Sales analysis allows you to understand the trends that characterize the activities of the company at a certain stage, to determine the level of sales (its growth or decline).Analysis is necessary to identify the product groups, which should be paid more attention to their promotion on the market, or vice versa identify the most promising products.Such work is needed to make the right decisions in terms of management of the company as a whole.
to conduct a comprehensive analysis of sales, it is necessary to collect a comprehensive database.The best way to do that - to audit the retailers collect data internal (enterprise) and official (state) statistics to determine the expert assessment of all those involved in this area of the market players.
analysis data needed to make strategic and tactical management decisions.Research sales allows competently to segment customers and the speakers - to develop the correct marketing policy.
As a rule, sales analysis is carried out in four stages.
The first stage is determined by the dynamics and structure of sales of products of the enterprise.Monitor trends of growth / decline of sales, its stability;It is determined by the share of sales on credit.The main indicators to be determined at this stage of the analysis are as follows.
Revenue growth rate (TpH = N1 / N0, where N1- revenues of the reporting period, H0 -predyduschego (baseline) period) for sales made on credit (UVKR = Hc / H, where Hc - the share of sales on credit).
In the second stage, the definition of an indicator of uniformity of sales.To do this, the coefficient of variation is determined, and then draw conclusions about the causes of non-uniformity (internal, external).
The coefficient of variation is calculated as KW = {√ Σ (x1 - HSR) 2 / n} / HSR, and the X1 - the percentage of sales for the 1st period with respect to a total of 1 Stock No period XCP - the average value of sales (Percentage), n- number of periods.The higher the ratio, the less stable (unevenly) sales.
In the third stage, the critical volume of sales (NB = Zpost / UMD here Zpost - permanent costs for the production and distribution of goods, UMD -marzhinalny income) and a margin of safety (CP = N-NO).
In the fourth stage the return on sales (profitability).
Profitability is defined as follows: PP = kRpr / h, with the PP - profits from sales, and H - revenue from them.Calculated as a percentage.
analysis of sales require research not only the dynamics of all processes, but also the comparison of the analyzed indicators with the average of competitors.This allows you to determine the efficiency of business activities and certain types of business, to understand the extent of its competitiveness.If
revealed negative revenue trend, further work is needed to determine the causes of the decline in sales volumes.Among these are often the product life cycle approach to the recession, increased competition or oversaturation of the market.
Full sales analysis is impossible without evaluation of their uniformity.By reducing the rhythm or a low level, it is necessary to work on neutralizing influenced this situation causes.If you see a decrease in profitability of sales, it is necessary to revise the pricing policy of the company and the allocation of costs.
analysis of sales of goods necessary to identify relevant performance of the company desired goals.Therefore, based on it is easier to plan sales in the present and future periods.Today, not all managers accept the plan, believing that under the conditions of the changing realities of the market is inefficient.However, the plan helps to more clearly follow to the goal (sales), and minimizes the loss of non-earmarked resources.
