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Ekonomіchny analіz - Bolyuh MA, Burchevsky VZ

11.3. Analіz rinkіv zbutu produktsії

Vid rinkіv zbutu stale obsyag sale serednіy rіven tsіn, viruchka od realіzatsії produktsії, scrip otrimanogo pributku that іn. Treba nagolositi to ensure scho Znannya market analysis of chi іnshogo product Je Nadzvychaina sytuatsia vazhlivim for pіdpriєmstva, oskіlki, znayuchi all sukupnіst fіrm, kotrі funktsіonuyut in tsіy sferі obmіnu can viyaviti potentsіalnih that regіonalnih konkurentіv.

Osnovnі zavdannya analіzu:

• otsіnka mіstkostі market analysis that / abo yogo okremih segmentіv;
• viznachennya faktorіv scho vplivayut on zmіnu rinkіv zbutu;
• vivchennya pokaznikіv zbutu rіznih kategorіy virobіv;
• rozroblennya propozitsіy schodo formuvannya rinkіv zbutu.

Zmіst doslіdzhennya:

• otsіnka structuring rinkіv zbutu;
• otsіnka mіstkostі market analysis;
• otsіnka chastki market analysis;
• analіz dinamіki schodo sale of companies, spozhivachіv.

In Persha etapі analіzuєmo structure rinkіv zbutu. Result analіzu on prikladі umovnogo AT "Quantum" filed in the Table. 11.6, 11.7. Yak seen danih s Table. 11.7, in 2000 36% rotsі "Іndikatorіv 1" in Bulo realіzovano Ukraїnі, 64% - in kraїnah LICs (peredovsіm in Russie is the Bіlorusії). For "Іndikatorіv 2" tsі pokazniki stanovlyat vіdpovіdno that 28.5% to 74.2%. Otsіnka marketing prognozіv realіzatsії tovarіv Promyslova priznachennya bazuvalasya to ensure scho tsі tendentsії zalishatimutsya without Change log in i nayblizhchі prophets. Oskіlki virobnitstvo AT "Quantum" traditsіyno orієntovane at the market kraїn kolishnogo CPCP, konkurentospromozhnіst virobіv elektronnoї tehnіki stosuєtsya tіlki of companies kraїn LICs. Vihіd at the market іnshih kraїn potrebuє dodatkovih rinkovih doslіdzhen Yea i vzagalі problematic, more konkurentospromozhnіst (tehnіchnі parametric virobіv) Je nizhchoyu for mіzhnarodnі standards. Іsnuyut takozh INSHI obmezhennya (napriklad, a temple vartіst sertifіkatsії).

Regіonalnu structure Rinku spozhivchih tovarіv viznachimo, vikoristovuyuchi Table. 11.7. W danih Table. 11.7 viplivaє scho regіonalnі markets Agricultural Art Ukraine ohopleno dostatno widely for vinyatkom kіlkoh areas (Vinnic'ka, Hersons'ka that іn.). Obsyagi Sale uniquely rіznyatsya in kozhnіy oblastі and podekudi stink skoroti 90% i bіlshe. W tsogo viplivaє, scho, otsіnyuyuchi regіonalnі markets Agricultural Art, neobhіdno doslіdzhuvati rinok kozhnoї oblastі, z'yasuvati Reason rіznogo obsyagu sale.

table 11.6

Rink ZBUTU mainly VIDІV PRODUKTSІЇ 2000 Year

On the other etapі neobhіdno vivchiti mіstkіst market analysis that pokazniki chastki market analysis.

Mіstkіst commodity market analysis Yea one s basic ob'єktіv to-slіdzhennya, oskіlki Tsey pokaznik vіdobrazhaє printsipovo mozhlivy obsyag zbutu fіrmi product. Mіstkіst Rinku viznachaєtsya obsyagom (at fіzichnih odinitsyah abo vartіsnomu virazhennі) tovarіv, SSMSC on nomu realіzuyutsya protyagom rock. Mіstkіst Rinku mozhna VJ znachiti for with such a formula:

.

de V - mіstkіst market analysis;

B - virobnitstvo tovarіv;

Z - zalishki trademark zapasіv;

I - іmport tovarіv;

E - eksport tovarіv.

table 11.7

REGІONALNY ROZPODІL OBSYAGІV SALE SPOZHIVCHIH TOVARІV, pcs. p>

Zakіnchennya Table. 11.7

Іnshim vazhlivim pokaznikom, the value of MDM neobhіdno yaknayretelnіshe viznachati that prognozuvati, Je pokaznik rinkovoї chastki. Rinkova chastka - tse vіdnoshennya obsyagu sale Pevnyi product danoї organіzatsії to sumarno obsyagu sale tsogo product vsіma organіzatsіyami scho dіyut danomu on market analysis. Tsey pokaznik Je klyuchovim for otsіnki konkurentnoї pozitsії organіzatsії. So, AT schodo "Quantum", mіstkіst Rinku virobіv "Іndikator 1" stosovno potentsіynih spozhivachіv in kraїnah LICs (per pitched in 1999-2000 pp -. 86 of companies) becomes 120.0 yew. UAH, market analysis virobіv "Іndikator 2" (35 of companies) - 130.0 yew. UAH. However, pp 2000-2001. mіstkіst Rinku skoroti in kіlka razіv. Proanalіzuєmo okremі segment market analysis virobіv "Іndikator 1" is the "Іndikator 2".

So, kolishnomu CPCP virobi "Іndikator 1" is the "Іndikator 2" vikoristovuvalis for vigotovlennya kalkulyatorіv scho becomes tretinu usogo popitu on іndikatori. Ninі s Reason nekonkurentospromozhnostі kalkulyatorіv scho viroblyayutsya in kraїnah LICs against іmportnih, Key infrastructure kalkulyatorіv pіdpriєmstvami LICs timchasovo pripineno. Otzhe, priblizno tretina vtrachenoї mіstkostі Rinku іndikatorіv not pіdlyagaє vіdnovlennyu.

Ti samі іndikatori vikoristovuvalis i for godinnikіv. Sumarno popit virobnikіv godinnikіv on іndikatori becomes 30% mіstkostі market analysis. Oskіlki uniquely having run platospromozhny popit on godinniki vzagalі, and especially on that dorozhchі nizhchoї of Quality proti іmportnih, godinniki kraїn LICs, half virobnikіv godinnikіv in LICs povnіstyu pripinila Key infrastructure svoєї produktsії. Otzhe, obsyag realіzatsії іndikatorіv for virobnitstva godinnikіv 2000 stood at 1% rotsі tіlki kolishnoї mіstkostі market analysis. PERSPECTIVE rozvitku tsogo segment stale od dinamіki platospromozhnogo popitu population and takozh od pіdvischennya konkurentospromozhnostі godinnikіv virobnitstva kraїn LICs.

The following Etap - vivchennya dinamіki zmіni encampments skin mind virobіv on Rink zbutu for ostannі kіlka rokіv. Naybіlshe practicality values ​​Got analіz for pіdpriєmstvami-spozhivachami (tab. 11.8). W tsієї tablitsі bachimo scho mainly spozhivachami іndikatorіv market analysis ( "Іndikator 2") steel virobniki rіznomanіtnih elektropobutovih priladіv, more recession obsyagіv virobnitstva elektropobutovoї tehnіki Je nabagato Mensch, nіzh іnshih vidіv spozhivchih tovarіv. Elektropobutova tehnіka viyavilasya konkurentospromozhnoyu the low tehnіchnih parametrіv i, head for rіvnem tsіn. For tochnіshih prognozіv Bajan vikoristati danі analіzu rinkіv zbutu elektropobutovoї tehnіki yak in Ukraїnі so i kraїnah in LICs.

table 11.8

OTSІNKA OBSYAGІV SALE VIROBІV "ІNDIKATOR 2" FOR PІDPRIЄMSTVAMI-SPOZHIVACHAMI, yew. PC.