Turnover is the most important indicator for an enterprise engaged in the sale of anything. First of all, it is expressed in cash and characterizes the number of products sold for a certain period. Trade does not show profit, it cannot be judged on profitability, it is simply a quantitative number expressed in commodity form. But the analysis of turnover is extremely important for choosing the future strategy of the company.
Classification
All types of trade are divided into three large groups: wholesale, retail and intermediary. Each of these segments is divided into other subtypes, which is why the classification has a rather branched form.
Wholesale turnover is the sale of goods from the manufacturer to intermediaries involved in the subsequent resale of individual lots. Wholesale firms play a key role in the market. They allow you to overcome the obstacles that arise during transportation and storage of goods during their movement from the manufacturer to the end user.
The main task of the wholesale enterprise is to evenly distribute the necessary items across all retail outlets, even the most remote ones. In this regard, there are such subtypes of wholesale turnover: in their region, in other regions and international. A more detailed classification can be traced in the figure.
Retail turnover
It combines all the operations associated with the delivery of goods to the final consumer. Retail sales complete the process of handling items of food and consumer market. Since this type of trade takes the largest share in the general classification, several types of delivery of items to the end user can be distinguished. A more detailed gradation can be found in the following figure.
The organizational form can be completely different. In addition to the usual trading in shops and supermarkets, catalogs and booklets are gaining great popularity. New forms are constantly emerging, for example, sales through social networks and group purchases.
Payment methods also differ. Those times when it was difficult to pay with a card in a store were long gone. Now even the smallest stalls on the market are often equipped with portable hand-held terminals. You can also pay by check or take expensive goods on credit.
The value of the analysis of turnover for the store
Analysis of turnover is carried out to determine the following tasks:
- in order to study the dynamics of sales and fulfillment of plans;
- to determine the most influential groups of goods and, conversely, the least profitable;
- to study factors of influence on commodity circulation;
- to identify reserves, what else can be bought and what needs to be disposed of;
- to develop strategic plans for future activities.
The general scheme by which the analysis is carried out is presented in the figure.
General indicators
The turnover indicators are used to establish the main qualitative and quantitative characteristics of the company for a certain period. The further calculation of other economic indicators depends on the correctness and completeness of the analysis. Today, all these tasks are carried out very simply with the help of automated programs that help to fully monitor any changes in the turnover and quickly make operational decisions to eliminate problems, if any.
The main indicators of commodity circulation include:
- volume of maintenance in monetary terms at prices of the current and planned periods;
- assortment structure;
- MOT for a day, month, quarter, year;
- MOT per worker;
- goods circulation time;
- speed for a certain period of time.
Turnover growth dynamics
Since the turnover is the monetary equivalent of all goods sold at one enterprise for a specific period, the first indicator that needs to be calculated is its dynamics in current prices. In short - DTO. You can compare any time period using the formula:
DTO = Actual turnover for the period in current prices * 100 / Actual TO of the period that is being compared.
This formula is applicable for periods in which prices have not changed. For example, for a short period of time - one or two months. If a quarter or a year is considered, then most likely the prices have changed, and therefore the calculation needs to be adjusted using the price index, which is calculated as follows:
Iprices. = price of the reporting period / price of the base period (accepted as 100%).
In this way, you can adjust the actual turnover (the formula is presented below) at current prices:
Fthen in matching prices = (Actual turnover at current prices / Iprices.) * 100%.
Turnover rate
An indicator such as turnover has its own speed. In fact, it characterizes how long all stocks go into circulation. Speed analysis is crucial for food retailers. Thanks to it, storage periods, delivery times and final sales dates are calculated. After all, you need to have time to order the goods on time, so that he can get to the point where buyers buy up the last leftovers, and at the same time not violate the expiration date. Turnover (speed formula) is characterized by such indicators:
Stock turnover:
n = T / Z,
where T is the monetary expression of trade for a certain period, and Z is the value of inventories.
Circulation time is calculated in days:
B = D / n,
where D is the number of calendar days and n is the turnover ratio (calculated above).
Range
Being engaged in trade, it is impossible not to analyze the assortment. Whatever the trading company, small or large, the owner still sees which products are bought more, which are less, which ones to order for the future, and which demand will fall by the end of the season. Assortment policy is a whole branch of science, the study of which can significantly increase the profitability of the enterprise.
In small trading organizations, assortment analysis is carried out on an intuitive level. By the method of simple comparison and study of commodity circulation, objects with the greatest and least demand are recognized. But for large hypermarkets and wholesalers, assortment analysis plays a key role. And manually dealing with this is quite difficult.
In a prosperous enterprise, everything has a clear control. Each unit of goods has its own place in the structure of trade. In such enterprises, it is advisable to analyze the assortment using the analysis of ABC XYZ. The first half of ABC means the study of product groups for profitability, group A includes those who bring the highest income, C - the smallest. XYZ is responsible for the demand. So, the AX group will include goods that are bought most often and bring the greatest profit. If there are objects included in the last category of CZ, then it is generally better to get rid of them, since they are ballast.
Analysis ABC XYZ is a complex and simple method at the same time. The easiest way to do it is with automated programs. It gives excellent results that perfectly characterize retail sales.
findings
Turnover is the only and most important indicator of the health of a trading company, regardless of its size and form of organization. His analysis allows us to judge the result of activities and choose the future strategy of the company.
