Механізм управління збутовою діяльністю молокопереробного підприємства

Abstract

Management in the field of sales acts in modern conditions as one of the most important factors in the functioning and development of enterprises. Features of the dairy products market and the activities of dairy processing enterprises on it cause certain requirements for the management of their sales activity. A new definition of the concept of "sales activity management" is formulated based on the integration of key aspects of organizational-managerial, marketing and logistic approaches. In the process of forming the sales activity management mechanism of a dairy processing enterprise, its purpose, strategic and tactical tasks, and basic construction principles are defined. The essence of sales activity management is disclosed in the main management functions: planning, organization, coordination, motivation and control. The factors of external and internal marketing environment that affect the sales activity management process of a dairy processing enterprise are highlighted. The methods used in sales activity management are grouped into four groups: analysis, forecasting and planning, development of management decisions and organizational design. There are indicated the instruments reflecting the elements that are targeted for the purpose of regulating the conditions for organizing and carrying out the sales activity of a dairy processing company. The proposed system of indicators of efficiency of sales activity management of the enterprise, which is divided by types of efficiency and directions of its evaluation. The main stages of the implementation of the sales activity management mechanism are identified and the activities and procedures carried out within each of them are described. The developed sales activity management mechanism is a system of interrelated and interdependent elements that ensure the adoption of effective management decisions in the field of sales of dairy processing enterprises.