To analyze the trading activity of enterprises, it is necessary to use a comprehensive methodology, in which economic profitability shows the causal pattern of the entire process of company development. In this case, it is necessary to structure in detail the indicators that determine the effectiveness of the functioning of its entire system.
Each company sets itself a set of strategic and tactical tasks, which, when implemented, should strengthen long-term competitiveness and provide such an indicator of effective management as economic profitability. The distribution network (hereinafter TPN) of the enterprise also does not arise from scratch and is not a mandatory attribute of activity, but rather is the subject of strategic marketing planning and justification of the effectiveness of the development of distribution and pricing policies. Consequently, the development of the enterprise TPN should meet certain goals and TPN should clearly fulfill the functions assigned to it. For example, the economic profitability of an enterprise closely associated with the quality of TPN, as a factor, puts forward the following principles of organization:
1) the activities of the subjects of their own TPN are aimed at achieving maximum sales efficiency and ensuring long-term competitiveness of the enterprise ;
2) the subjects of their own TPN position themselves as official representatives of the parent company, observe and position elements of corporate identity ;
3) the entities of the distribution network provide the maximum level of service for customers, intensive work is being done to maintain real and attract potential end users of the products of the parent company.
4) the distribution network entities carry out monthly reporting in accordance with the relevant forms developed by the parent enterprise;
5) subjects of their own TPN make mandatory monthly selection and payment of products in accordance with the monthly consumption quotas for the types of products brought by the parent company;
6) the distribution network entities strictly comply with the methods proposed by the parent company for regulating the price level for consumers;
7) the subjects of their own TPN, in agreement with the parent company, must develop the appropriate infrastructure including storage and office premises, providing the most complete satisfaction of the needs of buyers of products of the parent company
8) economic profitability and pricing of products are formed in accordance with the legislation of the country in which the subject of its own TPN operates;
9) subjects of their own TPN strictly observe the agreed area of primary responsibility for implementation.
The subjects of their own TPNs are subsidiaries, trading houses, representative offices or branches, in this regard, they should primarily focus on the priorities of the parent company. High economic profitability should be their tactical goal in the implementation of products with maximum efficiency, and the main strategic objective is the formation of long-term competitiveness of the parent company. Since the subjects of their own TPNs position themselves as official representatives of the enterprise, they must withstand all elements of the corporate style, especially when maintaining such an indicator as economic profitability. Also, in order to create a favorable image of the parent company, TPN entities should implement a set of marketing activities aimed at targeted counterparties.
In order to ensure both operational monitoring and a common strategic vision of the development prospects of the markets of target regions, TPN entities regularly submit approved reporting forms. The frequency of reporting and its forms, as a rule, are approved in advance, but subject to the urgent need for the accumulation of information, TPN entities must provide the necessary data at the request of the head of the parent company. Also, one of the main tasks of TPN entities is to provide maximum service to real and potential consumers, otherwise the creation of TPNs may not only be unjustified, but also not economically feasible. TPN entities should constantly monitor needs and assess customer satisfaction in their region, form and maintain a customer base, establish trusting relationships and introduce new adaptive forms and methods of cooperation with consumers.