THE MATRIX OF COMMERCIAL ANALYSIS AS A TOOL FOR ESTIMATION OF EFFICIENCY OF SUPPLY-SALES ACTIVITY OF THE ENTERPRISE

One of the most problematic places in the organization of enterprise management is the adequate response of management processes to changing operating conditions and improving the efficiency of supply and marketing activities, which actualizes the interest of commodity producers in the processes of material supply of production and marketing of manufactured products as important functional components of the enterprise. In this context, considerable attention is paid to the problems of optimizing the process of promotion of goods from producer to consumer: the results of economic activity largely depend on how well the distribution channels of goods, the forms and methods of their sale, on the breadth of the assortment and the quality of services provided by the enterprise related to sale of products. In the course of the study, a systematic and statistical analysis was used to assess the state and prospects for the development of supply and distribution processes for the wholesale trade enterprise; methods of economic and mathematical modeling - for designing indicators of the efficiency of supply and marketing activities and developing an economic and mathematical model for assessing the response of the enterprise's performance to changes in operating conditions. The matrix of commercial analysis is developed as a tool for assessing the efficiency of the company's supply and marketing activities, reflecting costs and incomes in private and social prices, and which provides for the analysis of the market for any product through the definition of key indicators on the basis of which it is possible to carry out a final analysis on the economic consequences of the supply-and-marketing policy. Due to this, it is possible to identify advantages and disadvantages in the marketing system of any enterprise or sector, since in determining the criteria for assessing the supply and marketing policy of an enterprise, it is first of all necessary to take into account the impact and consequences of this policy on product competitiveness, its positioning in the market, , and most importantly - the calculation and the need for resources to implement the intended.