Analysis of Effectiveness the Product Sales on the Example of a Confectionery Company

The purpose of this thesis is to develop recommendations for improving sales management of finished products at the selected enterprise using the information and methodological support for sales effectiveness analysis developed by the author. The relevance of the paper is due to the external geopolitical factors, as well as the dynamically developing FMCG market, which require changes in approaches of the company's sales activities. To write the thesis, there were used research by the largest analytical companies in the field of retail trade — NielsenIQ and GfK, sales data in the context of sales channels and product assortment, existing assortment matrices of sales in the key sales channel provided by Volzhsky Confectioner LLC. Based on the author's analysis of the values of the developed efficiency criteria in the context of sales channels, it became clear that the Network channel is characterized by a decrease in sales volumes, a drop in margin profit over the past 3 years, high transport costs and the lowest percentage of marketing activity. Due to the fact that Networks are the most developing channel, it was decided to pay more attention to the Network channel when analyzing sales effectiveness. The key in the paper was the development of an author's methodology for adjusting assortment matrices when placing products in a key network distribution channel, which allows anyone to predict sales volume, potential revenue and marginal profit from listing products in a particular network. The author's methodology was tested on the company's sales data to a key network client, and improvements in the values of efficiency criteria were identified. In conclusion, the author formed recommendations for the enterprise to increase sales efficiency, which is: - adjustment of the assortment matrix of a key customer due to a structural shift in assortment sales towards the most high-margin products; - change in the approach to the work of the sales department with a network channel through analytical analysis and lengthy negotiations on the listing of products of Volzhsky Confectioner LLC to any network; - development of production of own trademarks for retail chains; - development and formation of an online trading program on various online trading platforms.