Peculiarities of the book production market. Risk analysis and insurance. Trade equipment and inventory

The capacity of the book retail market in Russia, according to analysts, today reaches 2 billion dollars. According to a study conducted by Discovery Research Group (DRG), for the last three years (as of May 18, 2011), this figure has been steadily increasing. At the same time, the total print run has been declining since 2008. If in 2007, according to the calculations of the Russian Book Chamber, it amounted to 702.3 million copies, then in 2010 - only 633 million. At the same time, the average circulation for the specified period decreased by almost 30%. Market growth is ensured not so much by an increase in sales as by a constant rise in the price of books. At the same time, experts agree that the Russian book market is far from being saturated, and the only problem is that not all stores are able to sell their goods. marketing sales competition assortment

Today, despite the development of the Internet and trade through catalogs, in Russia, according to all book market experts without exception, the bookstore remains the main tool for bringing books to the buyer. But data trading floors catastrophically lacking. So, according to the calculations of "TOP-knigi" now in Russia there are 60 thousand inhabitants per 1 bookstore, while in Europe (the Czech Republic, Germany, Hungary) - 10 thousand inhabitants. Moreover, the distribution of "shops-residents" in our country is carried out far unevenly.

At present, there are no more than 4,500 enterprises in Russia that call themselves bookstores. In reality, there are 3,000 bookstores of various formats, that is, stores with an area of at least 50 square meters. m., where the book trade is the main one. About 2,000 of these are independent non-chain stores, 500 are publisher chains, and 500 are independent chains. The number of stalls in open markets and street stalls in Russia is 10-20 thousand points, and book departments in non-core stores in Moscow - 450-500 outlets.

"Today, approximately 60-80 thousand titles of literature are presented on the market at a time - these are titles that are in demand in 2009, and some of the titles of previous years. According to experts, the total assortment that passes through the leading bookstores during the year is already reaches 100-150 thousand items, and the one-time assortment that could be presented is about 75-80 thousand items.

The main share of the turnover of bookselling companies is still accounted for by stationary book trade - about 70%, which is explained by the slow development of other sales channels (online stores, postal trade, catalog trade, etc.).

Compared to the world market, in most developed countries, the development of book retail is carried out mainly by independent companies and large wholesalers. The retail channel is fully structured, there are uniform trading standards, and fixed prices for books have been introduced in many countries. In the West, the retail and publishing businesses are diversified. Publishing houses do not form their own retail networks, but only build a system of relationships with retailers and wholesalers.

In Russia, retail trade is built according to a completely different scheme: publishing houses are actively creating their own retail chains, where they mainly supply their assortment. At the same time, the assortment of competitors is placed with a higher trade margin than the rest of the books. There are also examples of strategic partnerships where publishers do not dictate retail chains, what assortment to sell, but there are fewer such cases. Such a policy of publishing houses has a negative impact on trade turnover, since the consumer is interested in a store with the largest possible range of literature.

There are negative trends in the Russian book market that make business low-profitable for book dealers and do not give book publishers the opportunity to develop.

Among the main problems of the domestic book business today are the following:

- Low profitability of the market - 8-10%, which indicates an unstable financial position industry, as well as slow turnover of funds. Due to this, there are high risks for potential investors, and the result is the lack of proposals from Western and Russian investment companies;
- Imperfect system of taxation of publishing houses, causing an increase in costs for publishing companies, a decrease in profits, a forced underestimation of actual circulation;
- A pronounced concentration of the publishing and bookselling business in Moscow and St. Petersburg against the backdrop of a severe shortage of bookselling and publishing companies in other regions, which contributes to an overproduction crisis caused by the absence of regional sales markets, a decrease in sales due to a decrease in the number of buyers, a general drop in interest to reading;
- Poorly developed trade and retail network, far behind the development of the publishing market. This causes a limitation in the capacity of distribution channels and a decrease in the market volume in terms of value;
- The unsatisfactory state of the domestic printing base, unclear prospects for state-owned printing houses, high paper prices, due to which the cost of books increases and, as a result, they become inaccessible to a significant group of low-income consumers;
- Low (compared to European countries) prices for books at comparable prices for printing and paper. Hence the deterioration in the quality of books due to savings on the payment of qualified personnel, a decrease in the income of publishing houses;
- Reducing the population of Russia and a drop in interest in reading among Russians, especially among the young part of the readership, which entails a reduction in the number of book consumers, pessimistic prospects for the book market due to a sharp decrease in the target audience;
- Insufficient state regulation the book industry, the lack of state assistance to publishers and bookselling companies, which greatly slows down the development of the book business and causes high risks for potential investors;
- Opacity of the market - no unified system accounting for published and sold book products, there is no open data on the turnover of companies. This entails the absence of official sales statistics, the inability to accurately calculate the volume and potential size of the market, high risks for potential investors;
- Virtually no marketing strategy aimed at promoting a specific product to a specific buyer, which means that publishers are losing consumers because there is no advertising strategy promotion, there is an unreasonable expansion of the assortment due to repetitive positions, which leads to a decrease in sales;
- An acute shortage of qualified personnel at all levels of company management. As a result - the deterioration of product quality and a decrease in publishers' income.

But there are also positive trends in the domestic book market. Among the main factors contributing to positive changes in the book market are the following:

- The transition to more expensive editions, a decrease in interest in paperback books and, as a result, an increase in the turnover of the book market and, accordingly, the income of publishers;
- Active development of the network book trade, the emergence of modern trade formats, distribution centers, due to which there is an increase in throughput trading network and there is an opportunity to develop regions;
- The development of online book trade, the emergence of online bookstores, as a result of which the attraction of a younger part of the audience increases, an additional sales channel appears;
- Creation of associations of publishers and book distributors (RKS, AKI, ASKR). Thanks to this, potential consolidation of the industry begins, it becomes possible to defend the interests of market participants at the state level, as well as the opportunity to conduct large-scale market research, which is necessary for long-term planning;
- Increasing the income of the population, which contributes to the potential increase in the turnover of the book market;
- Successful projects of cooperation between publishers and the film industry ("The Lord of the Rings", "Hary Potter"), which creates additional opportunities for advertising books and results in an increase in sales;
- Development of effective marketing strategies by individual large publishing houses, which contributes to a more detailed study of consumer preferences, increasing consumer awareness of novelties in the book market;
- Attraction of investments in the book trade and publishing business ("Top-kniga", "Olma Media Group").

So in modern conditions The Russian book business is a developing field of activity, which has its own positive and negative trends, undoubtedly requiring constant improvement of technologies and the implementation of effective management approaches.

The most important principle in the formation of the assortment of goods in a bookstore is to ensure its compliance with the nature of the demand of the population. The assortment of a bookselling enterprise ultimately determines the commercial success of its work. The breadth of the choice of book products, a number additional services rendered to the buyer in the store, do the bookselling retail business attractive to visitors.

The formation of the assortment of a bookselling organization is carried out by commodity specialists and managers according to a well-known scheme:

Each of the specialists works with permanent suppliers, with whom a supply contract is concluded at the end of the calendar year or at the beginning of the next;

New suppliers are usually identified at book fairs. ;

New publisher suppliers as well as individuals can come to bookstores themselves and offer their books .

Numerous proposals received by mail in the form of price lists, catalogs are considered; the proposals published in the industry and less often in the central press are studied; V Lately Internet publishing and bookselling websites are increasingly viewed.

The search and study of suppliers is achieved through constant monitoring of publishers. At the same time, it is necessary to systematically visit wholesale book fairs and markets, to study advertisements in the media, to follow the new releases in the special press: in the journals "University Book", "Book Business", in the newspaper "Book Review", etc. The most significant fairs are held in Moscow, St. Petersburg, Nizhny Novgorod.

The formation of an assortment in a bookstore has some features that are directly related to the specifics of the book as a product and to the specifics of the book market.

The market for book production is specific due to the fact that the product - a book - is an object of culture, it is of a dualistic nature, the usefulness of a book can only be determined conditionally. As a category of "goods" it is characterized by consumer properties, its stay on the market is limited to a certain life cycle. But the book is eternal as the cultural heritage of the nation, it is evidence of the development of society as a whole, many copies retain their cultural value for years. The real market price of a book that a consumer is willing to pay is determined by the prevailing mentality of society, its cultural and educational traditions.

The publishing and bookselling business is subject to the laws of classical business. However, modern publishers, as entrepreneurs, are required not to blindly submit to mass market processes, often expressed in simplification of the decision. It is necessary to take into account the creative individuality of the book, its spiritual integrity and make commercial decisions based on this.

It is known that the book performs several functions: communicative, cognitive, educational, aesthetic, spiritual. Today, the book is in competition with other media, and competition in this area of information has intensified. But, nevertheless, it does not lose its fundamental role and its valuable position in the market. It can be observed that now they are reading no less, and reading is going on in a significant amount simultaneously with the use of other media. The frequency of reading depends on the so-called socialization. Therefore, serious market research must take into account the socialization and motivational conditions of reading in a socially differentiated society. This should be taken into account when forming the book assortment.

The book is not an essential item, but a person almost daily encounters book products, constantly feels the need for it. At the heart of the highly efficient entrepreneurial activity firms are implementing the basic principles of marketing,

associated with knowledge of the market situation for book products, its feature, determined by the dualistic nature of the product being sold - books.

With regard to the publishing business and its product - the book - the concept of "benefit" can be differentiated as follows:

- benefit to the reader;

- benefit for the wholesale buyer;

— benefits for government and educational institutions.

At the time of purchasing book products, the consumer - an individual wants to satisfy his needs different levels and content.

Psychological - the desire to understand and unravel another person, create your own idea of the world, find answers to your questions, experience catharsis: self-purification with compassion, fear and delight, which the book helps to do.
The needs of belonging - awareness of the events taking place around, the study of the biographies of prominent people.
Self-realization needs - obtaining new knowledge, improving one's professional level.

It is known that the more needs a product satisfies, the higher the likelihood that it will be bought.

The wholesale buyer views the book differently than the reader. And these differences are explained by differences in the benefits for them. The wholesaler puts economic, commercial interests at the forefront, while the reader pays attention to the educational and informational nature of the book.

Motives for purchasing books for educational and public institutions are significantly different from those above. Consumers act in the interests of the organization, taking into account the economic, consumer and operational "properties" of the book. As you know, demand is a form of market manifestation of a need presented on the market and provided with appropriate in cash, i.e. paying need. In turn, the need is usually defined as a need or lack of something necessary to maintain the vitality of the organism, the functioning of the individual, the social group of the population or society as a whole. In the process of social development, needs grow and change. At present, the structure of consumption is changing, and the purchase of a book is no longer a priority. The process of consumption itself is the use and use of book products in order to satisfy the need for knowledge, information, reading as a pastime factor, leisure.

It is not enough to publish a book; it must find its buyer. If we are talking about the consumer market, then the buyer - an individual - independently makes a purchase decision, guided by his needs. If we are talking about the resale market, then this is a wholesale buyer who focuses primarily on commercial success.

All the main problems of the book production market, one way or another, are connected with consumer demand, which expresses the total social need for book production. The volume and structure of demand depends on many factors of the marketing environment, but especially on socio-economic, demographic, cultural ones. Demand also fluctuates seasonally. For example, literature on agriculture relevant in the spring and summer. In addition, when forming the assortment, the life cycle of the book, the degree of saturation of the market with the publication are taken into account. The specifics of the book market itself also affects the process of selecting assortment items.

The book market is a market for intellectual products. Publishing is very different from the usual production of goods. Here the author acts as a co-producer. As a result of the work of the team - editor, proofreader, artist, layout designer - a finished product of a book appears, which is a product of creative work. It should be noted that competition in the book market is largely determined by the competition of authors and their popularity. And this is another specific feature of the book market. In order to achieve commercial success, it is necessary to clearly understand who the work is intended for. Targeting in publishing is very important. Reading and buying books becomes pragmatic. The consumer most often knows exactly which edition he needs. The specificity of the book is determined by a diverse contingent of consumers. Conventionally, they can be divided into several groups, taking into account their purchasing power, reader preferences, and socio-demographic characteristics. Proper segmentation of the book market largely determines the strategy of the book publishing company. Knowledge of specific market segments provides the basis for the selection of competitive literature in the assortment of the store. Readership analysis is a complex process.

There are two main reasons for market segmentation:

Concentration of market attention on those groups of buyers whose needs the company hopes to satisfy;
The objective need to develop a marketing strategy in relation to buyers and competitors.

The purpose of market research is to identify the readership that prefers a certain type of book publications: socio-demographic groups among which the book will be distributed; the purchasing power of these groups; spiritual demands dominating in these group. Having objective information on these issues, you can determine how many books and what topics should be purchased.

And first of all, the bookselling organization should be interested in the following data: the real audience of readers of books on a certain subject; potential audience; age; the level of education; National composition; aesthetic tastes; literary preference. Obviously, large bookstores, chain stores can call, form their assortment much wider and deeper, compared to smaller trading organizations.

For the store, information about a potential buyer is interesting. The main motive for acquiring a book is the desire of a person to improve his professional level. Therefore, business and educational literature is quoted on the modern book market. In the first half of 2009, the number of titles of such literature amounted to 77% of total number, the total circulation at the same time amounted to 62%.

It is not enough to have information about the needs of the reader, it is necessary to convey to him information about the available assortment of a book publishing and bookselling company. There was an urgent need to create objective information about the book as a commodity along the entire path of its passage from the publisher to the reader. The Russian book market has turned from a scarce market, when the lack of information support had almost no effect on book production and sales, to a saturated market, where a lack of information support can seriously affect the production of books and their sale.

Book publishing, which has been intensively developing since the 15th century, has not lost its relevance, despite increased competition from the media, the Internet, e-books. On the contrary, it is successfully developing, and it is premature to talk about the end of the Gutenberg era. According to the Russian Book Chamber, the number of book titles for the six months of 2009 increased by more than 6.4 thousand compared to the same indicators: 65,193 titles against 58,787 last year. At the same time, their total circulation increased: 371 million copies. against last year's record for a number of years 342 million copies. What is significant - this is happening against the backdrop of crisis phenomena in the economy.

The dualistic nature of the book requires from the commercial apparatus of the company a dynamic organization of trade, aimed not only at commercial success, but also at satisfying the spiritual needs of the population. The success of a bookselling enterprise depends on its competitiveness, which in turn depends on the effectiveness of its commercial and marketing activities firms; competent management; quality and range of products offered; market segmentation; organizational structure enterprises; organization of work of workers.

New information Technology demand from the subjects of the book market - publishing houses, bookselling organizations, libraries, bibliographic centers - close cooperation. In this regard, it is necessary to carry out scientific and research work in the field of developing a unified information platform for the development of publishing, bookselling and librarianship. The result of this work should be a system that allows giving maximum information to consumers about book production: statistics, published books, books in print, in stock. A unified publishing and bookselling classification will make it easier for the consumer to find the right book.

Despite the positive dynamics, the book market is experiencing certain difficulties associated with the global financial crisis. There is a threat from international and economic factors of the marketing environment to the book market. This is due to the specifics of the book as a commodity, and also to the fact that the book, alas, does not belong to the essential goods.

The book market is rapidly changing, and the subjects of the market - publishers and booksellers - are increasingly forced to face the problem of the need to increase the competitiveness of the book. This is not only about competition among publishers for certain segments of the book market, but also about the definition competitive advantage books as a product in the system of commodity-money relations. Today, when the incomes of the population are declining, when inflation is growing, it is quite difficult to do this.

Book publishing depends on the socio-economic development of the country, so the problems of the economy largely determine the problems of the book industry.

It is premature to say that the position of the book market is steady and stable. The limiting factors for the development of the book market include, first of all, the limited financial capabilities of its participants, and problems associated with the consumer.

Reading in the market environment has become not only pragmatic, but also functional. The buyer acquires the book, based on the belief in its expediency, necessity. In the 1970s and 1990s, books were cheap, sometimes bought for the sake of buying, and could go unread. Today, the choice of the buyer is more balanced.

A much more serious problem is related to the level of income of various groups of the population, since the book market is too dependent on this. It is obvious that the price of book production must be much higher than the cost of its production. A book is an intellectual, creative, unique product. The book should not be cheap due to its specifics, or should be cheaper as a result of state support for book publishing and book distribution.

The book trade is an intermediary between the publisher and the reader. IN retail the process of circulation of book products is being completed through certain technological and commercial processes. The specifics of the goods sold - books, the features of the book market determine the specifics of marketing activities in the market of book products, the formation of the assortment.

All trade workers pay great attention to the process of forming a trading assortment. This is due to the fact that the commercial success of the store depends on how rationally the assortment list is selected.

Thus, the most important principle in the formation of an assortment of goods in a bookstore is to ensure that it corresponds to the nature of the demand of the population. It should provide for the comprehensive satisfaction of customer demand within the selected market segment. The breadth of the choice of book products, the range of additional services provided to the buyer in the store, make the bookselling retail enterprise attractive to visitors.

Zintsova M.V.,

Candidate of Economics, Associate Professor of the Department

Despite the possibility of using electronic media, books have not lost their relevance. The idea of opening a bookstore has great potential for successful implementation. But it is necessary to approach it fully armed, that is, to develop a competent business plan for a bookstore, where all questions of the concept of the future business should be reflected:

its expediency and development prospects in certain conditions;
characterization of the existing book market;
organizational and legal issues;
calculation of costs, investment and other financial indicators;
assessment of potential income;
risk analysis.

Brief business analysis:
Business setup costs: 700 thousand rubles
Relevant for cities with a population:from 100 thousand people
Situation in the industry:high competition
The complexity of organizing a business: 2/5
Payback: 8-12 months

Business Description

A book selling business can have many different options. The choice of option depends on such factors as the relevance of a particular book product in a particular city, the real possibilities of organizing a bookstore with financial side, cooperation with book publishers, etc.

For book lovers in big cities, a bookstore with a wide range of products is relevant. There are other options to consider:

bookstore with exclusive books;
a small store with related products;
bookstore.

Despite the decline in the interest of the population in the book as a whole, competition among bookstores, especially in cities, is quite strong. Therefore, it is so important to think over a business development strategy not only for the first years, but also for the future. Experts recommend opening not just one, but a chain of bookstores. This will reduce competition and give a large turnover of sales, on which the profitability of the book business primarily depends. Even if you plan to open one bookstore, you need to plan for expansion in the future.

Description of services

Naturally, the main service of a bookstore is the sale of books. Book production can be represented by the following sections:

educational, methodical literature and dictionaries. This section is in demand among a large group of buyers - students, students, teachers, scientists etc.;
fiction. This section can be divided into subsections: novels, detective stories, fantasy. There are quite a few fans of this product, so this section must be presented in a wide range;
children's literature. This type of book production is also in demand. Books are especially in demand. preschool age made in colorful design;
special literature. This is also a section of many types, which may include books on military history, martial arts, medicine, technology, astrology, law, etc.

In addition to the main book products, other types of publishing products can be presented in the store:

magazines;
newspapers,
literary posters.

Market analysis

The development of the book business in Russia, as in all countries of the world, is associated with a decline in the interest of the population in reading. The preferences of modern Russians, as studies have shown, relate to business, educational and applied literature, while interest in fiction noticeably decreases.

But oddly enough, against the backdrop of a decline in interest in the book, there is an increase in the book market and an increase in the number of bookstores. Today, there are more than 2,000 bookstores in different regions of the country, but mostly in large cities. Moreover, many of them are of a new format:

combining a cultural and leisure center and a bookstore directly;
bookstore in malls.

These new formats are big cities- Moscow, St. Petersburg, Yekaterinburg, Krasnodar. In such stores, book exhibitions, meetings with writers, and various promotions are held.

In the regions, the picture is different. Medium and small bookstores struggle to compete with non-bookstores, as their profits do not allow them to pay the same amount of rent as grocery or beauty stores.

Today, retail bookstores remain the largest distribution channels for books, although they are being squeezed in competition by chain stores and online stores. Forecasting for the book trade business today is rather cautious. Before starting a business in the form of a bookstore, one must carefully weigh all the positive and negative points for each specific case. First of all, you need to take into account the needs of potential buyers, study the competitiveness of products of different genres and choose the most popular ones for your business.

At the moment, the most competitive are bookstores with a wide range of products. positive side business is the large number of book publishers that are extremely interested in selling their products.

Over the past 5 years, there has been an increase in book sales profits. This is due to an increase in the price of book products.

Marketing plan

organizational plan

If the store has one owner, then it is better to register the business as an individual entrepreneur. If the store is established by two or more co-owners, then it is better to register the business as LLC.

No license is required to set up a book trade business. But the books are flammable products, so there are certain requirements for trade organizations. These are the “Fire Safety Rules for Enterprises and Organizations of Roskompechat”, according to which the owners of bookstores bear criminal, administrative and disciplinary responsibility for their violations. Also, their future activities will have to be coordinated with Rospotrebnadzor and the sanitary and epidemiological service.

Business management is the prerogative of the store owner. His responsibilities include coordination of all business structures, its planning. Directly subordinate to him is the administrator, whose duties include organizing the purchase of products, maintaining the turnover and documentation for the goods.

Requirements for sales assistants - implementation of the sales plan, consulting on the store's product range, receiving goods, merchandising, designing racks, shop windows and purchases.

Financial plan

Starting costs for opening a bookstore at average prices will be something like this:

purchase of equipment - 150,000-200,000 rubles;
purchase of goods - 350,000 rubles;
decoration of the premises - 110,000 rubles;
expenses for registration and registration of a business - 40,000 rubles.

In total, it turns out the amount of 700,000 rubles. Now we need to calculate the profitability of the business. The average income can be up to 600,000 rubles. From this amount, you need to calculate the monthly expenses:

rent of premises - 120,000 rubles;
salary to employees - 160,000 rubles;
purchase of goods - 150,000 rubles;
utility costs - 20,000 rubles.

Subtract the amount of expenses from the amount of gross income and get the net profit for the month:

600,000 - 450,000 \u003d 150,000 rubles.

Taking into account the tax of 6%, the business can pay off within 8-12 months.

Risk analysis and insurance

It is impossible to predict all the risks that are possible on the way of the development of the book business, like any other. But it is quite realistic to analyze the potential ones and reduce them to a minimum.

The main risks that stand in the way of any business can be divided into two groups:

external, which are not subject to the businessman;
internal, which can be eliminated completely or partially.

TO external risks relate:

change in the political situation in the country;
difficulties with the implementation of legislation due to constant changes in business laws;
economic situation in the country. Today, these are the presence of sanctions, the unstable exchange rate, the lack of assistance from the state;
natural disasters.

Internal risks:

production: rent increase, loss of reliable suppliers;
market: instability of prices for book products, changes in demand for goods;
financial: making a profit much less than expected.

Internal risks can be adjusted by the entrepreneur himself and depend on his capabilities. You can reduce negative risks, for example, by diversifying - creating several independent sources of income. For example, in the book business, it is recommended to have several suppliers at once in order to level out situations with non-compliance with the terms of delivery of goods or the unilateral termination of the contract for the supply of products.

Insurance will also help reduce risks and negative factors in business. This is one of the reliable ways not to lose all funds as a result of any situations: industrial, financial or others. For small and medium businesses, there are the following main types of insurance:

goods during transportation;
material values as a result of natural disasters;
from bankruptcy.
from a production break, in connection with which the loss of profits and unplanned expenses is possible.

Conclusion

So, the book business is quite accessible for implementation if there is a well-developed business plan and a great desire to implement it. But experts in the book business recommend it to those people who themselves love and know literature. After all, a business based on a beloved and understandable business always succeeds.

Features of working with an assortment of printed publications

The assortment of a bookstore is the entire selection of books (titles) available in it. Types of publishing products: non-periodical and periodicals. Subjects of books, their classification according to their purpose. Studying the State Educational Standards Editions. Classification of types of publications according to their inherent features.

Assortment is a set of products offered to customers in order to attract attention, increase sales.

When forming the assortment of a bookstore, the following factors must be considered:

Shop Specialization

Ø Cultural and economic profile of the served area

The bookstore has a selection of books various kinds taking into account the classification features in accordance with GOS 7.60-2003 Edition.

A publication is a document intended for the dissemination of the information contained in it, which has undergone editorial and publishing processing, is independently designed, and has advantageous information.

Classification of types of publications according to their inherent features

Types of publications

3.2.1 Types of publications by frequency

3.2.2 Types of publications according to the composition of the main text

3.2.3 Types of publications according to the iconic nature of information. Types of art publications

3.2.4 Types of non-periodicals

3.2.4.1 Types of publications by intended purpose

3.2.4.2 Types of publications by reader's address

3.2.4.3 Types of publications by the nature of information

3.2.4.4 Types of publications by the nature of analytical and synthetic processing of information

3.2.4.5 Types of publications by original content

3.2.4.6 Types of publications by way of organizing works

3.2.4.8 Types of publications by repetition of issue

3.2.5 Types of periodicals and continuing publications

3.2.6 Types of printed publications by material design

3.2.7 Types of printed publications by format

3.2.8 Types of printed publications by the nature of design and method of printing

3.2.10 Types of publications by nature of circulation

3.2.11 Types of publications issued in honor of an event or person

Analysis of product groups

Task 1: Form and analyze the sales assortment: analyze the assortment of the bookstore by subject, type of publication and readership. Present the analysis in the form of a table 1. Calculate the assortment indicators: structure, present the results in the form of a table (example table 2).

Table 1 Analysis of the assortment by subject, types of publications in the bookstore in the period from 02/20/2011 to 03/20/2011

Merchandising section	The number of presented publications in the range, copies.	Subject Character of information (genre)	Types of publications	By reader's
			Official publications	Specialists	Labor Code of the Russian Federation
			Literary and artistic	Wide circle	Kryzhanovskaya - Rochester V.I. Daughter of a sorcerer. Moscow: Ripol Classic. - 2008, 432s.
		Textbook for universities		Specialists	Ten E.E. Fundamentals of medical knowledge: A textbook for universities. - M .: Academy, 2007. - 256 p.

Conclusion: After analyzing the trading assortment of a bookstore, we can conclude that literary and artistic publications occupy a large part of the total volume of book production. Second place is occupied educational publications. The reader's appointment is mainly for a wide range of readers.

Table 2. Structure of the range of publications

Conclusion: As can be seen from the table. 1, specific gravity reference publications in physical terms is 2.9 times higher than in monetary terms. A large share in the assortment is occupied by educational literature - 39.2%, which is determined by the demand for these publications.

When regulating the assortment structure, one should take into account the economic benefits of the enterprise in the case of the predominance of expensive or cheap goods, the cost recovery for their delivery, storage and sale, as well as the solvency of the consumer segment that the trade organization focuses on.

The choice of indicators of the assortment structure in one expression or another is determined by analytical purposes. If it is necessary to determine the need for storage space, as well as the area for displaying goods, then analyze the structure of the assortment in physical terms. When analyzing profitability certain types goods take into account the structure of the range in terms of money.

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