Influencing factors are understood as objective reasons and processes in the sphere of commodity turnover that lead to its change. They are divided into micro- and macroeconomic.
The diversity and abundance of factors determining product turnover require systematization. This task is carried out on the basis of the following criteria:
by level of importance;
with clarification of details;
by the nature of the force of impact;
by duration of exposure;
according to the degree of their involvement taiwan business email list in the process of goods circulation.
To stimulate sales growth, it is advisable to study which external factors can be mitigated and which changes in the company's operations will help overcome internal business problems.
Factors Affecting Trade Turnover
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External and internal factors are often divided into constructive and destructive.
First, include in this category those that contribute to improving the company's operations. For example, such a positive factor can be derived from the presence of a system of incentives for salespeople depending on their results.
The difficulties with influencing factors are much more complex, since they are not subject to direct influence. For example, a company is unable to change the situation associated with changes in the exchange rate or the deterioration of the purchasing power of the population.
To facilitate the identification of potential developments, internal factors that have a similar impact are classified into the following groups based on their relationship with:
individual qualities of the company's manager and the management abilities of his team;
the use of technological advances and the willingness of business owners to introduce innovations into the production process;
implementation of improvements in the area of work organization;
creating a favorable atmosphere within the company team;
determining pricing and investment strategy;
others.
All these factors play a key role in sales growth. Studying retail analysis methods opens up opportunities to identify the company's internal potential and increase business profitability.
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Stages of analysis of the company's turnover
Stage 1. Study of the volume of goods flow
It starts with identifying the actual amount of retail sales of goods. This amount is formed from the total revenue received at the store cash desk; from the total amount transferred to the bank; from small wholesale sales made by non-cash means; from expenses made at the expense of the revenue from the cash desk.
Stages of analysis of the company's turnover
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After determining the actual volume of turnover and analyzing the fulfillment of the turnover plan, it is necessary to identify discrepancies and the reasons for their occurrence. At this stage, it is established how successfully the turnover plan for the previous period was fulfilled both for the entire enterprise and for each individual product group.
Stage 2. Research of the dynamics of turnover of goods
The second stage involves analyzing the dynamics of trade turnover, i.e. the changes that occurred in the reporting period compared to the initial period. This requires extracting information on the volume of trade turnover for a number of periods and constructing a digital series, which is called the dynamics of turnover.
The following indicators can be used to conduct the analysis:
percentage growth (the ratio of percentages of any level of a series to the initial or previous level);
absolute increase (the difference between a given level of a series and the initial or previous levels);
study of growth dynamics (ratio of absolute growth to baseline).
The study can be performed using two methods: basic and chain. With the basic method, each level of the series is compared with the original, and with the chain method - with the previous one.
Analysis and review of the volume and dynamics of turnover are necessary to identify trends in its development over time. During the analysis of dynamics, it is possible to identify both the stability of sales of individual goods and changes in sales volumes for a certain category of goods. When considering cases of stability of time series or reduction in turnover of goods, in essence, factors causing deviations from general patterns are studied.
Stage 3. Research of the commodity structure of the retail market
Analysis of the retail sector's product structure is directly related to the assessment of compliance with consumer needs. At this stage, the share of each product group in the company's total turnover is assessed, and the degree of satisfaction of consumer demand for specific products is studied.
The data obtained make it possible to identify changes in the sales of individual product groups and changes in the structure of the retail market over the period under review.