Organizations are engaged in equipped and trading intermediary. Lectures for commercial and mediation activities in the commodity market. Development of recommendations for improving the trade and intermediary activities of the enterprise OJSC VLADNAB

Chamber of Commerce - This is an activity in which intermediaries protrude counterparties in the sale of goods; They are studying the demand and supply of goods and purchasing them in commodity producers, wholesale of goods by buyers.

At all stages of the development of the domestic economy, the choice of channels of physical broadcasts belonged to the most urgent tasks solved in the field of logistical support (MTO) of production. It was carried out mainly due to the separation of transit and warehouse supplies. At the same time, significant differences occurred in the motivation of the wholesalers accents and production links.

The position of intermediaries for warehouses was determined mainly by orders for consumers, the possibilities of their combination, achieve the total volume of warehouses providing the level of income and the availability of funds for the development of the material and technical base. When solving a task at the highest levels of control system, the MTZ partially used login-nor approaches - options were selected, reflecting attempts to optimize the levels of total stocks of products and expenses during the delivery process, including transport services.

Production links, speaking as consumers, considered the use of warehouse supplies appropriate for themselves, in cases where the funds allocated for material resources did not allow to order products directly to manufacturers in accordance with the established transit provisions.

It should be noted that when motivating mediation unified links and consumer enterprises, their interests in warehouses were coincided, which contributed to the development of this channel channel. Therefore, a systematic growth was observed both in the volume of warehouses and their shares in the total turnover of products.

However, absolute and relative volumes of warehouses clearly did not comply with the requirements of intensive economic growth, since they dictated mainly by the desire of consumers "to meet the allocated funds."

As for the manufacturers of suppliers, they were not only absolutely indifferent to the choice of channel channels, but also by their attitude to the fulfillment of orders of mediation organizations as third-rate clients led their unreliability. In turn, mediators did not show interest in making commitments to improve warehouses.

The formation of market relations, putting forward the product implementation problem, has changed the situation established radically. The main stakeholder in the organization of rational range was the manufacturer of products. In a market economy, its viability depends not only on the production of goods in demand, but also from the methods that they can be offered and sold to customers on a mutually beneficial basis.

The market is based on high seller's activity, its present interest in continuous search for effective forms and methods of satisfying demand. Of course, the activity of the manufacturer does not cause the passivity of the consumer of the product - he himself also acts as a manufacturer of goods, works, services. It is important that the consumer when choosing the best option to satisfy his demand has in the face of the manufacturer of the active partner products, ready and able to offer as required goodsand a profitable way to purchase it.

The results of enterprises in the market conditions are entirely dependent on their own enterprising and ability to find and use all reserves of increasing the economy of its production. But one thing is not enough. Important and organic addition effective production activities is a wide range active actions in the field of circulation, involves achieving ultimate goal - sales of goods, which means actual recognition in the market of utility and rationality of the entire work of the enterprise.

The feasibility of circulation of the manufacturer to an independent trading intermediary arises, as a rule, in the production and sale of products, a sufficiently wide application used by many consumers and in small quantities.

The manufacturer cannot do without the help of a trading mediator for two reasons:

1) the desire for the maximum expansion (or preservation) of its segment in the market in a competitive environment;

2) the inability in the framework of the price-operating prices to hold on acceptable level In an attempt to satisfy a large number of small orders, they are spontaneously entering their fulfillment to the buyer necessary.

But what is economically unresolutely (or is solved with large losses) for the manufacturer is quite achievable for a trading mediator acting in the maximum approximation zone to the consumer and turns large batch of products purchased into small, appropriate individual demand. At the same time, the high level of minor consumer services is combined with the benefits of loading production from producers with sufficiently large orders and use to deliver produced products in the consumption of main transport. In turn, trading mediators carry out large warehouse operations and have the ability to effectively use vehicles When delivering goods to consumers they serve.

Commercial mediationthe link, thus, provides with the help of other enterprises of the infrastructure of the initial and ultimate links and the coordination of their mutual and at the same time contradictory interests. But at the same time, the presence of a mediation level is already in itself put forward the problem of its own interests and economic logic of behavior. This problem is as follows:

1. Choosing "economic niche", That is, the estimates of the content and scale of the possible activity of the trade intermediary in the commodity market. These scales should be sufficient for cost-effective operations, taking into account the prices of the market, and predicted their own expenses, which in turn depends on the commodity specialization, the breadth of the range of goods sold, the number of serviced buyers and service areas.

With the same scale of the functioning of the mediator, its activities is directly proportional to the level of its product specialization, while trade costs are inversely proportional to the level of specialization. Thus, narrow specialization suggests the need to expand the service area, but with limiting it depending on transport costs.

2. Necessary level of commoditystocks. The fact is that at the trade enterprise, the funds invested in stocks have a much greater impact on the effectiveness of its activities than on the industrial. With approximately the same turnover of the main production Funds In the manufacture of and circulation of production products, in industry, their attitude to material working capital is 5-5.5: 1, while in the trade in manufacturing goods - 0.5: 1. So, if industrial enterprises are a decisive effect on the overall speed The turnover of all invested funds provide, as a rule, the main funds, in trade and intermediary links - coverages. Therefore, before trading mediators, the problem of resolving the contradiction between their desire to maximally satisfy the demand and content for this sufficiently high level of inventory in a wide range, on the one hand, and the need to ensure high speed The turnover of the funds available at its disposal is on the other.

In an effort to find a way out of the established position, the mediator can ignore part of the potential buyers' orders for the sake of reducing the level of commercial stocks by limiting the range of its purchases only by those types of goods by which the size of parties coming from manufacturers can be quickly implemented. But this means the loss of clientele and the weakening of its position in the market. A more rational and almost real other way is to change the source of the receipt of goods, that is, their purchase is not at the manufacturer, but from another trading intermediary who is more profitable to purchase them in large quantities. In this case, a new link appears in the product chain of the goods, thanks to which, with some increase in expenses, it is possible to expand the range of products sold at a minimum level of their reserves.

The modern market with its inherent competitive relations creates conditions for expanding the scope of activity and the development of the activity of trading intermediaries, which, like enterprises-manufacturers who use the concept of marketing in their activities.

Trade and mediation activities in conditions of developed market relations are characterized by the following features:

1. The motives and conditions of occurrence are the result of the action of objective laws of trade production and circulation, the formation of the real needs of business entities.

2. Role and place of mediation - This is the organic part of the trading and distribution system, effectively contributes to the promotion of goods from the manufacturer to the consumer.

3. Subject of retail mediation - Any products are designed for professional use or resale.

4. Economic guarantees - Intermediary-Entrepreneur shares the risk with producers of goods due to the impossible sale or selling at prices that do not provide necessary level arrived.

5. Main objectives intermediary - The mediator works in favor of his counterparties and in its own interests in order to obtain relevant profits.

6. Legal relationship to the subject of mediation - Basic acquire ownership of goods.

7. Organizational conditions of functioning - diversity and dynamic organizational forms mediation, types of work and services.

8. Degree of freedom and border activities - Free appropriate specialization on the market segment, where qualifying advantage can be achieved.

9. Methods and techniques of working with consumers - Differentiated approach to various needs, orientation to specific consumer requests, carried out on the basis marketing research segmented market.

10. Source of income - fee is determined by social required costs To carry out these works in the framework of the wholesale price of the manufacturer and the price of demand.

11. Remuneration - based on the results of the activity and the real contribution of each employee.

The activities of the trade and intermediary can be based on a number of principles:

1. Raising role strategic planning and management to ensure stable production and consumption of products in the national economy, creating conditions on this basis for the more sustainable and reliable functioning of the sphere of circulation.

2. The allocation of economic in stimulating material and financial flows into the most effective industries, based on the economic and social and social tasks solved by the country at each specific stage.

3. Worldwide mobilization of domestic reserves, ensuring rational use and economy financial and material resources in every link of the national economic complex.

4. Increased responsibility for the implementation of contractual obligations for supplying and transporting products by all participants in the market turnover on the basis of mutual rights and obligations caused by economic contracts, contracts, orders.

5. Major effective organization The process of selling products manufactured by enterprises, and procurement of material resources by consumers in the required assortment and in the form prepared for industrial consumption with minimal costs of circulation and total reserves.

6. Creating Economic Conditions and Use marketing toolsAllowing quality and efficiently satisfy customer requests, flexibly maneuver material resources and accelerate their turnover in favor of stabilization and economic growth.

7. Creating a modern highly technically equipped material and technical base with key elements Market infrastructure in a commercial link, continuous improvement for proportional to the development of the sphere of treatment in accordance with the requirements of the production sector.

8. Using scientific management methods material flows Based on modern logistics approaches and methods, widespread efficiency of the electronic market, the Internet system in order to maximize and timely satisfy the market requests for customers.

9. The use of forms and methods of social and ethical marketing to establish mechanisms of mutually beneficial agreements is not only with market partners, but also in society due to the active use of communicative models, in particular public relations.

Compliance with the principles of formation of commercial connections will allow the trade and intermediary system to actively influence the production, to identify inconsistencies between supply and demand for certain types of goods and services, to form rational commercial relations between suppliers and consumers.

Mediation firm is a person or a firm standing between the producer and the consumer of the goods and promoting it.

The mediator exists where there are civilized market relations. Revealing problems and helping them with a solution, the mediator acts as a kind of catalyst.

Trade and mediation firms include enterprises, in legal and economic relations independent of the manufacturer and consumer of goods. They operate in order to extract the profit, which is obtained either as a result of the difference between prices from producers and prices for which these goods are sold to buyers, or in the form of remuneration for the services provided to promote goods to the market.

Classification of trade and mediation firms

Experience developed market economies It shows that there are a large number of diverse enterprises, organizations and individuals who perform trading and intermediary functions.

Classify mediation firms can be classified by various features.

According to the main sign - this Functions performed. This feature allocated:

• universal Intermediaries - fulfill the entire range of services. Ego distributors, merchant wholesalers;
• specialized Intermediaries - perform individual functions, so they are divided into:
  • informational contacts (facilitate the establishment of economic relations between suppliers and consumers),
  • information (pure) - do not have at their disposal of goods and implement the implementation by the terms of the manufacturer,
  • search (they are called sales agents) - this is usually the agents of industrial firms that are engaged in buyers in certain regions. They work on the basis of a contract or assignments, promote the conclusion of transactions between the Seller (goods Label) and the Buyer, concluding them on behalf of the goods timelor,
  • attorneys (importing agents) are valid on the basis of an instruction agreement on behalf of and at the expense of the principal. Agents enter into contracts where their powers are negotiated in terms of technical and commercial terms of the transaction. The contracts signed by agents perform the trust. Agents for their services receive remuneration. Agents can be firms or legal entitieslicensed to this type of activity
  • wholesalers - sendorgovtsy are sold but mail, i.e. send directories to separate groups of goods, and orders are sent by mail,
  • wholesalers - the commercials are not only sold for cash, but also deliver the goods to customers. This is usually a limited range of short-term storage products (bread, milk, fruit),
  • wholesalers organizers work with such for which the absence of containers (heavy equipment, forest, coal) are characteristic. They do not have stocks of goods, but, receiving an order from the buyer (retail trade enterprises), find the manufacturer who shipments this product to the buyer.

Types of intermediaries

On the basis of the subordination and nature of the transactions performed, intermediaries can be divided into three types:

• independent;
• formally independent;
• dependent (related to production).

Independent mediators

Independent mediators (both legal and individuals) They act on their own behalf and at their own expense. In relation to the manufacturer, they act as buyers acquiring goods based on the contract of sale. They become the owners of the goods and can implement it on any market and at any price.

Distinguish:

• wholesalers with a full service cycle that provide services for the storage of inventories, on lending, to deliver goods to assist in management. They can carry out operations with various assortment;
• wholesalers with a limited service cycle that provide customers significantly less services. They can trade in cash, without delivery of goods, with usually a more limited assortment.

Independent intermediaries form the basis of the system of wholesale structures, because a large number of retail is closed trade enterprises and perform a fairly large spectrum of operations. This includes dealers, distributors, jobbers, merchant wholesalers, wholesalers, Trading Houses, Wholesalers - Commowers, Wholesalers Organizers, Consignators wholesalers, Popular wholesalers.

Dealers - a physical or legal person who buy products from industrial enterprises And sell them to buyers, taking on service responsibilities (small repair, supply of spare parts). Their income is formed due to the difference in procurement prices and implementation.

Distributors (English - distribution) - a natural or legal person who serves various industries that have warehouses and vehicles and carrying out commercial activity From your own behalf and at your own expense. Most often are made by the sale of industrial products or implement imported goods in the country.

The distributor that purchases the goods is stored, stores, prepares the final consumption, constitutes a group of distributors "with a full range of services" (or regular type).

Regular-type distributors operate according to specialization, have a clear number of positions for each group, so they can use specialized means of transportation, loading, unloading and storage. They are mainly in the mechanical engineering market (computers, televisions, cars).

Another group of distributors - " irregular type"(With an incomplete, limited service set) only acquires goods from permanent manufacturers and implements them. This is a more numerous group. They are engaged in the implementation of perishable agricultural products or small industrial parties with a variety of assortment on the principle of "bought - take" ("Cash & Kerry"), i.e. without services.

Jobbera - Dealers who do on their own and risk independently buy and sell goods (small parties).

Jobbers can work on stock exchanges. These are exchange intermediaries who carry out their intermediary activities, buying major batch of goods and immediately selling them to other Jobbera or brokers, earning at the cost difference. Make transactions from their own behalf and at their own expense, influence the price level and carry the risk in full.

Formally independent mediators

Formally independent mediators They appeared in connection with the desire of manufacturers to include these enterprises in their production and sales cycle through the contract of contracts. To do this, use the following types of contracts:

• agreement-order, which lies with attorneys or with trading agents;
• commission agreement, which determines the powers of the commissioners (find partners, sign agreements on their own behalf, but at the expense of the seller or buyer);
• treaty of simple mediation.

Dependent intermediaries

Dependent intermediaries are authorized sales agents (as if the sales department of the manufacturer) and work on the basis of urgent and indefinite labor agreements. Dependent mediators do not apply for goods, working for commission remuneration.

Broker - Physical or legal (brokerage offices) of persons who find mutually interested sellers and buyers, bring them, but do not participate in the transaction, nor on their own behalf, or on behalf of the guarantor.

Their task is to find a buyer for the manufacturer's products (seller) and the seller for the buyer and promote the signing of the contract between them.

Procurement office - independent commercial enterprises. Payment for their services is made at the calculation of a certain percentage of annual sales.

Purchasing offices in the nature of the activity are close to brokers (provide its customers with information about price movement, information about potential partners, to indicate their customers transactions).

Fig. 12.2. Types of dependent mediators

Industrial agents - Independent specialized firms that work with non-competing goods that complement each other and have the exclusive right of their implementation on a certain territory.

Sales agents - Enterprises I. individualsfulfilling under the contract with the manufacturer's entire complex of functions on the distribution of the entire range of products manufactured.

Trade agents - individuals or legal entities that, on the basis of a contract with the seller or the buyer, have the right to promote transactions for relatively a long period. Trade agents act as representatives of sellers and buyers and receive remuneration for labor contract Depending on the results of work.

Groups of commercial agents:

• representatives of manufacturers - individuals or legal entities with which the manufacturer concludes a contract where are determined price policy Procurement and sale of goods, territory, the boundaries of the agent, the procedure for providing orders, system service, sizes of commission rates;
• distributors;
• purchasing agents are representatives of buyers who take responsibility for safety, quantity, quality and incoming goods. They act on behalf of the buyer and fulfill its procurement conditions for goods. For their work receive remuneration as a percentage of the volume of purchased and delivered goods.

Commissioners-mediators Act on the basis of the contract of the Commission concluded with a product model or the buyer.

The owners of the goods in this type of operation are called a committee. He instructs the commissioner to make transactions from his own behalf and at the expense of the Committee that bears the entire commercial risk.

Commissioners act as merchants of goods before third parties are responsible for the safety of products. They are not responsible for the implementation of transactions by a third party, obligations for payments.

CONSTRATEL - Wholesale merchant (enterprises or individuals), which receives goods from the guarantor to his warehouse and sells it on his own behalf, but at the expense of the manufacturer's supplier for a certain period. It offers non-useful products, appoints the price itself. Sends a van to the store, and the representative paints in commercial Hall calculation of goods.

Activities are based on a consignment agreement. Consignment Agreement - Special View Commission agreement.

Consignments are mainly in foreign trade transactions. A consignment payments to the Consignant for the Merc of the implementation of the goods. Unloaded to the deadlines, the goods can be returned to the consignant.

Shopping Macners They carry out activities as distributors of regular type, but have a narrower profile of activities and are associated with large loads, transportation and transfer of which are very laborious.

There are so-called unofficial intermediaries - As a rule, these are individuals who have personal connections in different fields operating on their own behalf. They rely on their reputation, knowledge, experience and personal relationships. Material obligations, as a rule, are not carried, but they receive a certain remuneration for their services, and legal contracts and obligations are not related.

In recent years, especially in the West countries, a category has appeared. "Virtual" intermediariesthat use the Internet for their activities. The seller or buyer posts on the Internet its sites, where it indicates the generation of its activities offered goods or services.

Factors affecting the choice of an intermediary

There are many factors affecting the choice of an intermediary. These include:

• legal security intermediary, i.e. the presence of the necessary and legally properly executed documents giving the right to provide intermediary services;
• competence intermediary, i.e. knowledge of the creatures of the tasks that he need to resolve the knowledge of the consumer properties of the goods, the ability, if necessary, to promptly assist in transportation, storage, the safety of the goods, timely payment of the goods according to the agreement;
• financial security, i.e. The ability of the mediator to fulfill its obligations and carry material responsibility According to the contracts concluded by the parties;
• intermediary reputation, i.e. The opinion of those who have already enjoyed or uses its services, correctness in the preparation and fulfillment of their obligations and agreements.

The concept of commercial intermediaries their role in organizing the circulation of goods. The concept of form and methods wholesale sale goods. Currently, more and more widespread in practice trade activities Receive operations carried out with the assistance of non-dependent on manufacturers trade firms organizations and individuals who cost as if between producers and consumers of goods ...

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Trade and mediation organizations include organizations, in legal and economic relations not dependent on the manufacturer and consumer of goods (sales, export and other subsidiaries and affiliates of industrial companies do not belong to this category). Trade and mediation organizations operate in order to extract the profits received either as a result of the difference between procurement prices for exporters and prices for which these goods are sold to buyers or in the form of remuneration for the services provided to promote goods to foreign markets. Trade and mediation organizations are mainly engaged in commercial activities, although the largest of them sometimes perform production operations (related to mostly with the treatment of goods purchased and sold), cargo transportation, insurance, but these functions are subordinate to the implementation of trading activities. Trade and mediation organizations have, as a rule, their own material and technical base is warehouses, demonstration halls, retail stores. The role of trading intermediaries is carried out by state organizations and trading companies developing countries engaged in purchasing and exporting operations.

Depending on the nature of the operations performed, the following types of trading and intermediary organizations are distinguished: trade, commission, agency, brokerage, factors.

Trade organizations are organizations that carry out operations at their own expense and on their own behalf. They work mainly with permanent suppliers and maintain a long relationship with them. By the nature of the operations performed, trade organizations are divided into trading houses, export, imported, wholesale, retail enterprises, distributors, drains.

Trading houses buy products from producers or wholesalers of their country and resell them abroad; Foreign goods are acquired abroad and resell their local wholesalers or retailers, as well as industrial consumers. Trading houses are mainly operations at their own expense.

Exporting organizations are trading enterprises that purchase goods in the domestic market at their own expense and then resell them on their own behalf abroad. In some cases, they fulfill both commissions, acting as commissioners of foreign enterprises, and not enterprises of their country. Depending on the functions performed and the product range, export enterprises are divided into specialized, universal and enterprises that combine agricultural goods of developing countries.

Specialized exporting enterprises trade in any one product or goods similar to the nomenclature (specialized enterprises are usually related to enterprises that have more than 50% of sales on any one group of goods).

Universal export companies traded a wide range of mainly mass consumer goods and usually export several industries. They buy products from many enterprises, not limited to one area, and sell them into several countries. Sometimes these organizations focus on only one or two countries. They are closer than all of them are connected with their passage buyers and try to most fully satisfy their interests.

Importing businesses are purchased at their own expense through the border of goods and sell them then in the domestic market to industrialists, wholesale and retailers. These enterprises have in warehouses commodity reserves And on demand, immediately delivered to the domestic market. Importing businesses buy goods directly from foreign exporters or on commercial exchanges and auctions, or through the permanent purchasing offices opened by imported enterprises abroad.

Wholesale organizations - act as intermediaries between industrial or procurement enterprises and retailers. They purchase goods abroad with large parties at their own expense and implement them in the local market to individual consumers with smaller parties, receiving profit due to the difference in price.

Conduct the line between the wholesale and imported organization is quite difficult the main difference is that the import organization is mainly procured by the goods directly from exporters, while the wholesale - buy not only imported, but also products of domestic production and promotes them through own network much further than the import organization. Most often, wholesale businesses acquire foreign goods in the markets of neighboring countries.

Wholesale importing organizations often perform the functions not only wholesale, but also a retailer, sometimes combining it with the production of any products or with the functions of the exporter without a well-pronounced specialization.

Retail organizations - often themselves carry out operations on import and export of goods without resorting to services of imported and wholesale organizations. Large retail organizations have a wide network of their branches, subsidiaries and purchasing offices abroad. Parcel retail organizations accept orders from foreigners and citizens living outside their country. The distributor buys and sells goods from its own behalf and is at its own expense, as a rule, in the country of importer.

Stokists are enterprises in the country of importers who carry out export-import operations based on a special contract on a consignment warehouse. The contract is in addition to the main agreement on the provision of the right to sell, agency agreement, the Commission agreement. The function of the Stokist is sometimes one of the additional functions of the wholesale organization. Stokists tend to have their own warehouses, buy and sell goods at their own expense and on their own behalf.

Commission export organizations can act as a representative of the Seller or the buyer. The seller's representative (Selling Merchants) fulfills the instructions of the domestic exporter manufacturer for the sale of its goods in the overseas market and receives a commission of a commission. At the same time, the organization usually takes responsibility for the timeliness of the delivery of goods to the buyer, transportation, financing and documenting Transactions, fulfillment of all formalities in the country of the buyer and in some cases carry out warranty maintenance. On behalf of the Committee, it can also organize the storage of goods in their own country or abroad.

Commission import organizations act as representatives of customers of their country. They place orders from foreign manufacturers on their own behalf at the expense of domestic committees. In addition, they can provide their commitments to various services, including to draw up reviews of commodity markets, follow the shipments of goods. Large commissions have abroad their representatives that support direct contact with suppliers and informing the main offices about all changes in the market. Sometimes an imported commission organization receives goods to consignment from foreign manufacturers. In particular, it concerns machines and equipment.

Organizations speakers on behalf of the principal are called agency. Depending on the terms of the contract, the organization or itself concludes transactions from his behalf and at his expense, or only mediates when conclusion of transactions. For agency organizations, a representative office for a long time and close contact with the principal is characteristic. Legally, they always retain complete independence from them.

Brokerage organizations (brokers) are a special type of mediation organization, the responsibilities of which include the function of the reduction of counterparties. According to the laws of some countries, brokers cannot speak by themselves by buyers or sellers of goods that they are instructed to sell or buy.

As for Factors (Factors), these are trading intermediaries that fulfill a wide range of mediation duties on behalf of the exporter. They not only export products of their principles, but also finance export operations (providing delcreder, payment of advance by the manufacturer, the issuance of loans to buyers), export export loans, collecting payments in the market of sales, and also contribute to the selection of foreign agents. Their numerous offices located in the sales countries take on operations on acceptance of goods in the destination ports.