The main indicators of the assortment of the enterprise. Assortment completeness ratio. To analyze the assortment in my term paper, I chose one of the stores selling children's clothing - "sun" I.p. dreval e.v. I have to evaluate the assortment poly
Assortment - a quantitative expression of the properties of the assortment, while the number of types and names of goods is subject to measurement.
When forming the assortment, the complex of properties and indicators of the assortment is regulated, which requires an understanding of their essence and knowledge of the range of properties and indicators of the assortment (Table 1).
Table 1. - Nomenclature of properties and indicators of the assortment
| Names and symbols | Calculation of indicators | |
| properties | indicators | |
| Latitude (W): | Latitude indicators: | |
| real (W L)) | valid (W L)) | W L = d |
| basic (W b) | basic (W b) | W b = b |
| Latitude factor (K w) | ||
| Fullness (P): | Completeness indicator: | |
| valid | valid (P D)) | P D \u003d q of a homogeneous group of goods |
| basic | basic (P b) | P b \u003d b of a homogeneous group of goods |
| Completeness factor (K p) | ||
| Stability (U) | Sustainability index (U) | Y = y |
| Stability factor (K y) | ||
| Novelty (N) | Novelty index (N) | H = n |
| Degree (coefficient) of renewal (K n) | ||
| Structure (C) | Relative indicator of the structure (Ci) of individual goods (i) | |
| Assortment minimum (list) (A m) | Index of assortment minimum (A m) | A m = m |
| Rationality (R) | Rationality coefficient (K p) * | |
| Harmony (H) | - | - |
Notes:
2. Explanation of symbols:
d - the number of types, varieties or names of goods available;
b - the basic number of types, varieties and names of goods, taken as a basis for comparison;
Аi - the quantity of a particular product in physical or monetary terms;
Si - the total quantity of all goods available in physical or monetary terms;
m - the minimum allowable number of goods that determine the trade profile of the organization;
y - the number of types and names of goods that are in steady demand;
n - the number of new types and names of goods;
vsh, vp, vu, vn - coefficients of weighting indicators of latitude, completeness, stability and novelty.
Range breadth- the number of species, varieties and names of goods of homogeneous and heterogeneous groups. This property is characterized by two absolute indicators - the actual and base latitude, as well as a relative indicator - the latitude coefficient.
Actual latitude(W d) - the actual number of species, varieties and names of goods available (d).
Base latitude(Wb) - latitude taken as a basis for comparison. The number of types, varieties and names of goods, regulated by regulatory or technical documents (standards, price lists, catalogs, etc.), or the maximum possible, can be taken as the base latitude. The choice of criteria for determining the base latitude indicator is determined by the goals. For example, when analyzing the assortment policy of competing stores, the maximum list of goods available in all surveyed stores can be taken as the base one.
Latitude factor(K w) is expressed as the ratio of the actual number of species, varieties and names of goods of homogeneous and heterogeneous groups to the base one.
Latitude can serve as an indirect indicator of the saturation of the market with goods: the greater the breadth, the greater the saturation. Latitude indicators are applied depending on the saturation of the market, as well as on the state of demand. In conditions of shortage, when demand exceeds supply, it is more profitable for the manufacturer and seller to have a narrow range of goods, since at a large latitude additional costs are required for the development and production of new goods. In addition, the production of a variety of goods requires more extensive purchases of raw materials, expansion of production facilities, new types of packaging, labeling. In trade, for a wide range of products, additional areas of the trading floor are required for displaying goods, in addition, transportation costs increase.
In a saturated market, manufacturers and retailers strive to meet a variety of needs. When demand exceeds supply, commercial efforts are required to create consumer preferences, which is achieved, among other means, by increasing the breadth of the assortment. Breadth acts as one of the criteria for the competitiveness of firms.
Thus, for manufacturers and sellers, expanding the range is a rather forced measure than a desirable one. What is the attitude of the consumer to the breadth of assortment? On the one hand, the wider the range, the more varied needs can be met. On the other hand, with an ultra-high breadth of assortment, it is difficult for the consumer to navigate in this diversity, which makes it difficult to choose the right product. Therefore, breadth cannot serve as the only indicator of the rationality of the assortment.
The completeness of the assortment is the ability of a set of goods of a homogeneous group to satisfy the same needs. Completeness is characterized by the number of types, varieties and names of goods of a homogeneous group. Completeness indicators can be valid and basic. Actual Completeness Score characterized by the actual number of types, varieties and names of goods of a homogeneous group, and the base - by the regulated or planned number of goods. Completeness factor(K P) - the ratio of the actual completeness indicator to the base one.
For example, the assortment of the store includes Swiss, Dutch, Russian, Edam, Suluguni, Roquefort cheeses. The first four names belong to the group of hard rennet cheeses. Therefore, the actual completeness index for the group of hard rennet cheeses will be equal to 4. The Russian standards provide for 20 items of such cheeses, five more items are imported. Therefore, the base recall rate is 25 and the recall rate is 16%.
Assortment completeness indicators are most important in a saturated market. The greater the completeness of the assortment, the higher the likelihood that consumer demand for goods of a certain group will be satisfied. The increased completeness of the assortment can serve as one of the means of stimulating sales and satisfying a variety of needs due to different tastes, habits and other factors.
At the same time, an increase in the completeness of the assortment requires trade workers to know the commonality and differences in the consumer properties of goods. different types, varieties and names to inform consumers about them. Bringing such information to the seller is the responsibility of the manufacturer and / or supplier. It should be noted that an excessive increase in the completeness of the assortment can also make it difficult for the consumer to choose, so the completeness should be rational.
Assortment stability is the ability of a set of goods to meet the demand for the same goods. The peculiarity of such goods is the presence of a steady demand for them. Stability factor- the ratio of the number of species, varieties and names of goods that are in steady demand among consumers (Sh D) to the total number of types, varieties and names of goods of the same homogeneous groups (Sh d).
For example, three out of five types of cheese are in steady demand (see above for an example). Therefore, the stability factor is 60%.
Sometimes sustainability is associated with the period during which goods of certain types, varieties and names are in the sale. In this case, the stability of the assortment may depend, firstly, on the presence of stable demand and constant replenishment of commodity stocks for these goods; secondly, the absence or insufficiency of demand for goods that are stale in warehouses and counters; thirdly, discrepancies between commodity stocks and the possibilities of selling goods. Therefore, the timing of the sale of goods as indicators of the stability of the assortment cannot be used in determining the rationality of the assortment.
Identification of goods in steady demand requires marketing research methods of observation and analysis of documentary data on the receipt and sale of various goods. Consumers of sustainable products can be characterized as "conservative in tastes and habits". After evaluating a certain product name, they do not change their preferences for a long time. Manufacturers and sellers most often seek to expand the number of goods that are in steady demand. However, it should be borne in mind that tastes and habits change over time, so the stability of the assortment must be rational.
Novelty (updating) of the assortment- the ability of a set of goods to satisfy changing needs through new goods. Novelty is characterized by actual renewal - the number of new products in the general list (H) and the degree of renewal (K n), which is expressed through the ratio of the number of new products to the total number of product names (or actual breadth).
Renewal - one of the directions of the organization's assortment policy, is carried out, as a rule, in a saturated market. However, even in a saturated market, updating the assortment may be the result of a shortage of raw materials, production capacities necessary for the production of previously produced goods.
The reasons that prompt the manufacturer and seller to update the range are: replacement of goods that are obsolete, but not in demand; development of new goods of improved quality in order to stimulate their purchase by the consumer; design and development of new products that had no analogues before; expanding the range by increasing the completeness to create a competitive advantage for the organization.
Consumers of new products are the so-called "innovators", whose needs often change due to the desire to experience the novelty of objects. Often, new products satisfy not so much physiological as psychological and social needs. Thus, the buyer of a new prestigious brand of car, having an old model car that is suitable for use as a vehicle, satisfies primarily social needs.
It should be borne in mind that the constant and increased updating of the assortment for the manufacturer and seller is associated with certain costs and the risk that they may not be justified, for example, a new product may not be in demand. Therefore, updating the assortment should also be rational.
The structure of the assortment is characterized by the specific share of each type and / or product name in the general set. Indicators of the assortment structure can have natural or monetary terms and are relative. They are calculated as the ratio of the number of individual goods to the total number of all goods included in the assortment. The structure of the assortment refers to the real or predicted assortment and is not applicable to the educational assortment, as it shows the relationship between the individual structural elements of the assortment through their quantitative ratio.
The structure of the assortment, calculated in kind, differs from the structure of the same assortment in monetary terms. This can be illustrated by the example of the structure of the assortment of fabrics given in Table. 2 (prices for fabrics and their quantity are conditional). As can be seen from the data in Table. 2, the share of paper fabrics in physical terms is almost 3 times higher than in monetary terms. Woolen fabrics have the lowest specific gravity in physical terms and the highest in monetary terms.
When regulating the assortment structure, one should take into account the economic benefits of the enterprise in the case of the predominance of expensive or cheap goods, the cost recovery for their delivery, storage and sale, as well as the solvency of the consumer segment that the trade organization focuses on. The choice of indicators of the assortment structure in one expression or another is determined by analytical purposes. If it is necessary to determine the need for storage space, as well as the area for displaying goods, then analyze the structure of the assortment in physical terms. When analyzing profitability certain types goods take into account the structure of the range in terms of money.
Table 4. - The structure of the range of fabrics in physical and monetary terms
Assortment Property- this is a feature of the assortment, which manifests itself in its formation and implementation.
Assortment index- this is a quantitative or qualitative expression of the properties of the assortment, while the number of groups, subgroups, types and names of goods is subject to measurement.
The unit of measure for assortment indicators is the name of the product or the commodity article, which may include the name of the type or brand.
For example, orange juice (type) "J7" (trademark).
When forming the assortment, the complex of its properties and indicators is regulated, which requires an understanding of their essence and knowledge of the range of properties and indicators of the assortment (table).
Table. Nomenclature of properties and indicators of assortment
|
Calculation of indicators |
||
properties |
indicators |
|
Latitude (W): valid |
Latitude (W): |
|
Fullness (P): valid |
Completeness indicator (P): |
Homogeneous group of goods |
Depth (D) |
Depth indicator (Gl): |
|
Stability (U) |
Sustainability index (U) |
|
Novelty (update) (N) |
Novelty index (N) |
|
Structure (C) |
Relative structure index ( FROMi) individual goods ( i) |
|
Names symbols |
Calculation of indicators |
|
properties |
properties |
|
Assortment minimum (list) (Am) |
Assortment minimum indicator ( Am) |
|
Rationality (P) |
Rationality coefficient ( Cr) |
|
Optimality (Op) |
Optimality coefficient ( cop) |
|
Harmony (H) |
Coefficient of harmony ( Kgar) |
|
m- the number of homogeneous groups of goods;
d- the number of types, varieties or names of goods available;
b- the basic number of types, varieties and names of goods, taken as a basis for comparison;
n- the number of goods of different names or trademarks and their modifications of a certain type;
ngar- the number of goods of different names or brands, identical with the approved list and taken as a sample;
AI- the quantity of a particular product in physical terms;
Si- the total quantity of all goods available in physical terms;
m- the minimum allowable number of goods that determine the trade profile of the organization;
at- the number of types and names of goods that are in steady demand;
n- the number of new types and names of goods;
vg, vu, vn– coefficients of weighting indicators of depth, stability and novelty;
Ep- the beneficial effect of the acquisition and consumption of goods when used by the consumer for its intended purpose, rub.;
W– costs for design, development, production, bringing to consumption, rub.
Let's take a closer look at the range.
1. Range breadth- this is the number of groups, types, varieties and names of goods of homogeneous and heterogeneous groups.
1.1. Actual latitude- this is the actual number of groups, types, varieties and names of goods available.
1.2. Base latitude is the latitude taken as the basis for comparison.
Latitude factor- this is the ratio of the actual number of species, varieties and names of goods of homogeneous and heterogeneous groups to the base one.
Latitude has 2 forms.
General latitude- this is a set of all assortment units, types and varieties of goods of homogeneous and heterogeneous groups.
For example, the total breadth in the Auchan hypermarket is 45 thousand assortment units belonging to 40 groups at a time, and up to 80 thousand assortment units during the year. In supermarkets, the total breadth during the year fluctuates between 30-50 thousand assortment units.
assortment unit- this is a name, trade mark or commodity article, conventionally accepted as a unit, and used to measure assortment indicators by counting.
Group latitude- the number of homogeneous groups of goods produced and sold by the organization.
For example, the group latitude of the Auchan hypermarket is approximately 40 groups, for supermarkets 25-40 groups.
2. Completeness of the range- is the ability of a set of goods of a homogeneous group to satisfy the same needs.
Completeness is characterized by the number of types, varieties and names of goods of a homogeneous group or subgroup. Completeness scores can be real or baseline.
2.1. Actual Completeness Index- this is the actual number of types, varieties and names of goods of a homogeneous group.
2.2. The indicator of basic completeness - This is the regulated or planned quantity of goods.
Completeness factor is the ratio of the actual completeness indicator to the base one.
For example, in the assortment of the store there are 4 types of cheeses that belong to the group of hard rennet cheeses, so the actual fullness indicator will be 4 units. And the Russian standards provide for 25 types of cheeses in this group, so the basic indicator of completeness will be 25 units.
3. Depth of assortment- this is the number of brands of goods of the same type, their modifications or trade articles.
For example, the depth of the commercial assortment of fruit juices is determined by the number of brands (“Champion”, “I”, “Tonus”, “Dobry”, “My family”, etc.), as well as their modifications (“Tonus”: apple-orange, peach-orange, etc.) and commodity articles that differ in the capacity of the package (0.2; 1; 1.5; 2 l).
3.1. Actual depth is the number of brands or modifications available.
3.2. Base depth- this is the number of brands or modifications offered on the market or potentially available for release and taken as a basis for comparison.
Depth factor is the ratio of the actual depth to the base.
The higher this indicator, the more fully the species assortment of a particular product is represented.
4. Stability of the range is the ability of a set of goods to satisfy the demand for the same goods.
A feature of such goods is the presence of a steady demand for them.
Stability factor- this is the ratio of the number of types, varieties and names of goods that are in steady demand among consumers, to the total number of types, varieties and names of goods of the same homogeneous groups.
Manufacturers and retailers most often seek to expand the number of products that are in steady demand, but it should be borne in mind that tastes and habits change over time, so the sustainability of the assortment should be rational.
5. Novelty (updating) of the assortment The ability of a set of products to meet changing needs with new products.
Novelty is characterized by actual renewal, i.e. the number of new products in the general list; and the degree of renewal, i.e. the ratio of the number of new products to the total number of product names (actual latitude).
It should be noted that the constant and increased updating of the assortment for the manufacturer and seller is associated with certain costs and the risk that they may not be justified, so updating the assortment should also be rational.
For example, a new product may not be in demand.
6. The structure of the product range- this is the ratio of the sets of goods selected for a certain attribute in the set.
It is characterized by the specific share of each type or product name in the total set.
The structure of the assortment can be expressed both in natural and in relative terms.
For example, the structure of the assortment of fabrics, expressed in m and in%.
Type of fabrics |
Assortment structure |
|
Cotton |
||
Woolen |
||
Synthetic |
||
Assortment structure indicators are used if it is necessary to determine the need for storage space, as well as the area for displaying goods.
7. Assortment minimum (list)- this is the minimum allowable number of types of consumer goods that determine the profile of a retail trade organization.
8. Rationality of assortment- this is the ability of a set of goods to most fully satisfy the really justified needs of different segments of consumers.
rationality coefficient is the weighted average value of the rationality indicator, taking into account the real values of the indicators of depth, stability and novelty of goods from different groups, multiplied by the corresponding weighting coefficients.
With a certain degree of reliability, the coefficient of rationality may indicate a rational assortment.
9. Harmonious assortment- this is a property of a set of goods of different groups, characterizing the degree of their proximity in ensuring rational commodity circulation, sale or use.
The enlarged assortment and its varieties are distinguished by the greatest harmony, and the mixed assortment is the least harmonious.
Coefficient of harmony- this is the ratio of the number of types, names or trademarks available in the trade organization and corresponding to the established list or sample, to the actual breadth of goods in the same organization.
Range - this is the product that we offer to our customer.
When developing the assortment policy of any pharmacy institution, a comprehensive analysis of drugs allowed for use and existing on the market is necessary, consideration of specific nomenclature positions of drugs, their dosages, packaging, dosage forms, price characteristics, quality, novelty in relation to their activities.
When carrying out analytical work on the range of products in operation in a pharmacy, it can be evaluated according to the following marketing indicators:
1. breadth of assortment;
2. completeness of the assortment;
3. assortment depth;
4. saturation of the assortment;
5. harmony of the assortment;
6. completeness of use;
7. sustainability of the range;
8. the degree of renewal of the assortment.
All these concepts are conditional and can be considered both for the entire assortment structure and within individual pharmacotherapeutic groups. As an Information Assortmenttiment base, to which you can apply a comparisona thorough study of the range of pharmacies shouldofficial sources are used: registers, decrees of the Government of the Russian Federation, orders of the Ministry of Health of Russia, reference books, etc.
The breadth of the range of medicinal preparations Comrade can be considered primarily in relation to the number of their pharmacotherapeutic groups circulating on the market.
For example, if in the assortment of a pharmacy organization there areIf there are drugs from 5 pharmacotherapeutic groups out of 100 circulating on the market, then we can talk about a narrow assortment of this institution. In this case, it is necessary to study the incidence statistics in this region and determine which pharmacotherapeutic groups can be expanded additionally. A wide range allows you to target different consumers and encourage shopping in one place.
Latitude factor - the ratio of the actual number of assortment groups (subgroups, classowls, etc.) to the base (maximum possiblelatitude).
Ksh \u003d Shfakt / Shbazovaya
Completeness of the range of medicines considersXia in relation to each nomenclature item and is characterized by the number of dosage forms of this nomenclature item in relation to those registered and approved for use.
For example, analgin is available in the form of angro powder, tablets, ampoule solutions, and all these forms are in the pharmacy, then for this position we can talk about the full range.
Completeness factor - the ratio of the number of acassortment positions (commodity units), I haveavailable in a pharmaceutical organization(actual completeness), to the number of assortmentpositions entered in the State Register or received permission to use (basic completeness):
Kp \u003d Pfact / Pbasic
Assortment depth characterized by a variety of dosages, concentrations, packaging of one name of the drug.
That is, when we have in the assortment not just an ampoule solution of analgin, but in different concentrations, different packaging and dosages registered in the State Register of Medicines, then the depth of such an assortment is satisfactory.
An example of the insufficient depth of the pharmacy assortment is the presence of adult dosages and the absence of children's dosages. A deep assortment allows you to meet the needs of different consumer segments for one medicinal substance, increases the competitiveness of the institution, makes it possible to offer a range of prices and a number of other advantages. However, it also increases the cost of maintaining inventory, fulfilling orders. In addition, certain difficulties may arise in differentiating between two similar assortment positions.
Depth factor - the ratio of the actual number of assortment positions of one productname to the possible number of positions:
Kg \u003d Gfact / Gbase
Saturation of the nomenclature (assortment) - this is the total number of all drugs produced (sold) on the market.
The harmony of the assortment characterizedthe degree of homogeneity of the nomenclature (assortment) in relation to the preferences of the doctor, the patient.So, having a wide range of diureticks, we can talk about its harmony ifit satisfies all consumer preferences, i.e. there are osmotic, loop, potassium-sparing diuretics, as well as combined drugs of this group. In turn, the wholesaler's assortment can be harmonized according to the main buyers, types of enterprises (institutions).
Completeness of the assortment - an important indicator characterizing the rationality of the assortment selected by the institution. It can be considered as the ratio of the sold assortment items to those available for a certain period of time.
The higher this indicator, the more correctly the assortment is selected. If the frequency of use of a specific nomenclature position is low, it is necessary to determine what reasons underlie it: an ineffective or outdated drug, lack of awareness among doctors, etc.
If the indicators of the breadth, completeness and depth of the assortment of medicines of an enterprise (institution) change little over time, then we can talk about a conservative assortment policy, stability of the assortment, which is associated with a certain market risk.
Demonstrates the ability of a product to meet changing needs through the emergence of new pharmacy products, dosage forms, dosages, packaging. The renewal rate can be calculated as the ratio of the number of new products (N) to the actual saturation of the assortment in this group (Pact.) (Table 3). When calculating this indicator the following assumption was used: all goods that first appeared during the study in the assortment of a pharmacy organization were considered new.
The new assortment allows diversifying the market and finding new niches in it. On the other hand, introducing new products to the market is always associated with huge costs and risks, since new types of pharmaceutical and parapharmaceutical products may not be in demand.
Range stability - the ability of a set of goods to meet consumer demand.
The stability of the assortment indicates the constant preferences of intermediate and final consumers, which can be explained as the constancy of tastes, habit, price factors when it comes to end users, and, for example, the inclusion of drugs in the list of drugs dispensed free of charge or on preferential terms.
The stability of the assortment can be determined both in terms of assortment groups (if the same groups of goods are constantly in circulation, then this indicator will be equal to Ksh), and within the assortment group. The main problem of the latter case is the choice of method for identifying sustainable goods.
The two most commonly used methods are:
1) by the number of days when the product was on sale (conditionally, if for more than 280 days a year the product was in demand, then the demand for it can be considered stable);
2) by the terms during which the goods were sold from the pharmacy (sales speed coefficient is less than 0.5). The stability coefficient (Ku) is calculated as the ratio of the number of commodity units that are in steady demand (U) to the actual saturation of the assortment (Pfakt.).
gives us a certain competitive advantage and the ability to correctly form the assortment of a particular trade organization.
2. Practical part
2.1 Calculation of indicators and properties of the assortment
Initial data:
Trade area: 1100 m2
Store type: supermarket
The number of product groups according to the assortment list ( base latitude): 42
Calculation of indicators:
1) We determine the basic completeness (the number of species, varieties, names and articles taken as a basis for comparison) according to the table:
2) We determine the actual latitude (the actual number of product groups on the day of the check). In this case, it is 59.
The store contains the following types of consumer goods: food products, non-food products and medical products.
Product groups on the day of inspection in the supermarket store:
Type of food products includes the following groups:
Fruit and vegetable products :
Canned vegetables
Tomato products
Canned food for baby and diet food
Cereal products:
Pasta
Bread and bakery products
Bagel products
Bread sticks, straws, crispbread, pies, donuts, pies
Fish and fish products:
Canned fish and preserves
Non-fish aquatic products
Meat and meat products:
Meat from slaughtered animals
Sausage products - canned meat
Meat smoked products
Meat semi-finished products
Meat by-products
Meat of poultry and game birds
Milk and dairy products:
Dairy products
Cheese and butter
edible chicken egg
Confectionery:
sugary:
Caramel
Chocolate and cocoa products
Marmalade
Oriental sweets (sugar and flour)
Flour:
cakes
Starch
Sugar
Taste and alcohol products:
Alcoholic drinks:
Alcoholic beverages
grape wines
Low alcohol drinks:
Soft drinks:
Mineral water
Fruit and vegetable juices
Carbonated drinks
Tobacco products
Tea, coffee and coffee drinks
Spices
MEDICAL PRODUCTS
Genus non-food items includes such groups as:
Household goods(household chemical products)
Hygiene products(cosmetic products)
Bio products:
Pet supplies
3) Having received all the data necessary for calculations, we calculate the assortment indicators, namely the breadth coefficient, the completeness coefficient and the assortment structure indicator.
1. Calculation of the latitude coefficient:
Latitude factor = actual latitude / base latitude* *100%
Ksh = (59/42) × 100%;
2. Calculation of the coefficient of completeness:
Completeness coefficient = actual completeness / basic completeness* *100%
Fullness real = 2240
Kp \u003d (2240/1300) × 100%;
3. Calculation of the assortment structure:
Assortment structure = quantity of an individual product in physical or monetary terms / total quantity of goods in physical or monetary terms available
Let's calculate the assortment structure on the example of dairy products and confectionery.
Milk and dairy products:
Milk (19)
Dairy products:
Ryazhenka (3)
Varenets (3)
Milkshakes (6)
Milk drinks (8)
Milk whey (2)
Curd (3)
Yoghurt (49)
Sour cream (9)
Curd (10)
Curd curds (10)
Ice cream (24)
Cheese and butter:
Hard, semi-hard, soft rennet cheeses (18)
Processed cheeses (32)
Butter (14)
Margarine (3)
Cream (3)
Total: 223
Milk and dairy products: Ci = 223 / 2240 = 0.1
Confectionery:
Sugar:
Caramel (29)
Candy (168)
Chocolate and cocoa products (165)
Marmalade (9)
Oriental sweets (8)
Flour:
Cookies (28)
Gingerbread (9)
Cakes (32)
Cakes (37)
Rolls (34)
Waffles (14)
Wafer cakes (7)
Honey(5)
Starch and starch products(7)
Sugar(9)
Total: 589
Confectionery: Сi = 589 / 2240 = 0.28
Conclusion
In the course of the study, it was found that the latitude coefficient of this store is 140%, which indicates a very large group assortment. The completeness coefficient has an acceptable value and is equal to 172%. We see that the assortment of this store is very rich. Vendors strive to meet a variety of needs. On the one hand, the wider the range, the more varied needs can be met. On the other hand, with an ultra-high breadth of assortment, it is difficult for the consumer to navigate in this variety, which makes it difficult to choose the right product.
In addition, the excessive completeness of the assortment (in our case, the actual completeness of the assortment exceeds the basic completeness by 72%) can also make it difficult for the consumer to choose, so the completeness should be rational. Therefore, the assortment policy of this store should be aimed at reducing the group assortment, namely, reducing the share of such product groups as confectionery (in particular, such product groups as chocolate, sweets, cookies, waffles
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Assortment width - is the total number of different product categories included in the assortment. For example, a grocery supermarket may have products in categories such as " milk», « meat", « cheese», « fish», « children food», « diet food», « salads», « household chemicals», « household products», « pet food», « magazines and postcards», « souvenirs and gifts". The wider the assortment, the more likely it is that the buyer's needs will be satisfied, and the wider the range of buyers we will be able to attract.
On the one hand, the wider the range, the more varied needs can be met. A wide range allows you to set different trade margins (from minimum to maximum), while maintaining the overall profit of the store. The number of impulse purchases is increasing, the number of different segments of buyers is increasing. On the other hand, with an ultra-high breadth of assortment, it is difficult for the consumer to navigate in such a variety, which makes it difficult to choose the right product. It is also not easy to manage too wide an assortment - this leads to huge logistical costs and in most cases to an excess of frozen products. inventory working capital. With a very wide range, turnover is lower, accounting policy is complicated by the need for frequent inventories.
An example from personal practice. I thought about assortment optimization many years ago when I was in charge of a separate division of a large trading holding. Taking inventory of stocks, I realized that too large areas of the warehouse are involved, we keep a lot of excess goods ... But it is necessary to increase sales, and expanding the assortment seemed to be the shortest way, because many people follow the path of expanding the assortment. But this does not always lead to a direct increase in income and competitiveness.
For example, there was a time when our assortment included collections of ceramic wall tiles in seven different colors and sizes of 20 x 20, 35? 23, 25? 40, 20? 15, 20? 30, 30? 40, 15? 15 and 10? 10 centimeters (plus a mosaic). We wanted to attract more customers this way. Imagine our surprise when it turned out that with such a variety of goods, people are simply not able to make a choice and, as a result, postpone the purchase or take the most popular sizes and colors. We have reduced the assortment and left four colors and three popular sizes in each collection. And this assortment turned out to be more competitive and profitable. Then we did this not only with a group of ceramic tiles, but with all positions.
Excessively wide choice acts as a lack of choice. Therefore, breadth cannot be the only indicator of a properly selected assortment and the main competitive advantage.
Assortment depth- the total number of product items within each product category in the assortment. The deeper the category is represented, the more accurately we will be able to guess the needs of our buyer, the more choice we will provide him. If we are dealing with a specialized store, for example "Computers", then the buyer rightly believes that the assortment in such a store will not be very wide, but deep enough, that is, there will only be computers, but a variety of brands, models and options. The deeper the assortment, the higher the specialization of the store.
As a rule, a deep assortment is easier to manage, but it attracts a rather limited number of buyers. But these customers are willing to pay a higher price in anticipation of a special choice, they are more loyal to the store where their most subtle needs are satisfied.
How to understand whether a store should have a wide or deep assortment?
Let's take such a popular category as "cheese". Imagine that you have entered a store where the assortment seems wide to you - there are many goods and food and food groups. But among the cheeses you see only two types - cheese "Russian" and cheese "Viola" processed. Can such an assortment be called deep? No, most likely, such an assortment of the store as a whole will seem insufficient to you, despite its breadth. The depth is precisely determined by the presence within the category of such a proposal of species, varieties of goods, by which one can judge the balance of the assortment.
Example 1 If we look into a grocery store and see categories such as meat, milk, wine, cheese, etc., can we conclude that the assortment in the store is wide? Most likely no. But if we see other categories of goods in the store - diet food, pet food, magazines, postcards, etc., then we will perceive such an assortment as wide.
Exploring the assortment further, we will come to the "Cheese" section. And if we see one grade of hard, soft and processed, can we perceive such an assortment as deep? No, most likely, we will conclude that the store does not have a deep enough or poor assortment of cheeses. But if cheeses of different varieties are presented, as well as with mold, lactose-free, sausage, low-fat, green, etc., then such a range will seem deep, or complete (Fig. 3.9).
Rice. 3.9
Example 2 When examining the assortment of a cosmetics and perfume store, we will conclude that the assortment is not wide enough if we see only creams, shampoos and body care products. But if the assortment also includes gift sets, jewelry, professional care products, etc., then the assortment will seem wide to us. In this example, the category "Hand creams" is presented in depth - there are many varieties of cream. If we were limited to only three or four varieties (with aloe, moisturizing and with glycerin), then such a range of creams would not be deep (Fig. 3.10).
The ratio of these two parameters - the width and depth of the range - determines the format of the store. Discounters and supermarkets are characterized by a policy of maintaining a wide but shallow assortment. For specialized stores, on the contrary, the assortment is narrow, but deep.
Rice. 3.10
Rice. 3.11. Store formats
Small-format stores with a small area (stalls, trade pavilions) do not have the opportunity to trade in a wide range. And no one expects depth from them.
Hypermarkets, on the other hand, have significant floor space and can have a deep assortment in many (but not all) categories.
Knowing the format gives us an idea where, in which direction to develop our assortment - in width or in depth. Should we introduce new product categories or deepen existing ones? Where to invest money?
Whatever development strategy we choose, one thing is important: the range must be balanced.
Assortment balance- this is a combination of the optimal number of categories for the buyer (width) and types of goods within the category (depth). We emphasize again - for the buyer. In a large hypermarket, the customer expects the assortment to be as wide as possible, but his expectations related to the depth of the assortment are different. No one expects that among such an extensive offer of goods there will be all kinds of exotic fruits (papaya, mango, rambutan), less common types of meat (horse meat, rabbit), atypical clothing sizes (40-42 and 54-56). For these products or sizes, the buyer will have to go to specialized stores - where prices are higher, the range is not so wide, but there is an opportunity to satisfy even the rarest requests.
However, if the assortment is not balanced, that is, does not meet the expectations of the buyer, then this assortment is felt as incomplete. Therefore, we will draw a parallel between two concepts - completeness and balance.
If the completeness of the assortment does not correspond to the concept of this store, then the needs of customers are not fully satisfied - the assortment is perceived either as “too narrow - there is nothing”, or as “it is impossible to choose - there are so many!”.
The methodology of category management allows with a high degree of probability to balance assortment in such a way that it meets the expectations of the buyer as much as possible. We will talk about assortment balancing in detail in the section “Assortment balancing by depth”. You can also see examples of a balanced assortment there.
For one "trip" to the supermarket, the average "normal" consumer purchases goods of 10-12 categories. The average consumer is not inclined to spend more than 35 minutes on one visit ... We subtract the time spent on the trading floor (5–7 minutes), the time spent at the cash register (5–7 minutes), and the minutes spent looking at goods that are subsequently not will be bought. No more than 15-18 minutes remain, or one and a half minutes for each category. How many options will be considered during this time? 5-6 - no more. And this is because 3–4 of them are recognizable brands, which require 6–7 seconds to identify. One or two "novelties" (i.e., new offerings not previously considered by that consumer) will each receive 20-30 seconds of consumer attention.
