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Theoretical and Applied Economics
Reference:

Research of active customer base on the example of food company
Baranova Liubov Sergeevna

Head of Marketing Department, “Meat Star” LLC

196240, Russia, g.Sankt-Peterburg, g. Saint Petersburg, ul. Predportovaya, 6, of. R

liubov-baranova29@yandex.ru
Другие публикации этого автора
 

 

Abstract.

The object of this research is the active customer base of a food company. The subject of this research is the unregulated active customer base of food companies. The goal lies in the development of technique for studying the active customer base. The author carefully examines such instruments as systematization of the active customer base, presentation of assortment at the sales outlet, as well as ABC analysis of sales outlets. Special attention is given to the instrument of certification of the points of sale, which reveals their potential. An important aspect is the combination of ABC analysis and certification results with construction of recommendation matrix in coordinating the active customer base. Research methodology includes the following stages: systematization of active customer base; presentation of products at the points of sale; ABC analysis of the sales outlets by tonnage; certification of sales outlets; combination of ABC analysis on tonnage and certification. The results of this work help to efficiently manage the active customer base and influence the tonnage and profit ratio. The author recommend applying this research in food companies. The scientific novelty lies in systematization and synthesis of methods and techniques for studying clients of the companies. Food companies, which are both, production and trade. The author’s special contribution consists in the formation of classification matrix of sales outlets and recommendation matrix for each point of sale via combining the ABC analysis and certification of sales outlets.   

Keywords: regional sales channel, budget sales channel, wholesale sales channel, retail, sales channels, outlet, active customer base, firm trade, sales management, ABC analysis

DOI:

10.25136/2409-8647.2019.2.26183

Article was received:

10-05-2018


Review date:

10-05-2018


Publish date:

18-07-2019


This article written in Russian. You can find full text of article in Russian here .

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