues when moving from sales to marketing orientation, in particular, customer research, consumer portrait formation, consumer preferences determination, assortment optimization, market segmentation , analysis of the effectiveness of marketing activities . But the main issue, often omitted in the flow of operational tasks, the development of the company and maintaining its position in the market, is the development and implementation of a methodology for comprehensive market research, marketing analysis and long-term planning of production and sales activities.

However, at the present time, it can be stated that current trends in the management of regional companies operating in the durable goods markets in many constituent entities of the Russian Federation (RF) confirm the absence of a management methodology in demand for researching regional markets and planning the marketing activities of these companies.

One of the main tasks of the marketing service in a manufacturing company is the development of a marketing strategy. However, after 15 years of market reforms, many regional Russian companies still do not have sufficient experience in a systematic approach to analyzing durable goods markets and developing a marketing strategy. One of the most opaque durable goods markets is still the furniture market.

1. The furniture market as a market for durable goods

Let's define the meaning of the main terms that are used below. Furniture - mobile or built-in products for the equipment of residential and public premises, landscape gardening and other areas of human stay.

The produced range of furniture is formed on the basis of the layout of the premises, their purpose and the content of labor and domestic processes, the quantitative and professional composition of people in the premises.

According to GOST 20400, furniture is classified according to the following criteria: operational, functional, constructive and technological, by materials, and by the nature of production.

By functional purpose, furniture can be segmented as follows: household furniture, furniture for hotels, office furniture, furniture for shops, restaurants. Household furniture according to functional purpose is divided into living room/living room furniture, bedroom furniture, kitchen furniture, dining area furniture, upholstered furniture, hallway furniture, children's room furniture, home office, bathroom furniture.

Under the furniture market, we will understand the industry, which is a combination of manufacturing companies, furniture sellers and end buyers of furniture and the structure of furniture purchase and sale relations between them.

The main characteristics of durable goods on the example of the furniture market:

1. Complex production cycle and high technology impact. Most TDPs have a complex production technology and, accordingly, a fairly high retail price. Thus, the average cost of a one-time purchase of furniture, according to various estimates, is about 15-20 thousand rubles, and the cost of furniture takes from 7 to 10% of the family budget, and the retail price of a serial wardrobe 2 meters long varies from 7 to 20 thousand rubles, depending from the configuration and materials used.
2. Long time to market new models. For example, for large furniture manufacturers, the average time to market for a new series production program is between 7 and 15 months. Go-to-market activities include:
   • preliminary study of demand by the marketing department (MD),
   • development of technical specifications for OM,
   • development of a technical proposal, technical project, working documentation by the R & D department,
   • production of prototypes in production,
   • testing and development of prototypes of OM, sales department (OP), R&D department,
   • survey of potential consumers of OM and OP,
   • introduction of adjustments to the working documentation by the R&D department,
   • production of a trial batch in production,
   • development of an advertising offer for wholesale and retail companies OM,
   • distribution of proposals and registration of applications for OP,
   • distribution of a trial batch by the logistics department,
   • receiving and processing feedback on the OM furniture series,
   • finalization of working documentation by the R&D department,
   • launching a program of serial furniture into mass production.
     Since the launch of production and the introduction of new TDPs to the market and the period of their use takes a long time, planning, forecasting the core needs and demand for TDPs in the medium and long term is of particular importance.
3. High quality requirements. The consumer chooses TDP on the basis of how long with the appropriate level of quality this product can satisfy his needs. Based on this, most furniture manufacturers are solving questions about identifying an acceptable level of quality and the use of high-quality fittings and components designed for a certain number of years of use. For example, many furniture manufacturers develop a marketing strategy using an explanation of the level of quality and durability of their products as the main idea.
4. The need for warranty and post-warranty service. The total purchase and operating cost to the consumer consists of the sum of the retail price and lifetime maintenance costs. In this aspect, the maintenance costs for the entire life of the furniture are not significant, but can reach up to 20-25% of its original cost. In particular, Kaliningrad consumers are changing cabinet facades and upholstery of upholstered furniture, making structural changes to kitchen furniture. Separately, it is worth mentioning the cost of assembling furniture, which can range from 5 to 10% of the original cost.
5. Market competition for new and used products. The TDP market implies, in addition to the existence of a market for new products, the existence of a market for second-hand supported TDPs. And the competition between them can be very intense, depending on the type of TDP. In this connection, most manufacturers face a significant problem of identifying the optimal service life of produced TDPs and creating an after-sales service infrastructure. For example, some small furniture manufacturers focus on service development and offer services for furniture repair and restoration, upholstery or facade replacement. In particular, the share of furniture repair and restoration services in the structure of household services in 2003 was 1.9%.
6. Long period of choice and purchase by the consumer. TDPs are pre-selected products with, as a rule, a lack of complete and accessible information about the expected characteristics of a future purchase, which the consumer compares in terms of convenience, quality, price and design. The consumer's choice of furniture is from 2 to 4 weeks (and in some cases is postponed for several months until the next exhibition) and up to 10 models fall into his comparison table, which are compared according to 10-15 characteristics. The main compared characteristics: price, appearance, colors, ease of use, build quality, quality of materials, ease of care, discounts, durability.
7. Obsolescence of durable goods. In addition to the physical wear and tear of TDP, obsolescence is of particular importance. TDPs currently produced and sold affect the value of goods sold in the past. Some major operators of the world furniture market (Ikea, Nolte, Natuzzi, Rolf Benz, etc.) stimulate the development of the market through an aggressive advertising policy and introduce the concept of fashion trends in furniture, which allows them to constantly change their collections.

2. Matrix of the marketing strategy of a furniture factory

Taking into account the above characteristics and conducting marketing research, it is possible to propose a variant of the marketing strategy for the development of a regional furniture factory that produces cabinet and upholstered furniture and is engaged in wholesale and retail sales in the regions of the Russian Federation. Elements of a marketing strategy include distribution, assortment policy, advertising and sales promotion (see Table 1) and are categorized by goal, achievement criteria, historical benchmarks and necessary activities for implementation. The main goal of the factory is to conduct intensive expansion to the regions of the Russian Federation at the time of the general growth of the furniture market, to seize a leading position in the regional markets of the constituent entities of the Russian Federation in the next 3 years.

Table 1.
Marketing Strategy Matrix

Goal Evaluation Benchmarks Activities

Distribution	Growth in the number of new stores (in %)	Number and area of ​​stores opened in the next 3 years	> 90 stores at the end of year 1 (20,000 sqm) > 250 stores at the end of year 3 (50,000 sqm)	Development of coverage formats. Selection of regions for the development of the trading network
		Average number of days to fully cover one region	> < 30 дней для 1-го года < 20 дней для 3-го года	Development and standardization of the network schedule of the project of actions to cover the region
	Increasing sales efficiency	Turnover per 1 sq.m.	> 10,000 rubles at the end of the 1st year > 15,000 rubles Y at the end of the 3rd year	Development of a merchandising plan
Assortment policy	Increasing the number of successful new furniture series on the market	Average number of episodes per year	> 3 series following the results of the first year > 4 series following the results of the 3rd year	Development of a plan for introducing new series to the market
		The share of the new series in the turnover of the factory (in%)	> 2% at the end of the 1st year > 3% at the end of the 3rd year	Development of a plan to promote a new series on the market
		Share of customers satisfied with the new series (in %)	> 70% at the end of the 1st year > 85% at the end of the 3rd year	Development of a feedback system and customer loyalty support program
Advertising and sales promotion	Increasing the level of fame of the factory	Share of the population who know the factory and its products (in %)	< 30 % для 1-го года < 70 % для 3-го года	Developing an Effective Media Plan
	Growth of factory brand adherents	Share of those who are inclined to make a purchase among those who know the factory (in %)	< 20 % для 1-го года < 40 % для 3-го года	Development of advertising messages with detuning from competitors' products
		Change in turnover in the city (in %)	> 10% at the end of the 1st year > 20% at the end of year 2	Increasing and standardizing the level of service in stores

3. Trade infrastructure of furniture enterprises

An analysis of the activities of the largest manufacturers (furniture factories Shatura, Katyusha, Skhodnya mebel, Stolplit) shows that the development of distribution is one of the key success factors for development in the furniture market. For an optimal presence in the Russian furniture market at the leader level, it is necessary to implement a program to create a retail infrastructure that meets the requirement of 1 sq.m. selling area of ​​the manufacturer's assortment per 1,000 population. Average turnover from 1 sq.m. should initially be 10 thousand rubles. Thus, it is possible to become a leader due to the trade coverage of the regions of the Russian Federation.

The lower limit on turnover allows you to gradually and systematically create new retail space in new cities of the constituent entities of the Russian Federation, achieve the necessary sales from them and carry out further promotion in the furniture market. Depending on the level of quality of life in the city, it is possible to offer coefficients of requirements for increasing areas or turnover from them. The coefficients are calculated based on data on retail trade turnover, the level of construction, investment in fixed assets, and average prices per 1 sq.m. residential real estate.

If the factory does not have the financial capacity to develop its own retail space and stores, or products are already presented in the region with the help of a trading partner, then negotiations are underway with him to increase the area on favorable terms for them and the factory. In particular, if a trading partner does not have the desire or ability to develop infrastructure, the factory's branded stores are opened, or new trading partners are searched.

The development of a trading network should be carried out in clearly defined formats for the target audience, the level of competition and the specifics of regions and cities. Each format assumes the presence of its own brand that characterizes consumer opportunities.

The practice of developing manufacturers' trade in Russia shows the expediency of singling out cities and the urban population on the regional market as the main potential segment of the furniture market. The prerequisites for this are that the urban population has higher levels of income compared to the rural population, and the development of trade infrastructure. Three types of cities should be distinguished according to the criterion of population - cities with a population of more than 800 thousand people - the category "large", cities with a population of 450 to 800 thousand - the category "medium" and from 450 to 200 thousand - the category "small". In order to cover the entire solvent population interested in furniture in each of them, it is possible to develop several formats at once, depending on competition and current sales.

Suggested furniture trade formats:

1. "Mebel-dom" - furniture trading house(independently or jointly with loyal trading partners) with an area of ​​about 1500-2000 sq.m. Filling them with 5-10 sets of different styles and designs of furniture 3-4 mid-price ranges for each type of furniture (bedrooms, living rooms, etc.). Presented assortment: 30-40% of the manufacturing factory, the rest - 20% of Eastern European furniture, 20-30% - Russian furniture of competing factories and 10-20% - local regional manufacturers. Recommended opening in large and medium cities. Coverage density: 1 store per 400,000 population. The main difference from the existing large furniture centers with fuzzy positioning and a chaotic assortment offer: the organization of the optimal assortment and pricing designed for the middle class, the convenient arrangement of sets on the sales floor by type of furniture. The initial advertising budget is 2% of the planned turnover.
2. "Furniture Practitioner" is a medium-sized company store. Area - 200-250 sq.m. The trade assortment is represented by 4-5 furniture sets in the form of filling 3 typical medium-sized apartments. Demonstration blocks of the available assortment of different types of facades and colors, in particular, cabinets, beds, chests of drawers, are attached separately. This format is considered as the main one. Also suitable for franchising shop in case of partnership trade relations. Opening in all categories of cities, depending on the level of competition and the current situation. Estimated coverage density: 1 store per 200,000 population.
3. "Furniture Club". Format for the upper-middle income segment. Area - 350-450 sq.m. The price range is mostly above average. Accommodation in the form of filling 2-3 large-sized apartments - 90-120 sq.m. Opening in large and medium cities. Coverage: 1 store per 400,000 population.
4. "Furniture Stock" is a discount furniture store. Sale of stale assortment in other stores.
5. "Promo-furniture" - a small salon for use in trade construction networks, in the form of exhibiting 1 set of furniture with a specific price offer and quarterly rotation of sets.

The implementation of these formats requires the joint work of several departments at once with transparent internal information, the fulfillment of the goals and objectives set in accordance with the marketing strategy matrix, and appropriate funding for the project to create and develop formats. In particular, it is recommended to expand the marketing and sales department, organize positions responsible for their format, and form a furniture purchasing department.

4. Assortment matrix of a furniture company

It is advisable to divide the produced assortment depending on the style and design of furniture and the level of income of potential buyers and the proposed distribution formats. The assortment matrix offers:

1. Separate the direction of classic and modern design. Form two price ranges: medium and medium-upper.
2. Main specialization: furniture for bedrooms and living rooms. Upholstered and kitchen furniture are seen as supporting segments of these areas.
3. Directions of furniture for children's and bathrooms are proposed to be formed at the expense of deliveries from other factories.

Sizes, specific colors and interior content in stores, and recommended retail prices are formed based on the preferences of the population in specific regions of the Russian Federation after preliminary research directly in the regions. The main reason for not using a unified pricing and merchandising policy is the lack of flexibility, because there is a large discrepancy in the standard of living and consumer preferences in the subjects of the Russian Federation.

table 2
Assortment matrix of the factory

Direction's share in the total household furniture market*, % Quantity recommendations

Living rooms (furniture for living rooms)	29	7	Beech, walnut, cherry		Classical	6
Cushioned furniture	24	6	Light brown, white, gray shades	Leather, fabric	Modern, continental	4
Kitchen furniture	16	6	Beech, walnut, oak	MDF, chipboard	Classical	12
Bedroom furniture	15	6	Beech, walnut, white	Veneer. Chipboard, chipboard, solid wood	Classic, modern	8
Furniture for dining areas	5	2	Beech, walnut, maple	Veneer. Chipboard, chipboard, solid wood	Classic, modern	7
hallways	3	2	Beech, walnut, cherry	chipboard	Classic, modern	4
Children's furniture	3	0
home office	3	2	oak, walnut	Veneer. chipboard, chipboard	Classical	7
Bathroom furniture	2	0

*Cm. research report: Home furniture market. M.: Express review. 2005. 134 p.

5. Advertising and sales promotion of a furniture company

The general mechanism for choosing furniture by the consumer can be represented as a decision algorithm consisting of the following steps:

1. Lack of need (the consumer has no need for furniture, and he is indifferent to external information). The period of the stage can be from 1 to 30-40 years, depending on the category and type of furniture and the economic activity of the consumer.
2. Search and the process of accumulating a household budget item for the purchase of furniture (a potential consumer has faced the problem of choosing furniture, is open to external information and is searching). Stage period: from 1 week to several years.
3. Making a purchase decision (comparing options available on the market, assessing their quality, communicating with the seller). Average period: several days.
4. Installation, installation of furniture (delivery, self-installation or communication with the masters). Average period: 1 day.
5. Operation (use of furniture, perception of quality). Depending on the category of furniture and the social level of the consumer: from 1 to 30-40 years.

As you can see from the above steps, the buying process is complex and time-consuming. Based on this, depending on the period of use of the TDP and the frequency of the need and the seasonality of sales, an advertising campaign should be implemented with a media placement scheme of the “awareness” type, which is typical for products with a long acquisition cycle and a long decision time in the off-season period of time. And in the pre-season period, use the "seasonal lead" scheme. In addition to the advertising campaign in the media, it is necessary to carry out:

1. Development of a full-fledged package of promotional materials for placement and distribution in stores.
2. Consistent training of sales consultants. They are the ones that influence the buying decision. To do this, it is necessary to develop a sales training seminar. Inside the factory, a project team of trainers (from the R&D, sales and marketing departments) is created, which conducts seminars several times a quarter, teaches new sales techniques, and informs about the competitive features of new series.
3. Organization of the competition "best seller within the network" and "best seller among trading partners" (it is possible to hold a competition and "best trading partner"). As a rule, such competitions motivate sales consultants who are not interested in selling a particular product of the factory.
4. Cross-marketing with interior stores, for example, lighting, textiles, sanitary ware, wallpaper (in connection with the purchase of furniture during renovation, construction, the selection of these goods and the purchase occurs in many respects in parallel with the purchase of furniture).
5. Cooperation with design bureaus and interior salons. Organization of seminars on the use of factory furniture in different interiors.
6. Organization of promoters in large furniture centers and construction networks, in places of accumulation of competitors' retail space.
7. Semi-annual rotation of the assortment in the city (coverage of retail space in the city with the entire assortment and its shift to stores).
8. Organization of an online store that reflects the quality of the entire range of the factory, with a description of all the characteristics compared during the purchase process by the buyer, and works for all regions and cities of the Russian Federation where there are own stores.

6. Conditions for the implementation of the strategy

As a rule, in the course of implementing strategies, a large number of barriers arise, related to both the human and commercial values ​​of the established business. For the successful implementation of the elements of a marketing strategy, the following conditions must be present:

1. Agreeing with the strategy of the factory's board of directors and its CEO and leading changes in the course of its implementation. The implementation of the strategy involves significant changes in the organization of production and commercial processes in the factory. The participation and initiative of the leadership allows to overcome the barriers that arise during the implementation of the strategy.
2. Awareness of the strategy and the commonality of the factory employees in its implementation. The complexity in the implementation of the strategy is carried out by training and raising awareness of the factory employees, including the formation of systems of indicators of ongoing processes so that departments, workshops and individual managers perform mutually agreed activities. Marketing strategy alignment should be observed at all levels of the customer value chain.
3. Formulation of strategy in the form of a set of operational tasks. In order to implement the strategy into the operation of the factory, it is necessary to divide the main marketing activities into operational tasks with the help of auxiliary tools, such as working sequence diagrams of internal processes, benchmarks and indicators. The use of these tools allows us to consider the implementation of a marketing strategy in the form of daily operational tasks.
4. Stability and consistency of ongoing activities. Expert employee surveys and benchmarks should be used as feedback to monitor the progress of operational tasks.

Conclusion

Raising the standard of living in Russia implies the development of markets for durable goods. Companies operating in these markets face high competition from both regional producers and foreign manufacturers represented by regional trade organizations. One of the main options to fight competition is to develop and implement a marketing strategy that takes into account the specifics of the operation of durable goods. It is she who will allow you to understand where the company is currently located, and what development paths it has.

Representing the strategy in the form of matrix elements allows you to clearly understand the success factors in the market. And appropriate benchmarks and evaluation criteria help to adhere to its implementation.

The main result of the work is to determine the characteristics of durable goods markets and develop elements of the marketing strategy matrix using the furniture market as an example. The proposed matrix and the considered elements of the marketing strategy can also be used in developing a marketing strategy in other durable goods markets, for example, in the home appliances and lighting markets.

Literature

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